英语翻译EconomicBenefitResearchbasedoninformationcontainedintheCompustatandCompactDisclosuredatabaserevealsthatoverthelongrun,relationship-orientedservicefirmsachievehigheroverallreturnsontheirinvestmentsthandotrans

　　英语翻译

　　EconomicBenefit

　　ResearchbasedoninformationcontainedintheCompustatandCompactDisclosuredatabaserevealsthatoverthelongrun,relationship-orientedservicefirmsachievehigheroverallreturnsontheirinvestmentsthandotransaction-orientedfirms.Thesebottom-linebenefitscomefromavarietyofsource,includingincreasedrevenuesovertimefromthecustomer,reducedmarketingandadministrativecosts,andtheabilitytomaintainmarginswithoutreducingprices.

　　Oneofthemostcommonlycitedeconomicbenefitsofcustomerretentionisincreasedpurchasesovertime,asillustratedinFigure7.2.Thefiguresummarizesresultsofstudiesshowingthatacrossindustriescustomersgenerallyspentmoreeachyearwithaparticularrelationshippartnerthantheydidintheprecedingperiod.Ascustomersgettoknowafirmandaresatisfiedwiththequalityofitsservicesrelativetothatofitscompetitors,theytendtogivemoreoftheirbusinesstothefirm.

　　Anothereconomicbenefitislowercosts.Someestimatessuggestthatrepeatpurchasesbyestablishedcustomersrequireasmuchas90percentlessmarketingexpenditure.Manystart-upcostsareassociatedwithattractingnewcustomers,includingadvertisingandotherpromotioncosts,theoperatingcostsofsettingupnewaccounts,andtimecostsofgettingtoknowthecustomers.Sometimestheseinitialcostscanoutweightherevenueexpectedfromthenewcustomersinthelongshortterm,soitistothefirm'sadvantagetocultivatelong-termrelationships.Evenongoingrelationshipmaintenancecostsarelikelytodropovertime.Foreexample,earlyinarelationshipacustomerislikelytohavequestionsandencounterproblemsasheorshelearnstousetheservice;anexperiencedcustomerwilllikelyhavefewerproblemsandquestions,andthefirmwillincurfewercostsinservingthecustomer.InChapter18wewillprovidemorespecificsonthefinancialimpactofcustomerretention.