电子商务环境下的顾客忠诚的研究-毕业论文外文翻译.doc

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1、 电子商务环境下的顾客忠诚的研究一、顾客忠诚在网络营销背景下对企业仍然具有重要意义互联网的快速发展将对网络营销带来很大的帮助。对网络营销来说，互联网技术的运用是一个必须的渠道，但仅有它是不够的。网络营销的发展和成功在很大程度上可以归纳为两个因素：一个是人们在在线商务上建立的信任关系，另一个是他们网上进行的商业交易的时候感受到的安全程度，即，信任程度。信任是建立顾客忠诚和制约网络营销发展的瓶颈。只有解决了这个问题才能是顾客真正的成为忠诚顾客，网络营销才会真正的发展起来。在当今竞争日益激烈的情况下,企业必须尽最大努力让顾客满意,增强顾客的忠诚感。顾客忠诚或品牌忠诚指消费者对某个企业产品或个品牌的一

2、种较持久偏爱心理,其可以界定为: (1) 有倾向性的行为即非随意性的)；(2) 行为上的反应(即购买)；(3) 长时间对品牌偏爱；(4) 是某个决策单位的行为； (5) 涉及选择域中的一个或多个品牌； (6)心理过程(作出决策、评价)的函数。忠诚的顾客不仅重复购买或消某个品牌产品,还可能向其亲朋好友推荐这个品牌产品。当然,顾客诚的前提是顾客满意,只有满意的顾客才有可能培育成忠诚的顾客。忠诚的顾客对企业来说意义重大,主要体现在几个方面：1. 增强顾客忠诚感可提高企业生产率。衡量顾客忠诚感的一个重指标是顾客保持率。美国Bain &Company 对美国五大广告公司一项查表明:公司的顾客保持率越高,

3、其生产力指数越高,即公司劳动生率越高。2. 增强顾客忠诚感可提高企业利润率。Frederick F 通过软件、广告代理等行业的研究发现,顾客保持率增加5 % ,这些行业的润可增长至少35 % ,最多达95 %。这主要是因为: (1) 节约成本,吸引位新顾客的成本是保留一位老顾客成本的五倍,吸引新顾客需要较的广告费用、推销费用、销售人员佣金等,而与老顾客交易可降低交成本,而且老顾客甚至可以向企业提出一些节约成本的建议；(2) 增销售收入,忠诚的顾客重复购买、消费公司的一种或数种产品,随着间的推移,其购买数量也不断增加,即老顾客对企业具有较大的生命期价值；(3) 企业可从忠诚顾客那里获得较好口碑优

4、势,满意忠诚的户经常向其亲朋好友推荐某企业的产品或服务,而这是一种成本低果好的广告；(4) 企业可以获得价格优惠,因为根据营销学研究结果,新顾客相比,老顾客对公司产品的提价并不敏感,很多老顾客愿意支较高价格从而获得较好的产品与服务。3. 增强顾客忠诚感可延长企业增长周期,使企业实现长期可持续展,将一个商业体系要素顾客、雇员、投资者称为“忠诚的量”,并指出他们之间关系。Dell 、eBay 、等公司的经验及Phil.Schefter 等人的研究表明:顾客忠诚不仅对传统经营模式下的企业意义重大,在网络营销条件下同样具有上述意义。二、网络营销条件下顾客忠诚的双重性顾客对某一品牌或企业的忠诚度取决于几

5、个因素:转移成本;替代产品的可获得性; 顾客感知的购买风险;对此品牌过去消费的满意度。基于这一分析框架,笔者认为,在网络营销条件下,顾客忠诚具有双重特征。1. 培育忠诚顾客更加困难。顾客转移成本是指顾客由消费一种品牌转移到另一种品牌所发生的成本、费用,主要包括:货币成本、精力成本、心理成本。在传统商业模式下, ,消费者的转移成本是很大的。而在网络营销背景下,顾客可以在电脑屏幕前轻轻一按鼠标,几秒钟之内就可以获得成千上万条有关所需要产品的品牌、价格、形状、功能、特征等信息。这样他的搜寻成本很低,品牌转换成本也很低,就可以轻而易举地、频繁地转换品牌。由于网上有关商品种类与品牌的信息量很大,替代商品

6、也较易获得。因此,顾客很可能不停地转换品牌以期获得更大收益。另外,竞争的白热化使得各个企业都在想方设法争夺市场,争取客户。再有,即使顾客对过去消费过的某个品牌感到满意,但由于搜寻成本极低,他会尝试寻求一个令自己更满意的品牌。所有这些对企业培育忠诚顾客来说都是严峻挑战,增加了培育的难度,降低了顾客的忠诚度。2. 顾客有可能增强对某一品牌的忠诚感。如前所述,顾客的忠诚感与其感知的购买风险有关。感知的购买风险指顾客感觉到的购买某种产品或服务可能带来的风险。主要包括:社会风险、财物风险、时间风险、心理风险、身体风险。由于通过网上无法接触到商品实体,目前的技术很难完全过滤掉虚假、过时信息,再加上网络监管

7、法规制度的不完善,消费者在网上购物可能面临较大的购买风险,特别是有关商品质量方面的风险。因此,从这个角度分析,消费者为降低购买风险,很有可能购买以前曾经消费过的品牌产品,这样就倾向于对某个品牌忠诚,容易增强品牌忠诚感。三、顾客忠诚影响因素 品牌形象。与传统商务相比，E环境下的顾客面对的是海量的商品信息，网络消费者在很大程度上会依赖网络品牌为选择依据。在某种程度上，域名就是网站的品牌，而要让顾客在广阔无际的互联网中轻易地找到自己的网站，一个鲜明、简洁、易记的域名是培育忠诚顾客的先决条件。 客户飞诺网 网站形式。在现今“眼球经济”的时代，如何第一时间引起消费者的注意，无论对传统商务或电子商务企业，

8、都是至关重要的。在E环境中，首先，网站的设计风格是访问者对企业的第一印象，独具特色的网站不仅能吸引顾客，也能让其体会到消费乐趣。其次，网站的信息和内容丰富与否决定了消费者对网站的兴趣倾向和知觉态度，进而影响顾客满意度。第三，快节奏的生活使人们变得越来越没有耐心，速度和便捷是确保消费者持续惠顾的基本保障，网站使用的方便性直接影响消费者的感知价值。产品。优良的产品是形成顾客忠诚的基础，消费者只有获得满意的产品才有可能形成重复购买的欲望。可靠的质量是网络消费者对优良产品的基本要求，而同等质量水平下的较低价格则是顾客忠诚的根本动力。顾客在购买产品或服务时，除了希望以较小的成本获取更多的实际利益外，更加

9、追求产品或服务的个性化及多样化。 服务质量。顾客忠诚水平的高低往往取决于公司所提供的服务水平，而服务质量是影响顾客行为意向的一个重要决定性因素（Cronin，2000）。在E环境下，服务质量的衡量标准主要表现在：顾客能否与企业方便、快捷地进行互动交流；顾客能否得到完善的物流配送服务。合理的送、退货政策，交易完成后的订单确认服务，及时、准确、安全的送货服务以及商品的包装服务都是影响顾客满意的重要因素；企业能否为顾客提供个性化和定制化服务；企业能否妥善处理客户投诉。客户的投诉是因为客户对商品或服务的不满，企业如正确对待客户投诉，并用积极的态度处理投诉，则会在极大程度上影响顾客的满意程度，从而影响顾

10、客的忠诚度。转换成本。转换成本是消费者重新选择一家新的服务提供商时的代价，与传统商务不同，网络顾客只需点击鼠标，便能很容易地从一家企业“跳槽”到另一家企业。但如果电子商务企业采用特别的方式增加顾客的学习认知成本，延迟顾客所得利益，建立与顾客之间的结构性纽带或对顾客作出某些积极承诺，那么顾客在遭遇退出障碍时就会表现出对某一企业的忠诚。信任安全。要想获得顾客的忠诚，首先必须获得他们的信任。一项针对网上购物者的匿名调查发现，驱使顾客在一个特定网站购物的最主要的动力不是低廉的价格和广泛的商品选择机会，而是他们所信任的“一个网址”。而顾客对电子商务企业的信任主要来源于企业提供的安全因素，包括产品质量安全

11、、支付过程安全、个人隐私保密等。当消费者所担心的安全隐患得到企业的承诺和履行后，他们将与企业建立一种信任的关系，而这种关系使得顾客愿意与企业分享更多的个人资料，增强对企业的忠诚感。顾客个人特征。顾客的个人特征也是影响顾客忠诚的因素之一。包括顾客不同的网络卷入度，不同的技术嗜好、不同的服务要求、不同的价格敏感度，以及前期交易经验等特征，使得不同的在线顾客具有千差万别的网络品牌忠诚度。四、采取相关措施增强顾客忠诚感1. 深层次的关系营销策略。现代营销学理论认为,关系营销策略是保留老顾客与增强顾客忠诚感的有效策略。它包括三个层次:财务层次、社交层次、结构层次。笔者认为,在网络营销条件下,关系营销策略

12、的重点应放在结构层次上,即与顾客建立深层次的合作关系,彼此深入了解,在此基础上采取定制化措施,为顾客提供全方位解决方案。2. 为顾客创造更多价值,增强顾客满意感。顾客价值是顾客购买产品或服务时的总成本与总收益比较的结果。总收益超过总成本越多,顾客所获的价值就越大。为此,可采取价值分析方法分析顾客的核心需要与所追求的利益。同时,为在竞争中取得优势,企业必须能够比竞争对手更多地为其顾客创造价值。顾客获得较多的消费价值才满意,只有满意的顾客才有可能忠诚于某个企业。3. 恪守信用,取信于顾客。前文已经分析过,网络营销环境下消费者面临更大的购买风险,如果某个企业能够在整个经营过程中诚实守信,向顾客传递真

13、实信息,那就较易赢得顾客的信任,只有企业忠实于顾客,顾客才有可能忠诚于企业。Research the Influence on Customer Loyalty Based on E-commerce 原文出处：Dick A S, Basu K Customer Loyalty under e-commerous: J.Journal of the Academy of Marketing Science, 1998. (2).The customer loyalty is still very important for the company even if under E-commerc

14、e environment. The Customer loyalty under the E-commerce environment context on the enterprise in the network with a double. The firms should adopt corresponding strategies enhance customer loyalty Influence.The rapid growth in internet use augurs well for internet marketing .The internet is a neces

15、sary avenue but not a sufficient one for network marketing. Two factors that significantly contribute to the success of internet marketing are the trust people place in the online businesses and how secure they feel in transacting business on the internet .trust is something that has to be earned ov

16、er a period of time .In the real world, trust is gained both by observing the physical structure of the organization as well as by third party recommendations. Trust brings in repeat business on essential ingredient for success.First, the customers loyalty still has important significance in the con

17、text on e-commerce companies for the companies. In todays increasingly competitive 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 partiali

18、ty for mentality enduringly can be defined as: (1)The tendency of non-arbitrary),(2) The act reaction (i.e. purchase), (3) Long on brand preference;(4) A decision-making unit; (5) Involves choosing the domain of one or more brands (6) Psychological process (decision-making, evaluation) function. Loy

19、al repeat customers not only buy a certain brand or product Consumers may also recommend the brand to their friends and family products. Of course, customers-is the premise of customer satisfaction, customer satisfaction can only be developed into loyal customers? Loyal customers are of great signif

20、icance to enterprises, mainly manifested in several ways. 1. Enhance customer loyalty influence can improve business productivity. Measuring customer loyalty sense of a weight indicator is customer retention. Bain & Company, the United States five major advertising companies to the United States tha

21、t an investigation: the higher the rate of customer, the higher their productivity index, the higher the rate of labor companies. 2. Enhance customer loyalty influence can improve corporate profit margins. Frederick F. Reichheld software, advertising agencies, and other industry study found that cus

22、tomer rate increase of 5% in these sectors Run can grow by at least 35 per cent up to 95 percent. This is mainly because: (1) Cost savings, attract new customers at the cost of a reservation is five times the cost of the old customers and attract new customers need more than the cost of advertising,

23、 marketing costs, sales commissions, etc., but with the old customer transactions TAC can reduce costs, and old customers to the enterprise can even make some cost-saving suggestions.(2) Increasing sales revenue, customer loyalty repeat purchase, consumption, the company one or more of the product,

24、with the passage of its purchase the number will continue increasing, and old customers with large enterprise life cycle valuably.(3) Business from loyal customers there can be a better word-of-mouth advantage, with loyalty to friends and families often recommend a companys products or services, and

25、 this is a low-cost fruit good advertising. (4) Enterprises get price concessions, because according to marketing research findings, new customers compared to the old customers of the companys products is not sensitive to price increases, many customers are willing to support the elderly higher pric

26、es to get better products and services. 3. Enhance customer loyalty influence extended enterprise growth cycles, enable enterprises to achieve long-term sustainable outreach. Reichheld system will be a commercial element of customers, employees, investors known as the loyal quantity, and pointed out

27、 that relations between them are as follows plans: Dell, eBay, Varguard companies such as experience and Phil.Schefter, who studies show that: customer loyalty not only to the traditional business model of significant business in the e-commerce conditions with the same meaning. Second, under the con

28、ditions of e-commerce the dual loyalty of the customer .A brand of customer loyalty or business depends on several factors: the transfer cost of the availability of substitute products; customers buy the perception of risk; brand consumer satisfaction with the past. Based on this analytical framewor

29、k, I believe that, under the conditions in the e-commerce, customer loyalty is a double feature. 1. Cultivate loyal customers even more difficult. Customers transfer cost refers to a consumer brand customers from transfer to another brand by the costs, fees, which mainly include: monetary costs, ene

30、rgy costs, psychological costs. In the traditional business model, the consumer is a big cost shift. In the e-commerce background, customers can pre-screen computer mouse. Push the button, and within a few seconds can be tens of thousands of products required by the brand, price, shape, function, fe

31、atures and other information. This low cost of his searching, brand switching costs are also very lowly, they can easily, frequently switch brands. Since online on merchandise types and brands of a lot of information, goods are more easily available alternative. Therefore, customers are likely to sw

32、itch brands constantly with a view to obtaining more revenue. In addition, the intense competition makes all enterprises are trying to seize the market, for customers. Moreover, even if the customer had in the past as a consumer is satisfied with the brand, but because search costs low, he will try

33、to find a more satisfied with their own brand names. All of these enterprises, fostering customer loyalty also a severe challenge, increase the difficulty of the training, reduced customer loyalty. 2. Customers may enhance a sense of brand loyalty. As mentioned above, customer loyalty and its sense

34、of the perception of the risk of the purchase. Perception of the risk that customers feel purchase of the purchase of a certain product or service of the risk involved. Mainly include: social risks, property risks, the risk of time and psychological risks, physical risks. The lack of access to the I

35、nternet through commodity entities, the current technology to filter out completely false, outdated information, coupled with the networks flawed system of regulation, consumers shopping online may face greater risk of the purchase, especially the risk of commodity quality. Therefore, from this poin

36、t 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 face

37、d with a flood of merchandise information, the network will be largely dependent on consumers to choose brands based on the network. To a certain extent, is the site of the domain name brands, and let customers in the vast Internet jib easily find their own website, a clear, concise and easy to reme

38、mber 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 e-commerce enterprises, are crucial. E in the environment, first of all, site visitors design

39、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 pro

40、ceeded to affect customer satisfaction. Third, the fast-paced life of the people has become 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 fo

41、rmed the basis of customer loyalty, consumers had access to the satisfaction of a repeat products can be purchased desire. Reliable network is the quality of consumer products on the basic requirements of good, and the same level of quality at a lower price is the fundamental driving force for custo

42、mer loyalty. Customers buy products or services, in addition to smaller hope that the cost of access to more practical interests, the pursuit of a product or service more personalized and more diversified. The quality of service: Customer loyalty, high-level company often depends on the level of ser

43、vices provided, and impact on customer service quality is an important behavioral intention decisive factor (Cronin, 2000). E in the environment, the quality of service in the performance of the main criteria: enterprise customers can conveniently and quickly exchange interaction; customers can be i

44、mproved logistics and distribution services. Reasonable delivery, return policies, the completion of the transaction after the order confirmation services, timely, accurate and safe delivery of goods and packaging services on customer satisfaction is an important factor; enterprises can to provide c

45、ustomers with personalized and customized services; enterprises can properly handle customer complaints. Customer complaints because customers dissatisfied with the goods or services, businesses such as a correct view of customer complaints, and a positive attitude in the handling of complaints, wil

46、l be affected to a great extent on the level of customer satisfaction, thereby affecting customer loyalty. Conversion costs. Conversion costs consumers re-select a new service provider at the cost of traditional business with different network customers simply click of the mouse, can very easily fro

47、m one enterprise switch to another enterprise. But if e-commerce enterprises to use special methods to increase customer awareness of the study cost, delay interest from customers, and establish the structural link between the customer or customers to make some positive commitment, then customers wi

48、ll experience performance at the exit barriers out of loyalty to a particular enterprise. Trust security. To get customer loyalty, we must first gain their trust. An online shopping for the anonymous survey, driven by customers shopping in a particular site is not the most important driving force fo

49、r the low prices and wide choice of goods, but that the trust of a web site. And the e-commerce business customers primarily from the trust of the enterprise security factors, including product quality and safety, pay process safety, personal privacy confidentiality. When consumers are worried about the security risks enterprises have the commitment and performance, they will be the estab