1、毕业论文（设计）外文翻译（参考格式）THERELATIONSHIPSOFCUSTOMERSATISFACTION,CUSTOMERLOYALTY,ANDPROFITABILITYANEMPIRICALSTUDYTHISPAPERSPURPOSEISTOILLUSTRATETHERELATIONSHIPOFPROFITABILITYTOINTERMEDIATE,CUSTOMERRELATEDOUTCOMESTHATMANAGERSCANINFLUENCEDIRECTLYITISPREDOMINANTLYAGENERALMANAGEMENTDISCUSSION,CONSISTENTWITHTHEN
2、ORDICSCHOOLSVIEWTHATSERVICESAREHIGHLYINTERDISCIPLINARY,REQUIRINGA“SERVICEMANAGEMENT“APPROACHSEEGRNROOS,1984,1991ITSFINDINGSSUPPORTTHETHEORYTHATCUSTOMERSATISFACTIONISRELATEDTOCUSTOMERLOYALTY,WHICHINTURNISRELATEDTOPROFITABILITYHESKETTETAL,1994,ANDDISCUSSEDINSTORBACKAETAL,1994WHILETHISTHEORYHASBEENADVO
3、CATEDFORSERVICEFIRMSASACLASS,THISPAPERPRESENTSANEMPIRICALANALYSISOFONERETAILBANK,LIMITINGTHEFINDINGSGENERALIZABILITYTHESERVICEPROFITCHAINHESKETTETAL,1994HYPOTHESIZESTHATCUSTOMERSATISFACTIONCUSTOMERLOYALTYPROFITABILITYTHERESEARCHPRESENTEDHERE,WHILEUNABLETODEMONSTRATECAUSALITYBECAUSEOFITSRELIANCEONOLS
4、REGRESSIONOFCROSSSECTIONALDATA,DOESILLUSTRATETHATCUSTOMERSATISFACTION,CUSTOMERLOYALTY,ANDPROFITABILITYARERELATEDTOONEANOTHERTHUSCUSTOMERSATISFACTIONCUSTOMERLOYALTYPROFITABILITYTOTHISEND,THISRESEARCHEXAMINEDTWOHYPOTHESESH1CUSTOMERSATISFACTIONISRELATEDTOCUSTOMERLOYALTYH2CUSTOMERLOYALTYISRELATEDTOPROFI
5、TABILITYTHISRESEARCHINTENTIONALLYFOCUSESATARELATIVELYHIGHLEVELOFABSTRACTIONINANEFFORTTOCONTRIBUTETOTHEGROWINGBODYOFTHEORETICALANDEMPIRICALKNOWLEDGEONTHERELATIONSHIPSAMONGCUSTOMERSATISFACTION,CUSTOMERLOYALTY,ANDPROFITABILITYSEEHESKETTETAL,1994NELSONETAL,1992RUSTANDZAHORIK,1991STORBACKAETAL,1994,AMONG
6、OTHERSSUCHRESEARCHISCALLEDFORINAPAPERAUTHOREDBYSTORBACKAETAL1994PUBLISHEDINTHISJOURNALRELEVANTLITERATURETHELITERATUREPERTAININGTORELATIONSHIPSAMONGCUSTOMERSATISFACTION,CUSTOMERLOYALTY,ANDPROFITABILITYCANBEDIVIDEDINTOTWOGROUPSTHEFIRST,SERVICEMANAGEMENTLITERATURE,PROPOSESTHATCUSTOMERSATISFACTIONINFLUE
7、NCESCUSTOMERLOYALTY,WHICHINTURNAFFECTSPROFITABILITYPROPONENTSOFTHISTHEORYINCLUDERESEARCHERSSUCHASANDERSONANDFORNELL1994GUMMESSON1993HESKETTETAL1990HESKETTETAL1994REICHELDANDSASSER1990RUST,ETAL1995SCHNEIDERANDBOWEN1995STORBACKAETAL1994ANDZEITHAMLETAL1990THESERESEARCHERSDISCUSSTHELINKSBETWEENSATISFACT
8、ION,LOYALTY,ANDPROFITABILITYSTATISTICALLYDRIVENEXAMINATIONOFTHESELINKSHASBEENINITIATEDBYNELSONETAL1992,WHODEMONSTRATEDTHERELATIONSHIPOFCUSTOMERSATISFACTIONTOPROFITABILITYAMONGHOSPITALS,ANDRUSTANDZAHORIK1991,WHOEXAMINETHERELATIONSHIPOFCUSTOMERSATISFACTIONTOCUSTOMERRETENTIONINRETAILBANKINGTHEBANKADMIN
9、ISTRATIONINSTITUTEHASALSOEXPLOREDTHESEIDEAS,INPARTICULARROTHANDVANDERVELDE1990,19911THESERVICEMANAGEMENTLITERATUREARGUESTHATCUSTOMERSATISFACTIONISTHERESULTOFACUSTOMERSPERCEPTIONOFTHEVALUERECEIVEDINATRANSACTIONORRELATIONSHIPWHEREVALUEEQUALSPERCEIVEDSERVICEQUALITYRELATIVETOPRICEANDCUSTOMERACQUISITIONC
10、OSTSSEEBLANCHARDANDGALLOWAY,1994HESKETTETAL,1990RELATIVETOTHEVALUEEXPECTEDFROMTRANSACTIONSORRELATIONSHIPSWITHCOMPETINGVENDORSZEITHAMLETAL,1990LOYALTYBEHAVIOURS,INCLUDINGRELATIONSHIPCONTINUANCE,INCREASEDSCALEORSCOPEOFRELATIONSHIP,ANDRECOMMENDATIONWORDOFMOUTHADVERTISINGRESULTFROMCUSTOMERSBELIEFSTHATTH
11、EQUANTITYOFVALUERECEIVEDFROMONESUPPLIERISGREATERTHANTHATAVAILABLEFROMOTHERSUPPLIERSLOYALTY,INONEORMOREOFTHEFORMSNOTEDABOVE,CREATESINCREASEDPROFITTHROUGHENHANCEDREVENUES,REDUCEDCOSTSTOACQUIRECUSTOMERS,LOWERCUSTOMERPRICESENSITIVITY,ANDDECREASEDCOSTSTOSERVECUSTOMERSFAMILIARWITHAFIRMSSERVICEDELIVERYSYST
12、EMSEEREICHELDANDSASSER,1990THESECONDRELEVANTLITERATUREISFOUNDINTHEMARKETINGDOMAINITDISCUSSESTHEIMPACTOFCUSTOMERSATISFACTIONONCUSTOMERLOYALTYYIS“CRITICALREVIEWOFCUSTOMERSATISFACTION“1990CONCLUDES,“MANYSTUDIESFOUNDTHATCUSTOMERSATISFACTIONINFLUENCESPURCHASEINTENTIONSASWELLASPOSTPURCHASEATTITUDE“P104THE
13、MARKETINGLITERATURESUGGESTSTHATCUSTOMERLOYALTYCANBEDEFINEDINTWODISTINCTWAYSJACOBYANDKYNER,1973THEFIRSTDEFINESLOYALTYASANATTITUDEDIFFERENTFEELINGSCREATEANINDIVIDUALSOVERALLATTACHMENTTOAPRODUCT,SERVICE,ORORGANIZATIONSEEFORNIER,1994THESEFEELINGSDEFINETHEINDIVIDUALSPURELYCOGNITIVEDEGREEOFLOYALTYTHESECON
14、DDEFINITIONOFLOYALTYISBEHAVIOURALEXAMPLESOFLOYALTYBEHAVIOURINCLUDECONTINUINGTOPURCHASESERVICESFROMTHESAMESUPPLIER,INCREASINGTHESCALEANDORSCOPEOFARELATIONSHIP,ORTHEACTOFRECOMMENDATIONYI,1990THEBEHAVIOURALVIEWOFLOYALTYISSIMILARTOLOYALTYASDEFINEDINTHESERVICEMANAGEMENTLITERATURETHISSTUDYEXAMINESBEHAVIOU
15、RAL,RATHERTHANATTITUDINAL,LOYALTYSUCHASINTENTTOREPURCHASETHISAPPROACHISINTENDED,FIRST,TOINCLUDEBEHAVIOURALLOYALTYINTHECONCEPTUALIZATIONOFCUSTOMERLOYALTYTHATHASBEENLINKEDTOCUSTOMERSATISFACTION,ANDSECOND,TOMAKETHEDEMONSTRATEDSATISFACTION/LOYALTYRELATIONSHIPIMMEDIATELYACCESSIBLETOMANAGERSINTERESTEDINCU
16、STOMERBEHAVIOURSLINKEDTOFIRMPERFORMANCEBOTHTHESERVICEMANAGEMENTANDTHEMARKETINGLITERATURESSUGGESTTHATTHEREISASTRONGTHEORETICALUNDERPINNINGFORANEMPIRICALEXPLORATIONOFTHELINKAGESAMONGCUSTOMERSATISFACTION,CUSTOMERLOYALTY,ANDPROFITABILITYTHERELATIVELYSMALLQUANTITYOFEMPIRICALRESEARCHPERFORMEDONTHESERELATI
17、ONSHIPSTODATESTORBACKAETAL,1994ISPROBABLYTHERESULTOFTHEPAUCITYOFORGANIZATIONSMEASURING“SOFT“ISSUES,SUCHASCUSTOMERSATISFACTIONANDCUSTOMERLOYALTY,INMEANINGFULWAYSTHEDATASETCUSTOMERSATISFACTIONDATAWERECOLLECTEDFROM12,000RETAILBANKINGCUSTOMERSAT59DIVISIONSGEOGRAPHICBUSINESSUNITSCOMPOSEDOFMULTIPLEBRANCHE
18、STHESAMPLEWASDRAWNFROMDIVISIONSREPRESENTING73PERCENTOFALLHOUSEHOLDSSERVEDBYTHEBANK2ALLDIVISIONSEXAMINEDHADBEENPARTOFTHEBANKFORATLEASTONEYEARALLSURVEYDATAWEREAGGREGATEDATTHEDIVISIONLEVELTHEUSEOFDIVISIONSASTHELEVELOFANALYSISISCONSISTENTWITHTHESUBJECTBANKSPHILOSOPHYENCOURAGINGDIVISIONLEADERSTOMANAGETHE
19、IROPERATIONSINDEPENDENTLYWHILESHARINGBESTPRACTICESTHEDIVISIONSMAINTAININDEPENDENTPRICING,POLICIESANDPROCEDURES,TOOLSTOAIDINTHEDELIVERYOFCUSTOMERSERVICE,REWARDANDRECOGNITIONSYSTEMS,ANDCULTURESWITHINEACHDIVISION,THESAMEVARIABLESARERELATIVELYSTANDARDIZEDTHUSVARIATIONINLEVELSOFCUSTOMERSATISFACTIONCANBEE
20、XPECTEDATTHEDIVISIONLEVELTHEUSEOFDIVISIONSASTHEUNITOFANALYSISISALSOCONSISTENTWITHTHENATUREOFACUSTOMERSBANKINGRELATIONSHIPATTHISBANKANDMANYOTHERLARGEUSBANKSTODAYWHILEINTHEPASTACUSTOMERSRELATIONSHIPWASPREDOMINANTLYWITHTHELOCALBRANCH,THEINTRODUCTIONOFAUTOMATICTELLERMACHINESANDCENTRALIZEDTELEPHONECUSTOM
21、ERSERVICECENTRESHASRESULTEDINMANYCUSTOMERSWHORARELYTRANSACTBUSINESSATABRANCHWHENPHYSICALPRESENCEATABRANCHISNECESSARY,ITNEEDNOTBEATTHEPARTICULARBRANCHWHEREANACCOUNTWASOPENEDSERVICERECOVERY,ANIMPORTANTASPECTOFACUSTOMER/SERVICEORGANIZATIONRELATIONSHIPHESKETTETAL,1990,ISATLEASTASLIKELYTOOCCURTHROUGHACEN
22、TRALIZEDTELEPHONECUSTOMERSERVICECENTREASTHROUGHALOCALBRANCHTHUSMANYCUSTOMERSSERVICEEXPERIENCEISPROBABLYDRIVENBYCONTACTWITHAVARIETYOFPOINTSBEYONDTHELOCALBRANCHANDTHUSCAPTUREDATTHEDIVISIONLEVELTHISHYPOTHESIS,COMBINEDWITHTHESUBJECTBANKSORGANIZATIONSTRUCTURESTRESSINGTHEAUTONOMYOFITSDIVISIONS,SUPPORTSTHE
23、USEOFTHEDIVISIONASUNITOFANALYSISFORTHISRESEARCHSATISFACTIONDATAWERECOLLECTEDTHROUGHACONFIDENTIALFOURPAGEQUESTIONNAIREDEVELOPEDBYTHEBANKANDAMARKETRESEARCHFIRMTHESURVEYPOSEDQUESTIONSABOUTEACHCUSTOMERSLEVELOFSATISFACTIONWITHASPECTSOFSERVICEANDPRICE,ANDSOLICITEDDEMOGRAPHICINFORMATIONSEEAPPENDIX1SURVEYSW
24、EREMAILEDTORANDOMLYSELECTEDCUSTOMERSINJANUARY19943CUSTOMERSATISFACTIONSURVEYRESPONDENTDEMOGRAPHICSDONOTIDENTICALLYMATCHTHEBANKSPOPULATIONASESTIMATEDBYMANAGEMENTRESPONDENTSMOREHEAVILYREPRESENTOLDER,LESSAFFLUENTCUSTOMERSTOENSURETHATTHERESULTSOFTHISSTUDYSANALYSESWERENOTINFLUENCEDBYTHESEDISCREPANCIES,KE
25、YANALYSESWEREPERFORMEDFORDEMOGRAPHICSUBGROUPSCATEGORIZEDBYRESPONDENTAGEANDRESPONDENTHOUSEHOLDINCOMERELATIONSHIPSSUPPORTINGHYPOTHESESONEANDTWOCANBEINFERREDFORALMOSTEVERYDEMOGRAPHICSUBGROUP,SUGGESTINGTHATTHEFINDINGSBASEDONTHEDATASETASAWHOLEAREREPRESENTATIVECUSTOMERLOYALTYDATAWERECOLLECTEDBYTHEDIVISION
26、SONBOTHRETENTIONLENGTHOFRELATIONSHIPANDCROSSSELLDEPTHOFRELATIONSHIPPROFITABILITYDATAFOREACHDIVISIONWEREPROVIDEDBYTHEBANKSTREASURYFUNCTIONMETHODOLSREGRESSIONISUSEDTOEXAMINETHEHYPOTHESIZEDRELATIONSHIPSTOINCREASETHEINTERNALVALIDITYOFTHERESULTS,MULTIPLEMEASURESOFSATISFACTION,LOYALTY,ANDPROFITABILITYWERE
27、EXAMINEDWHENEVERPOSSIBLETABLEIILLUSTRATESTHESEMULTIPLEMEASURESDESCRIPTIONSFOLLOWINTHETEXTMEASURESOFCUSTOMERSATISFACTIONCUSTOMERSATISFACTIONWASMEASUREDINTWOWAYSTHEFIRSTMEASURECONSISTSOFRESPONSESTOASINGLEQUESTIONONTHECUSTOMERSATISFACTIONQUESTIONNAIRE“OVERALL,HOWSATISFIEDAREYOUWITHTHEBANK“RESPONSESFORA
28、LLSATISFACTIONQUESTIONSWEREMADEON17LIKERTTYPESCALESLABELLED“VERYSATISFIED“1AND“VERYDISSATISFIED“7ATEACHEXTREMETHEPROBLEMSASSOCIATEDWITHTHEUSEOFASINGLERESPONSEVARIABLEWEREMITIGATEDBYTHESIMPLICITYOFTHEQUESTIONANDYIS1990SUGGESTIONTHATASINGLEOVERALLSATISFACTIONMEASURESCOREDASTHISONEWASIS“REASONABLYVALID
29、“P71THESECONDINDICATOROFCUSTOMERSATISFACTION,SATISFACTIONWITHSERVICEANDSATISFACTIONWITHPRICEMEASUREDINDEPENDENTLYASTHE“SERVICEINDEX“ANDTHE“PRICEINDEX“WASDEVELOPEDFROMTHEORIESFOUNDINTHESERVICEMANAGEMENTLITERATUREHESKETTETAL,1994SCHNEIDERANDBOWEN,1995SIMPLIFIED,THESETHEORIESSTATETHATPERCEIVEDVALUEISAF
30、UNCTIONOFPERCEIVEDQUALITYANDPRICE,ANDTHATDIFFERINGLEVELSOFPERCEIVEDVALUERESULTINDIFFERINGLEVELSOFCUSTOMERSATISFACTIONMEASURESOFCUSTOMERLOYALTYMEASURESOFCUSTOMERLOYALTYWERESELECTEDBECAUSETHEYREFLECTEDBOTHLENGTHRETENTIONANDDEPTHCROSSSELLOFTHEBANKCUSTOMERRELATIONSHIPLENGTHOFRELATIONSHIPISREPORTEDBYBOTH
31、DIVISIONREPORTEDCUSTOMERRETENTIONRATESPERCENTAGEOFCUSTOMERSWHOREMAINEDCUSTOMERSDURING1993ANDMEANCUSTOMERREPORTEDRELATIONSHIPTENURERELATIONSHIPDEPTHISMEASUREDBYDIVISIONCROSSSELLRATES,WHICHRECORDTHEPERCENTAGEOFCUSTOMERHOUSEHOLDSWITHMULTIPLEACCOUNTSACCOUNTCROSSSELLORMULTIPLESERVICESSERVICECROSSSELLMEAS
32、URESOFPROFITABILITYPROFITABILITYMEASURESWEREDETERMINEDBASEDONTHEIRHYPOTHESIZEDRELATIONSHIPTOCUSTOMERSATISFACTIONANDLOYALTYBOTHOFTHEMEASURESUSED,ROAANDNIE/REVNONINTERESTEXPENSEASAPERCENTAGEOFTOTALREVENUE,REFLECTPROFITATTHEINDIVIDUALDIVISIONSEEROTH1993FORANANALYSISOFSIMILARPERFORMANCEMEASURESINSERVICE
33、FIRMSGIVENTHEINTENTOFTHISSTUDY,NIE/REVISPREFERREDTOROAASAMOREAPPROPRIATEMEASUREOFPROFITABILITYRETAILBANKPROFITCANBESEPARATEDINTO,FIRST,THERESULTSOFOPERATIONSREVENUEENHANCINGASWELLASCOSTINCURRINGWHICHINFLUENCEEXPENSESANDREVENUESTHATARENOTSENSITIVETOINTERESTRATES,ANDSECOND,TREASURYACTIVITIES,WHICHINFL
34、UENCEINTERESTSENSITIVECOSTSANDREVENUESTHISPAPERADDRESSESPRIMARILYNONINTERESTSENSITIVECOMPONENTSOFPROFITABILITY,HYPOTHESIZEDTORELATETOCUSTOMERLOYALTYROACONTAINSBOTHINTERESTSENSITIVEANDNONINTERESTSENSITIVECOMPONENTS,WHILENIE/REVISGENERATEDONLYFROMNONINTERESTSENSITIVECOSTSTHEREVENUEPORTIONOFNIE/REVMAYB
35、ESOMEWHATRELATEDTOCUSTOMERRELEVANTINTERESTRATESAPPENDIX1DISCUSSESROA,NIE/REVANDTHEOTHERMEASURESUSEDINMOREDETAILCONTROLVARIABLESCONTROLVARIABLESWEREINCLUDEDINCERTAINANALYSESTHESEWEREEITHERDEMOGRAPHICHOUSEHOLDINCOMEOREXPERIENTIALTHECUSTOMERHAVINGCONTACTEDTHEBANKWITHAQUESTIONORPROBLEMINTHEPASTYEAR,ORCO
36、NSIDERINGTHEBANKTHECUSTOMERSPRIMARYBANKCONTROLVARIABLEQUESTIONSANDRESPONSEFORMATSAREINCLUDEDINAPPENDIX2RESULTSTHERESULTSENCOURAGETHEINFERENCEOFRELATIONSHIPSBETWEENCUSTOMERSATISFACTIONANDCUSTOMERRETENTION,ANDBETWEENCUSTOMERRETENTIONANDPROFITABILITYTHECONSISTENCYOFTHEFINDINGSAMONGTHEMULTIPLEMEASURESRE
37、INFORCESTHISCONCLUSIONTABLEIIPRESENTSTHESATISFACTION/LOYALTYRELATIONSHIPRESULTSINTHEFORMOFOLSREGRESSIONOUTPUT,WHILEFIGURE1ILLUSTRATESTHESAMERELATIONSHIPSIMPLIFIEDGRAPHICALLYTABLEIIIPRESENTSTHELOYALTY/PROFITABILITYRELATIONSHIPRESULTSINANOLSREGRESSIONFORMAT,ANDFIGURE2GRAPHICALLYREPRESENTSTHESEFINDINGS
38、ALSOSIMPLIFIEDCUSTOMERSATISFACTION/CUSTOMERLOYALTYRELATIONSHIPTHEREGRESSIONRESULTSSUPPORTTHEINFERENCEOFACUSTOMERSATISFACTION/CUSTOMERLOYALTYRELATIONSHIPFURTHER,THEYILLUSTRATETHATCUSTOMERSATISFACTIONMAYBERESPONSIBLEFORASMUCHAS37PERCENTOFTHEDIFFERENCEINCUSTOMERLOYALTYLEVELSAMONGTHEDIVISIONSEXAMINED,HO
39、LDINGCONSTANT,FIRST,RECENTCONTACTWITHTHEBANKABOUTAQUESTIONORPROBLEM,AND,SECOND,HOUSEHOLDINCOMESEERSQUAREOFREGRESSION1AVARIANCEEXPLAINEDOF37PERCENTISPARTICULARLYHIGHGIVENPOTENTIALACTIVITIESOFCOMPETITORSANDNONBANKRELATEDFACTORSWHICHMAYINFLUENCEBOTHCUSTOMERSATISFACTIONANDLOYALTYTHATARENOTINCLUDEDASVARI
40、ABLESINTHEREGRESSIONTHEHYPOTHESIZEDSATISFACTION/LOYALTYRELATIONSHIPISEVIDENTFORTHEFOURMEASURESOFCUSTOMERLOYALTYANDFORBOTHMEASURESOFCUSTOMERSATISFACTIONHOWEVER,THERESULTSAREAMBIGUOUSREGARDINGTHEROLEOFPRICESATISFACTIONINPREDICTINGCUSTOMERLOYALTYTHEPRICEINDEXISNOTSTATISTICALLYSIGNIFICANTFORTWOOFTHEFOUR
41、RELATIONSHIPSEXAMINEDREGRESSIONS1BAND2BFURTHER,THECOEFFICIENTESTIMATEFORPRICEISPOSITIVEINTHREEOFTHEFOURRELATIONSHIPSREGRESSIONS2B,3B,AND4BWHENANEGATIVECOEFFICIENTWOULDBEEXPECTEDCUSTOMERREPORTEDRELATIONSHIPTENUREGIVENTHESCORINGMETHODSSEEAPPENDIX2WHILEPLAUSIBLE,ACONCLUSIONOFREVERSEPRICESENSITIVITYISRE
42、JECTEDBECAUSEOF,FIRST,THELACKOFSTATISTICALSIGNIFICANCEFORONEOFTHETHREENEGATIVEPRICECOEFFICIENTS,ANDSECOND,THEINSTABILITYOFTHEPRICEINDEXCOEFFICIENT,WHICHREVERSESFROMNEGATIVEINREGRESSION1BTOPOSITIVEINREGRESSIONS2B,3B,AND4BTHISLACKOFSTATISTICALSIGNIFICANCEANDCOEFFICIENTSIGNSTABILITYMAYBEDUETOPRICEINSEN
43、SITIVITYAMONGTHEBANKSCUSTOMERSTHEBANKHASTARGETEDALESSPRICESENSITIVECUSTOMERBASEBYPOSITIONINGITSELFASASERVICEORIENTEDINSTITUTIONANDPRICINGITSPRODUCTSANDSERVICESATMARKETAVERAGEORHIGHERLEVELSHOWEVER,GIVENTHEBANKSCUSTOMERSREPORTEDMEANHOUSEHOLDINCOMEBETWEEN25,001AND50,000,ITISCLEARLYNOTATTRACTINGA“CARRIA
44、GETRADE“CLIENTELETHUSITMAYBEMOREREASONABLETOSUGGESTTHATCUSTOMERSAREPRICEINSENSITIVEATCURRENTPRICINGLEVELSIFTHISHYPOTHESISISCORRECT,PRICEREMAINSANIMPORTANTCOMPONENTOFVALUEANDTHEORETICALLYADRIVEROFSATISFACTIONANDASSOCIATEDBEHAVIOURS出处ROGERHALLOWELLHARVARDBUSINESSSCHOOL,BOSTON,MA,USA27THERELATIONSHIPSO
45、FCUSTOMERSATISFACTION,CUSTOMERLOYALTY,ANDPROFITABILITYANEMPIRICALSTUDYSUBMITTEDJUNE1995REVISEDFEBRUARY1996P117客户之间的关系满意,顾客忠诚度,和盈利能力的办法进行实证研究译文本文的目的是为了说明获利的关系国际调和，这一直接影响顾客及经纪人的关系的因素。它主要是一个普遍的管理讨论,它符合北欧学校的观点。服务高度被称为交叉学科,它需要一种“服务管理”的方法见格朗鲁斯,1988年,1991。其研究结果支持这一理论认为,客户的满意造就顾客忠诚度,从而得到利润赫斯科特于1994年论述于1994年
46、6月初版）。虽然这理论主张对他们作为一个阶级服务公司,实证分析的结果限制了零售银行的推广。在这一服务利润链中假设客户满意度顾客的忠诚度利润。这里介绍的研究,无法证明因果关系,因为它依赖的横截面数据,回归OLS确实说明,顾客满意,顾客忠诚度,和利润彼此都有所关联。同时，客户满意度顾客的忠诚度利润。为此，这一研究就是针对了这两假设H1客户的满意是与顾客的忠诚度。H2顾客的忠诚度与利润。本研究故意以一种相对较快的抽象层次的努力有助于越来越多的理论和实证知识之间的关系,客户满意,顾客忠诚度,和利润见赫斯科特纳尔逊苏达权等,1994年成立苏达权等,1992防锈、ZAHORIK,1991年成立储藏背后苏达
47、权等,1994年,在其它之中。这种研究论文呗称为储藏背后度学组。1994刊登在杂志上。相关文献有关文献中提到，客户满意,顾客忠诚度,和利润可分为两组。第一，服务管理文献中,顾客满意,提出了影响顾客忠诚度,从而影响利润。这一理论的支持者包括研究人员如安德森和FORNELL1994GUMMESSON1993HESKETT孙俐。1990HESKETT孙俐。1994REICHELD和SASSER1990铁锈,罗卓荆。1995、施耐德和鲍文STORBACKA1995、疾病学组。1994,ZEITHAML孙俐。1990。这些研究人员讨论满意,忠诚之间的联系,和获利能力。统计系统检查到这些链接已经发起尼尔森
48、孙俐。1992,证明顾客的满意度的关系对盈利能力,防锈,医院间1991ZAHORIK察看人顾客满意度的关系在零售银行顾客保留。银行管理学院验证了这些观点的人,特别是德国和范罗斯的VELDE1990,19911。服务管理文献认为,顾客满意是由于顾客的感知价值收到交易或关系,使价值等于感知服务质量素质相对价格及获取客户的成本见约翰布朗奇德和盖罗维,1994年,赫斯科特苏达权等,1990相对价值交易或者关系预期与竞争对手的供应商ZEITHAML苏达权等,1990。忠诚行为,包括关系延续,增加规模或范围的关系,和推荐信口碑广告结果的信念与客户价值的数量收到一个供应商,比可以从其他供应商提供的费率。忠诚
49、,在一个或多个形式上面提到的,创造利润增加通过加强收入,降低成本获取客户,较低的CUSTOMERPRICE灵敏度、减少成本服务客户熟悉公司的服务操作系统见REICHELD和震荡波,1990。第二次文献发现于营销领域。论述了顾客满意度的影响在顾客的忠诚度。易建联的”的评论顾客满意”1990订立后,“许多研究发现顾客满意度影响购买意向以及售后态度”P。104。营销文学建议消费者忠诚度可被定义两种完全不同的方式JACOBY和KYNER,1973。第一个定义了忠心为一种态度。不同的感受创造一个个人的整体附件产品、服务或组织见FORNIER,1994年。这些情感定义人的纯粹的认知程度的忠诚。第二个定义的忠诚是行为。行为的忠诚的例子包括继续购买服务,从同一供应商,规模日益增大或范围的行为的朋友关系,或推荐信易建联,1990。忠诚是行为的观点与所定义的忠诚服务管理文学。这种方法的本意,第一,包括行为忠诚顾客忠诚度的观念化联系了顾客满意度,和第二,使展现满意/忠诚关系经理,立马就感兴趣与公司业绩客户行为。两个服务管理和营销文献显示,有一种强烈的理论基础实证的探索为机构之间架起沟通的客户满意,顾客忠诚度,和利润。相对少量的实证研究在这些关系进行STORBACKA日期苏达权等,2001年的结果可能是与外界隔绝。而组织的测量的“软”的问题,比如客户满意
