外文翻譯---在線和離線環(huán)境下客戶的滿意度和忠誠度

1、<p>　　畢業(yè)設計（論文）外文文獻翻譯</p><p>　　在線和離線環(huán)境下客戶的滿意度和忠誠度</p><p>　　摘要:我們解決的問題在服務行業(yè)對管理者來說正變得越來越重要：當顧客選擇在線服務或離線服務的時候不同層次的顧客的顧客滿意于顧客忠誠會有不同嗎？如果是，什么因素可以解釋這種差異？是什么關系使得顧客滿意與顧客忠誠在在線環(huán)境和脫機環(huán)境下不同？我們提出了一個概念模型和發(fā)展

2、假設關于在線媒體對顧客滿意和顧客忠誠的影響和滿意和忠誠的關系。我們的測試通過聯立方程模型的假設，并用兩組旅館住宿業(yè)的顧客的在線和離線放入數據。結果有點出人意料，他們的選擇表明在線服務和脫機服務的顧客滿意度是相同的，而顧客忠誠度，在線服務要比脫機服務高。我們還發(fā)現，忠誠度和滿意度有一個相互的關系，就是他們相互加強，這與整體滿意度和忠誠度的關系得到了進一步加強。</p><p>　　關鍵詞：網上市場，滿意度，忠誠度，

3、服務，互聯網，電子商務</p><p><b>　　一、研究背景</b></p><p>　　隨著服務產業(yè)網上交易的快速增長，對網上的滿意度和忠誠度水平等重要的研究問題提出了更高的要求，而且這個在線的滿意度和忠誠度與脫機環(huán)境也是相關的。相對于脫機環(huán)境，在線環(huán)境提供了更多進行互動和個性化營銷的機會（風和蘭加斯瓦米，2001）。這些機會可能會影響不同的網絡環(huán)境及在線和脫機

4、環(huán)境客戶的滿意度和忠誠度。</p><p>　　經理們關注網絡媒介是如何影響滿意度和忠誠度及它們之間的關系。典型 -卡利，在線客戶較脫機客戶可以更容易地選擇，尤其是功能性產品和服務。一筆有競爭的買賣僅僅是在互聯網上點擊幾下。由于網站的這些屬性，很多經理擔心在線媒體比較于脫機媒體可能會導致客戶的滿意度和忠誠度降低，當該服務是選擇在線時用一個設備來提高滿意度不會帶來更高的忠誠度。</p><p&g

5、t;　　一些最近的研究表明，有可能是在線與離線時顧客選擇產品和服務的態(tài)度和行為存在很大的分歧。例如，價格實際上可能網上比網下的較低（如德杰拉圖，然格式-艾米，與吳，2000年;證券及艾瑞類，2000年;尚卡爾，蘭加斯瓦米和普薩泰里，2001年）。品牌名稱（品牌權益）網上比離線的也有較高的影響（德杰拉圖等，2000）?？偟膩碚f，這些研究顯示，顧客滿意和忠誠度在網上是不同的（相對于離線），而在線不一定降低。但是，我們不知道任何學術研究探討網

6、絡媒介是否對用戶的滿意度和忠誠度有積極或消極影響（其他條件相同的情況）。</p><p>　　滿意度和忠誠不是每個都代理的布勒默爾＆卡斯帕，1995;奧利弗，1999年）。在客戶沒有高度滿意的情況下讓客戶保持忠誠是有可能的（例如，當有其他幾個選擇）且高度滿意，但不忠誠的（例如，在許多其它可用）。企業(yè)需要對滿意度與忠誠度之間的關系獲得一個更好的了解，從而用網絡環(huán)境來分配他們的在線營銷工作滿意度之間的倡議和忠誠度方案

7、。例如，如果該公司認為，忠誠度可以增加滿意度，它可以直接著眼于提高其忠誠度計劃。</p><p>　　在這里，我們例舉出以下一些問題：（1）對于給定的服務，其他條件相同的情況下，選擇該服務上線時相比與離線客戶滿意度和忠誠度水平是否不同？如果是，什么因素可以解釋這些區(qū)別？ （2）與下線的環(huán)境相比，客戶滿意度和忠誠度的關系在上線的情況下是更強還是更弱？為了回答這些問題，我們以概念框架為基礎的設置一個假設。為了檢驗假設

8、，我們制定聯立方程模型，在旅游業(yè)住宿業(yè)估計他們使用在線和離線兩種樣本數據集。一個重要的行業(yè)特點，如在線旅游，娛樂（如電影，戲劇和音樂會門票）和餐廳，不論客戶選擇服務提供商在線或離線，客戶實際經歷的服務為</p><p>　　離線。這種特性使我們能夠抽取媒介滿意效果，遠離服務屬性的影響。</p><p>　　先前對于滿意度和忠誠度主要對于離線環(huán)境進行了初步的研究，暴露出一些弊端。我們先前的研

9、究用了很多方法。首先，就我們所知，我們是第一次作比較介質研究，（在線的影響與離線）客戶滿意度，忠誠度和滿意度與忠誠度之間的關系。第二，我們研究客戶滿意度和忠誠度之間的相互關系，從而對這種關系基入更深的見解。我們還實證了這種互惠的關系。很多以前的研究把重點放在客戶滿意度影響忠誠度方面，而不是相反的方面。第三，不像以前普遍對行為進行重點研究我們明確專注于該服務提供商的忠誠態(tài)度。奧利弗（1999）提出的類似的態(tài)度忠誠情感/意動的忠誠度代表高階

10、，或長期承諾一個客戶整合性的組織，它不能只是被推斷為客戶重復觀測購買行為。留住客戶，可能會發(fā)生沒有忠誠的態(tài)度，例如，針對不同顧客的不同特點，在市場上沒有其他可行的選擇。</p><p>　　二、概念框架和研究假設</p><p>　　符合奧利弗（一九九九年），我們定義滿意度為對某個服務感受到的愉悅程度，及服務供應商承諾的忠誠。我們專注于態(tài)度忠誠，而不是行為忠誠度（1969;迪克和巴蘇，19

11、94），原因如下，一個行為忠誠的客戶可以態(tài)度忠誠，即一個組織或服務提供者留到他發(fā)現一些更好選擇的市場（迪克和巴蘇，1994）。一個態(tài)度上的忠實客戶，另一方面，整合性的組織有一些實習或承諾，對稍微有吸引力的不容易動搖選擇。態(tài)度忠誠不僅顯示高回購的意圖，但也反對游說，抵制不良專家認為，愿意付出的價錢并推薦服務供應商給其他人。</p><p>　　我們選擇旅游產業(yè)作為我們的研究的背景有三個原因：（1）雖然人們可以讓旅行

12、的選擇（保留）為在線，他們仍然有離線服務的經驗。因此，遇到自身實際的服務，如果相同的服務提供者和服務選項選擇在線或離線是沒有不同的。（2）旅游業(yè)是一網上最大的行業(yè)，并擁有一個相當長的網上業(yè)務的歷史。因此，許多人選擇網上舒適的旅行。（3）人們選擇旅行在線和離線，例如一個純粹的在線服務提供商雅虎，它并沒有直接脫機。這允許我們在相同的服務下比較在線和離線得滿意和忠誠度。</p><p>　　我們對聯絡我們的研究的結構體

13、提出假設，即直接影響服務中遇到的網上整體滿意度和忠誠度。我們還開發(fā)有關假說之間的關系的滿意的反饋，忠誠和各種不同的影響因素，如獲取信息和緩解使用頻率，在線相對于離線。在德弗爾的假設，我們主要借鑒行為決策理論，它研究消費者之間的權衡認知部署和決定（選擇）努力的質量或精確度（約翰遜和佩恩，1985;約翰遜，貝爾曼和洛斯，2002年）。我們也預測影響控制的變量因素，如網站，服務屬性，和以往的經驗，對滿意的服務和忠誠度。</p>

14、<p>　　圖1總結了網絡媒介的如何影響顧客滿意度和忠誠度的概念模型。這一數字包括了重點結構以及控制變量。我們的主要論點是，滿意，忠誠和他們的關系不同于脫機聯機，因為在同一決策的情況同樣的客戶對在線與離線作不同的選擇。我們現在介紹在研究中的每個結構。 </p><p><b>　　三、管理意涵</b></p><p>　　根據我們的研究，我們給服務提供商提出

15、以下戰(zhàn)略和戰(zhàn)術的建議。</p><p>　?。ㄒ唬┦褂蒙暇€媒介加強忠誠度</p><p>　　滿意是忠誠的基礎，而反作用于加強滿意程度，這種現象上線比離線更明顯。服務營銷應考慮發(fā)展特別忠誠，提高他們的上線倡議，加強客戶整體滿意度。例如，酒店住宿可提供獎勵（1）提供額外的網上訂票點，（2）特別突出這些在其網站上的獎勵，（3）使客戶了解他們職位的報酬，（4）當他們接近了自己的獎勵里程，提醒或鼓

16、勵客戶采取行動。雖然有些公司已經實施了前三個行動，如表3-6，但不是很多正在做第四個措施。</p><p>　?。ǘ┘訌娋W站的信息內容</p><p>　　我們的結果表明，在信息的深度增加服務接觸滿意程度，從而提高整體滿意度，這反過來，有一個與忠誠度相輔相成的關系。酒店營銷可以提高信息的深度在他們的網站，包括當地這樣的內容天氣，附近的景點和餐館，地圖，將在當地舉行的事件，一個設施的詳細清

17、單，房間照片，另一個有希望的辦法，以提高在相關市場的服務提供者的誠信（例如，附近的汽車租賃公司或附近餐館）。</p><p>　?。ㄈ┦咕W站容易獲取盡可能多的信息</p><p>　　這一發(fā)現比網下獲得信息的方便加強了對整體滿意度和忠誠度具有重要的意義。首先，服務提供者應確定適當的信息需求的客戶。其次，它應該設計一個網站，讓客戶可以使用所有相關資料，但他們也訪問只有當他/她需要它。第三，

18、公司應投資于技術，盡快得到正確的信息搜索和檢索信息。第四，該公司可能希望把重點放在創(chuàng)造正確的用戶界面，使客戶能夠訪問他們的方式是最方便的（例如，無線設備，沒有視覺效果等）。</p><p>　?。ㄋ模┙o經常的在線用戶提供更大的價值</p><p>　　經常在線用戶似乎比離線的當他們選擇滿意的服務提供商有更大的整體滿意度。這一發(fā)現意味著，康帕，新興工業(yè)經濟體應側重于通過網上客戶增加使用頻率。

19、這可能是形式的提供了網上促銷和獎勵措施，提供更多的酒店住宿，或增加使用免費酒店住宿的服務。</p><p>　　Customer satisfaction and loyalty in online and offline environments</p><p><b>　　Abstract</b></p><p>　　We address

20、the following questions that are becoming increasingly important to manag</p><p>　　er in service industries: Are the levels of customer satisfaction and loyalty for the same service different when customers

21、choose the service online versusoffline? If yes,what factors might explain these differences? How is the relationship between customer satisfaction and loyaltyin the online environment different from that in the offline

22、environment? We propose a conceptual framework and develophypotheses about the effects of the online medium on customer satisfaction and loyalty and on the </p><p>　　D 2003 Elsevier Science B.V. All rights r

23、eserved.</p><p>　　Keywords: Online markets; Satisfaction; Loyalty; Services, Internet; E-Commerce</p><p>　　1.Introduction</p><p>　　The rapid growth of online transactions in service

24、 industries raises important research questions about the levels of satisfaction and loyalty in the online environment, and the relationship between satisfaction and loyalty online relative to offline. Compared to the of

25、fline environment, the online environment offers more opportunities for interactive and personalized marketing (Wind and Rangaswamy, 2001). These opportunities may influence customer satisfaction and loyalty differently

26、in the onl</p><p>　　Managers are concerned about how the online medium influences satisfaction and loyalty and the relationship between satisfaction and loyalty. Typically, online customers can more easily c

27、ompare alternatives than offline customers, especially for functional products and services. A competing offer is just a few clicks away on the Internet. Because of these properties of the Web, many managers fear that t

28、he online medium may induce lower customer satisfaction and loyalty compared to the offline m</p><p>　　Some recent studies show that there may be systematic differences in customer attitudes and behavior f

29、or products and services chosen online versus offline. For example, price sensitivity may actually be lower online than offline (e.g., Degeratu, Rangaswamy,& Wu, 2000; Lynch & Ariely, 2000; Shankar,Rangaswamy, &a

30、mp; Pusateri, 2001). Brand names (brand equity) could also have higher impact online than offline (Degeratu et al., 2000). Collectively, these studies suggest that a priori, customer satis</p><p>　　Satisfact

31、ion and loyalty are not surrogates for each other (Bloemer & Kasper, 1995; Oliver, 1999). It is possible for a customer to be loyal without being highly satisfied (e.g., when there are few other choices) and to be hi

32、ghly satisfied and yet not be loyal (e.g., when many alternatives are available). Firms need to gain a better understanding of the relationship between satisfaction and loyalty in the online environment to allocate their

33、 online marketing efforts between satisfaction initiati</p><p>　　important characteristic of industries such as online travel, entertainment (e.g., movie, theater, and concert tickets), and restaurant is tha

34、t regardless of whether customers choose the service provider online or offline, the actual service is experienced by the customer offline. This characteristic enables us to isolate the effects of the medium on satisfact

35、ion, separate from the effects of service attributes.</p><p>　　Prior research studies on satisfaction and loyalty have primarily been conducted in the offline environment. We extend previous research in many

36、 ways. First, to our knowledge, ours is the first empirical study to compare the effects of the medium (online versus offline) on customer satisfaction, loyalty, and the relationship between satisfaction and loyalty. Sec

37、ond, we study the reciprocal relationship between customer satisfaction and loyalty that offers the potential for deeper insights into t</p><p>　　2. Conceptual framework and research hypotheses</p>&l

38、t;p>　　Consistent with Oliver (1999), we define satisfaction as the perception of pleasurable fulfillment of a service, and loyalty as deep commitment to the service provider. We focus on attitudinal loyalty, rather th

39、an on behavioral loyalty (Day, 1969; Dick & Basu, 1994) for the following reasons. A behaviorally loyal customer may be spuriously loyal, that is stay with an organization or service provider until he/she can find so

40、me better alternative in the marketplace (Dick & Basu, 1994). An attitudi</p><p><b>　　others.</b></p><p>　　We selected the travel industry as the context for our study for three

41、reasons: (1) Although people can make travel choices (reservations) online, they still have to experience the service offline. Therefore, the actual service encounter itself is no different if the same service provider a

42、nd service options are chosen online or offline. (2) The travel industry is one of the largest industries online and has had a relatively long history of online presence. Thus, many people are comfortable maki</p>

43、<p>　　We develop hypotheses about the effects of constructs focal to our research, namely, the direct effect of the online medium on service encounter satisfaction, overall satisfaction, and loyalty. We also develo

44、p hypotheses about the relationship between satisfaction and loyalty and the differential effects of various factors such as ease of obtaining information and frequency of use, online relative to offline. In developing t

45、he hypotheses, we primarily draw upon behavioral decision theory that ex</p><p>　　Fig. 1 summarizes the conceptual model of how the online medium influences customer satisfaction and loyalty. The figure incl

46、udes the focal constructs as well as control variables. Our main thesis is that satisfaction, loyalty and their relationship differ online from offline because the same customers could make different choices online versu

47、s offline in the same decision situation. We now describe each of the constructs used in the study.</p><p>　　3. Managerial implications</p><p>　　Based on our study, we recommend the following st

48、rategies and tactics for service providers.</p><p>　　Use the online medium to reinforce loyalty</p><p>　　Satisfaction builds loyalty, which reinforces satisfaction, a phenomenon which is stronge

49、r online than offline. Service marketers should consider developing special loyalty-enhancing initiatives for their online customers to reinforce overall satisfaction.15 For example, a hotel offering rewards based on num

50、ber of hotel stays could (1) provide additional reward points for booking online, (2) prominently feature these rewards at its website, (3) enable customers to keep track of their reward posi</p><p>　　(2)Enh

51、ance the information content of the website</p><p>　　Our results show that the depth of information at the website increases service encounter satisfaction, which increases overall satisfaction, which, in tu

52、rn, has a mutually reinforcing relationship with loyalty. Hotel marketers can enhance the depth of information</p><p>　　at their websites by including such content as local weather, nearby attractions and re

53、staurants, maps, events that will be taking place in a locality in the near future, a detailed list of amenities, pictures of rooms, etc. Yet another promising way to enhance content is for the service provider to partne

54、r with other service providers in related markets (e.g., a nearby car rental agency or nearby restaurants).</p><p>　　（3）Make information access as easy as possible on the website</p><p>　　The fi

55、nding that ease of obtaining information has a stronger effect on both overallsatisfaction and loyalty online than offline has important implications. First, a service provider should determine the appropriate informatio

56、n needs of its customers. Second, it should design a website so that the customer can access not only all the relevant information but also access them only when he/she needs it. Third, the company should invest in techn

57、ologies that search for the right information and retr</p><p>　　（4）Provide greater value to frequent online users</p><p>　　More frequent users seem to have greater overal satisfaction when they

58、choose the service provider nline than offline. This finding implies that companies hould focus on increasing the frequency of use y online customers. These could be provided in the orm of online promotions and incentive