電子商務(wù)環(huán)境下企業(yè)顧客忠誠(chéng)度的影響因素研究-以凡客誠(chéng)品為例外文及翻譯

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-PAGE９-畢業(yè)論文（設(shè)計(jì)）外文翻譯題目：電子商務(wù)環(huán)境下企業(yè)顧客忠誠(chéng)度的影響因素研究——以凡客誠(chéng)品為例學(xué)院：工商管理學(xué)院專(zhuān)業(yè)：工商管理班級(jí)：學(xué)號(hào)：學(xué)生姓名：指導(dǎo)教師：二○一三年一月外文翻譯之一SatisfactionStrengthandCustomerLoyalty作者：MuraliChandrashekaran/KristinRotte/StephenS.Tax/RajdeepGrewa國(guó)籍：Australia出處：JournalOfMarketingResearch,2006,5(9):1784-1789原文正文：AbstractAlthoughempiricalresearchindicatesthatsatisfactionisintimatelylinkedtoloyalty,anecdotalevidencerevealsthatmanycustomerswhostatethattheyareverysatisfiedwithaserviceproviderneverthelesssubsequentlydefect..Inthispaper,theauthorsfocusonidentifyingwhichcustomersarevulnerabletodefectiondespitestatinghighlevelsofsatisfaction.Drawingontheemergingperspectivetomodelingindividualjudgmentsthatrecognizesthatindividualsdifferinthestrength(i.e.,conviction,certainty)withwhichjudgmentsareprofessed,theauthorsfirstdecomposeacustomer’sstatedsatisfactionintotworelatedbutindependentfacets–satisfactionlevelandsatisfactionstrengthTheauthorsthenexaminetheroleofsatisfactionstrengthinthetranslationofsatisfactiontoloyalty.Resultsfromtwostudiesarereported.Inthefirststudy,setinaB2Bservicecontext,theauthorsanalyzedataobtainedfromanongoingcustomersatisfactiontrackingstudybeingconductedbyalargeserviceorganizationintheUS.Datafromover25,000customersareusedtocalibratethesatisfactionmodelandexaminetheeffectofsatisfactionstrengthonthetranslationofsatisfactiontoloyalty.Inthesecondstudy,aconceptualreplicationsetinaB2Ccontext,theauthorsexaminedecision-makingfollowingafailedserviceencounterandarecoveryattemptbytheserviceprovider.Theauthorsstudytheimpactofperceptionsofservicerecoveryonthelevelandstrengthofthestatedsatisfactionwiththeservicerecovery,andthenfocusontheeffectofsatisfactionstrengthinthetranslationofstatedsatisfactiontoloyalty.Thetwostudiesstronglydemonstratethatthecovertsatisfactionstrengthplaysacentralroleinthetranslationofsatisfactiontoloyalty.Akeyfindingthatisuncovered,andreplicated,inthisresearchisthatwhilesatisfactiondoesindeedtranslatetoloyaltywhenthesatisfactionjudgmentisstrongly-held(i.e.,withlowuncertainty),thetranslationissignificantlylowered,onaverage,byalmost60%,whenthesamestatedsatisfactionismoreweakly-held(i.e.,fraughtwithuncertainty).Thestudiesalsoindicatethataspectsofpriorrelationalexperience(lengthofrelationship,volumeofbusiness,andfavorabilityofpriorexperiences)servetoisolate,ratherthaninsulate,afirm’scustomers,resultinginevengreatervulnerabilityOverall,thefindingscontributetoabetterunderstandingoftheprocessbywhichsatisfactionleadstocustomerloyaltyResearchFrameworkWebuildontheextantsatisfactionandjudgmentformationliteraturestorecognizethatacustomer’sovertlystatedsatisfactioniscomprisedoftworelatedbutdistinctdimensions–thelevelofsatisfactionandthecovertstrengthwithwhichthatsatisfactionjudgmentisheld.Severallinesofthoughtsupportthistwo-dimensionalconceptualizationofrevealedsatisfaction.Forinstance,scholarsintheareaofservicesmarketingnotethatcustomerexpectationsareoftenfuzzy(e.g.,Rustetal1999),anditisoftendifficultforcustomerstopreciselyestimatethelevelofreceivedservice(Parasuraman,ZeithamlandBerry1985).Thus,itislikelythattheresultingsatisfactionjudgmentsthemselvesareladenwithuncertainty.Consequently,customersarelikelytodifferinthestrengthwithwhichtheyholdtheirsatisfaction.ThisisalsoconsistentwiththepsychologicalviewofhumanjudgmentssuccinctlyexpressedbyKoehler(1994,p.461):“Althoughwebelieveagreatmanythings,weholdsomeofourbeliefswithgreaterconvictionthanothers.”SatisfactionmodelLettingSATidenotethestatedsatisfactionoftheitscustomer,werecognizethatSATiisarealizationfromadistributionofpossiblejudgments,suchthatSLi,thesatisfactionlevel,reflectsthemean,andSUi,thesatisfactionuncertainty,manifestsitselfinthevarianceofthatdistribution:(1)SATi=β0+SLi+εi;var(εi)=σ2+SUi(2)SLi=Xiβ;SUi=ZiγWhereσ2denotesthemeasurement-andmodel-errorvariance;Xi=[x1i,...,xpi]andZi=[z1i,...,zki]denoterow-vectorsofvariableshypothesizedtoimpactsatisfactionlevelanduncertainty,respectively,andβ=[β1,β2,...,βp]andγ=[γ1,γ2,...,γk]denotecolumn-vectorsoftheimpactsofXiandZi,respectively.ThespecificelementsofXiandZiwillcomefromtheoryandthespecificsubstantivesettingoftheparticularresearchstudy.ConsistentwiththeJUMPmodelproceduretheparametersofinterestcanbeestimatedinastraightforwardmannerusingfeasiblegeneralizedleastsquares.LoyaltyModelResearchindicatesthatalthoughsatisfactionislinkedtosomeaspectsofloyalty(e.g.,AndersonandSullivan1993;MittalandKamakura2001;Oliver1997)itsimpactmaydependonfacetsofthepriorrelationalexperience(e.g.,Rust,LemonandZeithaml2004).Inaddition,weanticipatethatbothloyaltyandthetranslationofsatisfactiontoloyaltywillbeinfluencedbysatisfactionstrength.Roleofsatisfactionstrength.Wefirstanticipatethatuncertaintyincustomerevaluationswillhindercontinuedpatronage(Kardes1994).Next,drawingfromresearchinpsychologyandmarketing,weadvancethenotionthatsatisfactionstrengthwillplayanimportantroleinthetranslationofstatedsatisfactiontoloyalty.Thespecificconjecturethatiswidelybelievedinthepsychologyliteratureisthatstrongly-heldjudgments(i.e.,thosewithlittleuncertainty)aremorelikelytotranslateintosubsequentbehavior(Gross,MillerandHoltz1995;Kardes1994).Inasimilarvein,Chandrashekaranetal(2000)foundthatintentionuncertaintysignificantlyloweredthetranslationofintentionjudgmentstoactualbehavior.Wethereforeexpectthatthetranslationofstatedsatisfactiontoloyaltywillincrease(decrease)asthesatisfactionstrengthincreases(decreases).Roleofpriorrelationalexperiences–insulationorisolation?Itisgenerallybelievedthatlong-standingandhappycustomersaremoreloyal(e.g.,morelikelytoproviderecommendationsandpositiveword-of-mouth;Zeithaml,BerryandParasuraman1996).Wealsoexpectpriorrelationalexperiences(duration,valenceandbusinessvolume)toimpactthetranslationofsatisfactiontoloyalty.DiscussionandConclusionThekeyobjectivesofthispaperweretoexamineifthereissomethinginthemeasureofsatisfactionitselfthathelpsbetterilluminatethesatisfaction-loyaltylink.Weadvancedtheviewthatcstomersatisfactioncanbeconstructivelyviewedasatwo-dimensionalstatisticalconstructthatmbodiesbothlevelandstrength.Incontrasttoextantresearchthathaslargelyfocusedonthelevelofsatisfaction,wearticulatedamodelofsatisfactionthatsimultaneouslyassessedtheimpactofindependentvariablesonboththelevelofsatisfactionandthestrengthofsatisfaction.Wethentheorizedthatweakly-heldsatisfactionwouldnottranslatetoloyalty,andthatonlystrongly-heldsatisfactionwouldbepotentandtranslatetoloyalty.Wealsoexaminedhowdifferentaspectsofpriorrelationalexperience(lengthofrelationship,volumeofbusiness,andfavorabilityofpriorexperience)influencedthistranslationprocess.Weassessedourtheorizinginthecontextoftwostudies,coveringarangeofmarketsituations.Instudy1,wecenteredononeB2Bserviceproviderwhosecustomerscamefromawiderangeofindustries.Instudy2,wefocusedonindividualcustomerexperienceswithserviceprovidersfromavarietyofindustries.Inbothstudies,theresultsstronglydemonstratethatthecovertsatisfactionstrengthassumesacentralroleinthetranslationofsatisfactiontoloyalty.Akeyfindingthatisuncovered,andreplicatedinthispaper,isthatwhilesatisfactiondoesindeedtranslatetoloyaltywhenthesatisfactionjudgmentisstrongly-held,thetranslationissignificantlylowered,onaverage,byalmost60%,whenthesamesatisfactionismoreweakly-held.滿(mǎn)意度強(qiáng)度和顧客忠誠(chéng)度作者：MuraliChandrashekaran/KristinRotte/StephenS.Tax/RajdeepGrewa國(guó)籍：澳大利亞出處：市場(chǎng)調(diào)查雜志,2006年5(9):1784-1789中文譯文：摘要盡管經(jīng)驗(yàn)上的調(diào)查顯示滿(mǎn)意度和忠誠(chéng)度是息息相關(guān)的，而許多證據(jù)也表明了很多顧客對(duì)一些服務(wù)提供者剛開(kāi)始提供服務(wù)的時(shí)候很滿(mǎn)意，不過(guò)隨后并沒(méi)有堅(jiān)持下去，而是出現(xiàn)了變化。本文，作者集中識(shí)別那些盡管對(duì)商品或服務(wù)有很高的滿(mǎn)意度卻仍然叛變，沒(méi)有忠誠(chéng)購(gòu)買(mǎi)的客戶(hù)。從新興的視角去建立模型來(lái)做判斷可得出識(shí)別個(gè)人認(rèn)知的強(qiáng)度（如，信念，確定性）和他們所聲稱(chēng)的判斷力是不同的。作者首先把顧客所謂的滿(mǎn)意度分成兩個(gè)相關(guān)的但是又相互獨(dú)立的方面——滿(mǎn)意度水平和滿(mǎn)意度強(qiáng)度。作者接著檢查了滿(mǎn)意度強(qiáng)度在將滿(mǎn)意度轉(zhuǎn)化成忠誠(chéng)度的時(shí)候所發(fā)揮的作用。而這個(gè)實(shí)驗(yàn)的結(jié)果由兩個(gè)調(diào)查研究得到。第一個(gè)研究是建立在一個(gè)B2B的服務(wù)體系中的，作者從美國(guó)一個(gè)很大的服務(wù)組織獲得數(shù)據(jù)并將這些數(shù)據(jù)作為研究來(lái)源，這個(gè)組織的數(shù)據(jù)是對(duì)在線(xiàn)購(gòu)買(mǎi)的顧客滿(mǎn)意度的追蹤得到的。從超過(guò)25000個(gè)消費(fèi)者中得到的數(shù)據(jù)顯示，需要校正滿(mǎn)意度模型和檢查滿(mǎn)意度強(qiáng)度在將滿(mǎn)意度轉(zhuǎn)化成忠誠(chéng)度上所起的作用。第二個(gè)研究是從第一個(gè)研究中概念性的復(fù)制了原理及方法，并將環(huán)境設(shè)在了一個(gè)B2C的體系中，作者驗(yàn)證了消費(fèi)者在一個(gè)失敗的購(gòu)物或體驗(yàn)后恢復(fù)對(duì)服務(wù)提供者的信任并愿意再次嘗試購(gòu)買(mǎi)所需要的條件。作者研究了對(duì)服務(wù)回收的認(rèn)知水平和強(qiáng)度對(duì)服務(wù)滿(mǎn)意度的影響，然后專(zhuān)注于滿(mǎn)意度強(qiáng)度在將顧客滿(mǎn)意度轉(zhuǎn)化成顧客忠誠(chéng)度的影響。這兩項(xiàng)研究強(qiáng)烈的表明了，隱含的滿(mǎn)意度強(qiáng)度在將滿(mǎn)意度轉(zhuǎn)化成忠誠(chéng)度時(shí)候起到了一個(gè)中心的作用。一個(gè)關(guān)鍵的發(fā)現(xiàn)在研究中被揭示并可復(fù)制應(yīng)用在不同環(huán)境的是，當(dāng)對(duì)滿(mǎn)意度的判斷是在強(qiáng)烈一面（例如，低的不確定性）的時(shí)候，滿(mǎn)意度確實(shí)能轉(zhuǎn)化成忠誠(chéng)度。而當(dāng)這種滿(mǎn)意度是在微弱的一面的時(shí)候（例如充滿(mǎn)不確定性），那么滿(mǎn)意度轉(zhuǎn)化成忠誠(chéng)度的水平就會(huì)降低，平均大概是60%。研究還表明前人相關(guān)經(jīng)驗(yàn)（如關(guān)系的長(zhǎng)度，營(yíng)業(yè)額，先前經(jīng)歷的支持率）的影響是相對(duì)獨(dú)立的，但并非完全隔離。一個(gè)公司的顧客可能會(huì)導(dǎo)致更加嚴(yán)重的價(jià)值缺失?？偟膩?lái)說(shuō)，這些發(fā)現(xiàn)有助于更好的理解顧客的滿(mǎn)意度轉(zhuǎn)化成忠誠(chéng)度的過(guò)程。研究框架我們?cè)诂F(xiàn)存的滿(mǎn)意度和形態(tài)判斷的文獻(xiàn)的基礎(chǔ)上去認(rèn)識(shí)一個(gè)顧客對(duì)產(chǎn)品和服務(wù)的明顯滿(mǎn)意度是由兩個(gè)相關(guān)但是獨(dú)立的因素構(gòu)成的——滿(mǎn)意度的水平和滿(mǎn)意度判斷所依據(jù)的隱藏的強(qiáng)度。有很多想法支持這兩個(gè)因素是滿(mǎn)意度相關(guān)性的概念化。例如，在服務(wù)市場(chǎng)領(lǐng)域的學(xué)者指出顧客的期望往往是模糊的（例如，Rust在1999），并且對(duì)顧客來(lái)說(shuō)精確的估計(jì)他們所獲得的服務(wù)的水平經(jīng)常是很困難的一件事（Parasuraman,Zeithaml,和Berry在1985）。因此，似乎導(dǎo)致滿(mǎn)意度的判斷本身即充滿(mǎn)了不確定性。結(jié)果是，消費(fèi)者更容易區(qū)分讓他們保持滿(mǎn)意度的強(qiáng)度。這也和Koehler(1994,p.461)表達(dá)的心理學(xué)上關(guān)于人類(lèi)判斷力的觀點(diǎn)是一致的，他說(shuō)：“盡管我們相信很多事情，我們?nèi)匀粫?huì)覺(jué)得有比這些事情更好的事情”。滿(mǎn)意度模型設(shè)SATi表示第i個(gè)顧客的滿(mǎn)意度水平，我們認(rèn)為SATi是來(lái)源于可能判斷的認(rèn)識(shí)，比如滿(mǎn)意度水平（簡(jiǎn)稱(chēng)SL）就反應(yīng)了這個(gè)意思，而滿(mǎn)意度不確定性（SU）表明它的分布變化本身：(1)SATi=β0+SLi+εi;var(εi)=σ2+SUi(2)SLi=Xiβ;SUi=Ziγ當(dāng)σ2表示度量和模型錯(cuò)誤的變化；Xi=[x1i,...,xpi]和Zi=[z1i,...,zki]分別表示假設(shè)影響滿(mǎn)意度水平和不確實(shí)性水平的變化的橫向量。而β=[β1,β2,...,βp]和γ=[γ1,γ2,...,γk]分別表示影響Xi和Zi,的縱向量。Xi和Zi的特殊因素將來(lái)源于建立調(diào)查研究的理論和現(xiàn)實(shí)因素。利益的參數(shù)可以直接