电子商务环境下企业顾客忠诚度的影响因素研究-以凡客诚品为例外文及翻译

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-PAGE９-毕业论文（设计）外文翻译题目：电子商务环境下企业顾客忠诚度的影响因素研究——以凡客诚品为例学院：工商管理学院专业：工商管理班级：学号：学生姓名：指导教师：二○一三年一月外文翻译之一SatisfactionStrengthandCustomerLoyalty作者：MuraliChandrashekaran/KristinRotte/StephenS.Tax/RajdeepGrewa国籍：Australia出处：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.满意度强度和顾客忠诚度作者：MuraliChandrashekaran/KristinRotte/StephenS.Tax/RajdeepGrewa国籍：澳大利亚出处：市场调查杂志,2006年5(9):1784-1789中文译文：摘要尽管经验上的调查显示满意度和忠诚度是息息相关的，而许多证据也表明了很多顾客对一些服务提供者刚开始提供服务的时候很满意，不过随后并没有坚持下去，而是出现了变化。本文，作者集中识别那些尽管对商品或服务有很高的满意度却仍然叛变，没有忠诚购买的客户。从新兴的视角去建立模型来做判断可得出识别个人认知的强度（如，信念，确定性）和他们所声称的判断力是不同的。作者首先把顾客所谓的满意度分成两个相关的但是又相互独立的方面——满意度水平和满意度强度。作者接着检查了满意度强度在将满意度转化成忠诚度的时候所发挥的作用。而这个实验的结果由两个调查研究得到。第一个研究是建立在一个B2B的服务体系中的，作者从美国一个很大的服务组织获得数据并将这些数据作为研究来源，这个组织的数据是对在线购买的顾客满意度的追踪得到的。从超过25000个消费者中得到的数据显示，需要校正满意度模型和检查满意度强度在将满意度转化成忠诚度上所起的作用。第二个研究是从第一个研究中概念性的复制了原理及方法，并将环境设在了一个B2C的体系中，作者验证了消费者在一个失败的购物或体验后恢复对服务提供者的信任并愿意再次尝试购买所需要的条件。作者研究了对服务回收的认知水平和强度对服务满意度的影响，然后专注于满意度强度在将顾客满意度转化成顾客忠诚度的影响。这两项研究强烈的表明了，隐含的满意度强度在将满意度转化成忠诚度时候起到了一个中心的作用。一个关键的发现在研究中被揭示并可复制应用在不同环境的是，当对满意度的判断是在强烈一面（例如，低的不确定性）的时候，满意度确实能转化成忠诚度。而当这种满意度是在微弱的一面的时候（例如充满不确定性），那么满意度转化成忠诚度的水平就会降低，平均大概是60%。研究还表明前人相关经验（如关系的长度，营业额，先前经历的支持率）的影响是相对独立的，但并非完全隔离。一个公司的顾客可能会导致更加严重的价值缺失。总的来说，这些发现有助于更好的理解顾客的满意度转化成忠诚度的过程。研究框架我们在现存的满意度和形态判断的文献的基础上去认识一个顾客对产品和服务的明显满意度是由两个相关但是独立的因素构成的——满意度的水平和满意度判断所依据的隐藏的强度。有很多想法支持这两个因素是满意度相关性的概念化。例如，在服务市场领域的学者指出顾客的期望往往是模糊的（例如，Rust在1999），并且对顾客来说精确的估计他们所获得的服务的水平经常是很困难的一件事（Parasuraman,Zeithaml,和Berry在1985）。因此，似乎导致满意度的判断本身即充满了不确定性。结果是，消费者更容易区分让他们保持满意度的强度。这也和Koehler(1994,p.461)表达的心理学上关于人类判断力的观点是一致的，他说：“尽管我们相信很多事情，我们仍然会觉得有比这些事情更好的事情”。满意度模型设SATi表示第i个顾客的满意度水平，我们认为SATi是来源于可能判断的认识，比如满意度水平（简称SL）就反应了这个意思，而满意度不确定性（SU）表明它的分布变化本身：(1)SATi=β0+SLi+εi;var(εi)=σ2+SUi(2)SLi=Xiβ;SUi=Ziγ当σ2表示度量和模型错误的变化；Xi=[x1i,...,xpi]和Zi=[z1i,...,zki]分别表示假设影响满意度水平和不确实性水平的变化的横向量。而β=[β1,β2,...,βp]和γ=[γ1,γ2,...,γk]分别表示影响Xi和Zi,的纵向量。Xi和Zi的特殊因素将来源于建立调查研究的理论和现实因素。利益的参数可以直接