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1、标题：Affecting customer loyalty: Do different factors have various influences in different loyalty levels?原文：AbstractThe current paper studies the influence of various factors on customer loyalty. The main hypothesis of the study insists that the list of most important factors affecting loyalty is dep
2、endant on the level of loyalty of costumers. LOGIT method was used for testing the hypotheses on the sample of survey data about 1000 private customers of the biggest telecommunication company in Estonia. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustwo
3、rthiness, image and importance of relationship) are playing different role on the different levels of customer loyalty.INTRODUCTION Recent years have shown a growing interest in customer loyalty. The globalisation of competition, saturation of markets, and development of information technology have
4、enhanced customer awareness and created a situation where long-term success is no longer achieved through optimised product price and qualities. Instead, companies build their success on a long-term customer relationship. According to former studies, it can cost as much as 6 times more to win a new
5、customer than it does to keep an existing one. (Rosenberg et al. 1984: 45) Depending on the particular industry, it is possible to increase profit by up to 60% after reducing potential migration by 5%. (Reichheld 1993: 65) Hence we can see that the increase and retention of loyal customers has becom
6、e a key factor for long-term success of the companies. The main emphasis in marketing has shifted from winning new customers to the retention of existing ones.LITERATURE OVERVIEWSegmentation based on customer loyaltyThere are multiple approaches to customer loyalty. Theories of behavioral loyalty we
7、re dominating until 1970 considering loyalty as the function of the share of total purchases (Cunningham 1956:118; Farley 1964:9), function of buying frequency or buying pattern (Tucker 1964: 32; Sheth 1968: 398) or function of buying probability (Harary et al. 1962; McConnell 1968:14; Wernerfelt 19
8、91: 231). These approaches looked at brand loyalty in terms of outcomes (repeat purchase behavior) rather than reasons, until Day (1969) introduced the two-dimensional concept of brand loyalty, which stated that loyalty should be evaluated with both behavioral and attitudinal criteria. Contemporary
9、researches consider and accent the psychological (mostly attitudinal and emotional) factor of loyalty (Jacoby et al. 1973:2; Oliver 1999: 34; Chaudury 1995: 28; Djupe 2000: 79; Reichheld 2003: 47). There are also approaches comparing loyalty with marriage (Hofmeyr et al. 2000: 5383; Lewitt 1983: 89;
10、 Dwyer et al. 1987: 14).These different approaches allow distinguishing customers as whether behaviorally or emotionally loyal. Behaviorally loyal customers act loyal but have no emotional bond with the brand or the supplier whereas emotionally loyal customers do. Jones and Sasser call these two kin
11、d of loyalty accordingly false or true longterm loyalty (Jones et al. 1995: 90). Hofmeyr and Rice (2000: 87) divide customers to loyal (behavioral) or committed (emotional). Emotional loyalty is much stronger and longer lasting than behavioral loyalty. Its an enduring desire to maintain a valued rel
12、ationship. The relationship is so important for the customer that he or she makes maximum efforts to maintain it. (Morgan et al. 1995: 24; Reichheld 2003: 9; Moorman et al. 1992: 316) Highly bonded customers will buy repeatedly from a provider to which they are bonded, recommend that provider to oth
13、ers, and strongly defend these choices to others insisting that they have chosen the “best” product or service. (Butz et al. 1996: 65)Behaviorally loyal customers could be divided to sub-segments by the reason of acting: Forced to be loyal, Loyal due to inertia or Functionally loyal.Customers are fo
14、rced to be loyal when they have to be clients even if they do not want to. Customers may be forced to consume certain products or products/services offered by certain vendor e.g. when the company acts as a monopoly or the poor financial status of the customer is limiting his selection of goods. Grnh
15、oldt, Martensen and Kristensen have found that companies with low price strategy had a much higher loyalty than expected from their customer satisfaction. On the other hand, companies that had used a lot of energy on branding indeed had a high customer satisfaction but they did not have a correspond
16、ingly high loyalty. (Grnholdt et al. 2000: 512) Forced loyalty could be established trough creating exit barriers as well.Loyal behaviour may also result from inertia customer does not move to another vendor due to comfort or relatively low importance of operation if the choice has low importance, there is no point to spend time and effort on searching for alternatives. Thus, based on his faith in the suitability of the current product, the custo
