大客户营销外文翻译.doc

毕业论文材料：英文文献及译文 课题名称： 佳文投资咨询公司大客户营销浅析 专 业 市场营销 学 生 姓 名 裴 爱 荣 班 级 BD营销092 学 号 0920404224 指 导 教 师 姜 锦 萍 专业系主任 肖 立 完 成 日 期 二零一三年一月 Does service failure influence customer loyalty? Francis buttle Journal of consumer behaviour vol. 1,3,217-227 Henry stewart publications 1472-0817 Abstract :There is a general consensus that customer loyalty to service providers is not solely dependent upon their level of satisfaction dissatisfaction .However, the identified antecedents of loyalty remain, at best, highly speculative. The aim of this extensive literature review is to give some understanding of the nature of customer loyalty and the antecedent effects of service dissatisfaction. The research reviewed suggests that customer loyalty is an attitudinal state, reflecting value, trust and commitment within supplier-customer relationships. Satisfaction is one of several antecedents of loyalty. A key influence on loyalty is the offer of unique value delivering advantages not provided by competitors. Thus firms need to develop positive value-based exit barriers to achieve loyalty. When service failures occur, the recovery process is likely to have a greater impact on loyalty than the original service failure. The key to successful recoveries was found to be the customer’s perception of fairness. Recovery programmes must get it right first time. Customers who remain dissatisfied after a complaint has been handled are more dissatisfied than if no recovery attempt had been made. Dissatisfaction and customer satiation are major causes of a customers exit. The solution to customer satiation is dynamic value creation. Collection and monitoring of customer data is needed for success and two-way communication is vital. RESEARCH METHOD Database searches using Info Trac in conjunction with desk research of existing known papers and media