1、<p><b>　　外文翻譯</b></p><p><b>　　原文</b></p><p>　　Eshan Journal of the World Manager</p><p>　　MaterialSource:www.sina.com.cm</p><p>　　Author:Ja

2、coby,J,R.W Chestnut.</p><p>　　First, the impact of customer satisfaction and loyalty </p><p>　　Admittedly, customer satisfaction and loyalty is not a simple relationship between, especially cons

3、idering the different nature of competition in the market after the relationship becomes even more complicated. </p><p>　　Most of the enterprises in the competitive market has a rich life, especially those w

4、ith low profit margins, rely on large-scale distribution of a higher return on investment enterprises, such as retail businesses, customer satisfaction, customer loyalty marketing for the index is high; However, for a ce

5、rtain monopoly power of the enterprise, customer satisfaction, customer loyalty in a period of time constraints for the role of small, because the customer no extra choice. Monopoly of the market</p><p>　　Be

6、cause the industrial production of consumer goods companies generally low barriers to competition in direct competition with the alternatives are very intense, so customer satisfaction is the importance of the enterprise

7、 is more apparent. Companies indirectly through satisfaction surveys to understand customer loyalty. However, the more competitive market, consumers face more choices, allowing consumers are basically satisfied with the

8、products and services are also more. Therefore, in such a </p><p>　　Second, customer satisfaction management </p><p>　　Since the enterprise customer loyalty has great practical significance, the

9、n the customer satisfaction management is important for improving customer loyalty strategy, strategic goal is to as much as possible into because they feel a high degree of consumer satisfaction, and loyalty to the prod

10、uct and services to customers. </p><p>　　Satisfaction with management first consumer attitudes can be divided into four types: advocates; skeptics; economic-driven; were forced to lock. </p><p>

11、　　Advocates is a solid foundation for enterprises to develop business. The driving force advocates a high degree of satisfaction. Advocates not only stable source of revenue, but also to expand the market share of the co

12、re layer, to champion customer base, management is the key to understand the "additional" to the art. The help of modern information technology, companies can more accurately grasp the consumer behavior and rec

13、ognize the identity of loyal consumers, and advocates for the correspond</p><p>　　The doubter is a challenge facing enterprises. Suspected type of customer dissatisfaction with products and services have man

14、y reasons. In the skeptics, some people's needs and resources of the enterprise do not correspond. Therefore, the management of the skeptics is the key to understand the customer base "abandoned." For examp

15、le, Southwest Airlines, North through department stores on a regular basis, "removed" those companies can not wait on customers because these customers not only can not </p><p>　　Economic-driven cu

16、stomer all the time for comparing a variety of related products and services to find the most affordable solution. This part of the customer metrics have their own interests, they are difficult to standards of customer m

17、anagement. Maintenance and economic-driven customer relationship or even higher than the cost of customer loyalty customer relationship to maintain the cost of inputs. For example, today's online shoppers, you can fi

18、nd the lowest price within a second suitable p</p><p>　　Finally, a customer base is "forced to lock the customer." Even if this part of the customer satisfaction is very low, also appeared very &qu

19、ot;loyalty." The reason is that the client groups are not free to choose or convertible terms. For example, the telecommunications company's customer loyalty is high, the reason is because of monopoly. Once the

20、monopoly broken, this part of the customer will be divided into four types of customers of a class, and leave the original supplier. Bell Bell companies </p><p>　　Customer satisfaction and customer loyalty i

21、ndependent of each other, the general satisfaction of the customer loyalty is not positive, and only when the customer is very satisfied to completely satisfied, and Customer will be more stable and showed high loyalty.

22、Strategic significance of customer satisfaction management also lies.</p><p><b>　　譯文</b></p><p><b>　　世界級(jí)經(jīng)理人</b></p><p>　　資料來(lái)源:http://www.sina.com.cn</p>

23、;<p>　　作者：Jacoby,J,R.W Chestnut.</p><p>　　一、顧客滿意度對(duì)忠誠(chéng)度的影響</p><p>　　不可否認(rèn)，顧客滿意度與忠誠(chéng)度之間的關(guān)系并不簡(jiǎn)單，特別是考慮了市場(chǎng)的不同競(jìng)爭(zhēng)性質(zhì)之后，這種關(guān)系就更加復(fù)雜。</p><p>　　大部分企業(yè)是在具有豐富競(jìng)爭(zhēng)的市場(chǎng)中生存，特別是一些利潤(rùn)率低，靠大規(guī)模分銷獲得較高投資回報(bào)的企

24、業(yè)，如零售企業(yè)，顧客滿意度對(duì)于客戶忠誠(chéng)度的營(yíng)銷指數(shù)偏高；但是，對(duì)于具有一定壟斷能力的企業(yè)，客戶滿意度在一定時(shí)期內(nèi)對(duì)于客戶忠誠(chéng)度的約束作用很小，因?yàn)轭櫩蜎]有多余的選擇。壟斷的市場(chǎng)里，企業(yè)沒有動(dòng)力去提高客戶滿意度，但是，仍然可以享受完全忠誠(chéng)度帶來(lái)的巨大利益，比如電信市場(chǎng)。由于自由競(jìng)爭(zhēng)的要求，壟斷受到了法律和道德上的約束，企業(yè)能夠保持壟斷的條件也越來(lái)越苛刻，面臨來(lái)自產(chǎn)業(yè)內(nèi)同行和新興替代品的威脅只是時(shí)間問(wèn)題。客戶滿意度最終仍然是決定客戶忠誠(chéng)度的

25、重要因素。Intel因?yàn)樗莆盏募夹g(shù)而在電腦芯片市場(chǎng)上一直處于完全占有率的絕對(duì)優(yōu)勢(shì)位置。但是，隨著AMD等品牌芯片的出現(xiàn)，Intel的壟斷地位受到了極大的挑戰(zhàn)，同時(shí)，新加坡和歐盟也對(duì)Intel進(jìn)行了反壟斷行為的調(diào)查，新加坡更是對(duì)Intel的壟斷行為進(jìn)行了高達(dá)兩千多萬(wàn)美元的罰款。Intel 是高科技公司，掌握的技術(shù)是鎖定客戶忠誠(chéng)度的重要因素，Intel的產(chǎn)品口碑一直保持良好的記錄，但是，當(dāng)新的競(jìng)爭(zhēng)者出現(xiàn)時(shí)，Intel也開始為客戶滿意度和忠

26、誠(chéng)度感到緊張了。原先Inte</p><p>　　一般消費(fèi)品生產(chǎn)企業(yè)因?yàn)楫a(chǎn)業(yè)壁壘低，直接競(jìng)爭(zhēng)與替代品競(jìng)爭(zhēng)都很激烈，所以，消費(fèi)者滿意程度對(duì)企業(yè)的重要性更顯而易見。企業(yè)通過(guò)滿意度調(diào)查間接了解顧客忠誠(chéng)度。然而，越是競(jìng)爭(zhēng)激烈的市場(chǎng)，消費(fèi)者面臨的選擇越多，能夠讓消費(fèi)者感到基本滿意的產(chǎn)品服務(wù)也就越多。因此，在這樣的市場(chǎng)中，基本滿意已經(jīng)成為低忠誠(chéng)率的代名詞。只有讓顧客產(chǎn)生超越競(jìng)爭(zhēng)對(duì)手的完全滿意才能保證顧客的忠誠(chéng)度。例如，航空公

27、司的客戶服務(wù)。經(jīng)常坐飛機(jī)的顧客對(duì)于每個(gè)航空公司都會(huì)有明顯的對(duì)比和認(rèn)識(shí)。航空公司的客戶服務(wù)對(duì)于航空公司顧客的選擇至關(guān)重要。因此，航空公司采用會(huì)員制，希望通過(guò)給與忠實(shí)顧客免費(fèi)飛行里程，鎖定顧客。但是，如果航空公司的飛行服務(wù)質(zhì)量不理想，忠誠(chéng)顧客使用完免費(fèi)飛行里程后，還是會(huì)轉(zhuǎn)投他行。</p><p>　　二、客戶滿意度管理 </p><p>　　既然客戶忠誠(chéng)度對(duì)企業(yè)有重大的實(shí)際意義，那么進(jìn)行客戶滿

28、意度管理對(duì)于提高顧客忠誠(chéng)度就是重要的戰(zhàn)略，戰(zhàn)略目標(biāo)是將盡可能的消費(fèi)者轉(zhuǎn)變成因?yàn)楦械礁叨葷M意，而忠誠(chéng)于本產(chǎn)品和服務(wù)的顧客。</p><p>　　滿意度管理首先要針對(duì)消費(fèi)者的態(tài)度，可以分為四種類型：擁護(hù)者；懷疑者；經(jīng)濟(jì)驅(qū)動(dòng)型；被迫鎖定者。</p><p>　　擁護(hù)者是企業(yè)開展業(yè)務(wù)的堅(jiān)實(shí)基礎(chǔ)。擁護(hù)者的驅(qū)動(dòng)力是高度的滿意感。擁護(hù)者不僅是穩(wěn)定銷售額的來(lái)源，也是進(jìn)行市場(chǎng)份額擴(kuò)大的核心層，對(duì)擁護(hù)者客戶群

29、，管理的關(guān)鍵是懂得“追加”的藝術(shù)。在現(xiàn)代信息技術(shù)的幫助下， 企業(yè)可以更準(zhǔn)確把握顧客的消費(fèi)行為，認(rèn)清忠實(shí)消費(fèi)者的身份，并對(duì)擁護(hù)者進(jìn)行對(duì)應(yīng)管理。例如，銀行、零售企業(yè)、航空公司、旅行社、汽車銷售公司等都可以擁有詳盡的客戶消費(fèi)數(shù)據(jù)。根據(jù)消費(fèi)者的忠誠(chéng)度，也就是消費(fèi)次數(shù)與消費(fèi)量的綜合記錄，企業(yè)給與的鼓勵(lì)也相應(yīng)升級(jí)，使擁護(hù)者升級(jí)為資深顧客，建立長(zhǎng)久的關(guān)系。</p><p>　　懷疑者是企業(yè)面臨的一種挑戰(zhàn)。懷疑型顧客對(duì)產(chǎn)品服務(wù)產(chǎn)

30、生的不滿原因很多。在懷疑者中，有些人的需求與企業(yè)的資源不對(duì)應(yīng)。因此，管理懷疑者客戶群的關(guān)鍵是懂得“放棄”。例如，西南航空公司，諾斯通百貨公司會(huì)定期“除名”那些公司伺候不了的客戶，因?yàn)?，這些客戶不僅不能參與到互動(dòng)的關(guān)系管理中，而且會(huì)影響員工的士氣和企業(yè)資源利用的效率。</p><p>　　經(jīng)濟(jì)驅(qū)動(dòng)型顧客時(shí)時(shí)刻刻都在對(duì)各種相關(guān)產(chǎn)品服務(wù)進(jìn)行比較，尋找最物美價(jià)廉的解決方案。這部分顧客有自己的利益衡量標(biāo)準(zhǔn)，對(duì)他們很難進(jìn)行標(biāo)

31、準(zhǔn)的客戶管理。維持與經(jīng)濟(jì)驅(qū)動(dòng)型顧客的關(guān)系的顧客的成本甚至要高于維持忠誠(chéng)顧客關(guān)系的成本投入。例如，現(xiàn)今的網(wǎng)上購(gòu)物者，可以在一秒鐘內(nèi)找到價(jià)格最低的合適產(chǎn)品，品牌和其他的服務(wù)已經(jīng)不能吸引這部分顧客。因此，對(duì)待經(jīng)濟(jì)驅(qū)動(dòng)型顧客的管理關(guān)鍵是“聽之任之”， 主要精力放在能夠給企業(yè)帶來(lái)實(shí)質(zhì)性發(fā)展的細(xì)分顧客群的滿意度管理上。</p><p>　　最后一個(gè)客戶群就是“被迫鎖定顧客”。這部分顧客即便滿意度極低，也會(huì)表現(xiàn)得很“忠誠(chéng)”。原

32、因是，該客戶群體沒有自由選擇或者轉(zhuǎn)換公司的條件。例如，電信公司的顧客忠誠(chéng)度很高，是因?yàn)閴艛嗟木売?。一旦，壟斷打破，這部分客戶就會(huì)分化為四個(gè)類型顧客的一類，并且離開原來(lái)的供應(yīng)商。美國(guó)Bell貝爾公司在被分拆之后，顧客的大量流失就說(shuō)明了這一現(xiàn)象。</p><p>　　客戶滿意度與顧客忠誠(chéng)度彼此獨(dú)立，一般的滿意度對(duì)顧客的忠誠(chéng)度積極意義不大，只有當(dāng)顧客達(dá)到非常滿意、完全滿意的程度，顧客才會(huì)表現(xiàn)出較高而且較為穩(wěn)定的忠誠(chéng)度。