英語翻譯
顧客行為利益\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.