2 Customer loyalty
Learning objectives
When you have completed this chapter,you should be able to :
1.Report the different terms and measures that have been used 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.
60Show how design features of loyalty programmes trigger differences in consumer behaviour.
7.report research on the associations between different forms of loyalty.
8.report on the reasons for defection in service.
(loyalty schemes,which are really forms of retail promotion, are also covered in chapter2)
Overview
There are three types of loyalty behaviour that consumers 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 retentions.
Third,they can give positive advice about a brand and,by this action,recruit new customers.
There three forms of customer loyalty-share, retention and recommendations -ensure a continuing revenue
stream to the brand owner and reduce the need for the parent company to promote the brand.
marketers therefore want to find and keep customers who exhibit these forms of loyalty and,
where possible,
they want to encourage this behaviour.
marketers are also keen to understand why customers switch away from a brand.
A second aspect to loyalty is the feeling that customers have about brands.
we talk of being satis-fied 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.
2 顧客忠誠度
學習目標
班級:碩專行流二甲
學號:NA2D0013
姓名:魏再宏
當你完成本章，你應該能夠：
1.報導了不同的術語，並且已被用於描述客戶忠誠度的措施。
2.想解釋有如何不同關於忠誠度的發展。
3.解釋顧客的忠誠度與品牌之間的分成項目類別。
4.描述消費者購買習慣等特點。
5.討論和批評的主要思想有利於鼓勵固定的消費市場。
6 展現忠誠度計劃的設計特點是如何引發消費行為的差異。。
7.研究報告對不同形式的忠誠度之間的關聯。
8.研究報告的原因違背服務。
（忠誠度計劃，這是真正的零售促銷形式，也包括在第 2 章）
概述
有三種類型的忠誠行為，消費者可以顯示。
首先當他們購買的幾個品牌的一類，消費者可以得到很高的佔有率，以其中之一。
第二，他們可以繼續購買一個品牌很長一段時間;這是保留期限。
第三，能給予積極的建議一個品牌，並通過這一行動，招募新的客戶。
有三種形式的客戶忠誠度份額，保持和建議 - 確保持續的收入來源，以品牌所有者和
減少對母公司的品牌推廣。
因此，營銷人員要找到並保住誰表現出這些形式的忠誠客戶，並在可能的情況他們要
鼓勵這種行為。
營銷人員還熱衷於了解為什麼客戶從品牌切換出來。
第二個方面，以忠誠是客戶對品牌的感覺。
我們談論的是 SATIS，通過田間或喜歡一個品牌，正在致力於品牌，在業務和服務供
應商的情況下，信任和依賴於他們。