Customer loyalty and customer loyalty programs
顾客忠诚作文模板英文
顾客忠诚作文模板英文Title: Enhancing Customer Loyalty: A Comprehensive Approach。
Introduction:In today's competitive business landscape, fostering customer loyalty is crucial for sustained success. Customer loyalty goes beyond mere satisfaction; it entails a deep emotional connection and repeated engagement with a brand or company. In this essay, we'll explore effective strategies and frameworks to enhance customer loyalty.Understanding Customer Needs:The foundation of building customer loyalty lies in understanding their needs, preferences, and pain points. Conducting thorough market research, collecting feedback, and analyzing customer data are essential steps in this process. By gaining insights into what drives customerbehavior, businesses can tailor their products, services, and marketing efforts accordingly.Providing Exceptional Customer Service:Exceptional customer service is a cornerstone of customer loyalty. Responding promptly to inquiries, resolving issues efficiently, and going the extra mile to meet customer expectations can significantly impact loyalty levels. Investing in customer service training for employees and implementing customer relationship management (CRM) systems can streamline communication and enhance service quality.Building Trust and Credibility:Trust is a fundamental element of any successful customer relationship. Businesses can build trust by delivering on promises, maintaining transparency, and consistently delivering high-quality products or services. Honesty in advertising and pricing, along with ethical business practices, also contribute to building credibilitywith customers.Creating Personalized Experiences:Personalization is key to fostering a deeper connection with customers. Utilizing customer data to customizeproduct recommendations, offers, and communication can make customers feel valued and understood. Personalized experiences can range from tailored marketing emails to customized product configurations, enhancing overall satisfaction and loyalty.Rewarding Loyalty:Implementing a rewards program is an effective way to incentivize repeat purchases and encourage loyalty. Whether through points-based systems, discounts, or exclusive perks, rewards programs provide tangible benefits for loyal customers. Regularly communicating these benefits and showing appreciation for customer loyalty reinforcespositive behavior and strengthens the bond between customers and the brand.Engaging Customers Through Multiple Channels:In today's digital age, customers interact with brands through various channels, including websites, social media, mobile apps, and physical stores. Creating a seamless omnichannel experience ensures consistency and convenience across all touchpoints. Leveraging technology to personalize interactions and provide relevant content enhances engagement and fosters loyalty.Soliciting and Acting on Feedback:Listening to customer feedback is essential for continuous improvement and maintaining customer loyalty. Encouraging feedback through surveys, reviews, and social media allows businesses to identify areas for enhancement and address customer concerns proactively. Acting on feedback demonstrates a commitment to customer satisfaction and fosters trust and loyalty.Conclusion:In conclusion, building and maintaining customerloyalty requires a multifaceted approach that encompasses understanding customer needs, providing exceptional service, building trust, personalizing experiences, rewarding loyalty, engaging across multiple channels, and soliciting feedback. By prioritizing customer satisfaction and loyalty, businesses can cultivate long-term relationships that drive growth and success.。
麦肯锡 - 增加顾客满意度的3C法则 - The three Cs of customer satisfaction
The three Cs of customer satisfaction: Consistency, consistency, consistency It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, it’s difficult to get right and requires top-leadership attention.“Sustaining an audience is hard,” Bruce Springsteen once said. “It demands a consistency of thought, of purpose, and of action over a long period of time.” He was talking about his route to music stardom, yet his words are just as applicable to the world of customer experience. Consistency may be one of the least inspirational topics for most managers. But it’s exceptionally powerful, especially at a time when retail channels are proliferating and consumer choice and empowerment are increasing.Getting consistency right also requires the attention of top leadership. That’s because by using a variety of channels and triggering more and more interactions with companies as they seek to meet discrete needs, customers create clusters of interactions that make their individual interactions less important than their cumulative experience. This customer journey can span all elements of a company and include everything from buying a product to actually using it, having issues with a product that require resolution, or simply making the decision to use a service or product for the first time.It’s not enough to make customers happy with each individual interaction. Our most recent customer-experience survey of some 27,000 American consumers across 14 different industries found that effective customer journeys are more important: measuring satisfaction on customer journeys is 30 percent more predictive of overall customer satisfaction than measuring happiness for each individual interaction. In addition, maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20 percent but also to lift revenue by up to 15 percent while lowering the cost of serving customers by as much as 20 percent. Our research identified three keys to consistency:Alfonso Pulido, Dorian Stone, and John Strevel M A R C H 20141. Customer-journey consistencyIt’s well understood that companies must continually work to provide customers with superior service, with each area of the business having clear policies, rules, and supporting mechanisms to ensure consistency during each interaction. However, few companies can deliver consistently across customer journeys, even in meeting basic needs.Simple math illustrates why this is so important in a world of increasingly multichannel, multitouch customer journeys. Assume a customer interacts six times with a pay-TV company, starting when he or she undertakes online research into providers and ending when the first bill is received 30 days after service is installed. Assuminga 95 percent satisfaction rate for each individual interaction—whether measuring responsiveness, the accuracy of information, or other factors—even this level of performance means that up to one in four customers will have a poor experience during the on-boarding journey.The fact is that consistency on the most common customer journeys is an important predictor of overall customer experience and loyalty. Banks, for example, saw an exceptionally strong correlation between consistency on key customer journeys and overall performance in customer experience. And when we sent an undercover-shopping team to visit 50 bank branches and contact 50 bank call centers, the analysis was confirmed: for lower-performing banks, the variability in experience was much higher among a typical bank’s branches than it was among different banks themselves. Large banks typically faced the greatest challenge.2. Emotional consistencyOne of the most illuminating results of our survey was that positive customer-experience emotions—encompassed in a feeling of trust—were the biggest drivers of satisfaction and loyalty in a majority of industries surveyed. We also found that consistency is particularly important to forge a relationship of trust with customers: for example, customers trusted banks that were in the top quartile of delivering consistent customer journeys 30 percent more than banks in the bottom quartile.What is also striking is how valuable the consistency-driven emotional connection isfor customer loyalty. For bank customers, “a brand I feel close to” and “a brand thatI can trust” were the top drivers for bank differentiation on customer experience. In a world where research suggests that fewer than 30 percent of customers trust most major financial brands, ensuring consistency on customer journeys to build trust is important for long-term growth.3. Communication consistencyA company’s brand is driven by more than the combination of promises made and promises kept. What’s also critical is ensuring customers recognize the delivery of those promises, which requires proactively shaping communications and key messages that consistently highlight delivery as well as themes. Southwest Airlines, for example, has built customer trust over a long period by consistently delivering on its promiseas a no-frills, low-cost airline. Similarly, Progressive Insurance created an impression among customers that it offered lower rates than its competitors in the period from 1995 to 2005 and made sure to highlight when it delivered on that promise. Progressive also shaped how customers interpreted cost-reduction actions such as on-site resolution of auto claims by positioning and reinforcing these actions as part of a consistent brand promise that it was a responsive, technology-savvy company. In both cases, customer perceptions of the brands reinforced operational realities. Such brands generate a reservoir of goodwill and remain resilient on the basis of their consistency over time in fulfilling promises and their strong, ongoing marketing communications to reinforce those experiences.Becoming a company that delivers customer-journey excellence requires many things tobe done well. But we’ve found that there are three priorities. First, take a journey-based approach. For companies wanting to improve the customer experience as a means of increasing revenue and reducing costs, executing on customer journeys leads to the best outcomes. We found that a company’s performance on journeys is 35 percent more predictive of customer satisfaction and 32 percent more predictive of customer churn than performance on individual touchpoints. Since a customer journey often touches different parts of the organization, companies need to rewire themselves to create teams that are responsible for the end-to-end customer journey across functions. While we know there are an infinite number of journeys, there are generally three to five that matter most to the customer and the business—start your improvements there. To track progress, effectiveness, and predict opportunities, you may need to retool both metrics and analytics to report on journeys,not just touchpoint insights.Second, fix areas where negative experiences are common. Because a single negative experience has four to five times greater relative impact than a positive one, companies should focus on reducing poor customer experiences, especially in those areas in which customers come into contact with the organization most often. For instance, training frontline service representatives to identify and address specific customer issues through role playing and script guidelines will go a long way toward engendering deeper customer trust.Finally, do it now. Our research indicates that since 2009, customers are valuing an “average” experience less and have even less patience for variability in delivery. In addition, companies that experience inconsistency challenges often expend unnecessary resources without actually improving the customer journey. Making additional investments to improve the customer experience without tightening the consistency of experience is just throwing good money after bad.For more details about customer satisfaction across industries, see “Customer satisfaction survey: Who’s up and who’s down,” on the McKinsey on Marketing & Sales website, .Alfonso Pulido is an associate principal in McKinsey’s San Francisco office, where Dorian Stone is a principal; John Strevel is an associate principal in the Toronto office.Copyright © 2014 McKinsey & Company. All rights reserved.。
客户管理制度英文
客户管理制度英文1. IntroductionIn today's competitive business environment, customer satisfaction is a key driver of success. Effective customer management system is essential for building and maintaining strong relationships with customers. This document outlines the customer management system that will be implemented in our organization to improve customer satisfaction and loyalty.2. ObjectivesThe main objectives of the customer management system are:- To provide personalized and efficient customer service- To build long-lasting relationships with customers- To increase customer retention and loyalty- To gather and analyze customer feedback for continuous improvement- To improve overall customer satisfaction3. Customer SegmentationOne of the key aspects of an effective customer management system is customer segmentation. By dividing customers into different segments based on their needs, preferences, and behaviors, we can tailor our services and communication to better meet their expectations. Some common segmentation criteria include:- Demographics (age, gender, income level, etc.)- Geographic location- Psychographics (lifestyle, values, attitudes, etc.)- Purchase history- Engagement level (frequency of interaction with the organization)4. Customer Relationship Management (CRM) SoftwareTo effectively manage customer relationships, our organization will implement a CRM software system. This software will enable us to store and track customer information, interactions, and preferences in one centralized database. Some key features of the CRM software include:- Customer profiles with contact information, purchase history, preferences, etc.- Communication tools (email, SMS, social media integration, etc.)- Task and appointment scheduling- Sales and marketing automation- Reporting and analyticsBy using CRM software, we can streamline our customer management processes, improve efficiency, and provide a more personalized experience for our customers.5. Customer CommunicationEffective communication is crucial for building and maintaining strong relationships with customers. Our organization will implement the following communication strategies to keep customers informed and engaged:- Regular updates via email newsletters, social media, and website announcements- Personalized communication based on customer preferences and behaviors- Prompt responses to customer inquiries and feedback- Proactive outreach to address any issues or concerns- Surveys and feedback forms to gather customer inputBy maintaining open and transparent communication channels, we can enhance trust and loyalty with our customers.6. Customer Feedback and SatisfactionGathering and analyzing customer feedback is essential for improving our products and services. Our organization will implement the following strategies to measure customer satisfaction and gather feedback:- Customer satisfaction surveys after purchase or interaction- Online reviews and ratings- Social media monitoring for customer comments and feedback- Customer service feedback forms- Net Promoter Score (NPS) surveys to measure customer loyaltyBy collecting and analyzing customer feedback, we can identify areas for improvement and make necessary adjustments to enhance overall customer satisfaction.7. Customer Service ExcellenceProviding exceptional customer service is key to retaining and attracting customers. Our organization will focus on the following principles to ensure customer service excellence: - Empathy and understanding of customer needs- Timely response to inquiries and issues- Professionalism and courteousness in all interactions- Going above and beyond to exceed customer expectations- Continuous training and development of customer service staffBy prioritizing customer service excellence, we can differentiate our organization from competitors and build long-lasting relationships with customers.8. Customer Retention and LoyaltyCustomer retention is crucial for long-term business success. Our organization will implement the following strategies to increase customer retention and loyalty:- Loyalty programs and incentives for repeat customers- Personalized offers and discounts based on customer preferences- Special promotions and events for loyal customers- Exclusive access to new products and services- Regular communication to keep customers engaged and informedBy focusing on customer retention and loyalty, we can increase customer lifetime value and strengthen relationships with our most valuable customers.9. ConclusionIn conclusion, effective customer management system is essential for building and maintaining strong relationships with customers. By implementing customer segmentation, CRM software, communication strategies, feedback mechanisms, customer service excellence, and retention initiatives, our organization can improve customer satisfaction and loyalty. By prioritizing customer needs and preferences, we can differentiate ourselves from competitors and achieve long-term success in the marketplace.。
客户忠诚度英语
客户忠诚度英语Customer loyalty refers to the likelihood of a customer continuing to do business with a company and making repeat purchases over time. It is a crucial factor in the success of a business, as loyal customers tend to spend more, provide valuable feedback, and refer new customers to the company.There are several ways to measure and improve customer loyalty. One common method is the Net Promoter Score (NPS), which measures the likelihood of customers to recommend a company to others. Other methods include customer satisfaction surveys, customer retention rates, and the number of repeat purchases.Building and maintaining customer loyalty requires a combination of excellent products or services, effective communication, and a positive customer experience. Companies must consistently deliver high-quality products and services to meet or exceed customer expectations. They should also communicate with customers regularly to understand their needs and address any concerns or issues promptly.In addition to product and service quality, the overall customer experience plays a significant role in building loyalty. This includes the ease of doing business with the company, the friendliness and helpfulness of the staff, and the company's reputation and brand image. Companies should strive to create a positive and memorable experience for their customers at every touchpoint.Moreover, loyalty programs and incentives can also be effective in encouraging repeat purchases and building customer loyalty. These programs can include rewards points, discounts, exclusive offers, or VIP treatment for loyal customers. By providing additional value to customers, companies can strengthen the bond with their customer base and encourage repeat business.In conclusion, customer loyalty is essential for thelong-term success of a business. By consistently delivering high-quality products and services, providing a positive customer experience, and implementing loyalty programs, companies can build and maintain a loyal customer base. Ultimately, loyal customers are more likely to make repeat purchases, provide valuable feedback, and refer newcustomers, contributing to the overall growth and successof the business.客户忠诚度是指顾客在一段时间内继续与公司做生意并重复购买的可能性。
顾客服务英语词汇
顾客服务英语词汇Customer service is a crucial aspect of any business, as it directly impacts customer satisfaction and loyalty. Good customer service can lead to repeat business and positive word-of-mouth referrals, while poor customer service can result in lost sales and negative reviews. To provide excellent customer service, it is important for businesses to have a strong vocabulary of customer service English terms. In this article, we will explore a comprehensive list of customer service vocabulary, ranging from basic terms to more advanced phrases.Basic Customer Service Vocabulary:1. Customer: A person who purchases goods or services from a business.2. Service: The action of helping or doing work for someone.3. Satisfaction: The feeling of pleasure or contentment that comes from achieving or fulfilling a desire or need.4. Loyalty: A customer's willingness to continue buying from or using a particular brand or company.5. Assistance: Help or support provided to someone.6. Complaint: An expression of dissatisfaction or dissatisfaction with a product or service.7. Solution: A means of solving a problem or dealing with a difficult situation.8. Inquiry: A request for information or clarification.9. Refund: The return of money that has been paid.10. Exchange: The act of giving one thing and receiving another in return.Intermediate Customer Service Vocabulary:11. Protocol: A standard set of rules or procedures.12. Feedback: Information about customer satisfaction or dissatisfaction.13. Quality: The standard of something as measured against other things of a similar kind.14. Speed: The rate at which something moves or operates.15. Efficiency: The state or quality of being efficient, i.e., achieving maximum productivity with minimum wasted effort or expense.16. Responsiveness: The ability to respond quickly and positively to customer needs.17. Accessibility: The quality of being easily reached or entered.18. Courtesy: Polite behavior in dealing with others.19. Flexibility: The willingness to change or adapt to new circumstances.20. Communication: The imparting or exchanging of information or news.Advanced Customer Service Vocabulary:21. Empathy: The ability to understand and share the feelings of another.22. Personalization: Tailoring a product or service to meet the specific needs or preferences of an individual customer.23. Proactive: Taking action in anticipation of future needs or problems.24. Problem-solving: The process of finding solutions to difficult or complex issues.25. Upselling: Encouraging a customer to purchase additional or more expensive items or services.26. Cross-selling: Offering related items or services to a customer.27. Service recovery: The process of resolving a customer's problem or complaint in a way that leaves them satisfied.28. First-call resolution: The ability to resolve a customer's issue or question on the first call or interaction.29. Brand reputation: The perceived image and standing of a brand or company in the eyes of customers and the general public.30. Customer-centric: Putting the customer's needs and wants at the center of all business decisions and actions.In conclusion, having a strong vocabulary of customer service terms is essential for any business aiming to provide excellent customer service. The terms listed in this article cover basic, intermediate, and advanced levels, enabling businesses to communicate effectively with customers and meet their needs and expectations. By implementing these terms in their customer service strategies, businesses can enhance customer satisfaction, loyalty, and ultimately, their bottom line.Improving Customer Service Skills:In addition to having a strong vocabulary of customer service terms, it is important for businesses and their customer service representatives to develop and improve their customer service skills. Here are some key skills that can help provide exceptional customer service:1. Active Listening: Effective customer service starts with active listening. Customer service representatives should give their full attention to the customer, listen to their needs and concerns, and respond accordingly. This shows the customer that their opinions and concerns are valued.2. Empathy: Empathy is the ability to understand and share the feelings of another person. Customer service representatives should show empathy towards customers, acknowledging their frustrations and providing support. Empathy can go a long way in building customer loyalty and satisfaction.3. Problem-Solving: Customer service representatives should be skilled problem-solvers. They should have the ability to analyze situations, identify the root cause of a problem, and come up with effective solutions. This requires critical thinking, creativity, and a proactive approach.4. Patience: Patience is an important virtue in customer service. Dealing with frustrated or upset customers can be challenging, but customer service representatives should remain calm and patient. They should not rush the conversation or become defensive. Instead, they should take the time to understand the issue and work towards a resolution.5. Effective Communication: Clear and effective communication is crucial in customer service. Customer service representatives should use clear and concise language, avoiding technical terms or jargon that may confuse customers. They should also pay attention to their tone of voice and body language, as these can impact the customer's perception of the interaction.6. Product Knowledge: Customer service representatives should have a good understanding of the products or services their company offers. This knowledge allows them to accurately answer customer inquiries and provide valuable assistance. Ongoingtraining can help ensure that representatives stay up to date with any product or service updates.7. Time Management: Efficient time management is essential in customer service. Representatives should strive to handle customer inquiries or issues in a timely manner, without compromising on the quality of service. Prioritization and organization skills are key in effectively managing workload and customer expectations.8. Adaptability: Customer service situations can vary greatly, and representatives should be adaptable in order to meet different customer needs. They should be able to quickly adjust their communication style, problem-solving approach, and strategies based on the specific situation and the customer's personality and preferences.9. Conflict Resolution: Conflict may sometimes arise in customer service interactions. Representatives should be skilled in handling conflicts and resolving disputes in a fair and positive manner. This may involve active listening, finding common ground, and offering viable solutions.10. Continuous Improvement: Customer service representatives should continuously seek opportunities for improvement. They should actively seek feedback from customers, review their own performance, and participate in training programs to enhance their skills and knowledge.By developing and reinforcing these customer service skills, businesses can deliver exceptional customer experiences and buildlong-lasting relationships. These skills, combined with a strong vocabulary of customer service terms, empower businesses to effectively address customer needs and exceed expectations.。
大学英语职场英语教材答案
大学英语职场英语教材答案大学英语职场英语教材是一本旨在帮助大学生提升职场英语能力的教材。
通过学习这本教材，学生可以掌握在职场中常用的英语词汇、语法和表达方式，提高与国际合作伙伴的交流能力。
以下是该教材的部分答案，希望对同学们的学习有所帮助。
Unit 1: Workplace Communication SkillsPart A: Listening Comprehension1. B. It is important to communicate effectively in the workplace.2. D. Speak clearly and confidently.3. A. Asking for clarification.4. C. Restate what you have understood to confirm understanding.5. B. Taking notes during a meeting.Part B: Speaking Practice1. Hi, my name is John. I'm an intern in the marketing department. Nice to meet you!2. Sure, I'd be happy to help. What specifically do you need assistance with?3. Could you please repeat that? I didn't quite catch what you said.4. I think it would be beneficial to schedule a meeting to discuss this in more detail. What time works for you?5. I apologize for the misunderstanding. Let's go over the instructions again to make sure we are on the same page.Unit 2: Writing Effective EmailsPart A: Reading Comprehension1. C. To provide guidance on writing professional emails.2. D. Use a professional and concise tone in email communication.3. B. Include a clear subject line.4. A. Avoid using emojis in work-related emails.5. C. Proofread and edit before sending the email.Part B: Writing PracticeDear Mr. Smith,I hope this email finds you well. I am writing to discuss the upcoming project deadline. According to our records, the deadline for submitting the project report is next Friday, May 15th. However, due to unforeseen challenges, we are requesting a two-day extension until Sunday, May 17th.We understand the importance of meeting deadlines and assure you that we are working diligently to complete the project on time. We have encountered unexpected delays in gathering the necessary data, which has affected our progress. With the additional two days, we will be able to finalize the report and ensure its quality.Thank you for your understanding and support. We value your guidance and trust in our capabilities. Please let us know if the extension is feasible,and if there are any specific requirements or adjustments you would like us to make. We look forward to your response.Best regards,JohnUnit 3: Business PresentationsPart A: Listening Comprehension1. D. To introduce a new marketing strategy.2. A. By providing data and statistics.3. B. Use visual aids such as graphs and charts.4. C. Practice the presentation beforehand.5. B. Ask for feedback from colleagues.Part B: Speaking PracticeGood morning, ladies and gentlemen,Thank you for giving me the opportunity to present our new marketing strategy. Today, I would like to share with you our plans to increase brand awareness and expand our market share.First, let's take a look at the current market trends. As you can see from the graph, the demand for our products has been steadily increasing over the past year. However, there is still room for growth, especially in the younger demographic.To capture this market, we have developed a comprehensive marketing campaign that focuses on social media platforms. By leveraging popular influencers and utilizing targeted advertisements, we aim to reach a wider audience and generate greater engagement.Furthermore, we will be launching a series of promotional events and contests to create buzz and excitement around our brand. Through these initiatives, we expect to not only increase sales but also enhance brand loyalty and customer retention.In conclusion, our new marketing strategy is designed to drive growth and strengthen our position in the market. We are confident that with the right execution, we will achieve our goals and exceed expectations.Thank you for your time and attention. I am now open to any questions you may have.Unit 4: Interview SkillsPart A: Reading Comprehension1. D. To provide tips for successful job interviews.2. B. Research the company and prepare relevant questions.3. C. Dress appropriately and maintain good body language.4. A. Show enthusiasm and highlight relevant skills and experiences.5. D. Follow up with a thank-you email or note.Part B: Speaking PracticeInterviewer: Can you tell me about yourself and why you are interested in this position?Candidate: Certainly. My name is Sarah, and I recently graduated with a degree in Business Administration. I have a strong interest in the finance industry and have been following your company for quite some time. I am particularly drawn to your innovative approach and commitment to client satisfaction. I believe my skills in financial analysis and excellent communication can contribute significantly to the team.Interviewer: How do you handle conflicts in the workplace?Candidate: When faced with conflicts, I always strive to maintain a calm and professional demeanor. I believe in open and honest communication, and I would first try to understand the perspectives of all parties involved. If necessary, I would suggest a meeting to discuss the issue and find a mutually beneficial solution. I believe that conflicts, when managed properly, can lead to positive outcomes and stronger team dynamics.以上是大学英语职场英语教材的部分答案。
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.1.1 The 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.1.2 The 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.1.3 Four 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 consumers however, have a positive attitude to a brand, but they won’t attempt to some extra 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.2.1 Regarded 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 generally 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.2.2 Cut 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 loyalcustomer. 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.2.3 Less 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.2.4 Bring 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 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 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.2.5 Benefit 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.3.1 Purchasers 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 customerloyalty 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.3.2 Loyal 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 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, 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 complication of brand loyalty can aid us solve the problems. To begin with, they should have a deep anal ysis 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 Brand 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 pursuereputation 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.4.2 Brand 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 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’ satisfaction4.3.1 Positive 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.4.3.2 Weaker 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).4.4 Internal brandingInternal branding is also a valuable outcome of brand loyalty. Internal branding affects mostly the employee’s identification. What’s 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.5.1 Pay 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.5.2 Keep honest to customersNot only that, but also keeping honest to customers may retain customers’ 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.5.3 Measurement 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. V ol. 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。
外卖O2O平台双边顾客满意度提升策略研究文献综述
文献综述报告班级：12工商(2)班学号：姓名：一、引言随着电子商务的迅速发展，通过外卖O2O平台订餐逐渐成为订餐主流。
在近几年的发展中，逐渐出现了以美团外卖、饿了么、百度外卖为三大巨头的外卖O2O平台。
由于目前的外卖O2O平台在定位、功能、竞争手段及用户体验上同质化程度高，所以用户与外卖平台建立稳定的合作关系与形成忠诚的重点在于外卖配送服务过程。
因此本研究着重对消费者所关心的外卖配送服务阶段的满意度进行研究，比较符合实际情况，也更具有现实意义。
本研究从顾客对整个服务过程的感知角度，对外卖服务满意度的影响因素展开深入研究，在现今激烈的外卖O2O服务市场竞争环境下，将美国顾客满意指数( American Customer Satisfaction Index，ACSI)模型应用到外卖O2O服务方向研究上，建构我国当前外卖O2O平台服务的顾客满意度评价指标体系。
为外卖平台与线下参与商家提出具有实践性和针对性的服务评价模型，并且对其提高竞争能力提供一定的参考价值。
二、顾客满意度概念及研究（一）顾客满意度概念客户满意度是一个相对化的理念，它是指客户理想中的期望值与最终现实收获值之间的相互匹配程度，是客户在经历了无数次的购买活动中慢慢累积起来的一种相对连续性的状态，也是种经历了较长时间的沉淀所形成的情感诉求。
客户在将他们对特定产品或者是特定服务的能够感知到的效果与他们所希望的期望值进行相应对比之后，所造成的或开心或沮丧的感情状态就是客户满意度。
（二）国内研究综述早在十九世纪五十年代，管理学大师彼得·德鲁克（Peter Druker）曾指出，“企业的主要任务，利润并不是最重要的事情，而应当创造顾客满意，这是因为只有在顾客满意之后我们才能获得利润作为一种回馈。
”[2]由此得知，在企业经营管理的理念中，顾客满意策略已经存在，只不过在之前其重要性排在后面而已。
[1][3]雷飞飞(2017)总结出“客户满意度的诸多影响因素，主要包括产品和业务的设计、员工服务态度和服务水平、外卖O2O品牌和形象、配套服务设施等”。
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Customer loyalty and customer loyalty programs Mark D Uncles; Grahame R Dowling; Kathy Hammond The Journal of Consumer Marketing; 2003; 20, 4/5; ABI/INFORM Global
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