電子商務(wù)環(huán)境下的顧客忠誠的研究外文翻譯

1、<p>　　電子商務(wù)環(huán)境下的顧客忠誠的研究</p><p>　　一、顧客忠誠在網(wǎng)絡(luò)營銷背景下對企業(yè)仍然具有重要意義</p><p>　　互聯(lián)網(wǎng)的快速發(fā)展將對網(wǎng)絡(luò)營銷帶來很大的幫助。對網(wǎng)絡(luò)營銷來說，互聯(lián)網(wǎng)技術(shù)的運用是一個必須的渠道，但僅有它是不夠的。網(wǎng)絡(luò)營銷的發(fā)展和成功在很大程度上可以歸納為兩個因素：一個是人們在在線商務(wù)上建立的信任關(guān)系，另一個是他們網(wǎng)上進行的商業(yè)交易的時候感受到的

2、安全程度，即，信任程度。信任是建立顧客忠誠和制約網(wǎng)絡(luò)營銷發(fā)展的瓶頸。只有解決了這個問題才能是顧客真正的成為忠誠顧客，網(wǎng)絡(luò)營銷才會真正的發(fā)展起來。</p><p>　　在當(dāng)今競爭日益激烈的情況下,企業(yè)必須盡最大努力讓顧客滿意,增強顧客的忠誠感。顧客忠誠或品牌忠誠指消費者對某個企業(yè)產(chǎn)品或個品牌的一種較持久偏愛心理,其可以界定為: (1) 有傾向性的行為即非隨意性的)；(2) 行為上的反應(yīng)(即購買)；(3) 長時間對品

3、牌偏愛；(4) 是某個決策單位的行為； (5) 涉及選擇域中的一個或多個品牌； (6)心理過程(作出決策、評價)的函數(shù)。忠誠的顧客不僅重復(fù)購買或消某個品牌產(chǎn)品,還可能向其親朋好友推薦這個品牌產(chǎn)品。當(dāng)然,顧客誠的前提是顧客滿意,只有滿意的顧客才有可能培育成忠誠的顧客。忠誠的顧客對企業(yè)來說意義重大,主要體現(xiàn)在幾個方面：</p><p>　　1. 增強顧客忠誠感可提高企業(yè)生產(chǎn)率。衡量顧客忠誠感的一個重指標(biāo)是顧客保持率。

4、美國Bain &Company 對美國五大廣告公司一項查表明:公司的顧客保持率越高,其生產(chǎn)力指數(shù)越高,即公司勞動生率越高。</p><p>　　2. 增強顧客忠誠感可提高企業(yè)利潤率。Frederick F 通過軟件、廣告代理等行業(yè)的研究發(fā)現(xiàn),顧客保持率增加5 % ,這些行業(yè)的潤可增長至少35 % ,最多達95 %。這主要是因為: (1) 節(jié)約成本,吸引位新顧客的成本是保留一位老顧客成本的五倍,吸引新顧客需

5、要較的廣告費用、推銷費用、銷售人員傭金等,而與老顧客交易可降低交成本,而且老顧客甚至可以向企業(yè)提出一些節(jié)約成本的建議；(2) 增銷售收入,忠誠的顧客重復(fù)購買、消費公司的一種或數(shù)種產(chǎn)品,隨著間的推移,其購買數(shù)量也不斷增加,即老顧客對企業(yè)具有較大的生命期價值；(3) 企業(yè)可從忠誠顧客那里獲得較好口碑優(yōu)勢,滿意忠誠的戶經(jīng)常向其親朋好友推薦某企業(yè)的產(chǎn)品或服務(wù),而這是一種成本低果好的廣告；(4) 企業(yè)可以獲得價格優(yōu)惠,因為根據(jù)營銷學(xué)研究結(jié)果,新顧

6、客相比,老顧客對公司產(chǎn)品的提價并不敏感,很多老顧客愿意支較高價格從而獲得較好的產(chǎn)品與服務(wù)。</p><p>　　3. 增強顧客忠誠感可延長企業(yè)增長周期,使企業(yè)實現(xiàn)長期可持續(xù)展,將一個商業(yè)體系要素顧客、雇員、投資者稱為“忠誠的量”,并指出他們之間關(guān)系。</p><p>　　Dell 、eBay 、等公司的經(jīng)驗及Phil.Schefter 等人的研究表明:顧客忠誠不僅對傳統(tǒng)經(jīng)營模式下的企業(yè)意義

7、重大,在網(wǎng)絡(luò)營銷條件下同樣具有上述意義。</p><p>　　二、網(wǎng)絡(luò)營銷條件下顧客忠誠的雙重性</p><p>　　顧客對某一品牌或企業(yè)的忠誠度取決于幾個因素:轉(zhuǎn)移成本;替代產(chǎn)品的可獲得性; 顧客感知的購買風(fēng)險;對此品牌過去消費的滿意度?；谶@一分析框架,筆者認(rèn)為,在網(wǎng)絡(luò)營銷條件下,顧客忠誠具有雙重特征。</p><p>　　1. 培育忠誠顧客更加困難。顧客轉(zhuǎn)移成

8、本是指顧客由消費一種品牌轉(zhuǎn)移到另一種品牌所發(fā)生的成本、費用,主要包括:貨幣成本、精力成本、心理成本。在傳統(tǒng)商業(yè)模式下, ,消費者的轉(zhuǎn)移成本是很大的。而在網(wǎng)絡(luò)營銷背景下,顧客可以在電腦屏幕前輕輕一按鼠標(biāo),幾秒鐘之內(nèi)就可以獲得成千上萬條有關(guān)所需要產(chǎn)品的品牌、價格、形狀、功能、特征等信息。這樣他的搜尋成本很低,品牌轉(zhuǎn)換成本也很低,就可以輕而易舉地、頻繁地轉(zhuǎn)換品牌。由于網(wǎng)上有關(guān)商品種類與品牌的信息量很大,替代商品也較易獲得。因此,顧客很可能不停

9、地轉(zhuǎn)換品牌以期獲得更大收益。另外,競爭的白熱化使得各個企業(yè)都在想方設(shè)法爭奪市場,爭取客戶。再有,即使顧客對過去消費過的某個品牌感到滿意,但由于搜尋成本極低,他會嘗試尋求一個令自己更滿意的品牌。所有這些對企業(yè)培育忠誠顧客來說都是嚴(yán)峻挑戰(zhàn),增加了培育的難度,降低了顧客的忠誠度。</p><p>　　2. 顧客有可能增強對某一品牌的忠誠感。如前所述,顧客的忠誠感與其感知的購買風(fēng)險有關(guān)。感知的購買風(fēng)險指顧客感覺到的購買某

10、種產(chǎn)品或服務(wù)可能帶來的風(fēng)險。主要包括:社會風(fēng)險、財物風(fēng)險、時間風(fēng)險、心理風(fēng)險、身體風(fēng)險。由于通過網(wǎng)上無法接觸到商品實體,目前的技術(shù)很難完全過濾掉虛假、過時信息,再加上網(wǎng)絡(luò)監(jiān)管法規(guī)制度的不完善,消費者在網(wǎng)上購物可能面臨較大的購買風(fēng)險,特別是有關(guān)商品質(zhì)量方面的風(fēng)險。因此,從這個角度分析,消費者為降低購買風(fēng)險,很有可能購買以前曾經(jīng)消費過的品牌產(chǎn)品,這樣就傾向于對某個品牌忠誠,容易增強品牌忠誠感。</p><p>　　三

11、、顧客忠誠影響因素</p><p>　　品牌形象。與傳統(tǒng)商務(wù)相比，E環(huán)境下的顧客面對的是海量的商品信息，網(wǎng)絡(luò)消費者在很大程度上會依賴網(wǎng)絡(luò)品牌為選擇依據(jù)。在某種程度上，域名就是網(wǎng)站的品牌，而要讓顧客在廣闊無際的互聯(lián)網(wǎng)中輕易地找到自己的網(wǎng)站，一個鮮明、簡潔、易記的域名是培育忠誠顧客的先決條件。 客戶[飛諾網(wǎng)]</p><p>　　網(wǎng)站形式。在現(xiàn)今“眼球經(jīng)濟”的時代，如何第一時間引起消費者的注意

12、，無論對傳統(tǒng)商務(wù)或電子商務(wù)企業(yè)，都是至關(guān)重要的。在E環(huán)境中，首先，網(wǎng)站的設(shè)計風(fēng)格是訪問者對企業(yè)的第一印象，獨具特色的網(wǎng)站不僅能吸引顧客，也能讓其體會到消費樂趣。其次，網(wǎng)站的信息和內(nèi)容豐富與否決定了消費者對網(wǎng)站的興趣傾向和知覺態(tài)度，進而影響顧客滿意度。第三，快節(jié)奏的生活使人們變得越來越?jīng)]有耐心，速度和便捷是確保消費者持續(xù)惠顧的基本保障，網(wǎng)站使用的方便性直接影響消費者的感知價值。　</p><p>　　產(chǎn)品。優(yōu)良的產(chǎn)

13、品是形成顧客忠誠的基礎(chǔ)，消費者只有獲得滿意的產(chǎn)品才有可能形成重復(fù)購買的欲望?？煽康馁|(zhì)量是網(wǎng)絡(luò)消費者對優(yōu)良產(chǎn)品的基本要求，而同等質(zhì)量水平下的較低價格則是顧客忠誠的根本動力。顧客在購買產(chǎn)品或服務(wù)時，除了希望以較小的成本獲取更多的實際利益外，更加追求產(chǎn)品或服務(wù)的個性化及多樣化。 </p><p>　　服務(wù)質(zhì)量。顧客忠誠水平的高低往往取決于公司所提供的服務(wù)水平，而服務(wù)質(zhì)量是影響顧客行為意向的一個重要決定性因素（Croni

14、n，2000）。在E環(huán)境下，服務(wù)質(zhì)量的衡量標(biāo)準(zhǔn)主要表現(xiàn)在：顧客能否與企業(yè)方便、快捷地進行互動交流；顧客能否得到完善的物流配送服務(wù)。合理的送、退貨政策，交易完成后的訂單確認(rèn)服務(wù)，及時、準(zhǔn)確、安全的送貨服務(wù)以及商品的包裝服務(wù)都是影響顧客滿意的重要因素；企業(yè)能否為顧客提供個性化和定制化服務(wù)；企業(yè)能否妥善處理客戶投訴?？蛻舻耐对V是因為客戶對商品或服務(wù)的不滿，企業(yè)如正確對待客戶投訴，并用積極的態(tài)度處理投訴，則會在極大程度上影響顧客的滿意程度，從而

15、影響顧客的忠誠度。</p><p>　　轉(zhuǎn)換成本。轉(zhuǎn)換成本是消費者重新選擇一家新的服務(wù)提供商時的代價，與傳統(tǒng)商務(wù)不同，網(wǎng)絡(luò)顧客只需點擊鼠標(biāo)，便能很容易地從一家企業(yè)“跳槽”到另一家企業(yè)。但如果電子商務(wù)企業(yè)采用特別的方式增加顧客的學(xué)習(xí)認(rèn)知成本，延遲顧客所得利益，建立與顧客之間的結(jié)構(gòu)性紐帶或?qū)︻櫩妥鞒瞿承┓e極承諾，那么顧客在遭遇退出障礙時就會表現(xiàn)出對某一企業(yè)的忠誠?！?lt;/p><p>　　信任安

16、全。要想獲得顧客的忠誠，首先必須獲得他們的信任。一項針對網(wǎng)上購物者的匿名調(diào)查發(fā)現(xiàn)，驅(qū)使顧客在一個特定網(wǎng)站購物的最主要的動力不是低廉的價格和廣泛的商品選擇機會，而是他們所信任的“一個網(wǎng)址”。而顧客對電子商務(wù)企業(yè)的信任主要來源于企業(yè)提供的安全因素，包括產(chǎn)品質(zhì)量安全、支付過程安全、個人隱私保密等。當(dāng)消費者所擔(dān)心的安全隱患得到企業(yè)的承諾和履行后，他們將與企業(yè)建立一種信任的關(guān)系，而這種關(guān)系使得顧客愿意與企業(yè)分享更多的個人資料，增強對企業(yè)的忠誠感。

17、　</p><p>　　顧客個人特征。顧客的個人特征也是影響顧客忠誠的因素之一。包括顧客不同的網(wǎng)絡(luò)卷入度，不同的技術(shù)嗜好、不同的服務(wù)要求、不同的價格敏感度，以及前期交易經(jīng)驗等特征，使得不同的在線顧客具有千差萬別的網(wǎng)絡(luò)品牌忠誠度。</p><p>　　四、采取相關(guān)措施增強顧客忠誠感</p><p>　　1. 深層次的關(guān)系營銷策略?，F(xiàn)代營銷學(xué)理論認(rèn)為,關(guān)系營銷策略是保留

18、老顧客與增強顧客忠誠感的有效策略。它包括三個層次:財務(wù)層次、社交層次、結(jié)構(gòu)層次。筆者認(rèn)為,在網(wǎng)絡(luò)營銷條件下,關(guān)系營銷策略的重點應(yīng)放在結(jié)構(gòu)層次上,即與顧客建立深層次的合作關(guān)系,彼此深入了解,在此基礎(chǔ)上采取定制化措施,為顧客提供全方位解決方案。</p><p>　　2. 為顧客創(chuàng)造更多價值,增強顧客滿意感。顧客價值是顧客購買產(chǎn)品或服務(wù)時的總成本與總收益比較的結(jié)果?？偸找娉^總成本越多,顧客所獲的價值就越大。為此,可采

19、取價值分析方法分析顧客的核心需要與所追求的利益。同時,為在競爭中取得優(yōu)勢,企業(yè)必須能夠比競爭對手更多地為其顧客創(chuàng)造價值。顧客獲得較多的消費價值才滿意,只有滿意的顧客才有可能忠誠于某個企業(yè)。</p><p>　　3. 恪守信用,取信于顧客。前文已經(jīng)分析過,網(wǎng)絡(luò)營銷環(huán)境下消費者面臨更大的購買風(fēng)險,如果某個企業(yè)能夠在整個經(jīng)營過程中誠實守信,向顧客傳遞真實信息,那就較易贏得顧客的信任,只有企業(yè)忠實于顧客,顧客才有可能忠誠

20、于企業(yè)。</p><p>　　Research the Influence on Customer Loyalty Based on E-commerce </p><p>　　原文出處：Dick A S, Basu K Customer Loyalty under e-commerous: [J].

21、Journal of the Academy of Marketing Science, 1998. (2).</p><p>　　The customer loyalty is still very important for the company even if under E-commerce environment. The Customer loyalty under the E-commerce e

22、nvironment context on the enterprise in the network with a double. The firms should adopt corresponding strategies enhance customer loyalty Influence.</p><p>　　The rapid growth in internet use augurs well fo

23、r internet marketing .The internet is a necessary avenue but not a sufficient one for network marketing. Two factors that significantly contribute to the success of internet marketing are the trust people place in the on

24、line businesses and how secure they feel in transacting business on the internet .trust is something that has to be earned over a period of time .In the real world, trust is gained both by observing the physical structur

25、e of the orga</p><p>　　First, the customer’s loyalty still has important significance in the context on e-commerce companies for the companies.</p><p>　　In today's increasingly competitive c

26、ircumstances, enterprises must do their utmost to customer satisfaction, strong customer loyalty influence. Customer loyalty or brand loyalty means an Enterprise product or a brand preference for a more have partiality f

27、or mentality enduringly can be defined as: </p><p>　　(1)The tendency of non-arbitrary),</p><p>　　(2) The act reaction (i.e. purchase), </p><p>　　(3) Long on brand preference;</p&

28、gt;<p>　　(4) A decision-making unit; </p><p>　　(5) Involves choosing the domain of one or more brands </p><p>　　(6) Psychological process (decision-making, evaluation) function.</p>

29、<p>　　Loyal repeat customers not only buy a certain brand or product Consumers may also recommend the brand to their friends and family products. Of course, customers-is the premise of customer satisfaction, custo

30、mer satisfaction can only be developed into loyal customers? Loyal customers are of great significance to enterprises, mainly manifested in several ways.</p><p>　　1. Enhance customer loyalty influence can im

31、prove business productivity. Measuring customer loyalty sense of a weight indicator is customer retention. Bain & Company, the United States five major advertising companies to the United States that an investigation

32、: the higher the rate of customer, the higher their productivity index, the higher the rate of labor companies.</p><p>　　2. Enhance customer loyalty influence can improve corporate profit margins. Frederick

33、F. Reichheld software, advertising agencies, and other industry study found that customer rate increase of 5% in these sectors Run can grow by at least 35 per cent up to 95 percent. This is mainly because: </p>&l

34、t;p>　　(1) Cost savings, attract new customers at the cost of a reservation is five times the cost of the old customers and attract new customers need more than the cost of advertising, marketing costs, sales commissio

35、ns, etc., but with the old customer transactions TAC can reduce costs, and old customers to the enterprise can even make some cost-saving suggestions.(2) Increasing sales revenue, customer loyalty repeat purchase, consum

36、ption, the company one or more of the product, with the passage of it</p><p>　　(3) Business from loyal customers there can be a better word-of-mouth advantage, with loyalty to friends and families often reco

37、mmend a company's products or services, and this is a low-cost fruit good advertising. </p><p>　　(4) Enterprises get price concessions, because according to marketing research findings, new customers com

38、pared to the old customers of the company's products is not sensitive to price increases, many customers are willing to support the elderly higher prices to get better products and services.</p><p>　　3.

39、Enhance customer loyalty influence extended enterprise growth cycles, enable enterprises to achieve long-term sustainable outreach. Reichheld system will be a commercial element of customers, employees, investors known a

40、s the "loyal quantity", and pointed out that relations between them are as follows plans: Dell, eBay, Varguard companies such as experience and Phil.Schefter, who studies show that: customer loyalty not only to

41、 the traditional business model of significant business in the e-co</p><p>　　Second, under the conditions of e-commerce the dual loyalty of the customer .</p><p>　　A brand of customer loyalty or

42、 business depends on several factors: the transfer cost of the availability of substitute products; customers buy the perception of risk; brand consumer satisfaction with the past. Based on this analytical framework, I b

43、elieve that, under the conditions in the e-commerce, customer loyalty is a double feature.</p><p>　　1. Cultivate loyal customers even more difficult. Customers transfer cost refers to a consumer brand custom

44、ers from transfer to another brand by the costs, fees, which mainly include: monetary costs, energy costs, psychological costs. In the traditional business model, the consumer is a big cost shift. In the e-commerce backg

45、round, customers can pre-screen computer mouse. Push the button, and within a few seconds can be tens of thousands of products required by the brand, price, shape, function,</p><p>　　2. Customers may enhance

46、 a sense of brand loyalty. As mentioned above, customer loyalty and its sense of the perception of the risk of the purchase. Perception of the risk that customers feel purchase of the purchase of a certain product or ser

47、vice of the risk involved. Mainly include: social risks, property risks, the risk of time and psychological risks, physical risks. The lack of access to the Internet through commodity entities, the current technology to

48、filter out completely false, outdate</p><p>　　Third, Customer Loyalty Factors </p><p>　　Brand image: Compared with the traditional business, Environment customers faced with a flood of merchandi

49、se information, the network will be largely dependent on consumers to choose brands based on the network. To a certain extent, is the site of the domain name brands, and let customers in the vast Internet jib easily find

50、 their own website, a clear, concise and easy to remember domain name is to cultivate loyal customers prerequisite. </p><p>　　Web site form: In this "eyeball economy" era, the first time how to aro

51、use the attention of consumers, regardless of the traditional business or e-commerce enterprises, are crucial. E in the environment, first of all, site visitors design style is the first impression of the enterprise, a u

52、nique web site not only to attract customers, but also to allow its consumption of fun. Second, the Web site of information and rich content determines whether or not the interest of consumers on the website a</p>

53、<p>　　Products: Good product is formed the basis of customer loyalty, consumers had access to the satisfaction of a repeat products can be purchased desire. Reliable network is the quality of consumer products on t

54、he basic requirements of good, and the same level of quality at a lower price is the fundamental driving force for customer loyalty. Customers buy products or services, in addition to smaller hope that the cost of access

55、 to more practical interests, the pursuit of a product or service more p</p><p>　　The quality of service: Customer loyalty, high-level company often depends on the level of services provided, and impact on c

56、ustomer service quality is an important behavioral intention decisive factor (Cronin, 2000). E in the environment, the quality of service in the performance of the main criteria: enterprise customers can conveniently and

57、 quickly exchange interaction; customers can be improved logistics and distribution services. Reasonable delivery, return policies, the completion of the t</p><p>　　Conversion costs. Conversion costs consume

58、rs re-select a new service provider at the cost of traditional business with different network customers simply click of the mouse, can very easily from one enterprise "switch" to another enterprise. But if e-c

59、ommerce enterprises to use special methods to increase customer awareness of the study cost, delay interest from customers, and establish the structural link between the customer or customers to make some positive commit

60、ment, then customers will ex</p><p>　　Trust security. To get customer loyalty, we must first gain their trust. An online shopping for the anonymous survey, driven by customers shopping in a particular site i

61、s not the most important driving force for the low prices and wide choice of goods, but that the trust "of a web site." And the e-commerce business customers primarily from the trust of the enterprise security

62、factors, including product quality and safety, pay process safety, personal privacy confidentiality. When consumers are w</p><p>　　Customer personal characteristics: Customer's personal characteristics a

63、ffect customer loyalty is one of the factors. Including customers of different networks involved, the different technologies hobbies, different services require different price sensitivity, as well as features such as pr

64、e-trading experience, making different online customer loyalty with vastly different network.</p><p>　　Forth, take relevant measures to strengthen customer loyalty influence.</p><p>　　1. Deep-ro

65、oted relationship marketing strategy. </p><p>　　Modern marketing theory, relationship marketing strategy is to retain old customers and enhance customer loyalty flu effective strategy. It consists of three l

66、evels: financial levels, social levels, and structural levels. The author believes that under the conditions in the e-commerce, relationship marketing strategy should focus on the structural level, which a deep-level cus

67、tomer relation of cooperation, in-depth understands of each other, and on this basis to custom, to provide customers with</p><p>　　2. Create more value for customers, enhance customer satisfaction. Customer

68、value customers to buy products or services, the total cost of the total receipts and compare the results. Total receipts of more than the total cost, customers receive greater value. To this end, the value of analytical

69、 methods can take the core needs of customers and the pursuit of interests. Meanwhile, in order to obtain advantages in the competition, enterprises must be able to more competitors than create value for </p><

70、p>　　3. Basics, win the trust of the customers. The former have analyzed, the e-commerce environment consumers will face a greater risk of purchase, if a business enterprise in the whole process of being honest and tru