班級:碩專行流二甲
學號:Na2d0019
姓名:黃偉雄
顧客忠誠度
LEARNING OBJECTIVES
學習指標
Report research on the associations between different forms of loyalty．
Report on the reasons for defection in services ．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．
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．
Marketers therefore want to find and keep customers who exhibit these forms
of loyalty and，where possible ，they want to encourage this behavior．
中文翻譯
敘述對不同形式關聯忠誠度之間的研究。敘述在服務原因的轉變，在消費者上可以顯
示三種類型的忠誠行為。
第一者，當他們購買的幾個品牌於類別中，消費者可以給予很高的佔有率，在消費者
購買的其中一個品牌中。
第二者，他們可以繼續購買一個品牌很長一段時間，這是維持購買。
第三者，能給予積極的建議一個品牌，並透過此行動，招募新客戶。
這三種形式的客戶忠誠度 – 市佔率，維持和建議，確保穩定的收入來源對於品牌愛
好者和減少母公司的對於品牌推廣得成本。
因此，行銷人員要找到並維持，表現出這類形態的忠誠客戶，在可許情況下，他們鼓
勵這種行為。
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．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．
中文翻譯
行銷人員也必須知道為什麼顧客會換品牌。其次為顧客對此品牌的忠誠度。我們談論
的是，就企業和服務供應商而言，藉由顧客對品牌的滿意度或連結與信任，進而認可
該品牌。
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