英语翻译顾客行为利益x05Thecontributionthatloyalcustomersmaketoaservicebusinesscangowellbeyondtheirdirectfinancialimpactonthefirm.Thefirst,andmaybethemosteasilyrecognized,customerbehaviorbenefitthatafirmrecei

　　英语翻译

　　顾客行为利益x05

　　Thecontributionthatloyalcustomersmaketoaservicebusinesscangowellbeyondtheirdirectfinancialimpactonthefirm.Thefirst,andmaybethemosteasilyrecognized,customerbehaviorbenefitthatafirmreceivesfromlong-termcustomersisthefreeadvertingprovidedthroughword-of-mouthcommunication.Whenaproductiscomplexanddifficulttoevaluateandwhenriskisinvolvedinthedecisiontobuyit-asisthecasewithmanyservice-consumersoftenlooktoothersforadviceonwhichproviderstoconsider.Satisfied,loyalcustomersarelikelytoprovideafirmwithstrongword-of-mouthendorsements.Thisformofadvertisingcanbemoreeffectivethananypaidadvertisingthatthefirmmightuse,andithastheaddedbenefitofreducingthecostsofattractingnewcustomers.Indeed,loyalcustomeroftentalkagreatdealaboutacompanyandmaygeneratemuchnewbusinessovertheyears.

　　Inadditiontoword-of-mouthcommunication,asecondconsumerbehaviorbenefitisonethatissometimeslabeledcustomervoluntaryperformance;inarestaurant,suchbehaviormightincludecustomersbusingtheirowetables,reportingmessyrestroomstoanemployee,orpickinguptrashintheparkinglot.Suchbehaviorssupportthefirm'sabilitytodeliverqualityservices.Althoughcustomervoluntaryperformancecouldbeengagedinbyanyone,thosecustomerswhohavealong-termrelationshipwiththefirmareperhapsmorelikelytodosobecausetheymaywanttoseetheproviderdowell.Third,forsomeservicesloyalcustomersmayprovidesocialbenefitstoothercustomersintheformoffriendshipsorencouragement.Ataphysicaltherapyclinic,forexample,apatientwhoisrecoveringfromkneesurgeryislikelytothinkmorehighlyoftheclinicwhenfellowpatientsprovideencouragementandemotionalsupporttothepatientduringtherehabilitationprocess.Finally,loyalcustomersmayserveasmentorsand,becauseoftheirexperiencewiththeprovider,helpothercustomersunderstandtheexplicitlyorimplicitlystatedrulesofconduct.