英语翻译Economic Benefit Research based on information contained in the Compustat and Compact Disclosure database reveals that over the long run,relationship-oriented service firms achieve higher overall returns on their investments than do trans

英语翻译Economic Benefit Research based on information contained in the Compustat and Compact Disclosure database reveals that over the long run,relationship-oriented service firms achieve higher overall returns on their investments than do trans
英语翻译
Economic Benefit
Research based on information contained in the Compustat and Compact Disclosure database reveals that over the long run,relationship-oriented service firms achieve higher overall returns on their investments than do transaction-oriented firms.These bottom-line benefits come from a variety of source,including increased revenues over time from the customer,reduced marketing and administrative costs,and the ability to maintain margins without reducing prices.
One of the most commonly cited economic benefits of customer retention is increased purchases over time,as illustrated in Figure7.2.The figure summarizes results of studies showing that across industries customers generally spent more each year with a particular relationship partner than they did in the preceding period.As customers get to know a firm and are satisfied with the quality of its services relative to that of its competitors,they tend to give more of their business to the firm.
Another economic benefit is lower costs.Some estimates suggest that repeat purchases by established customers require as much as 90 percent less marketing expenditure.Many start-up costs are associated with attracting new customers,including advertising and other promotion costs,the operating costs of setting up new accounts,and time costs of getting to know the customers.Sometimes these initial costs can outweigh the revenue expected from the new customers in the long short term,so it is to the firm's advantage to cultivate long-term relationships.Even ongoing relationship maintenance costs are likely to drop over time.Fore example,early in a relationship a customer is likely to have questions and encounter problems as he or she learns to use the service;an experienced customer will likely have fewer problems and questions,and the firm will incur fewer costs in serving the customer.In Chapter18 we will provide more specifics on the financial impact of customer retention.

英语翻译Economic Benefit Research based on information contained in the Compustat and Compact Disclosure database reveals that over the long run,relationship-oriented service firms achieve higher overall returns on their investments than do trans
根据对计算机会计数据库和协议公开数据研究表明,从长远来看,关系型服务公司的投资所得回报要比交易型公司多.这些底线利益来自各种来源,包括随着时间推移从顾客那获得不断增加的收入,营销和管理成本减少,在不降价情况下仍保持了利润.
如7.2图形所示,其中最常见的经济利益,随着时间推移客户保持将增加购买量,图形总结研究结果表明顾客更愿意花费时间在一个与其特定关系的伙伴.为顾客认知的公司,以相对于其竞争对手提供给顾客更满意的品质服务,顾客就会愿意与这家公司多做生意.
另一个经济效益就是降低了成本.建立重复购买的客户需要多达百分之90的营销费用.许多启动费用用来吸引新的客户,包括广告和其他促销成本,建立新的帐户经营成本,和了解客户的时间成本.有时这些初始成本大于从短期的新客户所得收益,所以培养长期关系成为公司的优势.甚至维护持续关系的费用可能下降.例如,在早期关系中客户他或她在学习使用服务时可能遇到问题；一个经验丰富的客户可能会产生较少的问题,在服务客户方面该公司将承担较少的成本户.在18章我们将更具体的提供顾客保留对财务的影响.

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经济效益 研究基于信息包含在Compustat数据库和紧凑的披露显示,在长远来看,人际关系服务型企业实现更高的整体的投资回报比transaction-oriented公司。这些来自不同利益底线的来源,包括政府收入的增加与客户,减少营销和行政成本和能力维持利润没有降低价格。 其中一个最常经济效益提高留住顾客购买随时间过去,当Figure7.2说明。总结了研究结果的数字显示,在整个行业的客户通常花更多...

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经济效益 研究基于信息包含在Compustat数据库和紧凑的披露显示,在长远来看,人际关系服务型企业实现更高的整体的投资回报比transaction-oriented公司。这些来自不同利益底线的来源,包括政府收入的增加与客户,减少营销和行政成本和能力维持利润没有降低价格。 其中一个最常经济效益提高留住顾客购买随时间过去,当Figure7.2说明。总结了研究结果的数字显示,在整个行业的客户通常花更多的每一年都有一个特定的恋人都比他们在之前的时期。为了解公司客户满意,更优质的服务,但相对于其竞争者的时候,他们会让更多的业务的公司。 另一个经济效益降低产品成本的目的。有些人估计表明,通过建立客户关系需要再次购买尽可能多的营销支出少90%。许多新创成本相关的吸引新客户,包括广告和其他促销成本、运营成本树立新帐户、时间成本来了解客户的。有时,这些初始成本超过收入预期的新客户在漫长的短期,所以它是对公司的优势,培养长期的婚姻关系。正在进行的关系的维护成本甚至可能会下降。前肢的例子,早在一个客户关系很可能有问题的时候遇到问题,他或她就学会了使用服务;一个有经验的客户将会有更少的问题和问题,公司将承担费用少了为客户服务。在Chapter18我们将会提供更多的细节留住顾客公司财务的影响。

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