世界級經理人【外文翻譯】

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>　　世界級經理人</b></p><p>　　資料來源:http://www.sina.com.cn</p>

23、;<p>　　作者：Jacoby,J,R.W Chestnut.</p><p>　　一、顧客滿意度對忠誠度的影響</p><p>　　不可否認，顧客滿意度與忠誠度之間的關系并不簡單，特別是考慮了市場的不同競爭性質之后，這種關系就更加復雜。</p><p>　　大部分企業(yè)是在具有豐富競爭的市場中生存，特別是一些利潤率低，靠大規(guī)模分銷獲得較高投資回報的企

24、業(yè)，如零售企業(yè)，顧客滿意度對于客戶忠誠度的營銷指數偏高；但是，對于具有一定壟斷能力的企業(yè)，客戶滿意度在一定時期內對于客戶忠誠度的約束作用很小，因為顧客沒有多余的選擇。壟斷的市場里，企業(yè)沒有動力去提高客戶滿意度，但是，仍然可以享受完全忠誠度帶來的巨大利益，比如電信市場。由于自由競爭的要求，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越苛刻，面臨來自產業(yè)內同行和新興替代品的威脅只是時間問題。客戶滿意度最終仍然是決定客戶忠誠度的

25、重要因素。Intel因為所掌握的技術而在電腦芯片市場上一直處于完全占有率的絕對優(yōu)勢位置。但是，隨著AMD等品牌芯片的出現，Intel的壟斷地位受到了極大的挑戰(zhàn)，同時，新加坡和歐盟也對Intel進行了反壟斷行為的調查，新加坡更是對Intel的壟斷行為進行了高達兩千多萬美元的罰款。Intel 是高科技公司，掌握的技術是鎖定客戶忠誠度的重要因素，Intel的產品口碑一直保持良好的記錄，但是，當新的競爭者出現時，Intel也開始為客戶滿意度和忠

26、誠度感到緊張了。原先Inte</p><p>　　一般消費品生產企業(yè)因為產業(yè)壁壘低，直接競爭與替代品競爭都很激烈，所以，消費者滿意程度對企業(yè)的重要性更顯而易見。企業(yè)通過滿意度調查間接了解顧客忠誠度。然而，越是競爭激烈的市場，消費者面臨的選擇越多，能夠讓消費者感到基本滿意的產品服務也就越多。因此，在這樣的市場中，基本滿意已經成為低忠誠率的代名詞。只有讓顧客產生超越競爭對手的完全滿意才能保證顧客的忠誠度。例如，航空公

27、司的客戶服務。經常坐飛機的顧客對于每個航空公司都會有明顯的對比和認識。航空公司的客戶服務對于航空公司顧客的選擇至關重要。因此，航空公司采用會員制，希望通過給與忠實顧客免費飛行里程，鎖定顧客。但是，如果航空公司的飛行服務質量不理想，忠誠顧客使用完免費飛行里程后，還是會轉投他行。</p><p>　　二、客戶滿意度管理 </p><p>　　既然客戶忠誠度對企業(yè)有重大的實際意義，那么進行客戶滿

28、意度管理對于提高顧客忠誠度就是重要的戰(zhàn)略，戰(zhàn)略目標是將盡可能的消費者轉變成因為感到高度滿意，而忠誠于本產品和服務的顧客。</p><p>　　滿意度管理首先要針對消費者的態(tài)度，可以分為四種類型：擁護者；懷疑者；經濟驅動型；被迫鎖定者。</p><p>　　擁護者是企業(yè)開展業(yè)務的堅實基礎。擁護者的驅動力是高度的滿意感。擁護者不僅是穩(wěn)定銷售額的來源，也是進行市場份額擴大的核心層，對擁護者客戶群

29、，管理的關鍵是懂得“追加”的藝術。在現代信息技術的幫助下， 企業(yè)可以更準確把握顧客的消費行為，認清忠實消費者的身份，并對擁護者進行對應管理。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數據。根據消費者的忠誠度，也就是消費次數與消費量的綜合記錄，企業(yè)給與的鼓勵也相應升級，使擁護者升級為資深顧客，建立長久的關系。</p><p>　　懷疑者是企業(yè)面臨的一種挑戰(zhàn)。懷疑型顧客對產品服務產

30、生的不滿原因很多。在懷疑者中，有些人的需求與企業(yè)的資源不對應。因此，管理懷疑者客戶群的關鍵是懂得“放棄”。例如，西南航空公司，諾斯通百貨公司會定期“除名”那些公司伺候不了的客戶，因為，這些客戶不僅不能參與到互動的關系管理中，而且會影響員工的士氣和企業(yè)資源利用的效率。</p><p>　　經濟驅動型顧客時時刻刻都在對各種相關產品服務進行比較，尋找最物美價廉的解決方案。這部分顧客有自己的利益衡量標準，對他們很難進行標

31、準的客戶管理。維持與經濟驅動型顧客的關系的顧客的成本甚至要高于維持忠誠顧客關系的成本投入。例如，現今的網上購物者，可以在一秒鐘內找到價格最低的合適產品，品牌和其他的服務已經不能吸引這部分顧客。因此，對待經濟驅動型顧客的管理關鍵是“聽之任之”， 主要精力放在能夠給企業(yè)帶來實質性發(fā)展的細分顧客群的滿意度管理上。</p><p>　　最后一個客戶群就是“被迫鎖定顧客”。這部分顧客即便滿意度極低，也會表現得很“忠誠”。原

32、因是，該客戶群體沒有自由選擇或者轉換公司的條件。例如，電信公司的顧客忠誠度很高，是因為壟斷的緣由。一旦，壟斷打破，這部分客戶就會分化為四個類型顧客的一類，并且離開原來的供應商。美國Bell貝爾公司在被分拆之后，顧客的大量流失就說明了這一現象。</p><p>　　客戶滿意度與顧客忠誠度彼此獨立，一般的滿意度對顧客的忠誠度積極意義不大，只有當顧客達到非常滿意、完全滿意的程度，顧客才會表現出較高而且較為穩(wěn)定的忠誠度。