Customer Loyalty
•Example •Loyalty Tools
Agenda
Customer Loyalty
Evolution of the Loyalty Practice
Over the years, the training on loyalty has evolved from “don’t lose any customers” to “how do I maximize the value of my customer base”.
• Retention is often confused with loyalty because the early
insights of the loyalty practice were around the retention of customers. However, using retention rate alone to assess loyalty may mislead clients and not maximize value. Remember, not all customers create value. We want to help clients retain valuable customers.
• Retention is a tool we use in diagnosing and measuring a clients
success in maximizing the value of their customer bases. Other tools include share of wallet and customer segmentation.
• Customers who buy more: Good • Some customers will never buy
more
• Credit/casualty losses • Low spenders or non-borrowers • Share of wallet economics
Customer Loyalty
• American Express • State Farm • BankInter • First Commerce
Customer Loyalty
Retention vs. Loyalty
What is the difference between retention and loyalty?
• ROS/RMS doesn't work in
services
• Quantification of retention
economics
Some examples:
• Maryland National • MBNA • Commercial • Baxter IVD & IV systems
• Loyalty is an approach to business strategy that emphasizes
the retaining and growing of profitable customer segments. It is particularly powerful in clients who are in low fixed asset businesses (i.e., service businesses)
Early in Evolution: Customer Retention
Current View: Customer Loyalty
Fundamental • Keeping customers: Good insights: • Losing customers: Bad
What led to the insights:
Customer Loyalty
Customer Loyalty
•What is Loyalty? •Evolution of the Loyalty Practice •Loyalty Economics •How Bain Helps Clients Maximize
the Value of their Customer Base
•Example •Loyalty Tools
Agenda
Customer Loyalty
What is Loyalty?
Loyalty is a perspective on business strategy which emphasizes the delivery of superior value to the best customers and employees. Since their loyalty is key to profit and growth, their acquisition, defection, share of relevant wallet provide focal points for measurement, learning and improvement.
Council on Financial Competition
Customer Loyalty
•What is Loyalty? •Evolution of the Loyalty Practice •Loyalty Economics •How Bain Helps Clients Maximize
Customer Loyalty
ቤተ መጻሕፍቲ ባይዱ
Loyalty is a Bain & Company Innovation
"Bain & Company...is responsible for virtually all the economic research, financial analysis and consulting in the field of customer retention and recovery"
CRM03 客户忠诚度理论
客户忠诚对于企业的重要性
• 忠诚客户能够成为高效的企业品牌传递者，主动向潜 在客户推荐企业的产品或服务，这种“口碑”效应和 广告相比成本要小得多，但效果更好。 • 忠诚客户在一定程度上不易受到产品价格、质量的影 响，甚至愿意为其所接受的服务支付较高的价格（溢 价），如苹果公司的产品。
18
客户忠诚的驱动因素
24
客户忠诚的度量
• 顾客忠诚度是顾客忠诚的量化指数，一般可运 用以下指标来衡量顾客忠诚度：
–整体的客户满意度； –客户重复购买的概率，通常可以用重复购买率，也 就是回头率来衡量； –客户推荐给他人的概率； –客户基数； –客户购买企业产品的数量占该类产品总需求量的比 例，即客户的钱包份额；
25
客户忠诚的度量
5
重复购买率
• 重复购买率的计算
–所有购买过产品的顾客，以每个人人为独立单 位重复购买产品的次数； –单位时间内重复购买的总次数占比，统计的时 间跨度应该大于客户关系生命周期。
6
客户忠诚的内涵
• 对于客户忠诚的定义长期以来，人们一直没有 达成共识，主要有两种观点：
–客户忠诚是一种积极、满意的态度以及重复购买的 行为（广义的客户忠诚）。 –态度和行为并不是忠诚，它们只是客户忠诚的表现， 是产出结果。显然，有很多因素都可能导致用户重 复购买的行为（狭义的客户忠诚，即信赖忠诚）。
31
• 价值-忠诚模型
情境
感知 利得
感知 利失
个人 偏好
客户 忠诚
价值
19
客户忠诚的驱动因素
• 客户让渡价值因素
–本质上说，企业与客户之间是一种追求各自利益与 满足的价值交换关系，客户忠诚的是企业提供的优 异价值。因此，企业让渡给客户的价值对其忠诚的 产生有着重要作用。 –客户在购买时，会根据主观的价值结构评价产品或 服务，根据感知利得和感知利失决定购买行为。
外文翻译--顾客品牌忠诚度
外文原文Customer Brand LoyaltyAbstractWith 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 asset of a successful company.Keywords: Customer care, Brand, Customer loyalty, Brand loyalty1.Back ground information of customer brand loyaltySince the world is a global marketing now, competition among diverse corporations has become more drastic. In order to seize hold of the advantaged position 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, there 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 valuable asset of a successful company.1.1The definition of brand loyaltyBrand 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. What’ more, they believe that their choice is better than others.1.2The development of the conceptThe 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. During 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 becamea much more significant object of many corporations. Since then, people have paid more and more attention on customer to make more profits.1.3Four types of loyaltyCustomer 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 same 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 consumershowever, have a positive attitude to a brand, but they won’t attempt to some extr a consumption. 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.2.1Regarded as an essential feature of brand valueIt is admittedly true that shopper allegiance for a brand in truth contributes much to marketing. 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 genera lly pays money for the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers withi n 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 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 believe the perceived quality of the brand is better than others.2.2Cut down costsThis 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 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 profits that he will bring in. It can be comprehended as acquiring new purchasers expend more money to advertising, giveaway and industry discount.2.3Less sensitive to priceTypical loyal purchasers are less sensitive to price. Because of this, when a product mark up, they won’t lessen the quantity of 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.2.4Bring in new potential faithful consumersThe potential benefit that the loyal customers are 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 goodexample of this is that when one repeatedly buy the same brand cosmetic, and consider it convenient to use, he will recommend it to his 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 won’t think of owning it as well.2.5Benefit in global marketplaceMost 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 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.3.1Purchasers refuse loyalty programsIt is a popular belief, however, that 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 doesn’t 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 won’t satisfy us any more. In other words , it is the modern economy environment that makes it more difficult for the sellers to remunerate people.3.2Loyal programs is incompleteYet another primary reason for non-participation is that customers have more requirements on loyalty program .According to Silverstein (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 companies entrepreneurs shouldn’t rely ab solutely 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, customers choose only one category of brands is an ideal condition.4.There are several infections of purchasers5 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 complication of brand loyalty can aid us solve the problems. To begin with, they should have a deep anal ysis of the customers5 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).4.1Brand reputationEnterprisers 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 reliability. 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 behavior.4.2Brand imageBrand 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 organization’s public relationship practice, which matches the cor porate 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.4.3Consumers5 satisfaction4.3.1Positive effect on a single productThe evidence seems to be strong that when we talk about loyalty, we can’t 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 different countries. Even though the culture is different, the result of the conclusion is the same.4.3.2Weaker influence on brand aloneIt 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).4.4Internal brandingInternal branding is also a valuable outcome of brand loyalty. Internal brandingaffects mostly the employee’s identification. Whafs more, empolyee’s identification makes an positive effect on customer loyalty. It must therefore be recognized that internal branding contributes to customer loyalty (2009, Punjaisri, p.206).5. Corporations can do some effort to build and improve loyaltyAccording to the author, in order to achieve this goal, managers should use the street teams, brand reps, and brand Ambassadors. And yet, street teams will work well, only by the audience fit the target.5.1Pay more attention on customer careCustomer care is considered a good point to building customer loyalty. As Webb (1999, p.72) has indicated that companies should think much about what the customers care. They can know much about the customers by asking a series of open-mind question. To be sure, the customer would like to talk deeply about their situation.5.2Keep honest to customersNot only that, but also keeping honest to customers may retain customers5 trust. As an illustration, online travel agency Orbitz Worldwide displays the actual price on the internet on the purpose of winning customers trust. On the contrary, numerous companies only show the basic rate on the internet. Actually, the price is a 15% higher (2009, Peterson). If we customers are treated fairly on the price, we would like to give out our trust.5.3Measurement of loyaltyMost of all, the measurement of the customer loyalty is another point that we need focus on. Turning to Terry,one finds that the good method to do measure is to separate 3 groups of the consumers according to the sore they receive. If they get the score 1-6, they are called detractors. The passives are those who have the score 7-8, and the promoters ‘achieve are 9-10. Next, divide the total people who take part in the test with the promoters, and then you will get a percentage, which represents the level of your customer loyalty. He goes on to indicate that most companies get 10%-20% loyal clients.出处 :Junjun Mao, International Journal of Business and Management [J]. Science and Education :July 2010. Vol. 5, No. 7出处：616 International Journal of Management Vol. 27 No. 3 Part 2 Dec 2010中文译文：顾客品牌忠诚度摘要：随着销售欺诈、顾客关注度降低、非法促销这些现象的出现，维持客户忠诚变得越来越困难。
酒店管理专业优秀毕业论文范本酒店员工满意度与客户忠诚度的关系研究
酒店管理专业优秀毕业论文范本酒店员工满意度与客户忠诚度的关系研究AbstractThis paper aims to explore the relationship between hotel employee satisfaction and customer loyalty in the field of hotel management. By analyzing various research methods and data, this study provides a template for an excellent graduation thesis in Hotel Management. The findings of this study can contribute to the improvement of hotel management practices and enhance the overall customer experience.1. IntroductionIn recent years, the hotel industry has witnessed significant growth and development. With competition becoming more intense, hotel management has realized the importance of employee satisfaction and customer loyalty as key factors in ensuring long-term success. This research aims to investigate the relationship between hotel employee satisfaction and customer loyalty, providing a theoretical foundation for improved hotel management practices.2. Literature Review2.1 Employee SatisfactionEmployee satisfaction is a crucial aspect of hotel management. Satisfied employees are more likely to deliver exceptional service, resulting in higher customer satisfaction and loyalty. This section reviews previous studies on the factors influencing employee satisfaction in the hotel industry.2.2 Customer LoyaltyCustomer loyalty is essential for the success of any hotel. Loyal customers not only contribute to frequent business but also act as brand advocates. This section examines the factors that influence customer loyalty, such as customer satisfaction, trust, and perceived value.3. MethodologyTo investigate the relationship between employee satisfaction and customer loyalty, a quantitative research method will be employed. Data will be collected using surveys distributed among hotel employees and customers. The surveys will include questions related to employee satisfaction factors, customer satisfaction, and loyalty. Data analysis will be conducted using statistical tools such as correlation analysis and regression analysis.4. Findings and DiscussionThe findings of the research will be presented in this section, discussing the relationship between employee satisfaction and customer loyalty. The analysis will highlight the significant factors that influence both variables. The discussion will provide insights into how hotel management can improve employee satisfaction levels to enhance customer loyalty.5. Implications for Hotel ManagementThis section will outline the practical implications of the research findings for hotel management. It will provide recommendations to improve employee satisfaction and foster customer loyalty. Strategies such as employee training, recognition programs, and effective communication channels will be discussed in this section.6. ConclusionThe relationship between employee satisfaction and customer loyalty in the hotel industry is crucial for enhancing overall performance. This research provides valuable insights into the factors influencing employee satisfaction and customer loyalty and provides hotel management professionals with a template for an excellent graduation thesis in the field of hotel management.References[Insert relevant references here, following the standard citation format.]Note: As per the given instructions, the article is without any explicit reference to the "xxx合同" format or any irrelevant information. The content provides a comprehensive overview of the elements needed in a graduation thesis focused on the relationship between hotel employee satisfaction and customer loyalty.。
客户管理 英语
客户管理英语客户管理在英语中通常被称为"Customer Management"。
这是一个广泛的术语，涵盖了各种策略和实践，旨在维护和增强与客户的关系。
这可能包括客户服务、销售跟踪、市场营销活动、个性化沟通以及使用客户关系管理（CRM）系统来组织和分析客户数据。
以下是一些与“客户管理”相关的关键术语和概念：1.Customer Relationship Management (CRM): 一种系统或软件，用于管理公司与现有和潜在客户之间的互动。
CRM系统可以帮助公司更好地了解客户需求，提高服务质量，提升客户满意度和忠诚度。
2.Customer Service: 提供帮助和支持给客户的服务，确保他们对购买的产品或服务感到满意。
优质的客户服务可以促进口碑传播，增加重复购买的可能性。
3.Customer Satisfaction: 衡量顾客对产品或服务的满意程度。
高顾客满意度通常与顾客忠诚度和正面的品牌形象相关联。
4.Customer Retention: 通过提供优质服务和建立良好关系，保持现有客户的策略。
保留现有客户通常比吸引新客户成本更低，而且有助于稳定收入。
5.Customer Loyalty: 客户持续选择同一品牌或公司的产品或服务。
忠诚的客户可能会通过重复购买和推荐给其他人来为公司带来长期价值。
6.Customer Engagement: 通过有吸引力的沟通和体验，使客户参与并投入到品牌中。
高度参与的客户更有可能成为品牌的倡导者。
7.Customer Segmentation: 将客户群分成不同的细分市场，以便更有效地定位市场和个性化营销策略。
8.Customer Lifetime Value (CLV): 客户在其整个生命周期内为公司带来的总价值。
了解CLV有助于公司确定应该投入多少资源来获取和维护客户。
9.Customer Journey Mapping: 绘制客户从认识品牌到成为忠实客户的整个过程，以识别改善客户体验的机会。
外企品牌是如何培养客户忠诚度的(英文)
Thrilled. We’re seeing incredible results
Mortified
Are Travelers Loyal to Hotels AnymoYALTY?
When we think of loyalty, we generally think of faithfulness to someone or something. “Loyalty connotes sentiment and the feeling of devotion that one holds for one’s country, creed, family, friends, etc.,” according to .
08
The Pros and Cons of a Loyalty Program
13
How to Earn Loyalty With or Without a Membership Program 19
Analyzing Guest Feedback to Understand Loyalty
23
ARE TRAVELERS LOYAL TO HOTELS ANYMORE?
Whether you’re considering launching a loyalty program, revamping an existing program, or looking for ways to build loyalty without a formal program, this guide will help you set your priorities, develop a strategy and optimize results.
简述客户忠诚度的分类
简述客户忠诚度的分类客户忠诚度是指客户对特定品牌或企业的忠诚程度，衡量了客户愿意长期购买、支持和推荐某一品牌或企业的程度。
客户忠诚度的分类通常可以分为以下几类：情感忠诚度（Emotional Loyalty）：这种忠诚度基于客户与品牌之间的情感联系。
客户不仅仅是因为产品或服务的功能而忠诚，而且因为他们对品牌有一种积极的情感体验，可能是对品牌的信任、喜爱或共鸣。
行为忠诚度（Behavioral Loyalty）：行为忠诚度衡量客户购买、重复购买和品牌交互的频率。
当客户经常购买特定品牌的产品或使用其服务时，表明他们在行为上表现出对该品牌的忠诚。
认知忠诚度（Cognitive Loyalty）：认知忠诚度关注客户对品牌的知识水平，以及他们对品牌的认知和理解。
客户可能会因为对品牌的了解而选择忠诚于它，这种了解可以是对产品特点、品牌价值观或市场定位的理解。
激励忠诚度（Incentive Loyalty）：这种类型的忠诚度建立在品牌提供的激励和奖励基础上。
客户可能因为获得积分、折扣、礼品或其他奖励而选择忠诚于该品牌。
社交忠诚度（Social Loyalty）：社交忠诚度考虑到客户在社交媒体和社区中的参与程度。
当客户在社交平台上积极参与品牌的互动、分享品牌体验，并在社交圈内推荐品牌时，可以认为他们具有社交忠诚度。
时间忠诚度（Time Loyalty）：这种忠诚度基于客户与品牌的时间关系。
当客户长期以来一直选择同一品牌，表明他们对这个品牌具有时间上的忠诚。
这些分类有时会相互交织，不同的品牌和行业可能更关注其中的某一种或几种忠诚度类型，以制定更有效的客户保留策略。
理解这些分类有助于企业更全面地了解客户忠诚度，并采取相应的措施来提升和保持客户忠诚度水平。
顾客满意与顾客忠诚的关系分析
顾客满意与顾客忠诚的关系分析1．顾客满意与顾客忠诚关系的争论。
学术界对于顾客满意和忠诚的关系一直存在着争论，主要有以下观点：（1）顾客满意决定顾客忠诚（Roland T．Rust & Anthony J．Zahorik，1993），两者具有正相关关系。
如Kotler指出维系顾客的关键是顾客满意，一个高度满意的顾客会忠诚于公司更久；公司可能流失80%极小满意的顾客，40%有些小满意的顾客，20%无意见的顾客和10%一般满意的顾客，但是公司只会流失1%~2%高度满意的顾客。
Hasket（1997）等学者的“服务利润链”模型也明确提出顾客满意直接导致顾客忠诚。
（2）顾客满意和顾客忠诚是弱相关关系。
有的学者（Ellen Garbarino & Mark S．Johnson，1999）认为满意分值只是提供了问题的有效预警，满意顾客并不总是比不满意的顾客更多地购买，也不一定比不满意的顾客更加忠诚，因此，他们得出结论，顾客满意和顾客忠诚是弱相关关系，甚至无关。
（3）顾客满意会直接影响顾客忠诚（J．Joseph Cronin，Jr & Steven A．Taylor，1992）。
Oliver（1999）研究结果表明，顾客满意通过其它中介变量间接影响服务人员与顾客建立私人关系，与顾客建立联系，顾客满意对顾客忠诚的影响就会减弱满意度，只能达到一定水平后忠诚度才会迅速增加。
Reichheld也证实了Oliver的发现，即顾客满意与顾客忠诚虽然存在正相关关系，但不是线性关系。
然而美国贝恩公司的调查（1993）表明，在声称对公司产品的满意甚至十分满意的顾客中，有65%~85%的顾客会转向其它公司的产品。
其中，汽车业85%~90%满意的客户中，再次购买的比例只有30%~40%，而餐饮业中，品牌转换者的比例则高达60%~65%。
2．顾客满意与顾客忠诚关系分析。
从服务业的角度来说，顾客满意或不满意心理形成的根源在于顾客感知服务质量，即服务质量决定顾客满意，顾客满意则部分地决定顾客忠诚。
珍惜顾客的好处英语作文
珍惜顾客的好处英语作文英文回答：Valuing customers is essential for any business that wants to succeed in the long run. There are many benefitsto cherishing your customers, including:Increased customer loyalty: When customers feel valued, they are more likely to come back and do business with you again. They are also more likely to recommend your business to their friends and family.Improved customer satisfaction: When customers feellike they are being heard and their needs are being met, they are more likely to be satisfied with your products or services. This leads to repeat business and positive word-of-mouth.Increased revenue: Valuing customers can lead to increased revenue in a number of ways. For example, loyalcustomers are more likely to make repeat purchases, and they are also more likely to spend more money with you.Enhanced brand reputation: Valuing customers can help to enhance your brand reputation. When customers see that you care about them, they are more likely to view your business favorably. This can lead to increased brand awareness and a positive brand image.Reduced customer churn: Valuing customers can help to reduce customer churn. When customers feel valued, they are less likely to switch to a competitor. This can save you money on marketing and customer acquisition costs.中文回答：珍惜顾客对任何想在长远上取得成功的企业而言至关重要。
外文翻译--影响顾客忠诚度：不同的因素对不同水平的顾客忠诚度有影响吗？
标题：Affecting customer loyalty: Do different factors have various influences in different loyalty levels?原文：AbstractThe current paper studies the influence of various factors on customer loyalty. The main hypothesis of the study insists that the list of most important factors affecting loyalty is dependant on the level of loyalty of costumers. LOGIT method was used for testing the hypotheses on the sample of survey data about 1000 private customers of the biggest telecommunication company in Estonia. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustworthiness, image and importance of relationship) are playing different role on the different levels of customer loyalty.INTRODUCTIONRecent years have shown a growing interest in customer loyalty. The globalisation of competition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where long-term success is no longer achieved through optimised product price and qualities. Instead, companies build their success on a long-term customer relationship. According to former studies, it can cost as much as 6 times more to win a new customer than it does to keep an existing one. (Rosenberg et al. 1984: 45) Depending on the particular industry, it is possible to increase profit by up to 60% after reducing potential migration by 5%. (Reichheld 1993: 65) Hence we can see that the increase and retention of loyal customers has become a key factor for long-term success of the companies. The main emphasis in marketing has shifted from winning new customers to the retention of existing ones.LITERATURE OVERVIEWSegmentation based on customer loyaltyThere are multiple approaches to customer loyalty. Theories of behavioral loyaltywere dominating until 1970 considering loyalty as the function of the share of total purchases (Cunningham 1956:118; Farley 1964:9), function of buying frequency or buying pattern (Tucker 1964: 32; Sheth 1968: 398) or function of buying probability (Harary et al. 1962; McConnell 1968:14; Wernerfelt 1991: 231). These approaches looked at brand loyalty in terms of outcomes (repeat purchase behavior) rather than reasons, until Day (1969) introduced the two-dimensional concept of brand loyalty, which stated that loyalty should be evaluated with both behavioral and attitudinal criteria. Contemporary researches consider and accent the psychological (mostly attitudinal and emotional) factor of loyalty (Jacoby et al. 1973:2; Oliver 1999: 34; Chaudury 1995: 28; Djupe 2000: 79; Reichheld 2003: 47). There are also approaches comparing loyalty with marriage (Hofmeyr et al. 2000: 53–83; Lewitt 1983: 89; Dwyer et al. 1987: 14).These different approaches allow distinguishing customers as whether behaviorally or emotionally loyal. Behaviorally loyal customers act loyal but have no emotional bond with the brand or the supplier whereas emotionally loyal customers do. Jones and Sasser call these two kind of loyalty accordingly false or true longterm loyalty (Jones et al. 1995: 90). Hofmeyr and Rice (2000: 87) divide customers to loyal (behavioral) or committed (emotional). Emotional loyalty is much stronger and longer lasting than behavioral loyalty. It’s an enduring desire to maintain a valued relationship. The relationship is so important for the customer that he or she makes maximum efforts to maintain it. (Morgan et al. 1995: 24; Reichheld 2003: 9; Moorman et al. 1992: 316) Highly bonded customers will buy repeatedly from a provider to which they are bonded, recommend that provider to others, and strongly defend these choices to others –insisting that they have chosen the “best” product or service. (Butz et al. 1996: 65)Behaviorally loyal customers could be divided to sub-segments by the reason of acting:• Forced to be loyal,• Loyal due to inertia or• Functionally loyal.Customers are forced to be loyal when they have to be clients even if they do not want to. Customers may be forced to consume certain products or products/services offered by certain vendor e.g. when the company acts as a monopoly or the poor financial status of the customer is limiting his selection of goods. Grönholdt, Martensen and Kristensen have found that companies with low price strategy had a much higher loyalty than expected from their customer satisfaction. On the other hand, companies that had used a lot of energy on branding indeed had a high customer satisfaction but they did not have a correspondingly high loyalty. (Grönholdt et al. 2000: 512) Forced loyalty could be established trough creating exit barriers as well.Loyal behaviour may also result from inertia –customer does not move to another vendor due to comfort or relatively low importance of operation –if the choice has low importance, there is no point to spend time and effort on searching for alternatives. Thus, based on his faith in the suitability of the current product, the customer continues to use it without checking alternatives. It’s in accordance to Oliver’s approach of cognitive loyalty: the loyalty that is based on brand belief only. “Cognition can be based on prior or vicarious knowledge or on recent experience-based information. If the transaction is routine, so that satisfaction is not processed (e.g. trash pickup, utility provision), the depth of loyalty is no deeper than mere performance.” (Oliver 1999: 35) Hofmeyr and Rice (2000: 23) say that one of the reasons that customers don’t switch brands when they are dissatisfied is that they feel that the alternatives are just as bad as the brand they are using or even worse. Inertia may be caused also by lack of information about attractive characteristics of the brands (Wernerfelt 1991:231).Functionally loyal customers are loyal because they have an objective reason to be. Wernerfelt points out “cost-based brand loyalty” where brand utilities have a positive influence on brand choice. (Wernerfelt 1991:231) Functional loyalty can be created by functional values using price, quality, distribution, usage convenience of a product or through different loyalty programs (points, coupons, games, draws etc.) giving a concrete reason to prefer certain supplier. Unfortunately competitors can most easily copy functional values. Thus, creating functional value offers a fleetingcompetitive advantage: functional loyalty can’t be very long lasting. (Barnes 2003: 8) Jones and Sasser (1995:94) propose three measures of loyalty that could be used in segmentation by loyalty:• Customer’s primary behavior– recency, frequency and amount of purchase;• Customer’s secondary behavior –customer referrals, endorsements and spreading the word;•Customer’s intent to repurchase– is the customer ready to repurchase in the future.Based on the theoretical literature presented above, the customers of a certain telecommunication provider could be segmented by their loyalty as follows (see also Figure 1):Figure 1. General segmentation of customers by loyalty• Committed or emotionally loyal customers– active customers who use only the certain provider’s services and declare that they will use only this provider in the future and recommend this provider to others;• Behaviorally loyal customers–active customers who use only the certain provider’s services and declare that they will use only this provider in the future but do not agree to recommend this provider to others (inert or functionally loyal);• Ambivalent or dubious customers–active customers who use only the certain provider’s services but don’t know which provider they will use in the future;• Disloyal reducers – customers who have reduced or will reduce the percentageof the provider’s services in their usage;• Leavers– customers who declare, that they will certainly leave this provider. Factors affecting customer loyaltyThe impact of satisfaction on loyalty has been the most popular subject of studies. Several studies have revealed that there exists a direct connection between satisfaction and loyalty: satisfied customers become loyal and dissatisfied customers move to another vendor. (Heskett et al. 1993: 165–167) The primary objective of creating ACSI (American Customer Satisfaction Index) in 1984 was to explain the development of customer loyalty. In ACSI model customer satisfaction has three antecedents: perceived quality, perceived value and customer expectations. (Anderson et al. 2000: 873) In the ECSI (European Customer Satisfaction Index) model perceived quality is divided into two elements: “hard ware”,which consists of the quality of the product or service attributes, and “human ware”, which represents the associated customer interactive elements in service, i.e. the personal behaviour and atmosphere of the service environment. (Grönholdt et al. 2000: 510) In both model increased satisfaction should increase customer loyalty. When the satisfaction is low customers have the option to exit (e.g. going to a competitor) or express their complaints. Researches have shown that 60–80% of customers who defect to a competitor said they were satisfied or very satisfied on the survey just prior to their defection. (Reichheld et al. 2000: 137) So it’s clear that there must be also other factors beside satisfaction that have a certain impact on customer loyalty.Image of brand or supplier is one of the most complex factors. It affects loyalty at least in two ways. Firstly, customer may use his preferences to present his own image. That may occur both in conscious and subconscious level. According to the Belk’s theory of extended self, people define themselves by the possessions they have, manage or create. (Belk 1988: 160) Aaker has shown how consumers prefer brands with personality traits that are congruent with the personality traits that constitute their (malleable) selfschemas (Aaker 1999: 45) Kim, Han and Park have researched the link between brand personality and loyalty. They did get positive support to hypothesis that the attractiveness of the brand personality indirectly affects brandloyalty. (Kim et al. 2001: 203) Tidwell and Horgan (1993: 349) have showed that people use products to enhance self-image.Secondly, according to social identity theory, people tend to classify themselves into different social categories. That leads to evaluation of objectives and values in various groups and organisations in comparison with the customer’s own values and objectives. They prefer partners who share similar objectives and values. (Ashforth et al. 2001: 23) Fournier (1998: 366) states that consumer-brand relationships are more a matter of perceived goal compatibility. Brands cohere into systems that consumers create not only to aid living but also to give meanings to their lives. Oliver (1999: 40) argues that for fully bonded loyalty the consumable must be part of the consumer’s self-identity and his or her social-identity.Trustworthiness of the partner is a factor that has certain impact on the establishment of loyalty –nobody expects a long-term relation with a partner that cannot be trusted. Trustworthiness is one criterion for measuring the value of the partner. (Doney et al. 1997: 46) Spekman (1988: 79) calls trust a cornerstone of the strategic partnership. Morgan and Hunt (1994: 22) posit that trust is a major determinant of relationship commitment: brand trust leads to brand loyalty because trust creates exchange relationships that are highly valued. Chauduri and Holbrook (2001: 91) have showed that brand trust is directly related to both purchase and attitudinal loyalty. Many authors have accented that trust is important in conditions of uncertainty (Moorman et al. 1992: 315; Doney et al. 1997: 36; Dwyer et al. 1987: 12–13; Morgan et al. 1994: 23). Uncertainty may be caused by dependence or large choice: people tend then to prefer popular or familiar brands or partners.Many definitions describe loyalty as a desire to retain a valuable or important relationship. (Morgan et al 1994: 22; Moorman et al. 1992: 316) That way the establishment of loyalty is predetermined by the importance of relevant relationship or selection. Weiss (2001) points out three aspects that may increase the importance of the relationship:• Strategic i mportance of a product,• High risks involved in the transaction or• Costs incurred by cancellation of contracts.Hofmeyr and Rice point out that the more important the relationship is to a person, the more willing that person is to tolerate dissatisfaction in favour of trying to fix it. By contrast, when a relationship doesn’t matter, then even the perfectly satisfied consumer can switch on a whim. (Hofmeyr et al. 2000: 60)A relationship can also be made important by personal approach. Various authors have compared loyalty with marriage (Levitt 1983; Dwyer et al. 1987; Gummeson 1998; Hofmeyr et al. 2000). Marriage is one of the most personal and important relationships. That means that intimacy is one determinant for importance of relationship. Levitt (1983: 89) has considered a role of salesman in making relationship more personal.Summarising the discussion above following figure 2 is presenting the major groups of factors affecting customer loyalty.Figure 2. Factors affecting loyalty.出处：Andres Kuusik.Affecting customer loyalty[D].Tartu: Tartu University Press,2007, pp.3-11.二、翻译文章标题：影响顾客忠诚度：不同的因素对不同水平的顾客忠诚度有影响吗？译文：摘要本文研究各种因素对顾客忠诚度的影响。
服务业品牌形象对顾客忠诚度的影响
目录摘要 (I)Abstract (II)1绪论 (1)1.1研究的目的和意义 (1)1.2国内外研究现状 (1)2相关理论阐述 (4)2.1服务品牌形象塑造 (4)2.2.顾客忠诚的形成过程 (5)3研究方法 (7)3.1具有餐饮业特性的C&T模型 (7)3.2数据收集 (7)4调查结果 (9)4.1样本的描述性统计分析 (9)4.2调查结果分析 (9)5结论 (10)5.1 结论 (10)5.2 本文研究的不足 (10)参考文献 (12)附录：餐饮业服务品牌形象问卷调查 (13)致谢 (15)毕业设计（论文）原创性声明和使用授权说明原创性声明本人郑重承诺：所呈交的毕业设计（论文），是我个人在指导教师的指导下进行的研究工作及取得的成果。
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