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【外文翻译】.doc

1、毕业论文（设计）外文翻译题目产品销售过程中的服务质量研究一、外文原文标题SERVICEQUALITYANDMARKETINGPERFORMANCEINBUSINESSTOBUSINESSMARKETSEXPLORINGTHEMEDIATINGROLEOFCLIENTSATISFACTION原文KEYWORDSSERVICEQUALITYASSURANCE,PRODUCTQUALITY,INFORMATIONSYSTEMS,BUSINESSTOBUSINESSMARKETING,CUSTOMERLOYALTY,CUSTOMERSATISFACTIONABSTRACTDRAWINGONRELEVA

2、NTLITERATURE,THEAUTHORSEMPIRICALLYTESTAMODELOFBUSINESSLOYALTYINASAMPLEOF234CLIENTSOFINFORMATIONSYSTEMSSUPPLIERS,INTEGRATINGTHECONCEPTSOFSERVICEQUALITY,SATISFACTION,ANDLOYALTYTHESTUDYBUILDSONRECENTADVANCESINSERVICESMARKETINGTHEORYANDASSESSESTHERELATIONSHIPSUNDERLYINGTHEIDENTIEDCONSTRUCTSINTHESPECICIN

3、DUSTRYACLEARPATTERNOFSERVICEQUALITYDIMENSIONSISESTABLISHEDFOLLOWINGTHEGRONROOSCONCEPTUALISATIONSEVERALIMPORTANTNDINGSAREREPORTED,INCLUDINGTHEEMPIRICALVERICATIONOFTHEMEDIATINGROLEOFINDUSTRIALSATISFACTIONINTHEFORMATIONOFLOYALTYATTRIBUTESINDUSTRIALSATISFACTIONFULLYMEDIATESTHERELATIONSHIPBETWEENACCESSIB

4、ILITYANDLOYALTYANDPARTIALLYMEDIATESLATENTCONSTRUCTSRELATIONSHIPWITHTECHNICALASSISTANCEANDDELIVERYSERVICETHERESULTSPROVIDEROBUSTEVIDENCECONCERNINGTHEDIRECTEFFECTOFINDUSTRIALSATISFACTIONONLOYALTY，ACCESSIBILITY,DELIVERY,ANDPRODUCTRELIABILITYASANTECEDENTSOFINDUSTRIALSATISFACTIONINTRODUCTIONTHEADVENTOFRE

5、LATIONSHIPMARKETINGANDTHEINCREASEDCOMPETITIONTHATHASCHARACTERISEDMARKETSOVERTHEPAST30YEARSHASRESULTEDINCONSUMERSATISFACTIONANDRELATEDRESEARCHCONSTRUCTSBECOMINGCENTRALTOPICSINTHESERVICESLITERATUREPARTICULARATTENTIONHASBEENGIVENTOTHECONCEPTUALISATIONANDMEASUREMENTOFTHEVARIABLESOFQUALITYANDSATISFACTION

6、THESEVARIABLESARECENTRALTOMODERNMARKETINGTHEORYANDPRACTICEASPRINCIPALINDICATORSOFMARKETINGPERFORMANCEBABINANDGRIFN,1998WALKER,1995JONESANDSUH,2000THEIMPORTANCEOFSTUDYINGANDUNDERSTANDINGTHESETWORELATEDVARIABLESCANBEILLUSTRATEDBYTHEIRRELATIONWITHBEHAVIOURALINTENTIONSANDLOYALTYNEWMANANDWERBEL,1973LABAR

7、BERAANDMAZURSKY,1983CRONINANDTAYLOR,1992RUSTETAL,1995SINGH,1990TAYLORANDBAKER,1994ZEITHAMLETAL,1996ALTHOUGHNUMEROUSSTUDIESHAVEMADEANEFFORTTOCLARIFY,CONCEPTUALISE,ANDMEASURETHESECONSTRUCTSINABUSINESSTOCONSUMERENVIRONMENT,INABUSINESSTOBUSINESSB2BCONTEXTTHERECONTINUESTOBEDEBATEREGARDINGTHEIDENTICATIONO

8、FTHEVARIABLESRESPONSIBLEFOREXTERNALEFFECTSTHEFORMAND/ORSTRENGTHOFTHERELATIONSHIPSBETWEENTHEMANDTHEPRESENCEOFINTERACTIONORMEDIATIONALEFFECTSBETWEENTHEMTHEREISALARGEBODYOFCONTRADICTORYEMPIRICALEVIDENCESCHELLHASEETAL,1999PARASURAMAN,1998INASSESSINGTHEEFFECTSOFPERCEIVEDQUALITY,MANYRESEARCHERSHAVESUGGEST

9、EDITSPOSITIVEINUENCEONLOYALTYCARMAN,1990PARASURAMANETAL,1985,1988BOULDINGETAL,1993HOWEVER,RECENTNDINGSDEMONSTRATETHATTHISCORRELATIONISEITHERNOTSIGNICANTORMEDIATEDBYSATISFACTIONCRONINANDTAYLOR,1992SPRENGANDSINGH,1993CRONINETAL,2000THEPAUCITYOFRESEARCHASSESSINGQUALITYANDSATISFACTIONINB2BMARKETSHASCREA

10、TEDANEEDFORCONCEPTUALANDEMPIRICALRESEARCHTOESTABLISHAPATTERNOFDIMENSIONSTHATFORMULATETHEQUALITYPERCEPTIONSOFINDUSTRIALBUYERSDENETHECONCEPTOFINDUSTRIALSATISFACTIONANDCLARIFYITSROLEWITHINAB2BSERVICESFRAMEWORKESTABLISHTHEORETICALANDEMPIRICALLINKSBETWEENTHESETWOCONSTRUCTSINTERMSOFINDUSTRIALBEHAVIOURALIN

11、TENTIONSANDLOYALTYLEVELSANDIDENTIFYANAPPROPRIATEMETHODOFMEASURINGTHECONSTRUCTSINVOLVEDONEOFTHEMAINOBJECTIVESOFTHEPRESENTRESEARCHWASTOCLARIFYTHECONTRADICTORYEVIDENCEWITHRESPECTTOTHERELATIONSHIPSAMONGTHECONCEPTSOFSERVICEQUALITY,INDUSTRIALSATISFACTION,ANDLOYALTY,ANDTOPROVIDEEVIDENCEOFTHEMEDIATINGROLEOF

12、INDUSTRIALSATISFACTIONINPARTICULAR,THEPURPOSESOFTHEPRESENTSTUDYWERETODEVELOPAVALIDATEDINSTRUMENTOFLOYALTYMEASUREMENTUSINGTHEKEYCONSTRUCTSOFQUALITYPERCEPTIONSANDINDUSTRIALSATISFACTIONTOCREATETHETHEORETICALBASISUPONWHICHHYPOTHESESCANBEFORMULATEDCONCERNINGTHEVARIABLESOFPERCEIVEDQUALITY,INDUSTRIALSATISF

13、ACTION,ANDLOYALTYTOEXPLOREANDIDENTIFYASTABLEPATTERNOFTHEDIMENSIONSOFQUALITYPERCEPTIONSINANINDUSTRIALCONTEXTANDTOTESTTHEHYPOTHESESANDTHEMEDIATINGROLEOFINDUSTRIALCUSTOMERSATISFACTIONEMPIRICALLYTHEPRESENTPAPERBEGINSWITHANEXAMINATIONOFTHELITERATUREPERTAININGTOEACHOFTHECONCEPTSINVOLVEDANDTHEPRESENTATIONO

14、FTHESTUDYSCONCEPTUALFRAMEWORKTHEMETHODOLOGYEMPLOYEDINTHISRESEARCHISTHENEXPLAINEDANDTHESTUDYRESULTSAREPRESENTEDANDDISCUSSEDFINALLY,CONCLUSIONSANDMANAGERIALIMPLICATIONSOFTHESTUDYAREPROVIDEDANDASETOFFUTURERESEARCHDIRECTIONSISEXAMINED,ASARETHELIMITATIONSOFTHISSTUDYLITERATUREREVIEWSERVICEQUALITYINTHESERV

15、ICESMARKETINGLITERATURE,THESERVICEQUALITYCONSTRUCTISACONTROVERSIALTOPICBRADYANDCRONIN,2001ZEITHAML,2000ZINS,2001RUSTANDOLIVER,1994LAPIERREETAL,1996INTHEBUSINESSTOCONSUMERLITERATURE,RESEARCHERSHAVEADOPTEDTHREEBROADCONCEPTUALISATIONSTHERST,PROPOSEDBYGRONROOS1982,1984,DENEDTHEDIMENSIONSOFSERVICEQUALITY

16、INGLOBALTERMSASBEINGFUNCTIONALANDTECHNICALTHESECOND,PROPOSEDBYPARASURAMANETAL1988,IDENTIEDSERVICEQUALITYDIMENSIONSUSINGTERMSTHATDESCRIBESERVICEENCOUNTERCHARACTERISTICSRELIABILITY,RESPONSIVENESS,EMPATHY,ASSURANCES,ANDTANGIBLESTHETHIRD,PROPOSEDBYRUSTANDOLIVER1994,CONSIDEREDOVERALLPERCEPTIONOFSERVICEQU

17、ALITYTOBEBASEDONTHECUSTOMERSEVALUATIONOFTHREEDIMENSIONSOFSERVICEENCOUNTERSTHECUSTOMEREMPLOYEEINTERACTION,THESERVICEENVIRONMENT,ANDTHESERVICEOUTCOMEITISNOTCLEAR,HOWEVER,WHICHOFTHESECONCEPTUALISATIONSANDDIMENSIONALPATTERNSARETHEMOSTAPPROPRIATETOUSEBRADYANDCRONIN,2001RUSTANDOLIVER,1994INDUSTRIALSATISFA

18、CTIONALTHOUGHMANUFACTURERSANDRETAILERSCONSIDERSATISFACTIONTOBEAKEYVARIABLEINDICATIVEOFTHESUCCESSORFAILUREOFABUSINESSRELATIONSHIPAREVIEWOFTHEPERTINENTLITERATUREREVEALSALACKOFACONSENSUSDENITIONFORCONSUMERSATISFACTIONTHUSPOSINGSERIOUSPROBLEMSFORRESEARCHERSINTERMSOFCONCEPTUALISATION,OPERATIONALISATION,A

19、NDMEASUREMENTBABINANDGRIFN,1998WOODRUFFANDGARDIAL,1996GIESEANDCOTE,2000ANDALACKOFACOMPREHENSIVE,THEORETICALLYBASED,EMPIRICALRESEARCHSTREAMSCHELLHASEETAL,1999INB2BMARKETS,THEPRINCIPALDIFFERENCESAMONGENDCONSUMERSARISEFROMTHEDECISIONMAKINGUNITEVALUATINGTHEPRODUCTORSERVICEWHENCONSIDERINGTHESATISFACTIONO

20、FANINDUSTRIALCLIENT,ITISNECESSARYTOEVALUATETHESATISFACTIONOFTHEDIFFERENTCONSTITUENTSOFTHEBUYINGCENTREWHOAREINCONTACTWITHTHEINDUSTRIALSUPPLIERPARASURAMAN,1998EVENTHOUGHTHEINDIVIDUALMEMBERSOFABUYINGCENTREAREGUIDEDBYTHECOMPANYSOBJECTIVES,THEYHAVETHEIROWNMOTIVATIONSANDOBJECTIVESANDEVALUATETHEPERFORMANCE

21、OFTHEPRODUCTORSERVICEACCORDINGTOTHEIROWNREFERENCESTANDARDSANDERSONANDNARUS1990,INTHEIREFFORTTOMODELMANUFACTURERDISTRIBUTORRELATIONSHIPS,DENEDSATISFACTIONASAPOSITIVE,AFFECTIVESTATERESULTINGFROMTHEAPPRAISALOFALLASPECTSOFARMSWORKINGRELATIONSHIPWITHANOTHERRMTHISDENITIONPOSITSTHATSATISFACTIONUNDERSTOODAS

22、AFFECTIVECANBECONTRASTEDWITHANOBJECTIVESUMMARYASSESSMENTOFOUTCOMESTHEREBYFORMINGATARGETPERFORMANCECOMPARISONMECHANISMIFEXPECTATIONSAREEXCEEDEDBYPERFORMANCE,SATISFACTIONISGENERATEDCHURCHILLANDSURPRENANT,1982BEARDENANDTELL,1983LABARBERAANDMAZURSKYPREVIOUSRESEARCHHASUSEDVARIOUSMETHODSOFSATISFACTIONMEAS

23、UREMENTOBJECTIVEMEASURESOFSATISFACTIONHAVEINCLUDEDTHEACQUISITIONOFDATAONVARIABLESSUCHASMARKETSHAREANDLOYALTYASINDICATORSOFCLIENTSATISFACTIONOLIVER,1980OLIVERANDSWAN,1989DUETOTHESUSPECTVALIDITYOFOBJECTIVEMEASURES,INFORMATIONONSATISFACTIONCANALTERNATIVELYBECOLLECTEDONASUBJECTIVEBASISATTRIBUTEORIENTEDP

24、ROCEDURESACQUIREDATAONSATISFACTIONINDIRECTLYBYUSINGINDICATORSSUCHASCOMPLAINTSGURESOLIVER,1980BEARDENANDTELL,1983EXPLICITAPPROACHESHAVEDIRECTLYMEASUREDSATISFACTIONUSINGSINGLEOVERALLORMULTIDIMENSIONALSCALESUSINGTHESESCALES,OVERALLSATISFACTIONISANAGGREGATIONOFALLPREVIOUSTRANSACTIONSPECICEVALUATIONSANDI

25、SUPDATEDAFTEREACHSPECICTRANSACTIONINMUCHTHESAMEWAYASEXPECTATIONSOFOVERALLSERVICEQUALITYAREUPDATEDAFTEREACHTRANSACTIONINABUSINESSTOCONSUMERENVIRONMENTBOULDINGETAL,1993TRANSACTIONSPECICSATISFACTIONMIGHTNOTBEPERFECTLYCORRELATEDWITHOVERALLSATISFACTIONBECAUSESERVICEQUALITYISLIKELYTOVARYFROMEXPERIENCETOEX

26、PERIENCE,ESPECIALLYINANINDUSTRIALCONTEXTOVERALLSATISFACTIONCANBEVIEWEDASAMOVINGAVERAGETHATISRELATIVELYSTABLEANDSIMILARTOANOVERALLATTITUDEPARASURAMANETAL,1994AFTERTHOROUGHINTERVIEWSWITHPROFESSIONALSINTHEAREAUNDERINVESTIGATION,ITWASCLEARTOTHEPRESENTRESEARCHERSTHATNONEOFTHEEXISTINGDENITIONSDEPICTEDTHEE

27、LEMENTSOFBUYINGCENTRESANDRELATIONSHIPEVOLVEMENTOVERTIMETHEPRESENTRESEARCHERSTHEREFOREDECIDEDTOADAPTTHECUMULATIVEDENITIONOFINDUSTRIALSATISFACTIONOFCHUMPITAZ1998INDUSTRIALSATISFACTIONISANOVERALLEVALUATIONOFTHETOTALPURCHASE,USEANDRELATIONSHIPSEXPERIENCEWITHAPRODUCTORSERVICEOVERTIME,ASEXPRESSEDBYMEMBERS

28、OFTHEBUYINGDECISIONCENTRETHISDENITIONPROVIDEDTHEBASISFORCONCEPTUALISINGANDMEASURINGEFFECTIVELYTHEINDUSTRIALSATISFACTIONCONSTRUCTINTHEPRESENTSTUDYTOCONCEPTUALISEPERCEIVEDSERVICEQUALITY,OLIVER1993DISTINGUISHEDBETWEENQUALITYANDSATISFACTIONBYNOTINGTHATTHEDIMENSIONSUNDERLYINGQUALITYJUDGMENTSARERATHERSPEC

29、ICWHETHERTHEYARECUESORATTRIBUTESBOLTONANDDREW,1991SATISFACTIONJUDGMENTS,INCONTRAST,CANRESULTFROMANYDIMENSIONSOMERELATEDTOQUALITY,ANDSOMENOTEXPECTATIONSOFQUALITYAREBASEDONIDEALSORPERCEPTIONSOFEXCELLENCE,WHEREASALARGENUMBEROFNONQUALITYISSUESINCLUDINGNEEDSWESTBROOKANDREILLY,1983ANDEQUITYORFAIRNESSOLIVE

30、RANDSWAN,1989HELPINTHEFORMATIONOFSATISFACTIONJUDGMENTSRUSTANDOLIVER1994,P6STATEDTHAT“QUALITYISONEDIMENSIONONWHICHSATISFACTIONISBASED”INMAKINGTHISSTATEMENTTHEYWEREINACCORDWITHDICKANDBASU1994,ANDERSONANDFORNELL1994,IACOBUCCIETAL1995,SIVADASANDBAKERPREWITT2000,ANDODEKERKENSCHRODERETAL2000MORERECENTLY,C

31、RONINETAL2000,INTHEIRSTUDYOFSIXDIFFERENTSERVICEINDUSTRIES,SUPPORTEDANDBUILTONTHEEXTANTLITERATUREBYINDICATINGTHATSERVICEQUALITYPERCEPTIONSAREIMPORTANTDETERMINANTSOFSATISFACTIONBASEDONPREVIOUSEVIDENCECONCERNINGTHECAUSALITYOFTHESERELATEDCONSTRUCTS,THEPRESENTSTUDYPLACEDSERVICEQUALITYPERCEPTIONSASANTECED

32、ENTSTOTHEFORMATIONOFINDUSTRIALSATISFACTIONATTRIBUTESCONSIDERABLEEVIDENCECONRMSTHATPERFORMANCEJUDGMENTSOFSERVICERELATEDISSUESPLAYASIGNICANTROLEINTHEFORMATIONOFSATISFACTIONCUESEREVELLESANDLEAVITT,1992OLIVER,1980KRISTENSENETAL,1999MARTENSENETAL,2000THISLEADSTOTHEFOLLOWINGHYPOTHESISBEINGPROPOSEDH1INABUS

33、INESSTOBUSINESSCONTEXT,QUALITYPERCEPTIONSHAVEAPOSITIVEINUENCEONINDUSTRIALSATISFACTIONLEVELSLOYALTYTHEIMPORTANCEOFLOYALTYHASBEENWIDELYRECOGNISEDINTHEMARKETINGLITERATUREOLIVER,1999SAMUELSONANDSANDVIK,1997HOWARDANDSHETH,1969REICHHELDANDSASSER1990HAVESTUDIEDTHEIMPACTONPROTSOFHAVINGALOYALCUSTOMERBASE,AND

34、AAKER1991HASDISCUSSEDTHEROLEOFLOYALTYINTHEBRANDEQUITYPROCESS,OBSERVINGTHATBRANDLOYALTYREDUCESMARKETINGCOSTSANDTHATTHERELATIVECOSTSOFCUSTOMERRETENTIONARESUBSTANTIALLYLESSTHANTHOSEOFACQUISITIONFORNELLANDWERNERFELT,1987ANOTHERIMPORTANTELEMENTOFBRANDLOYALTYISTHEINTENDEDSUPPORTOFTHEPRODUCTORSERVICEEXPRES

35、SEDINCOMMUNICATIONEXPERIENCESWITHPOSITIVEWORDOFMOUTHAMONGLOYALCONSUMERSLEADINGTOGREATERRESISTANCETOCOMPETITIVESTRATEGIESARNDT,1967OLIVER,1999DICKANDBASU,1994DESPITETHECLEARMANAGERIALRELEVANCEOFBRANDLOYALTY,CONCEPTUALANDEMPIRICALGAPSREMAINCHAUDHURIANDHOLBROOK,2001LAUANDLEE,1999OLIVER,1999FOURNIERANDY

36、AO,1997SPECICALLY,THECONCEPTOFLOYALTYINAB2BCONTEXTISNOTCLEARLYDENEDANDTHEREARENUMEROUSWAYSOFDENINGANDMEASURINGTHISMATTERONACONSUMERMARKETBASISOLIVER1999,P34DENEDBRANDLOYALTYASFOLLOWSADEEPLYHELDCOMMITMENTTOREBUYORREPATRONIZEAPREFERREDPRODUCT/SERVICECONSISTENTLYINTHEFUTURE,THEREBYCAUSINGREPETITIVESAME

37、BRANDORSAMEBRANDSETPURCHASING,DESPITESITUATIONALINUENCESANDMARKETINGEFFORTSHAVINGTHEPOTENTIALTOCAUSESWITCHINGBEHAVIORTHISDENITIONEMPHASISESTHETWOPRINCIPALASPECTSOFBRANDLOYALTYTHATHAVEBEENSTUDIEDINPREVIOUSSTUDIESBEHAVIOURALANDATTITUDINALAAKER,1991ASSAEL,1998DAY,1969JACOBYANDCHESTNUT,1978JACOBYANDKYNE

38、R,1973OLIVER,1999TUCKER,1964BEHAVIOURALLOYALTYREFERSTOREPEATEDPURCHASESOFTHEBRAND,WHEREASATTITUDINALBRANDLOYALTYINCLUDESADEGREEOFDISPOSITIONALCOMMITMENTINTERMSOFSOMEDISTINCTIVEVALUEASSOCIATEDWITHTHEBRANDTHEATTITUDEBEHINDTHEPURCHASEISIMPORTANTBECAUSEITDRIVESBEHAVIOURALTHOUGHBRANDLOYALBEHAVIOURISPARTL

39、YDETERMINEDBYSITUATIONALFACTORSSUCHASAVAILABILITY,ATTITUDESAREMOREENDURINGJACOBYANDKYNER1973PROPOSEDADENITIONOFLOYALTYTHATINCLUDESSIXNECESSARYCONDITIONSTHATBRANDLOYALTYISTHEBIASEDTHATIS,NONRANDOM,BEHAVIOURALTHATIS,PURCHASERESPONSE,EXPRESSEDOVERTIME,BYSOMEDECISIONMAKINGUNITAPERSONORGROUPOFPERSONS,WIT

40、HRESPECTTOONEORMOREALTERNATIVEBRANDSOUTOFASETOFSUCHBRANDS,ANDISAFUNCTIONOFPSYCHOLOGICALPROCESSESDECISIONMAKING,EVALUATIVEBLOEMERANDKASPER1995STUDIEDTHEDIFFERENCESBETWEEN“TRUE”LOYALTYAND“SPURIOUS”LOYALTYTHELATTERBEINGDUETOANINERTIAEFFECTTHESEAUTHORSFOUNDTHATTRUELOYALTYIMPLIESINADDITIONTOREPETITIVEPUR

41、CHASINGATRUECOMMITMENTTOTHEBRANDOLIVER1997,1999ALSOEVOKEDTHISNOTIONOFCOMMITMENTINHISRESEARCHONSATISFACTIONANDBRANDLOYALTYRELATIONSHIPNUMEROUSSTUDIESHAVEESTABLISHEDARELATIONSHIPBETWEENSERVICEQUALITYANDLOYALTYSOMEHAVEPOSITEDANINDIRECTINUENCEANDREASSENANDLINDESTAD,1998OSTROWSKIETAL,1993PATTERSONANDSPRE

42、NG,1997PRITCHARDANDHOWARD,1997,WHEREASOTHERSHAVEPOSITEDADIRECTINUENCEBOULDINGETAL,1993DERUYTERETAL,1998RECENTRESEARCHHASINDICATEDAPOSITIVEANDSIGNICANTRELATIONSHIPBETWEENACUSTOMERSPERCEPTIONOFSERVICEQUALITYANDTHATCUSTOMERSLOYALTYEXPRESSEDASWILLINGNESSTORECOMMENDTHECOMPANYANDINTENTIONSTOREPURCHASEPARA

43、SURAMANETAL,1988ZEITHAMLETAL,1996CRONINANDTAYLOR,1992DANAHERANDRUST,1996A,BBITNER,1990PATTERSON,1995THESESCHOLARSHAVESUGGESTEDTHATTHESERVICEPERCEPTIONSOFMEMBERSOFTHEBUYINGCENTREDIRECTLYINUENCELOYALTYLEVELSOFTHEBUYINGCENTRETOWARDSTHESUPPLIERRMTHEFOLLOWINGSECONDHYPOTHESISISTHEREFOREPOSTULATEDH2INABUSI

44、NESSTOBUSINESSCONTEXT,QUALITYPERCEPTIONSHAVEAPOSITIVEINUENCEONLOYALTYLEVELS出处RUBENCHUMPITAZANDNICHOLASGPAPAROIDAMISSERVICEQUALITYANDMARKETINGPERFORMANCEINBUSINESSTOBUSINESSMARKETSEXPLORINGTHEMEDIATINGROLEOFCLIENTSATISFACTIONJMANAGINGSERVICEQUALITY,VOLUME14,NUMBER2/3,2004,PP235248二、翻译文章标题在B2B市场中服务质量和

45、市场营销的性能探索客户满意度的媒介作用译文关键词服务质量保证，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，同时整合了服务质量、满意度和忠诚度的概念。这项研究建立在服务营销理论的近代成果之上，并评价了以特定行业为基础的基本关系。继格罗鲁斯概念之后，一个清晰的服务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服务和服务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

46、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服务文献的中心议题，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BABINANDGRIFN,1998；WALKER,1995；JONESANDSUH,2000。他们的行为意图和忠诚能够阐明学习并理解这两个变量的重要性NEWMANANDWERBEL,1973；LABARBERAANDMAZURSKY,1983；CRONINANDTAYLOR,1992；RUST等人,1

47、995；SINGH,1990；TAYLORANDBAKER,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SCHELLHASEETAL,1999；PARASURAMAN,1998。然而，最近的研究结果表明，这种相关性不仅无意义而且被满意度所取代CRONINANDTAYLOR,1992；SPRENGANDSINGH,1993；CRONIN等人,2000。B2B市场中，由于缺乏质量

48、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服务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（依照产业行为意图和忠诚水平）；确定一个适当的测量方法，用于评价这些构想。当前研究的主要目的之一是去明确服务质量、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；建立一个理论基础，在这个基础之上，使那些假设可以被明确表达，这个理论基础涉及到感知质量、产业满意度和忠诚的相

49、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。文献综述服务质量在服务营销文献中，服务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，在全球范围内将服务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），利用专业术语来辨别服务质量维度，描述了服务接触的特性（可靠性，反应性，同理性，保证性和有形性）。第三，由RUST和OLIVER等人提出，考虑服务质量的总体感知的时候，可以根据客户服务接触的三个方面进行评价顾客和员工的互动，服务环境和服务的结合）。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。（