- UID
- 509550
- 在线时间
- 小时
- 注册时间
- 2010-2-7
- 最后登录
- 1970-1-1
- 主题
- 帖子
- 性别
- 保密
|
LZ帮忙考个古先~你考得时候那篇客户忠诚度是不是这道GWD？？谢谢啦~~这个分数是有些尴尬的，不过申请是够的
Customer loyalty programs are attempts to bond customers to a company and its products and services by offering incentives – such as airline frequent flyer programs or special credit cards with valuable benefits – to loyal customers. In support of loyalty programs, companies often invoke the "80/20" principle, which states that about 80 percent of revenue typically comes from only about 20 percent of customers. However, this profitable 20 percent are not necessarily loyal buyers, especially in the sense of exclusive loyalty. Studies have demonstrated that only about 10 percent of buyers for many types of frequently purchased consumer goods are 100 percent loyal to a particular brand over a one-year period. Moreover, 100-percent-loyal buyers tend to be light buyers of the product or service. "Divided loyalty" better describes actual consumer behavior, since customers typically vary the brands they buy. The reasons for this behavior are fairly straightforward: people buy different brands for different occasions or for variety, or a brand may be the only one in stock or may offer better value because of a special deal. Most buyers who change brands are not lost forever; usually, they are heavy consumers who simply (35) prefer to buy a number of brands. Such multi-brand loyalty means that one company's most profitable customers will probably be its competitors' most profitable customers as well. (40) Still, advocates of loyalty programs contend that such programs are beneficial because the costs of serving highly loyal customers are lower, and because such loyal customers are less price sensitive than other customers. It is true that when there are start-up costs, such as credit checks, involved in serving a new customer, the costs exceed those of serving a repeat customer. However, it is not at all clear why the costs of serving a highly loyal customer should in principle be different from those of serving any other type of repeat customer. The key variables driving cost are size and type of order, special versus standard order, and so on, not high-loyalty versus divided-loyalty customers. As for price sensitivity, highly loyal customers may in fact come to expect a price discount as a reward for their loyalty.
The primary purpose of the passage is to
A: question the notion that customer loyalty programs are beneficial
B: examine the reasons why many customers buy multiple brands of products
C: propose some possible alternatives to customer loyalty programs
D: demonstrate that most customers are not completely loyal to any one brand of product or service
E: compare the benefits of customer loyalty programs with those of other types of purchase incentive programs
支持顾客忠诚度项目的公司常运用80-20法则，即80%的利润只是20%的顾客带来的。但是20%的顾客不一定全部是忠诚顾客。研究事实支撑。而且，完全忠诚的顾客只是小买家。更好形容消费者行为的词语是“分支忠诚”。即人们为不同原因买某几个牌子的货，这次不买下次买，他们是大买家，可能同时是两个竞争对手的忠诚顾客。支持顾客忠诚度项目的人又说服务忠诚顾客的费用更低廉，这些顾客对价格没那么敏感。但是服务忠诚顾客的费用更低廉的原因一点也不清晰，关键的控制成本的变量是其它因素。至于价格敏感度，忠诚顾客反而觉得自己忠诚应该得到折扣价。 |
|
京公网安备11010202008513号 京ICP证101109号 京ICP备12012021号
发表于 2010-7-2 08:53:29
收藏
收藏
