電子商務(wù)環(huán)境下的顧客忠誠(chéng)的研究外文翻譯-電子商務(wù)(文件)
【正文】 即老顧客對(duì)企業(yè)具有較大的生命期價(jià)值 ； (3) 企業(yè)可從忠誠(chéng)顧客那里獲得較好口碑優(yōu)勢(shì) ,滿意忠誠(chéng)的戶經(jīng)常向其親朋好友推薦某企業(yè)的產(chǎn)品或服務(wù) ,而這是一種成本低果好的廣告 ； (4) 企業(yè)可以獲得價(jià)格優(yōu)惠 ,因?yàn)楦鶕?jù)營(yíng)銷(xiāo)學(xué)研究結(jié)果 ,新 2 顧客相比 ,老顧客對(duì)公司產(chǎn)品的提價(jià)并不敏感 ,很多老顧客愿意支較高價(jià)格從而獲得較好的產(chǎn)品與服 務(wù)。美國(guó) Bain amp。忠誠(chéng)的顧客不僅重復(fù)購(gòu)買(mǎi)或消某個(gè)品牌產(chǎn)品 ,還可能向其親朋好友推薦這個(gè)品牌產(chǎn)品。信任是建立顧客忠誠(chéng)和制約網(wǎng)絡(luò)營(yíng)銷(xiāo)發(fā)展的瓶頸。 1 電子商務(wù)環(huán)境下 的顧客忠誠(chéng) 的研究 一、 顧客忠誠(chéng)在網(wǎng)絡(luò)營(yíng)銷(xiāo)背景下對(duì)企業(yè)仍然具有重要意義 互聯(lián)網(wǎng)的快速發(fā)展將對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)帶來(lái)很大的幫助。只有解決了這個(gè)問(wèn)題才能是顧客真正的成為忠誠(chéng)顧客，網(wǎng)絡(luò)營(yíng)銷(xiāo)才會(huì)真正的發(fā)展起來(lái)。當(dāng)然 ,顧客誠(chéng)的前提是顧客滿意 ,只有滿意的顧客才有可能培育成忠誠(chéng)的顧客。Company 對(duì)美國(guó)五大廣告公司一項(xiàng)查表明 :公司的顧客保持率越高 ,其生產(chǎn)力指數(shù)越高 ,即公司勞動(dòng)生率越高。 3. 增強(qiáng)顧客忠誠(chéng)感可延長(zhǎng)企業(yè)增長(zhǎng)周期 ,使企業(yè)實(shí)現(xiàn)長(zhǎng)期可持續(xù)展 ,將一個(gè)商業(yè)體系要素顧客、雇員、投資者稱為 “ 忠誠(chéng)的量 ”, 并指出他們之間關(guān)系 。 顧客感知的購(gòu)買(mǎi)風(fēng)險(xiǎn) 。顧客轉(zhuǎn)移成本是指顧客由消費(fèi)一種品牌轉(zhuǎn)移到另一種品牌所發(fā)生的成本、費(fèi)用 ,主要包括 :貨幣成本、精力成本、心理成本。由于網(wǎng)上有關(guān)商品種類與品牌的信息量很大 ,替代商品也較易獲得。所有這些對(duì)企業(yè)培育忠誠(chéng)顧客來(lái)說(shuō)都是嚴(yán)峻挑戰(zhàn) ,增加了培育的難度 ,降低了顧客的忠誠(chéng)度。主要包括 :社會(huì)風(fēng)險(xiǎn)、財(cái)物風(fēng)險(xiǎn)、時(shí)間風(fēng)險(xiǎn)、心理風(fēng)險(xiǎn)、身體風(fēng)險(xiǎn)。與傳統(tǒng)商務(wù)相比， E 環(huán)境下的顧客面對(duì)的是海量的商品信息，網(wǎng)絡(luò)消費(fèi)者在很大程度上會(huì)依賴網(wǎng)絡(luò)品牌為選擇依據(jù)。在 E 環(huán)境中，首先，網(wǎng)站的設(shè)計(jì)風(fēng)格是訪問(wèn)者對(duì)企業(yè)的第一印象，獨(dú)具特色的網(wǎng)站不僅能吸引顧客，也能讓其體會(huì)到消費(fèi)樂(lè)趣。優(yōu)良的產(chǎn)品是形成顧客忠誠(chéng)的基礎(chǔ)，消費(fèi)者只有獲得滿意的產(chǎn)品才有可能形成重復(fù)購(gòu)買(mǎi)的欲望。顧客忠誠(chéng)水平的高低往往取決于公司所提供的服務(wù)水平，而服務(wù)質(zhì)量是影響顧客行為意向的一個(gè)重要決定性 因素（ Cronin， 2021）。 轉(zhuǎn)換成本。要想獲得顧客的忠誠(chéng)，首先必須獲得他們的信任。 顧客個(gè)人特征?，F(xiàn)代營(yíng)銷(xiāo)學(xué)理論 認(rèn)為 ,關(guān)系營(yíng)銷(xiāo)策略是保留老顧客與增強(qiáng)顧客忠誠(chéng)感的有效策略。顧客價(jià)值是顧客購(gòu)買(mǎi)產(chǎn)品或服務(wù)時(shí)的總成本與總收益比較的結(jié)果。顧客獲得較多的消費(fèi)價(jià)值才滿意 ,只有滿意的顧客才有可能忠誠(chéng)于某個(gè)企業(yè)。s increasingly petitive circumstances, enterprises must do their utmost to customer satisfaction, strong customer loyalty influence. Customer loyalty or brand loyalty means an Enterprise product or a brand preference for a more have partiality for mentality enduringly can be defined as: (1)The tendency of nonarbitrary), (2) The act reaction (. purchase), (3) Long on brand preference。s products or services, and this is a lowcost fruit good advertising. (4) Enterprises get price concessions, because according to marketing research findings, new customers pared to the old customers of the pany39。s flawed system of regulation, consumers shopping online may face greater risk of the purchase, especially the risk of modity quality. Therefore, from this point of view of consumers to buy lower risk is likely to buy over the previous consumer brand products, and this tended to be loyal to a certain brand, easily enhanced sense of brand loyalty. Third, Customer Loyalty Factors Brand image: Compared with the traditional business, Environment customers faced with a flood of merchandise information, the work will be largely dependent on consumers to choose brands based on the work. To a certain extent, is the site of the domain name brands, and let customers in the vast Inter jib easily find their own website, a clear, concise and easy to remember domain name is to cultivate loyal customers prerequisite. Web site form: In this eyeball economy era, the first time how to arouse the attention of consumers, regardless of the traditional business or emerce enterprises, are crucial. E in the environment, first of all, site visitors design style is the first impression of the enterprise, a unique web site not only to attract customers, but also to allow its consumption of fun. Second, the Web site of information and rich content determines whether or not the interest of consumers on the website and perceived tendency attitude, and proceeded to affect customer satisfaction. Third, the fastpaced life of the people has bee increasingly impatient, speed and convenience is to ensure that consumers continued to patronize the basic security, ease of use website directly affect consumer perception value. Products: Good product is formed the basis of customer loyalty, consumers had access to the satisfaction of a repeat products can be purchased de
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