第二部份 消費型態(Consumption Patterns)
顧客忠誠
LEARNING OBJECTIVES
學習目標
When you have completed this chapter. You should be able to:
1.Report the different terms and measures that have been to
describe customer loyalty.
2.Explain how different ideas about loyalty developed.
3.Explain how customer loyalty is divided between brands in
repertoire categories.
4.Describe other habitual features of consumer purchase.
5.Discuss and criticize the main ideas in favour of encouraging
retention in consumer markets.
6.Show how design features of loyalty programmes trigger
differences in consumer behavior.
7.Report research on the associations between different forms
of loyalty.
8.Report on the reasons for defection in services.
當你學習完此章節，你會瞭解到：
1. 以不同的差異和衡量來闡述顧客忠誠度。
2. 如何解釋有關顧客忠誠度不同的概念。
3. 解釋於顧客忠誠度如何區分品牌的類別。
4. 描述消費者的購買習慣等特點。
5. 討論與分析主要觀點，有利於鼓勵保留在消費市場中。
6. 藉由不同忠誠度規劃如何來引發的消費行為差異。
7. 描述對不同類型的忠誠度之關聯研究。
8. 解釋在服務業中顧客變節的原因。
There are three types of loyalty behavior that consumer can show.
First, when they buy several brands in a category, consumers can
give a high share to one of them. Second, they can continue to
buy a brand for a long time this is retention. Third, they can
give positive advice about a brand and, by this action, recruit
new customers.
在消費者行為上，可以顯示三種類型的忠誠行為。第一，當他們型錄
中購買的某些品牌，消費者可以給予他人高度分享；第二，消費者會
持續在長一段時間購買同一個品牌，這稱為保持購買。第三，消費者
會積極的推薦此品牌，並透過此一行動，招募新顧客。
These three forms of customer loyalty –share, retention and
recommendation -ensure a continuing revenue stream to the brand
owner and reduce the need for the parent company to promote the
brand.
這三種顧客忠誠型式 – 分享、持續和推薦，確保對於品牌擁有者有
穩定的收入來源，以及降低母公司的對於品牌行銷成本。
Marketers therefore want to find and keep customers who exhibit
these forms of loyalty and，where possible, they want to
encourage this behavior.
因此，行銷人員要找到並保留有忠誠行為的顧客，並在可能的情況下，
他們想鼓勵該行為。
Marketers are also keen to understand why customers have switch
away from a brand. A second aspect to loyalty is the feeling that
customers have about brands.
行銷人員還敏銳地瞭解為什麼顧客戶會轉換該品牌，其次，顧客對品
牌的忠誠是一種感覺。
We talk of being satisfied by or liking a brand, being committed
to the brand and, in the case of business and service suppliers,
trusting and being dependent upon them.
我們以滿意、喜歡、信任該品牌來談論，對於企業和服務供應商而言，
是使顧客相信及依賴該品牌。