1、中文 3032 字， 1990 单词 一、 外文原文 标题 :Customer Brand Loyalty 原文 : Abstract With the appearance of deceptive sales, poor customer care and crooked promotion, keeping loyal customers becomes even more difficult .Even though pursuing consumer reliability costs time and effort, it is really the most valuable a
2、sset of a successful company. Keywords: Customer care, Brand, Customer loyalty, Brand loyalty 1. Back ground information of customer brand loyalty Since the world is a global marketing now, competition among diverse corporations has become more drastic. In order to seize hold of the advantaged posit
3、ion in the marketplace, a mass of marketing specialists work out multifarious strategies to insure their triumph for a long time. Among these advanced strategies, developing and maintaining customer brand loyalty is considered to be a preferable option by more and more entrepreneurs. Nevertheless, t
4、here are still lots of people who refuse to attempt to this technique. They assert that it is impossible to achieve the ideal target, especially in the developed marketing economy. One can clearly see that even though pursuing consumer reliability costs time and effort, it is really the most valuabl
5、e asset of a successful company. 1.1 The definition of brand loyalty Brand loyalty is defined as keeping preferable to a specific product or service BNET Business Dictionary. To rephrase it, faithful purchasers trend to pay money for the same brand of merchandise, and speak highly of its values. Wha
6、t more, they believe that their choice is better than others. 1.2 The development of the concept The notion of purchaser trustworthiness came through a long time and changed a lot. In an article by Gonring 2008, p.29, customer brand was given the definition of product quality before the 1980s. Durin
7、g the late 1980s and near the beginning 1990s, its emphasis changed from quality to customers. Still, with the competitors coming into the market in the late 1990s, satisfying and caring much about the clients became a much more significant object of many corporations. Since then, people have paid m
8、ore and more attention on customer to make more profits. 1.3 Four types of loyalty Customer brand loyalty has many aspects. Rowley 2005, p.574 concludes that there are four types of loyalty: captive, convenience-seekers, contented and committed. Captive customers prefer repeatedly purchasing the sam
9、e product, service and brand because of lack of opportunities to substitute for alternatives. Convenience-seekers may not respect the brand itself, but look on the convenience that can carry. Contented consumers however, have a positive attitude to a brand, but they wont attempt to some extra consum
10、ption. The perfect one is the committed, who are active both in attitude and behavior. 2. Consumer brand loyalty has a significant position in the marketing. 2.1 Regarded as an essential feature of brand value It is admittedly true that shopper allegiance for a brand in truth contributes much to mar
11、keting. According to the concept of brand loyalty, it is regarded as the essential feature of brand value. The American Marketing Association gives it the explanation as “the situation in which a consumer generally pays money for the same manufacturer-originated product or service repeatedly over ti
12、me rather than buying from multiple suppliers within the category” or “the degree to which a consumer consistently purchases the same brand within a product class”2006, qtd in Moisescu. The author draws attention to the fact that since other descriptive aspects of brand equity, such as considerable
13、quality, associations and awareness, all have consanguineous relationship with purchase and appreciation, they can guarantee the level of brand loyalty. It follows that brand fidelity may add the satisfaction of other dimensions of brand value. For example, brand devotion always leads the payers to
14、believe the perceived quality of the brand is better than others. 2.2 Cut down costs This strategy may facilitate vendors expend less but attain utmost money in the marketing. The work of Reichheld 2000, qtd in Banasiewicz reveals that sellers have to waste as much as four times money to attract new
15、 clients than to continue the loyal customer. On account of this, the author turned to a perfect statistic to prove this contention. He goes on to indicate that for an individual customer, you have to just spend 5 percent of wealth for keeping his loyalty； alternatively, you will receive 75% of prof
16、its that he will bring in. It can be comprehended as acquiring new purchasers expend more money to advertising, giveaway and industry discount. 2.3 Less sensitive to price Typical loyal purchasers are less sensitive to price. Because of this, when a product mark up, they wont lessen the quantity of
17、they buy. It is the view of Reilly 2008 that loyal customers deem the assessment of the product. As a consequence, they strong believe their choices. In that case, they trend to center less on the price. 2.4 Bring in new potential faithful consumers The potential benefit that the loyal customers are
18、 able to add is that they may bring in more new consumers. At the same time, these potential consumers are also possible to become the future loyal customers. A good example of this is that when one repeatedly buy the same brand cosmetic, and consider it convenient to use, he will recommend it to hi
19、s classmates and girl friend. Hence, there is no wonder that people around always own the same brand of clothes as well as other commodity. In contrast, if people around me complain the poor quality of a brand to me frequently, I wont think of owning it as well. 2.5 Benefit in global marketplace Mos
20、t of all, in the global economy, client brand dependability stands out as an important competitive weapon. Kust 2008, p.24 correctly argues that the world has switched into a global business in the last 10 decades； developing the brand loyalty globally is essential to enter the market. He goes on to
21、 indicate that in order to keep a trust relationship with their consumer, corporations should create a customer brand loyalty program among customers. 3. Difficulties sometimes stop businessmen from working out the technology. 3.1 Purchasers refuse loyalty programs It is a popular belief, however, t
22、hat we may find certain difficulties to face with consumer loyalty. First of all, Consumers are less willing to participate to customer loyalty program for several reasons. The excellent consumer loyalty program concludes both rewards and recognition； nevertheless, notwithstanding, the target doesnt
23、 make sense in the modern society. Thomas 2009, qtd in Silverstein draws attention to the fact that with customers facing an array of choices, they will be particular about what they buy； as a consequence, we are paying more attention on the rewards of a product. It means that little rewards wont sa
24、tisfy us any more. In other words , it is the modern economy environment that makes it more difficult for the sellers to remunerate people. 3.2 Loyal programs is incomplete Yet another primary reason for non-participation is that customers have more requirements on loyalty program .According to Silv
25、erstein 2009, more than 50% of audiences complain that most loyalty programs look the same, so they lose interest to belong to any program. Worse still, some people who once took part in any loyalty program even drop out because of these two reasons. At the same time, some people content that compan
26、ies entrepreneurs shouldnt rely absolutely on customer fidelity. A good example of this is that current loyalty program exists some drawbacks which make its function incomplete 2003, Uncles, p.294. The author examines that most people trend to pay money for the product they require. In simpler terms
27、, customers choose only one category of brands is an ideal condition. 4. There are several infections of purchasers loyalty. While it is true that retaining loyalty meets a lot of trouble, there is something can be done to reduce the risks. It can be clearly be maintained that finding the complicati
28、on of brand loyalty can aid us solve the problems. To begin with, they should have a deep analysis of the customers purchase inclination. For instance, what they would like to pay, how much they prefer to spent on the particular kind of good, and how often they go on shopping Neuberger, 2008. 4.1 Br
29、and reputation Enterprisers should pay more attention on the relationship of brand loyalty and brand reputation. Reference to Selnes 1996, p.19 reveals that, brand reputation is one of the most significant driver of brand loyalty, so it is efficient to pursue reputation for better consumer reliabili
30、ty. To put it briefly, having a good reputation means that customers are preferable for this product on attitude； hence, they will take action to buy this products. That is to say, brand reputation contributes to brand loyalty by increasing willingness and belief so that the attitude may change to b
31、ehavior. 4.2 Brand image Brand image play an important role in brand building, especially in customer dependability. As Reichheld 2001,qtd in Hsieh and Li, p.529 perceptively state that preferable brand image will lead consumers to conceive a perception of an organizations public relationship practi
32、ce, which matches the corporate reputation better. With this in mind, customers are more likely to retain optimistic faith, attitude, and action. It must be therefore be acknowledged that customer loyalty grows fast through approving brand image 4.3 Consumers satisfaction 4.3.1 Positive effect on a
33、single product The evidence seems to be strong that when we talk about loyalty, we cant forget to mention customer satisfaction. Ha 2009, p.198 has expressed the view that satisfaction is a crucial factor of the customer performance and attitude. In the example, the researcher gets the data from dif
34、ferent countries. Even though the culture is different, the result of the conclusion is the same. 4.3.2 Weaker influence on brand alone It is a popular belief, however, that some people content that the condition of the effect of satisfaction depends. A good example of this is that when checking product singly, satisfaction is more indispensable. Conversely, its function becomes weaker in case of applying brand alone 2008, Torres-Moraga, p.302.
