市場(chǎng)營(yíng)銷策略之顧客體驗(yàn)的利益

導(dǎo)讀：很多公司旨在提供卓越的客戶體驗(yàn)和樂(lè)趣。本文確定的重大變化導(dǎo)致客戶滿意度成為不可缺少的營(yíng)銷時(shí)代。然后討論了影響顧客的因素以及取悅顧客需要的條件，通過(guò)定義的術(shù)語(yǔ)來(lái)描述好處讓顧客獲得滿意。本dissertation由英國(guó)dissertation網(wǎng)留學(xué)生essay頻道市場(chǎng)學(xué)essay定制欄目整理推薦。

市場(chǎng)營(yíng)銷策略之顧客體驗(yàn)的利益

Why is it important for marketers to ‘delight' their customers? Use examples
from your experience as a consumer to support your answer.
The emergence of customer-focused marketing and the digital revolution have given customers a dominant position in contemporary market (Kumar et al, 2006). Many companies consequently aim to provide superior customer experiences and to delight their customers (Arnold et al, 2005). This essay identifies two significant changes which have resulted in customer delight becoming indispensable in the marketing era. It then discusses the impacts of the need to delight customers by defining the term, and describing the benefits of delighting customers and the consequences of failing to satisfy them.

顧客喜悅有了相當(dāng)大的影響的業(yè)務(wù)。它的結(jié)果是提供顯著額外的或意料之外的價(jià)值超過(guò)客戶的期望。僅僅滿足顧客可以輕易缺陷同類競(jìng)爭(zhēng)對(duì)手只有最低限度可接受的滿意度提供。換句話說(shuō)，高興的顧客更有可能保持忠誠(chéng)，并經(jīng)常返回重復(fù)業(yè)務(wù)。Customer delight has had a considerable impact on business. It is the outcome of delivering significantly extra or unanticipated value which exceeds customer's expectations. Merely satisfied customers can defect to similar competitors easily if only minimally acceptable satisfaction is provided (Kotler and Keller, 2006). An example from my own experiences is that I recently ate a Chinese restaurant in Southampton where provided the best tasted Dim-Sum I have never had in my life. I then began to go there frequently and even took some friends there to dine together. This illustrates how delighting customers benefits companies by providing sustainable income and free advertising.（英國(guó)dissertation網(wǎng)http://www.mythingswp7.com/）

In contrast, it is possible for customers who have had an unpleasant experience with a business to complaint about it to their friends or to post their dissatisfaction to online communities. Such negative publicity can damage a company's reputation considerably by discouraging other potential customers to purchase from the company, thereby having a negative impact on sales. Thus, marketers clearly need to identify the determinants of customer-perceived value, and use it to maximize the value their offers deliver in order to gain the benefits of customer delight.

The concept of delighting customers has become a crucial issue in contemporary marketing due to two significant changes, which have transformed the capabilities of both companies and consumers.#p#分頁(yè)標(biāo)題#e#
第一，這些變化已改造的營(yíng)銷模式從大規(guī)模生產(chǎn)的方向，以客戶為中心的一個(gè)。因此，市場(chǎng)競(jìng)爭(zhēng)日趨激烈，客戶享受更廣泛的選擇，滿足他們的要求。二變化涉及技術(shù)的快速發(fā)展。互聯(lián)網(wǎng)的普及使得公司向消費(fèi)者提供信息和進(jìn)行網(wǎng)上交易。

The first of these changes has been the transformation of the marketing paradigm from a mass-production orientation to a customer-focused one. As a result, the marketplace becomes more competitive, with customers enjoying a wider range of choices to fulfil their requirements (Kumar et al, 2006). The second change involves the rapid development of technology. The spread of the Internet has enabled companies to provide consumers with information and to conduct transactions with them online. It has also empowered consumers to evaluate comparable offers by employing powerful search engines and to switch to competitors easily (ibid, p.10 - 11).（英國(guó)dissertation網(wǎng)http://www.mythingswp7.com/）

These two changes have increased customers' bargaining power and reshaped their purchasing behaviours. It is therefore especially essential for marketers to satisfy their customers in order to retain them and thereby outperform their competitors.

To conclude, marketers need to satisfy their customers by providing superior values in today's competitive market, thus delighting them. This should lead to repeated business and referrals of new customers.
因此，營(yíng)銷人員應(yīng)當(dāng)盡力需要滿足他們的客戶的需求并且提供卓越的體驗(yàn)服務(wù)，從而取悅他們，只有這樣才能今天競(jìng)爭(zhēng)激烈的市場(chǎng)環(huán)境中獲得價(jià)值。
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