1、外文翻译CUSTOMERRELATIONSHIPDYNAMICSSERVICEQUALITYANDCUSTOMERLOYALTYINTHECONTEXTOFVARYINGLEVELSOFCUSTOMEREXPERTISEANDSWITCHINGCOSTSMATERIALSOURCEAUTHORUNIVERSITYOFCAMBRIDGE,UNITEDKINGDOMSIMONJBELLBROCKUNIVERSITY,CANADASEIGYOUNGAUHUNIVERSITYOFMELBOURNE,AUSTRALIAKARENSMALLEYASCUSTOMERORGANIZATIONRELATIONS
2、HIPSDEEPEN,CONSUMERSINCREASETHEIREXPERTISEINTHEFIRMSPRODUCTLINEANDINDUSTRYANDDEVELOPINCREASEDSWITCHINGCOSTSTHISSTUDYINVESTIGATESTHEEFFECTSOFCUSTOMERINVESTMENTEXPERTISEANDPERCEIVEDSWITCHINGCOSTSONTHERELATIONSHIPSBETWEENTECHNICALANDFUNCTIONALSERVICEQUALITYANDCUSTOMERLOYALTYTECHNICALSERVICEQUALITYISHYP
3、OTHESIZEDTOBEAMOREIMPORTANTDETERMINANTOFCUSTOMERLOYALTYTHANFUNCTIONALSERVICEQUALITYASEXPERTISEINCREASESBOTHTECHNICALANDFUNCTIONALSERVICEQUALITYAREHYPOTHESIZEDTOHAVEAREDUCEDRELATIONSHIPWITHCUSTOMERLOYALTYASPERCEIVEDSWITCHINGCOSTSINCREASETHREEWAYINTERACTIONSBETWEENTHEMAINEFFECTSOFSERVICEQUALITY,CUSTOM
4、EREXPERTISE,ANDPEMEIVEDSWITCHINGCOSTSYIELDADDITIONALINSIGHTINTOTHECHANGEINRELATIVEIMPORTANCEOFTECHNICALANDFUNCTIONALSERVICEQUALITYINCUSTOMERSDECISIONTOBELOYALSIXOFEIGHTHYPOTHESESRECEIVESUPPORT,HNPLICATIONSAREDISCUSSEDFORCUSTOMERRELATIONSHIPMANAGEMENTOVERTHERELATIONSHIPLIFECYCLEKEYWORDSSERVICEQUALITY
5、LOYALTYCUSTOMEREXPERTISESWITCHINGCOSTSTHECONTRIBUTIONTHATAHIGHLEVELOFSERVICEQUALITYCANMAKETOBUSINESSPERFORMANCEISUNQUESTIONEDINMATUREINDUSTRIESCHARACTERIZEDBYPARITYPRODUCTS,VERYOFTENITISSERVICEQUALITYTHATDISTINGUISHESANORGANIZATIONFROMITSRIVALSNOTSURPRISINGLY,THEELEVATEDIMPORTANCEOFSERVICEQUALITYISU
6、NDERSCOREDINBOTHTHETRADEANDACADEMICLITERATURESTHECONCEPTUALARGUMENTSPROPOSED,FOREXAMPLE,BYHESKETT,JONES,LEVEMAN,SASSER,ANDSCHLESINGER1994DESIGNATESERVICEQUALITYASTHEMAINSTAYAROUNDHICHNTERNALORGANIZATIONANDBUSINESSPERFORMANCEREVOLVESINDEED,MOSTOFTHERELATIONSHIPSPROPOSEDWITHINTHEIRFRAMEWORKSOMEOFWHICH
7、ARECONSIDEREDALMOSTAXIOMATICBYMARKETINGRESEARCHERSHAVESUPPORTWITHINTHELITERATURESERVICEQUALITYHASBEENLINKEDTOMANYANDVARIEDBUSINESSPERFORMANCEMETRICS,INCLUDINGCUSTOMERSATISFACTION,LOYALTY,WORDOFMOUTHREFERRAL,PRICEINSENSITIVITY,SALESGROWTH,ANDMARKETSHAREEG,BOULDING,KALRA,STAELIN,ANDZEITHAML1993RUSTAND
8、ZAHORIK1993RUST,ZAHORIK,ANDKEININGHAM1995WOODSIDE,FREY,ANDDALY1989ZEITHAML,BERRY,ANDPARASURAMAN1996THESERVICEPRODUCTISNOTASTATICCONCEPT,HOWEVERCONSISTENTWITHLEVITTS1986NOTIONOFTHEAUGMENTEDPRODUCT,PERCEPTIONSOFTHERELATIVEIMPORTANCEOFSERVICEATTRIBUTESWILLVARY,NOTONLYBETWEENMARKETSEGMENTSBUTALSOBYTHESA
9、MECLIENTSOVERTIMEASBUSINESSESPURSUELONGTERMRELATIONSHIPSWITHCUSTOMERSTOMAXIMIZETHEIRLIFETIMEVALUE,THEYNEEDTOBEPARTICULARLYCONCERNEDWITHHOWCUSTOMERSVIEWOFTHESERVICEOFFERINGCHANGESOVERTIMEMORERECENTLY,SCHOLARSHAVEBEGUNTOCONSIDERTHEIMPORTANCEOFMANAGINGAFIRMSPORTFOLIOOFCUSTOMERSASTHENATUREOFTHECUSTOMERF
10、IRMRELATIONSHIPSCHANGESJOHNSONANDSEINES2004SUCHSTUDIESUNDERSCORETHENEEDFORDYNAMICMODELSOFEXCHANGERELATIONSHIPSTAKINGOURLEADFROMSUCHRESEARCH,WECONSIDERHOWCUSTOMERSPERCEPTIONSOFSERVICEQUALITYVARYWITHDIFFERINGLEVELSOFPERCEIVEDSWITCHINGCOSTSANDEXPERTISTWOFACTORSTHATARELIKELYTOCHANGEOVERTHELIFEOFACUSTOME
11、RSRELATIONSHIPWITHANORGANIZATIONASRELATIONSHIPSEXTEND,TWOIMPORTANTCHANGESOCCURFIRST,CUSTOMERSBECOMEMOREEXPERIENCEDWITHBOTHTHEORGANIZATIONWITHWHICHTHEYARETRANSACTINGEG,PRODUCTATTRIBUTES,PROCEDURES,RULES,ANDNORMSANDTHEMARKETINWHICHTHEORGANIZATIONCOMPETESEG,COMPETITORSPRODUCTS,INDUSTRYPRICINGPRACTICESH
12、EILMAN,BOWMAN,ANDWRIGHT2000DOUBTLESSTHISWILLVARYFROMONECUSTOMERTOTHENEXTHOWEVER,THEREWILLBESOMELEARNINGEFFECTSFORALLCLIENTSBYVIRTUEOFCONSISTENTANDREPEATEDTRANSACTIONSWITHANORGANIZATIONINAGIVENPRODUCTCATEGORYEXPERIENTIALMODELSOFINDIVIDUALLEARNINGSUPPORTTHENOTIONTHATANINDIVIDUALSPERFORMANCEANDKNOWLEDG
13、EWILLIMPROVEASTHEYAREEXPOSEDTO,ANDREFLECTUPON,CERTAINEVENTSKOLB1984LONGTERMRELATIONSHIPSLEADTOANINCREASEINCLIENTCONFIDENCEABOUTWHATTHEYCANEXPECTTORECEIVEFROMTHEFIRMGWINNER,GREMLER,ANDBITNER1998ASECONDIMPORTANTCHANGETHATISLIKELYTOOCCURINLONGTERMRELATIONSHIPSISTHEESCALATIONINTHESIZEANDCOMPLEXITYOFTHET
14、RANSACTIONSBETWEENTHETWOPARTIESREINARTZANDKUMAR2003INDEED,THISISOFTENCONSIDEREDACOREBENEFITIFNOTAFUNDAMENTALGOALOFARELATIONSHIPMARKETINGSTRATEGYARELATIONSHIPWITHABANKFOREXAMPLE,MIGHTBEGINWITHASTUDENTSAVINGSACCOUNT,EXTENDINGTOACHECKINGANDCREDITACCOUNTONCEASALARYISEARNED,DEVELOPINGTOHOMELOANSANDOTHERF
15、INANCIALINSTRUMENTSWHENCERTAINSAVINGSTARGETSHAVEBEENACHIEVEDTHEREISANINCREASE,NOTONLYINTHESIZEANDNUMBEROFCLIENTSTRANSACTIONSBUTALSOINTHEFIRMSPECIFICORIDIOSYNCRATICKNOWLEDGETHATMAKETRANSACTIONSMOREFICIENTFORBOTHPARTIESGWINNERETAL1998,FOREXAMPLE,SUGGESTTHATLONGTERMRELATIONSHIPSLEADTOADDITIONNALBENEFIT
16、SFORCUSTOMERSSUCHASINCREASEDCONFIDENCEINTHEPRODUCT,SOCIALENGAGEMENT,ANDIMPROVEDOPPORTUNITIESFORCUSTOMIZATIONINOTHERWORDS,LONGTERMCLIENTSGETTOKNOWTHESERVICEPROVIDERONAPERSONALLEVEL,HAVELESSANXIETYABOUTSERVICEPERFORMANCE,ANDCANCOMETOEXPECTPREFERENTIALTREATMENTASTHEFTRRNGETSTOKNOWTHEIRPREFERENCESBETTER
17、ACCORDINGLY,RELATIONSHIPLENGTHLEADSTOTHEACCUMULATIONOF“SIDEBETS“ORSWITCHINGBARRIERSASPERCEIVEDBYCLIENTSBECKER1960JONES,MOTHERSBAUGH,ANDBEATTY2002WHILETHEREARELIKELYTOBEMANYIMPLICATIONSOFSUCHDEVELOPMENTS,WEAREPARTICULARLYINTERESTEDINTHEIMPLICATIONSFORTHENATUREOFTHESERVICEPROVIDEDDOINCREASESINCUSTOMER
18、SOPHISTICATIONANDSWITCHINGBARRIERSALTERTHEWAYSERVICEQUAILTYISPERCEIVEDAND,HENCE,THECLIENTSOVERALLSATISFACTIONWITHTHEFIRMSPECIFICALLY,WESEEKTOUNDERSTANDHOWCUSTOMEREXPERTISEANDPERCEIVEDSWITCHINGCOSTSAFFECTTHERELATIVEIMPORTANCEOFTHEFUNCTIONALANDTECHNICALCOMPONENTSOFSERVICEQUALITYINDETERMININGCUSTOMERSL
19、OYALTYTOAFIRMTHISARTICLEISCONSTRUCTEDINTHEFOLLOWINGWAYFIRST,WEPROVIDESOMEBACKGROUNDTOTHESTUDYBEFOREDISCUSSINGOURMODELANDHYPOTHESESINMOREDETAILWETHENTURNTOTHEFINANCEINDUSTRYSTOCKBROKINGASTHECONTEXTFORTESTINGOURHYPOTHESIZEDMODELWESURVEYCLIENTSOFAGLOBALFINANCIALSERVICESFIRM,MEASUREINGTHEIRPERCEPTIONSOF
20、FUNCTIONALANDTECHNICALSERVICEQUALITY,PERCEIVEDSWITCHINGCOSTSANDINVESTMENTEXPERTISE,ANDTHEIRLOYALTYTOTHEFLRRNTHISRESEARCHSETTINGPROVIDESAGOODOPPORTUNITYFORTESTINGOURMODELFORANUMBEROFREASONSSTOCKBROKINGSERVICESAREHIGHINCREDENCEPROPERTIES,WHICHSUGGESTANIMPORTANTROLEFORCLIENTEXPERTISEINAFFECTINGTHEWAYSE
21、RVICEISEVALUATEDFURTHERMORE,ASAHIGHINVOLVEMENTPRODUCT,BOTHTECHNICALANDFUNCTIONALELEMENTSOFSERVICEQUALITYWILLFEATUREPROMINENTLYINCLIENTSVALUATIONOFTHEFIRMANDITSADVISERSCROSBY,EVANS,ANDCOWLES1990FINALLY,SWITCHINGCOSTSWILLBEPARTICULARLYRELEVANTGIVENTHEPOTENTIALINTHISINDUSTRYORBUILDINGPERSONALTIES,RELAT
22、IONSHIPLEARNING,ANDAKINGRELATIONSHIPSPECIFICINVESTMENTSBURNHAM,FRELSANDMAHAJAN2003AFTERPRESENTINGOURRESULTS,WECONCLUDEWITHADISCUSSIONOFSOMEMANAGERIALIMPLICATIONSFORADJUSTINGRELATIONSHIPMARKETINGSTRATEGIESINORDERTOMAXIMIZECUSTOMERRETENTION译文客户关系动力学服务品质与顾客忠诚情况下,不同程度的客户专业知识和转换成本资料来源剑桥大学，英国；作者SIMONJBELL
23、布鲁克大学，加拿大；SEIGYOUNGAUH墨尔本大学，澳大利亚；KARENSMALLEY当顾客组织关系加深，消费者会增加他们在公司的产品系列和产业上的专业技术，并且开发增加转化成本。本文研究了客户投资专业技术的影响和可以预见的关系转换成本技术和功能服务品质与顾客的忠诚。技术服务质量是假设当专业技术增加时，技术支持质量是比功能服务质量更为重要的决定因素。在技术和功能服务质量中假设有一个因客户转换成本的增加而感受到的忠诚度降低的关系。服务质量的主效应，顾客专业技术和转化成本三者之间在技术和功能服务质量上的相对重要性的变化影响顾客决定忠诚。八分之六个假设分析了客户关系管理之间关系的生活周期。关键词
24、服务质量；忠诚度；客户的专门知识；转换成本高质量的服务水平可以为经营业绩作出贡献是毋庸置疑的。在由平价产品特点成熟的产业，往往是服务质量，从它的竞争对手区分开组织。毫不奇怪，提升服务质量的重要性，无论在贸易还是学术文献都有强调。以HESKETT,JONES,LEVEMAN,SASSER,和SCHLESINGER为主，对其概念提出了围绕它的内部组织和经营业绩指定的服务质量的论点。事实上，他们的框架内提出的关系大多数（其中一些被认为是由市场研究人员几乎不言自明的）有在文献支持。服务质量已涉及到许多不同的业务性能指标，包括客户满意度，忠诚度，文字的口碑推荐，价格不敏感，销售增长，市场份额（如BOUL
25、DING,KALRA,STAELIN，ANDZEITHAML1993RUSTANDZAHORIK1993RUST,ZAHORIK,ANDKEININGHAM1995WOODSIDE,FREY,ANDDALY1989ZEITHAML,BERRY,ANDPARASURAMAN1996。但是，服务产品并不是一个静止的概念。与LEVITTS1986增广的产品理念一致，服务属性的相对重要性的看法会有所不同，不仅在细分市场，而且随着时间的推移同一客户的看法也会有所不同。随着企业追求与客户的长期关系，以最大限度地发挥他们的终身价值，他们需要特别关心的是如何对顾客提供随时间的变化的服务。最近，学者们开始考虑将
26、管理作为客户企业关系的变化，本质上是一个公司的客户组合的重要性JOHNSON和SEINES2004。这样的研究强调对交换关系动态模型的需要。从这些研究来看我们的领先优势，我们在考虑如何优质随着不同知觉转换成本和专业知识水平而改变的客户服务二个因素可能会改变以上的客户的生活与组织的关系。当关系扩展时，有两个重要的变化发生。第一，客户变得更有经验在与其进行交易的组织（例如，产品，属性，程序，规则和规范）和在市场中竞争的其他组织（例如，竞争对手的产品，行业定价的做法）HEILMAN,BOWMAN,和WRIGHT2000毫无疑问，这将从一个客户改变到下一个。不过，在由凭借一贯的，重复交易与在给定的产品
27、类别组织的所有客户会有一些学习效果。个人学习经验模型支持的观点，即个人的业绩和知识将进一步改善他们所接触到和反省某些事件KOLB1984。长期合作关系导致增加客户对其能期望从公司领取的信心GWINNER,GREMLER,和BITNER1998。第二个重要的变化是可能在长期的合作关系中双方之间规模升级和交易的复杂性REINARTZ和KUMAR2003。的确，这经常被认为是核心利益，如果不是一个关系营销战略的根本目标。与银行的关系，例如，可能开始有学生储蓄帐户，延伸到一次薪水支票和信用卡帐户是赚钱的，发展到家庭贷款和其他金融工具时目标已经达到一定的积蓄。有一个增加，不仅在规模和客户的交易宗数，而且
28、在企业特有的或特殊的知识，使双方交易更有效率。GWINNERETAL1998例如，建议长期的合作关系，为客户带来额外的好处，如增加产品的信心，社会参与，以及定制更好的机会。换句话说，服务供应商了解长期客户个人层面上的要求，长期客户关于服务表现较少焦虑，并且可以让期望优惠待遇的公司更好的了解他们的喜好。因此，关系的长度将导致对“旁边客户”的积累或作为客户所感知的障碍转换。BECKER1960JONES,MOTHERSBAUGH,和BEATTY2002。虽然发展中可能存在许多问题，但是我们特别关注的是提供服务性质的影响因素。是否客户复杂性的增加和修改转换障碍服务质量感知，与该公司客户的整体满意度有
29、关具体来说，我们寻求在确定客户的忠诚度为企业服务质量的功能和技术成分中的相对重要性来了解客户的专业知识和知觉转换成本的影响。本文是通过以下方式构建的。首先，我们提供一些背景来学习，在讨论我们的模型和假设的研究之前。然后，我们转向金融业（股票）作为测试我们的假设模型。我们调查了全球金融服务公司的客户，衡量他们的看法关于功能和技术服务品质，知觉转换成本和投资专业知识，和对公司的忠诚。本研究设置提供了一个用于测试我们模型的好机会。证券经纪服务信任性能是高的，这表明对客户服务专业知识的方式有重要作用。此外，由于是高涉入产品，技术和功能要素服务质量在客户评估公司及其顾问中将有突出表现CROSBY,EVANS,和COWLES1990。最后，转换成本会特别考虑到相关行业建立个人关系，关系学习潜能，使关系专用性投资BURNHAM,FRELS,和MAHAJAN2003。在提出我们的结果后，我们的结论与某些管理问题进行探讨，为了最大限度地留住客户调整营销策略。
