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首页> 外文会议>AMA Summer Educators Conference >ANTECEDENTS OF PRIMARY STORE DISLOYALTY IN A STAGNANT MARKET
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ANTECEDENTS OF PRIMARY STORE DISLOYALTY IN A STAGNANT MARKET

机译：主要商店的前书在一个停滞不前的市场中不忠

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Relationship marketing and loyalty programs have been major strategic tools for retailers but recession and stagnation impacted severely on loyalty. Customer loyalty has generated direct economic benefits for retailers, loyal customers being more likely to purchase high margin supplementary products(Gummessonl997). Customer retention lowers costs, Dhar and Galzer (2003) suggesting that loyals require up to 90 percent less marketing expenditure. Gremler and Brown (1999) refer to "the loyalty ripple effect" to suggest that loyalty can enhance customer behaviors providing indirect benefits. Loyals generate further interest and patronage in the firm through positive WOM, a most cost-effective form of marketing communication (Zeithaml et al. 2006).
机译：关系营销和忠诚计划是零售商的主要战略工具，但经济衰退和停滞严重影响忠诚。客户忠诚度为零售商产生了直接的经济效益，忠诚的客户更有可能购买高利润补充产品（Gummessonl997）。客户保留降低成本，Dhar和Galzer（2003）表明忠诚需要高达90％的营销支出。 Gremler和Brown（1999）参考“忠诚度涟漪效应”，表明忠诚度可以提高客户行为提供间接效益。忠诚通过积极的Wom，一种最具成本效益的营销通信形式（Zeithaml等人2006）在公司中产生进一步的兴趣和赞助。

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