英语翻译Benefits for FirmsThe benefits to organizations of maint

英语翻译
Benefits for Firms
The benefits to organizations of maintaining and developing a loyal customer base are numerous.In addition to the economic benefits that a firm receives from cultivating close relationships with its customers,a variety of customer behavior benefits and human resource management benefits are also often received.
除了创造亲密的关系所带来的经济利益之外,企业还常常能够得到客户行为及人力资源管理利益.
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,顾客保留所带来的常见利益之一就是不断增加销售额.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.长期关系所带来的另外一种利益就是成本降低.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.

福利企业的好处,维护和发展组织忠诚客户群众多.除了经济效益,公司接到培养与客户的密切关系,各种顾客行为的利益和人力资源管理效益也经常收到.除了创造亲密的关系所带来的经济利益之外,企业还常常能够得到客户行为及人力资源管理利益.经济效益研究基于信息包含在Compustat和紧凑的披露数据库表明长期、人际关系服务公司达到更高的整体的投资回报比transaction-oriented公司.这些底线的利益来自不同的源头,包括增加的收入将随时间被从客户,减少营销和管理成本,并且能够保持利润没有降低价格.其中一个最常顾客保留所带来的常见利益之一就是不断增加销售额.在Figure7.2如图所示.这个数字总结研究结果显示所有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.了解客户的公司和满意的服务质量,但相对于其竞争者,他们往往给予更多的业务的公司.另一个经济效益降低成本.长期关系所带来的另外一种利益就是成本降低.有些人估计表明,重复采购时,建立客户关系需要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、运营成本建立新帐号,和时间成本的了解客户.有时这些初始成本超过收入预测的新客户在漫长的短期,所以它是对公司的优势,培养长期的关系.