外文翻译---影响顾客忠诚度：不同的因素对不同水平的顾客忠诚度有影响吗(编辑修改稿)

外文翻译---影响顾客忠诚度：不同的因素对不同水平的顾客忠诚度有影响吗(编辑修改稿)内容摘要：

ider to others。 • Behaviorally loyal customers – active customers who use only the certain provider’s services and declare that they will use only this provider in the future but do not agree to remend this provider to others (inert or functionally loyal)。 • Ambivalent or dubious customers – active customers who use only the certain provider’s services but don’t know which provider they will use in the future。 • Disloyal reducers – customers who have reduced or will reduce the percentage of the provider’s services in their usage。 • Leavers – customers who declare, that they will certainly leave this provider. Factors affecting customer loyalty The impact of satisfaction on loyalty has been the most popular subject of studies. Several studies have revealed that there exists a direct connection between satisfaction and loyalty: satisfied customers bee loyal and dissatisfied customers move to another vendor. (Heskett et al. 1993: 165–167) The primary objective of creating ACSI (American Customer Satisfaction Index) in 1984 was to explain the development of customer loyalty. In ACSI model customer satisfaction has three antecedents: perceived quality, perceived value and customer expectations. (Anderson et al. 2020: 873) In the ECSI (European Customer Satisfaction Index) model perceived quality is divided into two elements: ―hard ware‖, which consists of the quality of the product or service attributes, and ―human ware‖, which represents the associated customer interactive elements in service, . the personal behaviour and atmosphere of the service environment. (Gr246。 nholdt et al. 2020: 510) In both model increased satisfaction should increase customer loyalty. When the satisfaction is low customers have the option to exit (. going to a petitor) or express their plaints. Researches have shown that 60–80% of customers who defect to a petitor said they were satisfied or very satisfied on the survey just prior to their defection. (Reichheld et al. 2020: 137) So it’s clear that there must be also other factors beside satisfaction that have a certain impact on customer loyalty. Image of brand or supplier is one of the most plex factors. It affects loyalty at least in two ways. Firstly, customer may use his preferences to present his own image. That may occur both in conscious and subconscious level. According to the Belk’s theory of extended self, people define themselves by the possessions they have, manage or create. (Belk 1988: 160) Aaker has shown how consumers prefer brands with personality traits that are congruent with the personality traits that constitute their (malleable) selfschemas (Aaker 1999: 45) Kim, Han and Park have researched the link between brand personality and loyalty. They did get positive support to hypothesis that the attractiveness of the brand personality indirectly affects brand loyalty. (Kim et al. 2020: 203) Tidwell and Horgan (1993: 349) have showed that people use products to enhance selfimage. Secondly, according to social identity theory, people tend to classify themselves into different social categories. That leads to evaluation of objectives and values in various groups and organisations in parison with the customer’s own values and objectives. They prefer partners who share similar objectives and values. (Ashforth et al. 2020: 23) Fournier (1998: 366) states that consumerbrand relationships are more a matter of perceived goal patibility. Brands cohere into systems that consumers create not only to aid living but also to give meanings to their lives. Oliver (1999: 40) argues that for fully bonded lo。