Customer loyalty
消費者忠誠度
LEARNING OBJECTIVES
學習目標
When you have completed this chapter.You should be able to:
當你學習完這章，你能夠學到：
1.Report the different terms and measures that have been to describe customer loyalty.
描述、評估消費者忠誠度的不同
2.Explain how different ideas about loyalty developed
對於有關忠誠度不同性的解釋
3.Explain how customer loyalty is divided between brands in repertoire categories
解釋於品牌類別對於消費者忠誠度如何分別
4.Describe other habitual features of consumer purchase
說明消費者的消費習慣特性
5.Discuss and criticize the main ideas in favour of encouraging retention in consumer markets
說明與批評產品消費市場主要觀點
6.Show how design features of loyalty programmes trigger differences in consumer behaviour
表現計畫的設計特點是如何引發的消費忠誠度行為差異
7.Report research on the associations between different forms of loyalty
報告對不同形式的忠誠度之間的關聯研究
8.Report on the reasons for defection in services

報告在服務上消費者變節的原因
OVERVIEW
概述
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.Marketers are also keen to understand why customers have switch away from a brand.
在消費者行為上有三種類型的忠誠行為，第一種，當他們購買的幾個品牌於類
別中，在消費者購買的其中一個品牌中，消費者可以給予很高的佔有率。第二
種，他們可以繼續購買一個品牌很長一段時間，這是保持購買。第三種，能給
予積極的建議一個品牌，並通過這一種推薦行動，招募新客戶。這三種形式的
客戶忠誠度-占有率，持續和建議，確保持續的收入來源對於品牌所有者和減
少母公司的對於品牌推廣得成本。因此，行銷人員要找到並保住，表現出這些
形式的忠誠客戶，並在可能的情況，他們鼓勵這種行為，行銷人員還熱衷於了
解為什麼客戶從品牌離開。
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.
第二個方面， 以忠誠是客戶對品牌的感覺，我們談論的是藉由滿意，喜歡，
信任並依賴於在企業和服務供應商在致力於品牌的情況下。