1、1本科毕业论文外文翻译外文文献译文顾客价值、满意度，忠诚和转换成本资料来源营销科学学会杂志作者SHUNYINLAM,VENKATESHSHANKAR,MKRISHNAERRAMILLI,BVSANMURTHY尽管研究人员和管理人员日益重视客户的价值满意度，忠诚度和转换成本，却没有多少人知道他们的相互关系。在此前曾研究这些结构，主要表现在企业对客户B2C的环境下群体的关系。笔者通过开发一个概念框架，把这些在企业对企业结构B2B的服务设置的所有以前的研究联系起来。论认知，影响与行为模型的基础上，作者推测，客户满意度之间的中介客户价值和客户忠诚度，客户满意度和忠诚度有显着彼此相互影响的关系。更进一步
2、对满意度及转换成本的潜在相互作用的影响，及满意的二次影响忠诚度进行了探索。笔者试着从一个在B2B方面速递服务提供商处获得数据进行假设。研究结果表明这个假设支持绝大多数人，特别是确认顾客满意顾客忠诚的中介作用对企业的经营状况产生巨大的影响，被许多公司认为是竞争优势（HESKETT，SASSER，ANDSCHLESINGER1997；RUST，ZEITHAML，ANDLEMON2000；WOODRUFF1997）。在服务业提高客户忠诚度的后果是增加收入，减少客户采购成本，重复购买和服务降低成本，从而提高盈利能力（REICHHELD1993；REICHHELDANDSASSER1990）。客户忠诚度
3、也被证明在网络环境中同样重要事实上，客户忠诚度构成一个战略性市场规划（KOTLER，1997）的基本目标。虽然很多研究对顾客的忠诚度集中在企业对消费者B2C的情况下，但在企业对企业B2B中，顾客忠诚度同样重要。在组织买卖双方的关系时，忠诚的顾客会相对于那些不忠诚于双方合作的顾客会更关注长远利益和与双方都有益的伙伴进行合作，从而提高双方的竞争力并降低交易成本到今天为止，有限的几次尝试己经把客户忠诚度概念化并探讨在B2B方面的前因。潜在的前因包括客户满意度，转换成本和客户价值。在过去的20年里相当多的关注是给了客户满意度作为一个潜在的决定性的忠诚顾客的潜在因素。除2了提高客户满意度，增加转换成本是
4、一种常见的策略，主张增加可供选择的交换的供应商可以阻止客户增加供应商选择成本从而降低满意度，客户也可以对公司保持忠诚，如果他们觉得自己可以比公司其他竞争者获得更大的价值时虽然研究人员承认客户忠诚的重要性概念营销理论和实践，并试图取得了一些探讨顾客忠诚之间的关系、满意、转换成本，顾客价值的在B2C的成果，这些成果之间的复杂关系仍不甚了解，特别是在B2B环境此外，没有一项研究调查了这些成果在一个单一的框架结构研究中把顾客感知价值，满意度，忠诚度和转化成本作为目标并进行实证分析。因此，我们将纳入到框架结构并测试他们的B2B关系。特别是我们在研究顾客价值对顾客忠诚的影响中关注到客户满意度的中介作用，并
5、探讨彼此的客户满意度和忠诚度的互动效应。了解各种因素与客户忠诚度是如何帮助管理人员通过监测和加强涉及这些因素直接影响客户忠诚度客户忠诚度。同样，如果客户忠诚度对顾客满意度有正向的效果，管理者可以集中精力对忠诚度进行建设举措。我们的模型优势在于比较了不同的关系。特别是，我们探讨是否客户忠诚度会强烈受到客户满意度的影响而不是转换成本。从管理角度来看，如果客户满意度施加强大的影响，管理客户满意度将超过转换成本的重要影响。因此，我们扩大现有的客户忠诚度作为一个概念化的一维结构到一个二维的数值。显示，满意度和后悔的微小的影响在不同型态的行为意向，它可以被认为是关联客户的忠诚度。他们的结果,我们一致作为构
6、建构思顾客忠诚度的维度,即体现了两种截然不同的服务提供商，推荐给其他买家和一个意愿重复购买或经常光顾。此外，我们将探讨几个非线性的关系。我们探讨是否有任何的满意度和忠诚度转换成本上的互动效应。这种变异可能意味着，例如，顾客满意对顾客的忠诚度更强的客户转换成本低的效果比它高的转换成本与顾客了。如果是这样的情况下，客户的满意程度也是个特别的问题。为客户提供低转换成本，因此卖方可能要特别注意满足这些客户的需求。此外，我们研究是否以客户满意度对忠诚度的作用是二次。这一点很重要，因为从规模收益递增的客户满意度管理的影响是从不变或规模报酬递减而有所不同。我们测试使用的假设从一个在B2B方面速递服务提供商处
7、获得数据的结构方程模型。数据收集从谁使用或己经使用的快递服务商提供的服务的企业客户。我们选择的B2B服务方面的例证，因为B2B服务，包括会计，银行，物3流，法律工作，广告，构成了许多国家的重要经济部门，但有一个客户忠诚度的研究在这方面缺乏。我们的研究结果支持我们的假说，并提供管理者最重要的影响，以提高客户的忠诚度。尽管网上购物这种新的购物模式得到了迅速发展，但是随之而来的，有未出现了有别于过去传统购物模式中的新问题，比如网上购物安全问题，网上购物缺乏亲身体验的问题等，这些新问题都阻碍了网上购物的发展。但这些问题都是从消费者的角度来看待网上购物，对于商品的卖家而言，最重要的依然是如何能将自己的产
8、品更多的销售出去，取得更大的利润。在传统商业模式中，企业要要获得源源不断的利润，就必须保持一批忠实的客户。因此，客户忠诚度一直都是企业和学术界研究的热点。在电子商务模式下，由于互联网的介入，传统的商业环境繁盛了根本性的变化，因此，过去的研究结果也必然随着市场环境的改变而发生变化。其中，网上购物模式下的客户忠诚度问题，应该成为新的商务环境下的一个研究热点问题。与传统实体商店相比较，通过互联网进行的网上商店具有许多优势，例如方便性，快捷性，无时间限制性等等。因此，在网络购物模式下，建立客户忠诚度往往比传统实体商店要男的多。并且，网上商店与传统商店相比更能凸显出网络购物环境与传统购物环境的区别，再加
9、上网络购物客户群的繁杂广泛，网上商家资源的稀缺，如何将有限的资源更有效的用于建立客户忠诚度对其意义更重大。基于以上理论与实践两方面的考虑，本文选择网上商店淘宝网为研究对象，对客户忠诚度的影响因素进行研究，进而能为电子商务模式下的商家获得更多提高客户忠诚度的信息。外文文献原文TITLECUSTOMERVALUE,SATISFACTION,LOYALTY,ANDSWITCHINGCOSTSMATERIALSOURCEJOURNALOFTHEACADEMYOFMARKETINGSCIENCEAUTHORSHUNYINLAM,VENKATESHSHANKAR,MKRISHNAERRAMILLI,BVS
10、ANMURTHYALTHOUGHRESEARCHERSANDMANAGERSPAYINCREASINGATTENTIONOCUSTOMERVALUE,SATISFACTION,LOYALTY,ANDSWITCHINGCOSTS,NOTMUCHISKNOWNABOUTTHEIR4INTERRELATIONSHIPSPRIORRESEARCHHASEXAMINEDTHERELATIONSHIPSWITHINSUBSETSOFTHESECONSTRUCTS,MAINLYINTHEBUSINESSTOCONSUMERB2CENVIRONMENTTHEAUTHORSEXTENDPRIORRESEARCH
11、BYDEVELOPINGACONCEPTUALFRAMEWORKLINKINGALLOFTHESECONSTRUCTSINABUSINESSTOBUSINESSB2BSERVICESETTINGONTHEBASISOFTHECOGNITIONAFFECTBEHAVIORMODEL,THEAUTHORSHYPOTHESIZETHATCUSTOMERSATISFACTIONMEDIATESTHERELATIONSHIPBETWEENCUSTOMERVALUEANDCUSTOMERLOYALTY,ANDTHATCUSTOMERSATISFACTIONANDLOYALTYHAVESIGNIFICANT
12、RECIPROCALEFFECTSONEACHOTHERFURTHERMORE,THEPOTENTIALINTERACTIONEFFECTOFSATISFACTIONANDSWITCHINGCOSTS,ANDTHEQUADRATICEFFECTOFSATISFACTION,ONLOYALTYAREEXPLOREDTHEAUTHORSTESTTHEHYPOTHESESONDATAOBTAINEDFROMACOURIERSERVICEPROVIDERINAB2BCONTEXTTHERESULTSSUPPORTMOSTOFTHEHYPOTHESESAND,INPARTICULAR,CONFIRMTH
13、EMEDIATINGROLEOFCUSTOMERSATISFACTIONCUSTOMERLOYALTYHASAPOWERFULIMPACTONFIRMSPERFORMANCEANDISCONSIDEREDBYMANYCOMPANIESANIMPORTANTSOURCEOFCOMPETITIVEADVANTAGEHESKETT,SASSER,ANDSCHLESINGER1997RUST,ZEITHAML,ANDLEMON2000WOODRUFF1997THECONSEQUENCESOFENHANCEDCUSTOMERLOYALTYINSERVICEFIRMSAREINCREASEDREVENUE
14、,REDUCEDCUSTOMERACQUISITIONCOSTS,ANDLOWERCOSTSOFSERVINGREPEATPURCHASERS,LEADINGTOGREATERPROFITABILITYREICHHELD1993REICHHELDANDSASSER1990CUSTOMERLOYALTYHASALSOBEENSHOWNTOBEIMPORTANTINTHEONLINEENVIRONMENTSHANKAR,SMITH,ANDRANGASWAMY2003INDEED,CUSTOMERLOYALTYCONSTITUTESANUNDERLYINGOBJECTIVEFORSTRATEGICM
15、ARKETPLANNINGKOTLER1997WHILEMUCHRESEARCHHASFOCUSEDONCUSTOMERLOYALTYINBUSINESSTOCONSUMERB2CCONTEXTS,CUSTOMERLOYALTYISIMPORTANTINBUSINESSTOBUSINESSB2BCONTEXTSASWELLINORGANIZATIONALBUYERSELLERRELATIONSHIPS,LOYALBUYERSAREMORELIKELYTOFOCUSONLONGTERMBENEFITSANDENGAGEINCOOPERATIVEACTIONSBENEFICIALTOBOTHPAR
16、TNERSINARELATIONSHIPTHANDISLOYALBUYERS,THUSENHANCINGTHECOMPETITIVENESSOFBOTHPARTNERSANDREDUCINGTRANSACTIONCOSTSDONEYANDCANNON1997GANESAN1994MORGANANDHUNT1994TODATE,HOWEVER,LIMITEDATTEMPTSHAVEBEENMADETOCONCEPTUALIZECUSTOMERLOYALTYANDINVESTIGATEITSANTECEDENTS,INPARTICULAR,INTHEB2BCONTEXTEG,BOLTONL998O
17、LIVER1999SIRDESHMUKH,SINGH,ANDSABOL2002POTENTIALANTECEDENTSINCLUDECUSTOMERSATISFACTION,SWITCHINGCOSTS,ANDCUSTOMER5VALUECONSIDERABLEATTENTIONHASBEENGIVENTOCUSTOMERSATISFACTIONASAPOTENTIALETERMINANTOFCUSTOMERLOYALTYDURINGTHEPASTTWODECADESFORNELL1992OLIVER1999ASIDEFROMIMPROVINGCUSTOMERSATISFACTION,INCR
18、EASINGSWITCHINGCOSTSISACOMMONSTRATEGYADVOCATEDTOINCREASECUSTOMERLOYALTYASTHECOSTSOFSWITCHINGTOALTERNATIVESUPPLIERSCANDETERCUSTOMERSFROMUSINGTHESESUPPLIERSGRONHAUGANDGILLY1991HEIDEANDWEISS1995CUSTOMERSMAYALSOSTAYLOYALTOACOMPANYIFTHEYFEELTHATTHEYARERECEIVINGGREATERVALUETHANTHEYWOULDFROMTHECOMPETITORSB
19、ITNERANDHUBBERT1994BOLTONANDDREW1991SIRDESHMUKHETAL2002ALTHOUGHRESEARCHERSACKNOWLEDGETHEIMPORTANCEOFTHECUSTOMERLOYALTYCONCEPTINMARKETINGTHEORYANDPRACTICEANDHAVEMADEATTEMPTSTOINVESTIGATESOMEOFTHERELATIONSHIPSBETWEENCUSTOMERLOYALTY,SATISFACTION,SWITCHINGCOSTS,ANDCUSTOMERVALUEINB2CSETTINGS,THECOMPLEXIN
20、TERRELATIONSHIPSBETWEENTHESECONSTRUCTSARESTILLNOTWELLUNDERSTOOD,PARTICULARLYINTHEB2BENVIRONMENTJONESANDSASSER1995OLIVER1996REICHHELDANDSASSER1990MOREOVER,NORESEARCHHASEMPIRICALLYINVESTIGATEDTHESECONSTRUCTSINASINGLEFRAMEWORKTHEOBJECTIVEOFTHISSTUDYISTOPROPOSEANDEMPIRICALLYANALYZEACONCEPTUALFRAMEWORKTH
21、ATCONSIDERSCUSTOMERPERCEIVEDVALUE,CUSTOMERSATISFACTION,ANDSWITCHINGCOSTSASANTECEDENTSOFCUSTOMERLOYALTYINAB2BCONTEXTWEINCORPORATETHECOMPLEXINTERRELATIONSHIPSOFALLTHESECONSTRUCTSINTOTHEFRAMEWORKANDTESTTHEMINAB2BSETTINGINPARTICULAR,WEEXAMINETHEMEDIATINGROLEOFCUSTOMERSATISFACTIONINTHEIMPACTOFCUSTOMERVAL
22、UEONCUSTOMERLOYALTYANDEXPLORERECIPROCALEFFECTSOFCUSTOMERSATISFACTIONANDLOYALTYONEACHOTHERUNDERSTANDINGHOWVARIOUSFACTORSRELATETOCUSTOMERLOYALTYCANHELPMANAGERSMONITORANDENHANCECUSTOMERLOYALTYEFFECTIVELYTHROUGHINITIATIVESINVOLVINGTHOSEFACTORSTHATDIRECTLYAFFECTCUSTOMERLOYALTYLIKEWISE,IFCUSTOMEROYALTYHAS
23、APOSITIVEEFFECTONCUSTOMERSATISFACTION,THENMANAGERSCANFOCUSDIRECTLYONLOYALTYBUILDINGINITIATIVESWEALSOCOMPARETHESTRENGTHSOFTHEDIFFERENTRELATIONSHIPSINOURMODELINPARTICULAR,WEEXAMINEWHETHERCUSTOMERLOYALTYISMORESTRONGLYAFFECTEDBYCUSTOMERSATISFACTIONTHANITISBYSWITCHINGCOSTSFROMAMANAGERIALPERSPECTIVE,IFCUS
24、TOMERSATISFACTIONEXERTSASTRONGEREFFECT,MANAGINGCUSTOMERSATISFACTIONWILLBEMOREIMPORTANTTHANINFLUENCINGSWITCHINGCOSTSINADDITION,WEEXTENDTHECURRENTCONCEPTUALIZATIONOFCUSTOMERLOYALTYAS6AONEDIMENSIONALCONSTRUCTZEITHAML,BERRY,ANDPARASURAMAN1996TOATWODIMENSIONALCONSTRUCTTSIROSANDMITTAL2000SHOWEDTHEDIFFEREN
25、TIALIMPACTOFSATISFACTIONANDREGRETONDIFFERENTTYPESOFBEHAVIORALINTENTIONS,WHICHCANBECONSIDEREDCORRELATESOFCUSTOMERLOYALTYCONSISTENTWITHTHEIRRESULT,WECONCEPTUALIZECUSTOMERLOYALTYASACONSTRUCTEMBODYINGTWODISTINCTDIMENSIONS,NAMELY,RECOMMENDINGTHESERVICEPROVIDERTOOTHERBUYERSANDANINTENTIONTOREPEATPURCHASEOR
26、PATRONAGEFURTHERMORE,WEEXAMINESEVERALNONLINEARRELATIONSHIPSINOURSTUDYWEEXPLOREWHETHERTHEREISANYINTERACTIONEFFECTOFSATISFACTIONANDSWITCHINGCOSTSONLOYALTYSUCHVARIATIONMAYIMPLY,FOREXAMPLE,THATCUSTOMERSATISFACTIONHASASTRONGEREFFECTONCUSTOMERLOYALTYFORCUSTOMERSWITHLOWSWITCHINGCOSTSTHANITHASFORCUSTOMERSWI
27、THHIGHSWITCHINGCOSTSIFTHATISTHECASE,CUSTOMERSATISFACTIONWOULDPARTICULARLYMATTERFORCUSTOMERSWITHLOWSWITCHINGCOSTS,ANDSOASELLERMAYWANTTOPAYPARTICULARATTENTIONTOSATISFYINGTHESECUSTOMERSNEEDSMOREOVER,WEEXAMINEWHETHERTHEEFFECTOFCUSTOMERSATISFACTIONONLOYALTYISQUADRATICTHISISIMPORTANTBECAUSETHEMANAGERIALIM
28、PLICATIONSRESULTINGFROMINCREASINGRETURNSTOSCALEOFCUSTOMERSATISFACTIONAREDIFFERENTFROMTHOSEARISINGFROMCONSTANTORDECREASINGRETURNSTOSCALEWETESTTHEHYPOTHESESUSINGSTRUCTURALEQUATIONMODELINGONDATAOBTAINEDFROMACOURIERSERVICEPROVIDERINAB2BCONTEXTTHEDATAWERECOLLECTEDFROMCORPORATECLIENTSWHOUSEORHAVEUSEDTHESE
29、RVICEOFTHECOURIERSERVICEPROVIDERWESELECTTHEB2BSERVICECONTEXTFORILLUSTRATIONBECAUSEB2BSERVICES,INCLUDINGACCOUNTING,BANKING,LOGISTICS,LEGALWORK,ANDADVERTISING,CONSTITUTEANIMPORTANTSECTOROFECONOMYINMANYCOUNTRIES,BUTTHEREISADEARTHOFRESEARCHONCUSTOMERLOYALTYINTHISCONTEXTOURRESULTSSUPPORTMOSTOFOURHYPOTHES
30、ESANDOFFERIMPORTANTIMPLICATIONSFORMANAGERSTOENHANCECUSTOMERLOYALTYWHILEONLINESHOPPINGTHISNEWMODEOFSHOPPINGHASBEENDEVELOPINGRAPIDLY,BUTFOLLOWED,THEREDOESNOTAPPEARDIFFERENTFROMTHETRADITIONALSHOPPINGPATTERNSINTHEPAST,NEWPROBLEMS,SUCHASONLINESHOPPINGSAFETY,ONLINESHOPPINGPROBLEMOFLACKOFEXPERIENCESO,THESE
31、NEWPROBLEMSHAVEHINDEREDTHEDEVELOPMENTOFONLINESHOPPINGHOWEVER,THESEISSUESAREVIEWEDFROMTHEPERSPECTIVEOFCONSUMERSSHOPPINGONLINEFORGOODSSELLERS,THEMOSTIMPORTANTSTILLISHOWTHEIRPRODUCTSCANBESOLDFORMORE,TOACHIEVEGREATERPROFITSINTHETRADITIONALBUSINESSMODEL,COMPANIESSHOULDHAVETOGETA7STEADYSTREAMOFPROFITS,ITM
32、USTREMAINALOYALCUSTOMERTHEREFORE,CUSTOMERLOYALTYHASALWAYSBEENAHOTRESEARCHCOMPANIESANDACADEMIAINECOMMERCEMODEL,THEINVOLVEMENTOFTHEINTERNET,THETRADITIONALBUSINESSENVIRONMENT,PROSPEROUSFUNDAMENTALCHANGES,THEREFORE,THERESULTSOFPREVIOUSSTUDIESAREBOUNDTOCHANGEASMARKETCONDITIONSCHANGEAMONGTHEM,THEMODEOFONL
33、INESHOPPINGCUSTOMERLOYALTYISSUES,SHOULDBETHENEWBUSINESSENVIRONMENTOFARESEARCHHOTISSUECOMPAREDWITHTHETRADITIONALPHYSICALSTORE,ONLINESTORETHROUGHTHEINTERNETHASMANYADVANTAGES,SUCHASCONVENIENCE,SPEED,WITHOUTTIMERESTRICTION,ANDSOONTHEREFORE,THEONLINESHOPPINGMODEL,BUILDCUSTOMERLOYALTYISOFTENTOMENTHANTHETR
34、ADITIONALMULTISTOREENTITIESALSO,ONLINESTORES,COMPAREDWITHMORETRADITIONALSTORESHOPPINGENVIRONMENTHIGHLIGHTSTHENETWORKDIFFERENCESANDTRADITIONALSHOPPINGENVIRONMENT,COUPLEDWITHTHECOMPLEXITYOFONLINESHOPPINGEXTENSIVECUSTOMERBASE,ONLINEBUSINESSRESOURCESCARCITY,ANDHOWTHELIMITEDRESOURCESMOREEFFECTIVELYWITHONBUILDINGCUSTOMERLOYALTYISMOREIMPORTANTTOITSMEANINGBASEDONTHEABOVETHEORYANDPRACTICETWOCONSIDERATIONS,THISCHOICEOFONLINESTORESTAOBAOFORTHESTUDYOFFACTORSAFFECTINGCUSTOMERLOYALTYRESEARCH,ANDTHENTOBUSINESSECOMMERCEMODETOGETMOREINFORMATIONTOIMPROVECUSTOMERLOYALTY
