中英文顾客满意与顾客忠诚的关系研究共22页文档.docx
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中英文顾客满意与顾客忠诚的关系研究共22页文档.docx
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中英文顾客满意与顾客忠诚的关系研究共22页文档
Customersatisfactionwiththerelationshipbetweencustomerloyaltyresearch
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I.INTRODUCTION
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Marketcompetitionintoday'senterpriseshavetakenplaceinthenatureofrevolutionarychange.Formanybusinesses,itisimportanttheissueisnotstatisticallysignificantmarketshare,buthasanumberofloyalcustomers,thatis,theobjectivesofthecompetitivenessofenterprisesbythenumberofthepursuitofmarketshare(marketshare)tothequalityofmarketshare(loyaltythenumberofcustomers).Thenumberofcustomerloyaltydeterminesthesurvivalanddevelopmentofenterprises,butalsothefundamentalguaranteeforlong-termstabilityofenterprises.
家庭是幼儿语言活动的重要环境,为了与家长配合做好幼儿阅读训练工作,孩子一入园就召开家长会,给家长提出早期抓好幼儿阅读的要求。
我把幼儿在园里的阅读活动及阅读情况及时传递给家长,要求孩子回家向家长朗诵儿歌,表演故事。
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Inaccordancewiththetraditionalmanagementandmarketingtheory,themodelofcustomerloyaltyandthewayisrelativelyfixed,thatis,throughtheestablishmentofcustomerloyaltycustomersatisfaction,customerloyaltythroughtheprofitandlong-termdevelopmentofenterprises.So,whatiscustomersatisfaction,whatiscustomerloyalty,therelationshipbetweenQ,inacademiatherearestilllargedifferences.Basedonthis,thisarticleisintendedtoserviceasanexample,oncustomersatisfactionandcustomerloyaltytodefinetheconcept,atthesametime,butalsotheinteractionbetweenthetwotodosomethingusefultoexplore.
Second,definetherelatedconcepts
1.Customerloyalty.Althoughcustomerloyaltyinmanyresearchpapershaveemergedonthedefinitionoftheconceptofcustomerloyalty,butsofar,theacademiccommunityhasnotbeentheconceptofcustomerloyaltytoaunifiedpointofview.Ibelievethattheconnotationofthedefinitionofcustomerloyaltyrequiresnotonlytodescribetheactofcustomerloyaltyfeatures(suchasrepeatpurchasebehavior),butalsostressedthattheattitudeofthecharacteristicsofcustomerloyalty,customerloyaltyfromthecustomersthattheproductofloveanddependence,ispositiveandthereiscontinuous.Therefore,themeaningofcustomerloyaltycanbefromtwoaspectsofbehaviorandattitudetodefine.
2.Customersatisfaction.Atpresent,thedefinitionofcustomersatisfaction,therearetwomainacademicpointofview.Oneviewisfromtheperspectiveofthedefinitionofthestateofcustomersatisfaction,customersatisfactionisthatthebuyingbehaviorofcustomersafterthefeelingsoftheconsumerexperienceisaresultgeneratedby.SuchastheHowardandSheth(1969)believethatcustomersatisfactionis"theircustomerswhetherthecostsofadequatecompensationforacognitivestate";OliverandLinda(1981)believethatcustomersatisfactionis"astateofmind,customersaccordingtoconsumerexpectationsformedbyexperiencewiththeconsumerexperiencefromtimetotimehaveaconsistentemotionalstate";WestbrookandReilly(1983)believethatcustomersatisfactionis"anemotionalresponse,thisresponseisaccompaniedbyfeelingsortheprocessatthetimeofpurchasedisplayproducts,aswellastheoverallshoppingenvironmentforconsumersarisingfromthepsychologicalimpact";Kotlerbelievesthatcustomersatisfactionis"apersonmeansaproductoftheeffectsofperceivedexpectationsandcomparedhisfeelingsaftertheformationofthestate,istheeffectofperceptionandexpectationsthedifferencebetweenthefunction."
Anotherviewwasthatfromtheperspectiveoftheprocessofthedefinitionofcustomersatisfaction,customersatisfactionisthataftertheevaluationofconsumerbehavior.SuchasHunt(1977)believethatcustomersatisfactionis"theconsumerexperience,atleastinlinewiththeexpectationsoftheevaluationmadefromtimetotime";EngelandBlackwell(1982)believethatcustomersatisfactionisthe"customerforthepurchaseofproductsinlinewithpreviousconvictionswhenproductsmadeintheevaluationof";TseandWilton(1988)thatcustomersatisfactionis"thecustomerbeforethepurchaseofproductsformedbytheexpectationsofqualityandconsumerperceptionofqualityfollowingthedifferencesbetweentheevaluation."Thesescholarsbelievethatthemeaningofcustomersatisfaction,theevaluationprocessisanintegralpartofitscore.Fromtheprocesspointofviewofthedefinitionofcustomersatisfactionincludeacompleteconsumerexperience,havepointedouttheimportanceoftheprocessofcustomersatisfaction.
Therefore,Iprefertheperspectivefromtheprocesstodefinecustomersatisfaction.Theauthorbelievesthatcustomersatisfactionisapositivepost-purchaseevaluation,itisfeltbycustomerstopurchaseproductswiththepreviousproductlinefromtimetotimefaithinthepositiveevaluation.
3.Bound.VeronicaLiljander&ToreStrandvikinitsrelationsonthequalityofthemodelpointedout:
itisboundbytheintroductionofobstacles,istomaintaincustomerrelationshipsintheserviceprovidersapowerfulfactor.Boundbytheso-called(Bonds)isdefinedastherelationshipbetweencustomersandenterprisesonthechain,therearemanylegalorothermandatoryelements,anddonotwanttomakecustomerseventhoughtheestablishmentofrelationswiththeenterprises,butunabletoleavethebusiness.Iftheseconstraintswerelifted,thentheprobabilityofcustomerlossisveryhigh.
Customersandserviceprovidersinbetweentherearemanyconstraints,suchaslegalconstraints,economicconstraints,technicalconstraints,geographicconstraintsandtimeconstraints,willbetherelationshipbetweenthecustomerbeanobstacletothelaunchoftheservice;otherconstraints,suchasknowledgeconstraints,socialconstraints,culturalconstraints,theconceptofrestraintandpsychologicalconstraintsandsoon,customerswillbe"bound"inthebusinessservicesprovided.
Third,customersatisfactionandcustomerloyaltyanalysis
1.Customersatisfactionwiththecontroversyovertherelationshipbetweencustomerloyalty.Academiaforcustomersatisfactionandloyaltyhasbeentherelationshipbetweentheexistenceofcontroversy,mainlyinthefollowingviews:
(1)customersatisfaction,customerloyaltydecision(RolandT.Rust&AnthonyJ.Zahorik,1993),hasapositivecorrelationbetweenthetwo.Kotlerpointedoutthatcustomerssuchasthekeytomaintainingcustomersatisfactionisahighdegreeofsatisfactionwiththecustomerswillbeloyaltothecompanylonger;companymayverysatisfiedwiththelossof80%customers,40%ofcustomerssatisfiedwithsomesmall,20%hadnoopinionand10customers%generalsatisfactionwiththecustomers,butthecompanylostonly1%~2%ofhighlysatisfiedcustomers.Hasket(2019)andotherscholarsofthe"serviceprofitchain"modelisclearlyadirectresultofcustomersatisfaction,customerloyalty.
(2)customersatisfactionandcustomerloyaltyisaweakcorrelation.Somescholars(EllenGarbarino&MarkS.Johnson,2019)thatprovidesasatisfactionscoreisonlyaneffectiveearlywarning,isnotalwayssatisfiedwiththecustomerthanthecustomerisnotsatisfiedwiththepurchaseofmore,notnecessarilydissatisfiedwithcustomersthanmoreloyalty,therefore,theyconcludedthatcustomersatisfactionandcustomerloyaltyisacorrelationbetweentheweakandevenirrelevant.
(3)adirectimpactoncustomersatisfaction,customerloyalty(J.JosephCronin,Jr&StevenA.Taylor,1992).Oliver(2019)resultsshowthatcustomersatisfactionthroughtheindirecteffectsofvariablesotherintermediaryservicestafftoestablishpersonalrelationshipswithcustomers,establishingtieswithcustomers,customersatisfactiononcustomerloyaltywilldiminishtheimpactofsatisfaction,canonlyreachacertainlevelofloyaltywillbeincreasingrapidly.ReichheldalsoconfirmedthediscoveryofOliver,thatis,customersatisfactionandcustomerloyaltywhileapositivecorrelationbetweentheexistenceof,butitisnotalinearrelationship.UnitedStates,however,Bain'ssurvey(1993)showthattheclaimthatsatisfactionofthecompany'sproductsevensatisfiedcustomers,65%~85%ofthecustomerswillturntoothercompany'sproducts.Amongthem,theautoindustry85%~90%ofcustomerssatisfiedwiththere-buyratioofonly30%to40%,whilefoodandbeverageindustry,thebrandconversionratioisashighas60%~65%.
2.CustomerSatisfactionandLoyaltyAnalysis.Fromtheperspectiveoftheserviceindustry,customersatisfactionordissatisfactionwiththepsychologicalrootoftheformationofcustomerperceivedservicequality,thatis,thedecisionqualityofservicecustomersatisfaction,customersatisfaction,inparttodeterminecustomerloyalty.
Intheory,thelevelofcustomerperceivedservicequalitywillleadtothepsychologicalstateofthreetypesofcustomers,thatisnotsatisfied,satisfactionandpleasure.Theassumptionthatcustomerexpectationsofservicequalityasq0,actuallyreceivetheservicestobeq1,thecustomerserviceexpectationsandperceivedresults(theactualacceptanceoftheservices)arenotsatisfiedwiththeresultsofcomparison,satisfactionorpleasure.
Therearetwocasescanleadtocustomersatisfaction,psychological(q1?
Mindsq0).Butwhatkindofpsychologicalstatecaninfluencethecustomerstobuildcustomerloyalty,basedontheabovesimplecomparison,wehavenoconvincingconclusions.
Explanationoftheseissues,wemustadopt
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