電子商務(wù)環(huán)境下的顧客忠誠的研究外文翻譯-電子商務(wù)(文件)
【正文】 即老顧客對企業(yè)具有較大的生命期價值 ； (3) 企業(yè)可從忠誠顧客那里獲得較好口碑優(yōu)勢 ,滿意忠誠的戶經(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)可以獲得價格優(yōu)惠 ,因為根據(jù)營銷學(xué)研究結(jié)果 ,新 2 顧客相比 ,老顧客對公司產(chǎn)品的提價并不敏感 ,很多老顧客愿意支較高價格從而獲得較好的產(chǎn)品與服 務(wù)。美國 Bain amp。忠誠的顧客不僅重復(fù)購買或消某個品牌產(chǎn)品 ,還可能向其親朋好友推薦這個品牌產(chǎn)品。信任是建立顧客忠誠和制約網(wǎng)絡(luò)營銷發(fā)展的瓶頸。 1 電子商務(wù)環(huán)境下 的顧客忠誠 的研究 一、 顧客忠誠在網(wǎng)絡(luò)營銷背景下對企業(yè)仍然具有重要意義 互聯(lián)網(wǎng)的快速發(fā)展將對網(wǎng)絡(luò)營銷帶來很大的幫助。只有解決了這個問題才能是顧客真正的成為忠誠顧客，網(wǎng)絡(luò)營銷才會真正的發(fā)展起來。當(dāng)然 ,顧客誠的前提是顧客滿意 ,只有滿意的顧客才有可能培育成忠誠的顧客。Company 對美國五大廣告公司一項查表明 :公司的顧客保持率越高 ,其生產(chǎn)力指數(shù)越高 ,即公司勞動生率越高。 3. 增強顧客忠誠感可延長企業(yè)增長周期 ,使企業(yè)實現(xiàn)長期可持續(xù)展 ,將一個商業(yè)體系要素顧客、雇員、投資者稱為 “ 忠誠的量 ”, 并指出他們之間關(guān)系 。 顧客感知的購買風(fēng)險 。顧客轉(zhuǎn)移成本是指顧客由消費一種品牌轉(zhuǎn)移到另一種品牌所發(fā)生的成本、費用 ,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。所有這些對企業(yè)培育忠誠顧客來說都是嚴(yán)峻挑戰(zhàn) ,增加了培育的難度 ,降低了顧客的忠誠度。主要包括 :社會風(fēng)險、財物風(fēng)險、時間風(fēng)險、心理風(fēng)險、身體風(fēng)險。與傳統(tǒng)商務(wù)相比， E 環(huán)境下的顧客面對的是海量的商品信息，網(wǎng)絡(luò)消費者在很大程度上會依賴網(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)計風(fēng)格是訪問者對企業(yè)的第一印象，獨具特色的網(wǎng)站不僅能吸引顧客，也能讓其體會到消費樂趣。優(yōu)良的產(chǎn)品是形成顧客忠誠的基礎(chǔ)，消費者只有獲得滿意的產(chǎn)品才有可能形成重復(fù)購買的欲望。顧客忠誠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重要決定性 因素（ Cronin， 2021）。 轉(zhuǎn)換成本。要想獲得顧客的忠誠，首先必須獲得他們的信任。 顧客個人特征?，F(xiàn)代營銷學(xué)理論 認(rèn)為 ,關(guān)系營銷策略是保留老顧客與增強顧客忠誠感的有效策略。顧客價值是顧客購買產(chǎn)品或服務(wù)時的總成本與總收益比較的結(jié)果。顧客獲得較多的消費價值才滿意 ,只有滿意的顧客才有可能忠誠于某個企業(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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