基于声浪传播的品牌传播影响要素研究|外文翻译资料

题目：From Marketing Communications to Brand Management: Factors Influencing Relationship Quality and Customer Retention

作者：

PARAMAPORN THAICHON （School of Marketing, S P Jain School of Global Management, Sydney, Australia）

THU NGUYEN QUACH （Department of Marketing, Tourism and Social Impact, Swinburne University of Technology, Melbourne, Australia）

摘要原文：The research aims to investigate how to improve relationship quality and retain customers through marketing communications. The article presents an extensive review of the marketing literature relating to branding, relationship marketing, and marketing communications with a view to identifying effective ways to enhance brand personality, brand image, and brand awareness as well as relationship quality and, ultimately, customer retention. The exogenous constructs of the conceptual model include influential factors such as marketing communications, brand personality, brand image, and brand awareness. The endogenous constructs include cognitive and affective customer evaluations such as customersrsquo; trust, satisfaction, value, and the resultant brand loyalty (retention). It is found that brand equity is important in determining customer expectations, which is an antecedent of customer satisfaction. Consumers will be satisfied with the brand if the initial expectations of the brand are nearly or entirely met. In return, high consumer satisfaction will augment the level of brand trust and brand value, eventually affecting repurchase intention. The study proposes that by enhancing marketing communications, firms can influence customersrsquo; satisfaction, trust, and value and ultimately customer retention, which are critical for a companyrsquo;s success and long-term sustainability.

KEYWORDS： brand awareness, brand image, brand personality, customer retention, marketing communications, satisfaction, trust, value

摘要翻译：

该研究旨在调查如何通过营销传播提高关系质量并保留客户。本文对与品牌建立，关系营销和营销传播相关的营销文献进行了广泛的回顾，以期找到有效的方法来提高品牌个性，品牌形象和品牌知名度，以及关系质量，最终保留客户。概念模型的外生构造包括营销传播，品牌个性，品牌形象和品牌意识等影响因素。内生结构包括认知和情感客户评估，如客户的信任，满意度，价值以及由此产生的品牌忠诚度（保留率）。发现品牌资产对于确定顾客期望是重要的，这是顾客满意的前提。如果品牌的最初期望几乎或完全符合，消费者会对品牌感到满意。作为回报，高消费者满意度将增加品牌信任和品牌价值的水平，最终影响回购意图。该研究提出，通过加强营销沟通，企业可以影响客户的满意度，信任度和价值以及最终客户保留率，这对公司的成功和长期可持续性至关重要。

关键词：品牌意识，品牌形象，品牌个性，客户保留，营销传播，满意度，信任度，价值

外文原文：

选段一：

INTRODUCTION

Customer retention is very important and becomes the main concern of many businesses (Flint, Blocker, amp; Boutin, 2011), especially when a large number of companies are facing costly customer acquisition (Abdolvand, Charkari, amp; Mohammadi, 2006) and high customer turnover (Spiller, Vlasic, amp; Yetton, 2007). Increasing market competition has resulted in a need to focus on how to maintain the current customer base (Hong amp; John, 2010). In addition, business performance improves as the number of loyal consumer increases (Jahanzeb, Fatima, amp; Khan, 2011). Oliver (1999) also noted that loyalty will increase consumersrsquo; commitment to the brand, resistance to inducements to transfer to other brands, and tolerance of error in performance.

Furthermore, recruiting new customers cannot guarantee long-term success for a company, especially when that company cannot retain its customers (Wang amp; Wu, 2012). Wang and Wu (2012) suggested that it is necessary to focus equally on customer acquisition and customer retention in order to boost company performance. Moreover, a 2% increase in the customer retention rate is equal to a 10% decrease in the cost of customer acquisition in the mobile phone service industry in China (Han, Lu, amp; Leung, 2012). In addition, customer loyalty raises consumersrsquo; commitment to the brand, and, as a result, they are more resistant to inducements to move to other brands (Oliver, 1999). Hence, keeping a loyal customer is more profitable in the long run in comparison with acquiring new customers (Wang amp; Wu, 2012).

Research has found that marketing communications have both direct and indirect effects on various aspects of brand and brand loyalty. This has been widely studied and has been one of the most popular research topics among scholars and practitioners for almost three decades (J. Aaker, 1997; Biel, 1993; Dick amp; Basu, 1994; Dwyer, Schurr, amp; Oh, 1987; Jacoby amp; Kyner, 1973; Morgan amp; Hunt, 1994; Oliver, 1999; Parasuraman, Zeithaml, amp; Berry, 1985; Plummer, 1985). However, there have been various changes in the conceptualization of brand loyalty over the past few years, primarily with new concepts in branding and transformation of marketing communications in the information age of the 21st century. For example, by using database technology businesses have managed to create more targeted consumer loyalty–related marketing programs (Y. Chen, 2010; Grossmanova, Vojtkova, amp; Kita, 2009; Healy, 2007; Sung amp; Kim, 2010). Hence, there is a need to reexamine the effects of marketing communications on loyalty.

This study is designed to examine the issue of customer retention in the telecommunications industry (i.e., among Internet service providers [ISPs]).The telecommunications industry is under pressure to maintain and increase its existing customer base. For instance, Thaichon, Lobo, Prentice, and Quach (2014) reported that an average of 10% of home Internet customers in Thailand switched service providers each year over the period from 2003 to 2009. Similarly, the Australian ISP market witnessed up to 35% of its customers discontinuing in 2007 (Spiller et al., 2007). However, there is scant information relating to the creation of customer loyalty in high-tech services. Given the high Internet usage and high churn rates within the ISP sector, this market is grossly underresearched. Hence, it is justifiable to investigate the antecedents of customer loyalty and customer retention within this market.

In terms of practical benefits, brand loyal

剩余内容已隐藏，支付完成后下载完整资料

英语原文共 24 页，剩余内容已隐藏，支付完成后下载完整资料

资料编号：[280291]，资料为PDF文档或Word文档，PDF文档可免费转换为Word