英语翻译顾客行为利益\x05The contribution that loyal customers make to a service business can go well beyond their direct financial impact on the firm.The first,and maybe the most easily recognized,customer behavior benefit that a firm recei

英语翻译顾客行为利益\x05The contribution that loyal customers make to a service business can go well beyond their direct financial impact on the firm.The first,and maybe the most easily recognized,customer behavior benefit that a firm recei
英语翻译
顾客行为利益\x05
The contribution that loyal customers make to a service business can go well beyond their direct financial impact on the firm.The first,and maybe the most easily recognized,customer behavior benefit that a firm receives from long-term customers is the free adverting provided through word-of-mouth communication.When a product is complex and difficult to evaluate and when risk is involved in the decision to buy it-as is the case with many service-consumers often look to others for advice on which providers to consider.Satisfied,loyal customers are likely to provide a firm with strong word-of-mouth endorsements.This form of advertising can be more effective than any paid advertising that the firm might use,and it has the added benefit of reducing the costs of attracting new customers.Indeed,loyal customer often talk a great deal about a company and may generate much new business over the years.
In addition to word-of-mouth communication,a second consumer behavior benefit is one that is sometimes labeled customer voluntary performance;in a restaurant,such behavior might include customers busing their owe tables,reporting messy restrooms to an employee,or picking up trash in the parking lot.Such behaviors support the firm's ability to deliver quality services.Although customer voluntary performance could be engaged in by anyone,those customers who have a long-term relationship with the firm are perhaps more likely to do so because they may want to see the provider do well.Third,for some services loyal customers may provide social benefits to other customers in the form of friendships or encouragement.At a physical therapy clinic,for example,a patient who is recovering from knee surgery is likely to think more highly of the clinic when fellow patients provide encouragement and emotional support to the patient during the rehabilitation process.Finally,loyal customers may serve as mentors and,because of their experience with the provider,help other customers understand the explicitly or implicitly stated rules of conduct.

英语翻译顾客行为利益\x05The contribution that loyal customers make to a service business can go well beyond their direct financial impact on the firm.The first,and maybe the most easily recognized,customer behavior benefit that a firm recei
忠实客户对服务业务的贡献远远超出其对公司财务的直接影响.第一,也许是最容易识别的,一家公司从长期客户身上收到的客户行为利益就是通过口碑传播提供的免费广告效应.当一个产品复杂,难以评估,决定购买时隐含有风险时,许多服务消费者往往会遇到这种情况,他们总是向他人咨询,看考虑哪些供应商.满意且忠诚的客户很可能就会成为一家公司强有力的口碑代言人.这种形式的广告或许比该公司可能会使用的任何付费广告更有效率,它具有降低成本和吸引新顾客的双重增值效益.事实上,忠诚的顾客经常会谈及有关公司的方方面面,从而在随后多年产生许多新的业务.
除了口碑传播,第二个客户行为利益是一个有时会标示为客户的自愿行为;在一间餐厅,这样的行为可能包括客户自己收拾餐桌,向服务员报告卫生间脏乱差,或在停车场捡拾垃圾.此类行为是对公司提供优质服务能力的支持.虽然顾客的自愿行为任何人都可以做,但那些与公司有长期的合作关系的客户或许更有可能这样做,因为他们可能最希望看到供应商能做好.第三,对于一些服务业,忠实客户可以友谊或鼓励的形式让其他客户享受到这种社会利益.例如,在物理治疗诊所,正从膝盖手术中恢复的病人或许会因为病友在康复过程中给予鼓励和情感支持而更认可该诊所.最后,忠实的客户因为其与供应商的经验,作为良师益友,帮助其他客户了解各种公开的行为规则或潜规则.