市场营销策略之顾客体验的利益
导读：很多公司旨在提供卓越的客户体验和乐趣。本文确定的重大变化导致客户满意度成为不可缺少的营销时代。然后讨论了影响顾客的因素以及取悦顾客需要的条件，通过定义的术语来描述好处让顾客获得满意。本dissertation由英国dissertation网留学生essay频道市场学essay定制栏目整理推荐。
市场营销策略之顾客体验的利益
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.
顾客喜悦有了相当大的影响的业务。它的结果是提供显着额外的或意料之外的价值超过客户的期望。仅仅满足顾客可以轻易缺陷同类竞争对手只有最低限度可接受的满意度提供。换句话说，高兴的顾客更有可能保持忠诚，并经常返回重复业务。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.（英国dissertation网http://www.ukthesis.org/）
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#分页标题#e#
第一，这些变化已改造的营销模式从大规模生产的方向，以客户为中心的一个。因此，市场竞争日趋激烈，客户享受更广泛的选择，满足他们的要求。二变化涉及技术的快速发展。互联网的普及使得公司向消费者提供信息和进行网上交易。
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).（英国dissertation网http://www.ukthesis.org/）
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，营销人员应当尽力需要满足他们的客户的需求并且提供卓越的体验服务，从而取悦他们，只有这样才能今天竞争激烈的市场环境中获得价值。
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