客戶關系動力學服務品質與顧客忠誠情況下,不同程度的客戶專業(yè)知識和轉換成本【外文翻譯】

1、外文翻譯CustomerRelationshipDynamics:ServiceQualityCustomerLoyaltyintheContextofVaryingLevelsofCustomerExpertiseSwitchingCostsMaterialSource:Auth:UniversityofCambridgeUnitedKingdomSimonJ.BellBrockUniversityCanadaSeigyoungAuh

2、UniversityofMelbourneAustraliaKarenSmalleyAscustomerganizationrelationshipsdeepenconsumersincreasetheirexpertiseinthefirmsproductlineindustrydevelopincreasedswitchingcosts.Thisstudyinvestigatestheeffectsofcustomerinvestm

3、entexpertiseperceivedswitchingcostsontherelationshipsbetweentechnicalfunctionalservicequalitycustomerloyalty.Technicalservicequalityishypothesizedtobeameimptantdeterminantofcustomerloyaltythanfunctionalservicequalityasex

4、pertiseincreases.Bothtechnicalfunctionalservicequalityarehypothesizedtohaveareducedrelationshipwithcustomerloyaltyasperceivedswitchingcostsincrease.Threewayinteractionsbetweenthemaineffectsofservicequalitycustomerexperti

5、sepemeivedswitchingcostsyieldadditionalinsightintothechangeinrelativeimptanceoftechnicalfunctionalservicequalityincustomersdecisiontobeloyal.Sixofeighthypothesesreceivesuppthnplicationsarediscussedfcustomerrelationshipma

6、nagementovertherelationshiplifecycle.Keywds:servicequalityloyaltycustomerexpertiseswitchingcostsThecontributionthatahighlevelofservicequalitycanmaketobusinessperfmanceisunquestioned.Inmatureindustriesacterizedbyparitypro

7、ductsveryoftenitisservicequalitythatdistinguishesanganizationfromitsrivals.Notsurprisinglytheelevatedimptanceofservicequalityisunderscedinboththetradeacademicliteratures.TheconceptualargumentsproposedfexamplebyHeskettJon

8、esLevemanSasserSchlesinger(1994)designateservicequalityasthemainstayaroundhichnternalganizationbusinessperfmancerevolves.Indeedmostoftherelationshipsproposedwithintheirframewk(someofwhichareconsideredalmostaxiomaticbymar

9、ketingresearchers)havesupptwithintheliterature.Servicequalityhasbeenlinkedtomanyvariedbusinessperfmanceinstrumentswhencertainsavingstargetshavebeenachieved.Thereisanincreasenotonlyinthesizenumberofclientstransactionsbuta

10、lsointhefirmspecificidiosyncraticknowledgethatmaketransactionsmeficientfbothparties.GwInneretal.(1998)fexamplesuggestthatlongtermrelationshipsleadtoadditionnalbenefitsfcustomerssuchasincreasedconfidenceintheproductsocial

11、engagementimprovedopptunitiesfcustomization.Inotherwdslongtermclientsgettoknowtheserviceprovideronapersonallevelhavelessanxietyaboutserviceperfmancecancometoexpectpreferentialtreatmentastheftrrngetstoknowtheirpreferences

12、better.Accdinglyrelationshiplengthleadstotheaccumulationof“sidebets“switchingbarriersasperceivedbyclients(Becker1960JonesMothersbaughBeatty2002).Whiletherearelikelytobemanyimplicationsofsuchdevelopmentsweareparticularlyi

13、nterestedintheimplicationsfthenatureoftheserviceprovided.DoincreasesincustomersophisticationswitchingbarriersalterthewayservicequailtyisperceivedhencetheclientsoverallsatisfactionwiththefirmSpecificallyweseektoundersthow

14、customerexpertiseperceivedswitchingcostsaffecttherelativeimptanceofthefunctionaltechnicalcomponentsofservicequalityindeterminingcustomersloyaltytoafirm.Thisarticleisconstructedinthefollowingway.Firstweprovidesomebackgrou

15、ndtothestudybefediscussingourmodelhypothesesinmedetail.Wethenturntothefinanceindustry(stockbroking)asthecontextftestingourhypothesizedmodel.Wesurveyclientsofaglobalfinancialservicesfirmmeasureingtheirperceptionsoffunctio

16、naltechnicalservicequalityperceivedswitchingcostsinvestmentexpertisetheirloyaltytothefLrrn.Thisresearchsettingprovidesagoodopptunityftestingourmodelfanumberofreasons.Stockbrokingservicesarehighincredencepropertieswhichsu

17、ggestanimptantrolefclientexpertiseinaffectingthewayserviceisevaluated.Furthermeasahighinvolvementproductbothtechnicalfunctionalelementsofservicequalitywillfeatureprominentlyinclientsvaluationofthefirmitsadvisers(CrosbyEv

18、ansCowles1990).Finallyswitchingcostswillbeparticularlyrelevantgiventhepotentialinthisindustrybuildingpersonaltiesrelationshiplearningakingrelationshipspecificinvestments(BurnhamFrelsMahajan2003).Afterpresentingourresults