中英文顾客满意与顾客忠诚的关系研究.doc

【精品文档】如有侵权，请联系网站删除，仅供学习与交流中英文顾客满意与顾客忠诚的关系研究.精品文档.Customer satisfaction with the relationship between customer loyalty researchI. INTRODUCTION Market competition in today's enterprises have taken place in the nature of revolutionary change. For many businesses, it is important the issue is not statistically significant market share, but has a number of loyal customers, that is, the objectives of the competitiveness of enterprises by the number of the pursuit of market share (market share) to the quality of market share (loyalty the number of customers). The number of customer loyalty determines the survival and development of enterprises, but also the fundamental guarantee for long-term stability of enterprises. In accordance with the traditional management and marketing theory, the model of customer loyalty and the way is relatively fixed, that is, through the establishment of customer loyalty customer satisfaction, customer loyalty through the profit and long-term development of enterprises. So, what is customer satisfaction, what is customer loyalty, the relationship between Q, in academia there are still large differences. Based on this, this article is intended to service as an example, on customer satisfaction and customer loyalty to define the concept, at the same time, but also the interaction between the two to do something useful to explore. Second, define the related concepts 1. Customer loyalty. Although customer loyalty in many research papers have emerged on the definition of the concept of customer loyalty, but so far, the academic community has not been the concept of customer loyalty to a unified point of view. I believe that the connotation of the definition of customer loyalty requires not only to describe the act of customer loyalty features (such as repeat purchase behavior), but also stressed that the attitude of the characteristics of customer loyalty, customer loyalty from the customers that the product of love and dependence, is positive and there is continuous. Therefore, the meaning of customer loyalty can be from two aspects of behavior and attitude to define. 2. Customer satisfaction. At present, the definition of customer satisfaction, there are two main academic point of view. One view is from the perspective of the definition of the state of customer satisfaction, customer satisfaction is that the buying behavior of customers after the feelings of the consumer experience is a result generated by. Such as the Howard and Sheth (1969) believe that customer satisfaction is "their customers whether the costs of adequate compensation for a cognitive state" Oliver and Linda (1981) believe that customer satisfaction is "a state of mind, customers according to consumer expectations formed by experience with the consumer experience from time to time have a consistent emotional state " Westbrook and Reilly (1983) believe that customer satisfaction is" an emotional response, this response is accompanied by feelings or the process at the time of purchase display products, as well as the overall shopping environment for consumers arising from the psychological impact " Kotler believes that customer satisfaction is" a person means a product of the effects of perceived expectations and compared his feelings after the formation of the state, is the effect of perception and expectations the difference between the function. " Another view was that from the perspective of the process of the definition of customer satisfaction, customer satisfaction is that after the evaluation of consumer behavior. Such as Hunt (1977) believe that customer satisfaction is "the consumer experience, at least in line with the expectations of the evaluation made from time to time" Engel and Blackwell (1982) believe that customer satisfaction is the "customer for the purchase of products in line with previous convictions when products made in the evaluation of" ; Tse and Wilton (1988) that customer satisfaction is "the customer before the purchase of products formed by the expectations of quality and consumer perception of quality following the differences between the evaluation." These scholars believe that the meaning of customer satisfaction, the evaluation process is an integral part of its core. From the process point of view of the definition of customer satisfaction include a complete consumer experience, have pointed out the importance of the process of customer satisfaction. Therefore, I prefer the perspective from the process to define customer satisfaction. The author believes that customer satisfaction is a positive post-purchase evaluation, it is felt by customers to purchase products with the previous product line from time to time faith in the positive evaluation. 3. Bound. Veronica Liljander & Tore Strandvik in its relations on the quality of the model pointed out: it is bound by the introduction of obstacles, is to maintain customer relationships in the service providers a powerful factor. Bound by the so-called (Bonds) is defined as the relationship between customers and enterprises on the chain, there are many legal or other mandatory elements, and do not want to make customers even though the establishment of relations with the enterprises, but unable to leave the business. If these constraints were lifted, then the probability of customer loss is very high. Customers and service providers in between there are many constraints, such as legal constraints, economic constraints, technical constraints, geographic constraints and time constraints, will be the relationship between the customer be an obstacle to the launch of the service; other constraints, such as knowledge constraints, social constraints, cultural constraints, the concept of restraint and psychological constraints and so on, customers will be "bound" in the business services provided. Third, customer satisfaction and customer loyalty analysis 1. Customer satisfaction with the controversy over the relationship between customer loyalty. Academia for customer satisfaction and loyalty has been the relationship between the existence of controversy, mainly in the following views: (1) customer satisfaction, customer loyalty decision (Roland T. Rust & Anthony J. Zahorik, 1993), has a positive correlation between the two. Kotler pointed out that customers such as the key to maintaining customer satisfaction is a high degree of satisfaction with the customers will be loyal to the company longer; company may very satisfied with the loss of 80% customers, 40% of customers satisfied with some small, 20% had no opinion and 10 customers % general satisfaction with the customers, but the company lost only 1% 2% of highly satisfied customers. Hasket (1997) and other scholars of the "service profit chain" model is clearly a direct result of customer satisfaction, customer loyalty. (2) customer satisfaction and customer loyalty is a weak correlation. Some scholars (Ellen Garbarino & Mark S. Johnson, 1999) that provides a satisfaction score is only an effective early warning, is not always satisfied with the customer than the customer is not satisfied with the purchase of more, not necessarily dissatisfied with customers than more loyalty, therefore, they concluded that customer satisfaction and customer loyalty is a correlation between the weak and even irrelevant. (3) a direct impact on customer satisfaction, customer loyalty (J. Joseph Cronin, Jr & Steven A. Taylor, 1992). Oliver (1999) results show that customer satisfaction through the indirect effects of variables other intermediary service staff to establish personal relationships with customers, establishing ties with customers, customer satisfaction on customer loyalty will diminish the impact of satisfaction, can only reach a certain level of loyalty will be increasing rapidly. Reichheld also confirmed the discovery of Oliver, that is, customer satisfaction and customer loyalty while a positive correlation between the existence of, but it is not a linear relationship. United States, however, Bain's survey (1993) show that the claim that satisfaction of the company's products even satisfied customers, 65% 85% of the customers will turn to other company's products. Among them, the auto industry 85% 90% of customers satisfied with the re-buy ratio of only 30% to 40%, while food and beverage industry, the brand conversion ratio is as high as 60% 65%. 2. Customer Satisfaction and Loyalty Analysis. From the perspective of the service industry, customer satisfaction or dissatisfaction with the psychological root of the formation of customer perceived service quality, that is, the decision quality of service customer satisfaction, customer satisfaction, in part to determine customer loyalty. In theory, the level of customer perceived service quality will lead to the psychological state of three types of customers, that is not satisfied, satisfaction and pleasure. The assumption that customer expectations of service quality as q0, actually receive the services to be q1, the customer service expectations and perceived results (the actual acceptance of the services) are not satisfied with the results of comparison, satisfaction or pleasure. There are two cases can lead to customer satisfaction, psychological (q1? Minds q0). But what kind of psychological state can influence the customers to build customer loyalty, based on the above simple comparison, we have no convincing conclusions. Explanation of these issues, we must adopt a dynamic approach, through the Customer Satisfaction and Loyalty Analysis of dynamic interaction between scientific conclusions to draw. We set up customer loyalty for the CL (Customer Loyalty), customer satisfaction for CS (Customer Satisfaction), constraints for the R (Restraining Factor), while CL = R f (CS). When R = 0 pm (This is an assumption that research needs, in fact, does not exist), CL = f (CS). It will be customer satisfaction and customer loyalty is divided into the relationship between the two situations to be discussed. (1) non-binding under the conditions of the relationship between customer satisfaction and loyalty. Bound in the absence of factors, CL = f (CS), that is, customer loyalty is a function of customer satisfaction. Need to pay attention to is that we are talking about here refers to the satisfaction of customer expectations beyond the satisfaction, or pleasure. Its level of tolerance should be at the region above the desired level of service. Only when the customer perceived service quality and satisfaction of customers, customers can re-consumption, and maintain loyalty. The reason is very simple, customer perceived service quality and customer satisfaction between the so-called "sensitive areas of poor quality." The level of customer satisfaction and customer retention rate and recommend to other customers of the services received by the degree of correlation is not always strong. Non-sensitive areas in terms of quality, despite the high level of customer satisfaction, but customers do not necessarily accept the services again, nor to family, friends or others recommended by the desire to receive services. Only when a very high level of customer satisfaction, the phenomenon of customer loyalty will be there, good word-of-mouth effects also can be generated. In the quality-sensitive customers in the region is the lower part of the destroyer, and the upper part is the so-called preacher. Therefore, in order to enhance customer loyalty, customers become a preacher, enterprises must be very satisfied customers, rather than satisfied or satisfied with. As said: customer satisfaction, customer loyalty does not mean that. 90% of the departure from their previous customers are satisfied with the services received. Therefore, the satisfaction scores provided an effective early warning, but not always satisfied customers than dissatisfied customers to buy more, not necessarily more than the loyal customers are not satisfied with. (2) under the constraints of customer satisfaction and customer loyalty relationship. Analysis of the above one aspect of corroboration from another point of view the following: satisfaction is not necessarily loyal, but not necessarily dissatisfied with the infidelity. Does not appear to comply may sound reasonable, but the problem is not difficult to explain. Because of the existence of restrictive conditions in the cases (the vast majority of the case), customer loyalty depends on the quality of service not only the level but also on the impact of restrictive conditions, that is, CL = R f (CS). Obviously, when there exist constraints (monopoly, the conversion cost, convenience, psychological barriers, etc.), customer loyalty and emotional behavior can not lead to loyalty. In other words, customer satisfaction and loyalty is a weak correlation, or even at all. Here based on the strength of binding can be broken down in many cases the most extreme case is the infinite bound, followed by strong constraints, the middle and lower bound constraints and so on. Smallest under the constraint strength, customer satisfaction and customer loyalty has nothing to do between the show to a very weak correlation, etc. related to the weak. For example, in the complete monopolization of the industry, the bound is infinite, even though the customer is not satisfied, but the absence of other suppliers or substitutes to choose from, even outraged customers had no choice but loyal to the only manufacturer in China Early in the telecommunications and postal now is the best example. In this industry, customer loyalty and satisfaction is irrelevant, all the customers have shown loyalty to one hundred percent. Fourth, the conclusions and the revelation of management Through the above analysis, theoretically, we can draw the following conclusions: First, the constraints due to the impact of customer satisfaction and loyalty is the relationship between the correlation, but not strong correlation between; second, to provide customers with high quality services, does not mean that we must provide customers with the extra or additional services, we need only one service in each process, to the customer a small "surprise", rather than on how to do the process of service delivery changes This little "surprise", to improve customer perceived service quality, to improving customer loyalty is extremely important; the third, a service provider, the first high-quality service and what not, it is important that In the course of each service should make customers feel happy to be with the customer interaction to build long-term, this is a high customer retention rate of the fundamental. Therefore, in practice, it should be constrained from both sides whether to increase customer loyalty: 1. Non-binding under the conditions of competition for satisfaction. From the above analysis that the ful