外文翻译--在B2B市场中服务质量和市场营销的性能：探索客户满意度的媒介作用-其他专业

1、中文3830字毕业论文设计外文翻译题目：产品销售过程中的效劳质量研究一、外文原文标题：Service quality and marketing performance in business-to-business markets: exploring the mediating role of client satisfaction原文：KeywordsService quality assurance, Product quality, Information systems,Business-to-business marketing, Customer loyalty, Custom

2、er satisfactionAbstractDrawing on relevant literature, the authors empirically test a model of business loyalty in a sample of 234 clients of information systems suppliers, integrating the concepts of service quality, satisfaction, and loyalty. The study builds on recent advances in services marketi

3、ng theory and assesses the relationships underlying the identied constructs in the specic industry. A clear pattern of service quality dimensions is established following the Gronroos conceptualisation. Several important ndings are reported, including the empirical verication of the mediating role o

4、f industrial satisfaction in the formation of loyalty attributes. Industrial satisfaction fully mediates the relationship between accessibility and loyalty and partially mediates latent constructs relationship with technical assistance and delivery service. The results provide robust evidence concer

5、ning the direct effect of industrial satisfaction on loyalty，accessibility, delivery, and product reliability as antecedents of industrial satisfaction.IntroductionThe advent of relationship marketing and the increased competition that has characterised markets over the past 30 years has resulted in

6、 consumer satisfaction and related research constructs becoming central topics in the services literature. Particular attention has been given to the conceptualisation and measurement of the variables of quality and satisfaction. These variables are central to modern marketing theory and practice as

7、 principal indicators of marketing performance (Babin and Grifn, 1998; Walker, 1995; Jones and Suh, 2000). The importance of studying and understanding these two related variables can be illustrated by their relation with behavioural intentions and loyalty (Newman and Werbel, 1973; LaBarbera and Maz

8、ursky, 1983; Cronin and Taylor, 1992; Rust et al., 1995; Singh, 1990; Taylor and Baker, 1994; Zeithaml et al., 1996).Although numerous studies have made an effort to clarify, conceptualise, and measure these constructs in a business-to-consumer environment, in a business-to-business (B2B) context th

9、ere continues to be debate regarding: the identication of the variables responsible for external effects; the form and/or strength of the relationships between them; and the presence of interaction or mediational effects between them. There is a large body of contradictory empirical evidence (Schell

10、hase et al., 1999; Parasuraman, 1998). In assessing the effects of perceived quality, many researchers have suggested its positive inuence on loyalty (Carman, 1990; Parasuraman et al., 1985, 1988; Boulding et al., 1993). However, recent ndings demonstrate that this correlation is either not signican

11、t or mediated by satisfaction (Cronin and Taylor, 1992; Spreng and Singh, 1993; Cronin et al., 2000). The paucity of research assessing quality and satisfaction in B2B markets has created a need for conceptual and empirical research to: establish a pattern of dimensions that formulate the quality pe

12、rceptions of industrial buyers; dene the concept of industrial satisfaction and clarify its role within a B2B services framework; establish theoretical and empirical links between these two constructs (in terms of industrial behavioural intentions and loyalty levels); and identify an appropriate met

13、hod of measuring the constructs involved. One of the main objectives of the present research was to clarify the contradictory evidence with respect to the relationships among the concepts of service quality, industrial satisfaction, and loyalty, and to provide evidence of the mediating role of indus

14、trial satisfaction. In particular, the purposes of the present study were: to develop a validated instrument of loyalty measurement using the key constructs of quality perceptions and industrial satisfaction; to create the theoretical basis upon which hypotheses can be formulated concerning the vari

15、ables of perceived quality, industrial satisfaction, and loyalty; to explore and identify a stable pattern of the dimensions of quality perceptions in an industrial context; and to test the hypotheses and the mediating role of industrial customer satisfaction empirically. The present paper begins wi

16、th an examination of the literature pertaining to each of the concepts involved and the presentation of the studys conceptual framework. The methodology employed in this research is then explained and the study results are presented and discussed. Finally, conclusions and managerial implications of

17、the study are provided and a set of future research directions is examined, as are the limitations of this study.Literature reviewService qualityIn the services marketing literature, the service-quality construct is a controversial topic (Brady and Cronin, 2001; Zeithaml, 2000; Zins, 2001; Rust and

18、Oliver, 1994; Lapierre et al., 1996). In the business-to-consumer literature, researchers have adopted three broad conceptualisations. The rst, proposed by Gro ¨nroos (1982, 1984), dened the dimensions of service quality in global terms as being functional and technical. The second, proposed by

19、 Parasuraman et al. (1988), identied service-quality dimensions using terms that describe service-encounter characteristics (reliability, responsiveness, empathy, assurances, and tangibles). The third, proposed by Rust and Oliver (1994), considered overall perception of service quality to be based o

20、n the customers evaluation of three dimensions of service encounters: the customer-employee interaction, the service environment, and the service outcome. It is not clear, however, which of these conceptualisations and dimensional patterns are the most appropriate to use (Brady and Cronin, 2001; Rus

21、t and Oliver, 1994).Industrial satisfactionAlthough manufacturers and retailers consider satisfaction to be a key variable indicative of the success or failure of a business relationship a review of the pertinent literature reveals:.a lack of a consensus denition for consumer satisfaction thus posin

22、g serious problems for researchers in terms of conceptualisation,operationalisation, and measurement (Babin and Grifn, 1998; Woodruff and Gardial, 1996; Giese and Cote, 2000); and a lack of a comprehensive, theoretically based, empirical research stream (Schellhase et al., 1999).In B2B markets, the

23、principal differences among end-consumers arise from the decision-making unit evaluating the product or service. When considering the satisfaction of an industrial client, it is necessary to evaluate the satisfaction of the different constituents of the buying centre who are in contact with the indu

24、strial supplier (Parasuraman, 1998). Even though the individual members of a buying centre are guided by the companys objectives, they have their own motivations and objectives and evaluate the performance of the product or service according to their own reference standards. Anderson and Narus (1990

25、), in their effort to model manufacturer-distributor relationships, dened satisfaction as a positive, affective state resulting from the appraisal of all aspects of a rms working relationship with another rm. This denition posits that satisfaction (understood as affective) can be contrasted with an

26、objective summary assessment of outcomes thereby forming a target-performance comparison mechanism. If expectations are exceeded by performance, satisfaction is generated (Churchill and Surprenant, 1982; Bearden and Tell, 1983; LaBarbera and Mazursky). Previous research has used various methods of s

27、atisfaction measurement. Objective measures of satisfaction have included the acquisition of data on variables such as market share and loyalty as indicators of client satisfaction (Oliver, 1980; Oliver and Swan, 1989). Due to the suspect validity of objective measures, information on satisfaction c

28、an alternatively be collected on a subjective basis. Attribute-oriented procedures acquire data on satisfaction indirectly by using indicators such as complaints gures (Oliver, 1980; Bearden and Tell, 1983). Explicit approaches have directly measured satisfaction using single (overall) or multidimen

29、sional scales. Using these scales, overall satisfaction is an aggregation of all previous transaction-specic evaluations and is updated after each specic transaction in much the same way as expectations of overall service quality are updated after each transaction in a business-to-consumer environme

30、nt (Boulding et al., 1993). Transaction-specic satisfaction might not be perfectly correlated with overall satisfaction because service quality is likely to vary from experience to experience, especially in an industrial context. Overall satisfaction can be viewed as a moving average that is relativ

31、ely stable and similar to an overall attitude (Parasuramanet al., 1994). After thorough interviews with professionals in the area under investigation, it was clear to the present researchers that none of the existing denitions depicted the elements of buying centres and relationship evolvement over

32、time. The present researchers therefore decided to adapt the cumulative denition of industrial satisfaction of Chumpitaz (1998): Industrial satisfaction is an overall evaluation of the total purchase, use and relationships experience with a product or service over time, as expressed by members of th

33、e buying decision centre.This denition provided the basis for conceptualising and measuring effectively the industrial satisfaction construct in the present study.To conceptualise perceived service quality, Oliver (1993) distinguished between quality and satisfaction by noting that the dimensions un

34、derlying quality judgments are rather specic whether they are cues or attributes (Bolton and Drew, 1991). Satisfaction judgments, in contrast, can result from any dimension some related to quality, and some not. Expectations of quality are based on ideals or perceptions of excellence, whereas a larg

35、e number of non-quality issues including needs (Westbrook and Reilly, 1983) and equity or fairness (Oliver and Swan, 1989) help in the formation of satisfaction judgments. Rust and Oliver (1994, p. 6) stated that “. quality is one dimension on which satisfaction is based. In making this statement th

36、ey were in accord with Dick and Basu (1994), Anderson and Fornell (1994), Iacobucci et al. (1995), Sivadas and Baker- Prewitt (2000), and Odekerken-Schroder et al. (2000). More recently, Cronin et al. (2000), in their study of six different service industries, supported and built on the extant liter

37、ature by indicating that service-quality perceptions are important determinants of satisfaction. Based on previous evidence concerning the causality of these related constructs, the present study placed service-quality perceptions as antecedents to the formation of industrial satisfaction attributes

38、. Considerable evidence conrms that performance judgments of service related issues play a signicant role in the formation of satisfaction cues (Erevelles and Leavitt, 1992; Oliver, 1980; Kristensen et al., 1999; Martensen et al., 2000). This leads to the following hypothesis being proposed:H1. In a

39、 business-to business context, quality perceptions have a positive inuence on industrial satisfaction levels.LoyaltyThe importance of loyalty has been widely recognised in the marketing literature (Oliver, 1999; Samuelson and Sandvik, 1997; Howard and Sheth, 1969). Reichheld and Sasser (1990) have s

40、tudied the impact on prots of having a loyal customer base, and Aaker (1991) has discussed the role of loyalty in the brand-equity process, observing that brand loyalty reduces marketing costs and that the relative costs of customer retention are substantially less than those of acquisition (Fornell

41、 and Wernerfelt, 1987). Another important element of brand loyalty is the intended support of the product or service expressed in communication experiences with positive word of mouth among loyal consumers leading to greater resistance to competitive strategies (Arndt, 1967; Oliver, 1999; Dick and B

42、asu, 1994).Despite the clear managerial relevance of brand loyalty, conceptual and empirical gaps remain (Chaudhuri and Holbrook, 2001; Lau and Lee, 1999; Oliver, 1999; Fournier and Yao, 1997). Specically, the concept of loyalty in a B2B context is not clearly dened and there are numerous ways of de

43、ning and measuring this matter on a consumer market basis. Oliver (1999, p. 34) dened brand loyalty as follows:. a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same brand or same brand-set purchasing, despite situ

44、ational inuences and marketing efforts havingthe potential to cause switching behavior.This denition emphasises the two principal aspects of brand loyalty that have been studied in previous studies: behavioural and attitudinal (Aaker, 1991; Assael, 1998;Day, 1969; Jacoby and Chestnut, 1978; Jacoby a

45、nd Kyner, 1973; Oliver, 1999; Tucker, 1964). Behavioural loyalty refers to repeated purchases of the brand, whereas attitudinal brand loyalty includes a degree of dispositional commitment in terms of some distinctive value associated with the brand. The attitude behind the purchase is important beca

46、use it drives behaviour. Although brand-loyal behaviour is partly determined by situational factors (such as availability), attitudes are more enduring. Jacoby and Kyner (1973) proposed a denition of loyalty that includes six necessary conditions that brand loyalty is the biased (that is, non-random

47、), behavioural (that is, purchase) response, expressed over time, by some decision-making unit (a person or group of persons), with respect to one or more alternative brands out of a set of such brands, and is a function of psychological processes (decision-making, evaluative). Bloemer and Kasper (1

48、995) studied the differences between“true loyalty and “spurious loyalty (the latter being due to an inertia effect). These authors found that true loyalty implies (in addition to repetitive purchasing) a true commitment to the brand. Oliver (1997, 1999) also evoked this notion of commitment in his r

49、esearch on satisfaction and brand-loyalty relationship. Numerous studies have established a relationship between service quality and loyalty. Some have posited an indirect inuence (Andreassen and Lindestad, 1998; Ostrowski et al., 1993; Patterson and Spreng, 1997; Pritchard and Howard, 1997), wherea

50、s others have posited a direct inuence (Boulding et al., 1993; De Ruyter et al., 1998). Recent research has indicated a positive and signicant relationship between a customers perception of service quality and that customers loyalty (expressed as willingness to recommend the company and intentions t

51、o repurchase) (Parasuraman et al., 1988; Zeithaml et al., 1996; Cronin and Taylor, 1992; Danaher and Rust, 1996a, b; Bitner, 1990; Patterson, 1995). These scholars have suggested that the service perceptions of members of the buying centre directly inuence loyalty levels of the buying centre towards

52、 the supplier rm. The following second hypothesis is therefore postulated:H2. In a business-to business context, quality perceptions have a positive inuence on loyalty levels.出处：Ruben Chumpitaz and Nicholas G. Paparoidamis. Service quality and marketing performance in business-to-business markets: e

53、xploring the mediating role of client satisfaction j.Managing Service Quality, Volume 14, Number 2/3,2004, pp. 235-248二、翻译文章标题：在B2B市场中效劳质量和市场营销的性能：探索客户满意度的媒介作用译文：关键词效劳质量保证，产品质量，信息系统，B2B市场营销，客户忠诚度，客户满意度摘要结合相关的文献，作者们在234个信息系统提供商的样本中测试了关于企业忠诚的模型，同时整合了效劳质量、满意度和忠诚度的概念。这项研究建立在效劳营销理论的近代成果之上，并评价了以特定行业为根底的根本

54、关系。继格罗鲁斯概念之后，一个清晰的效劳质量维度模型已确立。许多重要的发现被报道，包括关于产业满意度在忠诚属性构成中所扮演角色的实证检验。产业满意度充分解析了可得性和忠诚之间的关系，并侧面地透析了技术效劳和效劳交付的潜在产业关系。这一成果提供了最有力的涉及有关忠诚的产业满意的直接影响的证据。可得、交付和产品可靠性是产业满意的前提。简介关系营销的出现和日益加剧的竞争已经导致顾客满意及相关研究构念成为效劳文献的中心议题，而正是这种竞争在过去的30年中造就了当今特殊的市场。学界已给予质量和满意变量的概念和度量特别的关注。这些变量是现代营销理论的核心，并作为营销性能的首要评价标准(Babin and

55、Grifn, 1998；Walker, 1995；Jones and Suh, 2000)。他们的行为意图和忠诚能够说明学习并理解这两个变量的重要性 (Newman and Werbel, 1973；LaBarbera and Mazursky, 1983；Cronin and Taylor, 1992； Rust等人, 1995；Singh, 1990；Taylor and Baker, 1994；Zeithaml 等人, 1996)。虽然许多研究已做了努力的说明和构思，并在B2B环境中测试了这些构思，但是在B2B环境中仍然存在着争议：负责外部效应变量的鉴定；他们之间关系的形式和紧密度；他们

56、之间的相互关系影响或者调解效应的存在。仍然存在大量的矛盾的实验性证据(Schellhase et al., 1999；Parasuraman, 1998)。然而，最近的研究结果说明，这种相关性不仅无意义而且被满意度所取代(Cronin and Taylor, 1992；Spreng and Singh, 1993；Cronin等人, 2000)。B2B市场中，由于缺乏质量和满意度评估研究，因而产生了概念性和实证性研究的需求，这些研究是关于：建立一种模型，用于表达客户对质量认知的规模；明确产业满意度的概念，并确认其在B2B效劳框架中所扮演的角色；在这两个构念中建立理论与经验上的链接依照产业行为意

57、图和忠诚水平；确定一个适当的测量方法，用于评价这些设想。 当前研究的主要目的之一是去明确效劳质量、产业满意以及忠诚等关系之间所存在矛盾的依据，并提供有关产业满意调解作用的依据。 特别指出，本研究的目的是：利用质量感知和产业满意的关键构念去建立一个经过验证的忠诚测量工具；建立一个理论根底，在这个根底之上，使那些假设可以被明确表达，这个理论根底涉及到感知质量、产业满意度和忠诚的相关变量。探索和确立一个稳定的关于在某种工业环境中的产业质量感知维度的模型；并且通过经验去测试这个假设和产业顾客满意度的调解角色。 本文以对一个相关文献的评述为开头，牵涉到每个概念的卷入和该研究概念框架的描述。本研究所采用的

58、方法稍后再做解释，先呈现并讨论该研究成果。最后提供该研究的总结和管理意义，并确立一套检测未来的研究方向的方法，这些都是本研究的范围。文献综述效劳质量在效劳营销文献中，效劳质量的概念是一个受争议的主题(Brady 和 Cronin, 2001；Zeithaml, 2000；Zins, 2001；Rust 和 Oliver, 1994；Lapierre 等人, 1996)。在企业对消费者的文献中，研究人员已经提出了三条传播较为广泛的概念。第一，由格罗鲁斯提议，在全球范围内将效劳质量的维度定义为功能性的和技术性的。第二，由Parasuraman等人提出1988，利用专业术语来区分效劳质量维度，描述了

59、效劳接触的特性可靠性，反响性，同理性，保证性和有形性。第三，由Rust和Oliver等人提出，考虑效劳质量的总体感知的时候，可以根据客户效劳接触的三个方面进行评价：顾客和员工的互动，效劳环境和效劳的结合。目前尚不够清晰的是：使用其中哪个概念和尺度的模式才是最适合的。Brady和Cronin,2001；Rust和Oliver,1994。工业满意度尽管制造商和零售商认为满意是一个关键变量 - 是成功还是失败的商业关键指标 - 相关文献评述所提出的一个观点：. 对消费者满意度缺乏共识 这也向研究人员提出了关于概念、操作和度量等方面的难题Babin和Grifn, 1998; Woodruff和Gardial