外文原文
Customer Brand Loyalty
Abstract
With the appearance of deceptive sales, poor customer care and crooked promotion, keeping loyal customers becomes even more difficult .Even though pursuing consumer reliability costs time and effort, it is really the most valuable ast of a successful company.
Keywords: Customer care, Brand, Customer loyalty, Brand loyalty
1. Back ground information of customer brand loyalty
Since the world is a global marketing now, competition among diver corporations has become more drastic. In order to ize hold of the advantaged position in the marketplace, a mass of marketing specialists work out multifarious strategies to insure th
eir triumph for a long time. Among the 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 refu to attempt to this technique. They asrt that it is impossible to achieve the ideal target, especially in the developed marketing economy. One can clearly e that even though pursuing consumer reliability costs time and effort, it is really the most valuable ast of a successful company.
1.1 The definition of brand loyalty
Brand loyalty is defined as keeping preferable to a specific product or rvice (BNET Business Dictionary). To rephra it, faithful purchars trend to pay money for the same brand of merchandi, and speak highly of its values. What’ more, they believe that their choice is better than others.
1.2 The development of the concept
better man 歌词溜冰的英文
翻译词The notion of purchar 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 became a much more significant object of many corporations. Since then, people have paid more and more attention on customer to make more profits.
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丑陋的英文八上英语作业本答案1.3 Four types of loyaltyturn around
free是什么意思Customer brand loyalty has many aspects. Rowley (2005, p.574) concludes that there are four types of loyalty: captive, convenience-ekers, contented and committed. Captive customers prefer repeatedly purchasing the same product, rvice and brand becau of lack of opportunities to substitute for alternatives. Convenience-ekers may not respect the brand itlf, 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 e
xtra 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 esntial feature of brand value
It 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 esntial 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 rvice repeatedly over time rather than buying from multiple suppliers within the category” or “the degree to which a consumer consistently purchas the same brand within a product class”(2006, qtd in Moiscu).
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 relat
ionship with purcha and appreciation, they can guarantee the level of brand loyalty. It follows that brand fidelity may add the satisfaction of other 江西师大自考网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 costs
This strategy may facilitate vendors expend less but attain utmost money in the marketing. The work of Reichheld (2000, qtd in Banasiewicz) reveals that llers 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 purchars expend more money to advertising, giveaway and industry discount.
2.3 Less nsitive to price
what about love
Typical loyal purchars are less nsitive to price. Becau of this, when a product mark up, they won’t lesn the quantity of they buy. It is the view of Reilly (2008) that loyal customers deem the asssment of the product. As a conquence, they strong believe their choices. In that ca, they trend to center less on the price.
2.4 Bring in new potential faithful consumers
The potential benefit that the loyal customers are able to add is that they may bring in more new consumers. At the same time, the 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 u, 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.
