外文翻譯--網(wǎng)絡(luò)營(yíng)銷績(jī)效顧客滿意度和忠誠(chéng)度對(duì)認(rèn)知價(jià)值的影響

1、<p><b>　　中文2793字</b></p><p><b>　　外文翻譯 </b></p><p>　　The impact of e-service quality，customer satisfaction and loyalty on e-marketing: Moderating effect of perceived

2、value</p><p>　　Material Source: http://http://max.book118.com</p><p>　　Author:Hsin Hsin Chang</p><p>　　Since the online market has been growing rapidly over the past several years，

3、electronic marketing activities have drawn a lot of attention. Many companies generated customer loyalty by improving electronic service quality e-service quality but the effects needed to be further examined. The first

4、purpose of the study is to integrate relevant literature and develop a comprehensive research model of electronic commerce to identify its antecedent and consequential research variables. This study tes</p><p&

5、gt;　　Keywords: e-service quality； perceived value； customer satisfaction； customer loyalty </p><p>　　The business-to-customer online market has been growing rapidly over the past few years. Reichheld and Shi

6、fter’s survey 2000 shows that consumers have increasingly favoured online shopping. In the consumer marketing community， customer loyalty has long been regarded as an important issue. In 2006， according to Market Intelli

7、gence Center industry analysis， the online shopping market in Taiwan amounted to $59.8 billion last year with 54% growth rate compared to the former year. In 2007， the Taiwan</p><p>　　It is only a mouse clic

8、k away in electronic commerce e-commerce settings， so it is critical that companies understand how to build customer loyalty in online marketing. Since e-service quality and customer perceived value of internet websites

9、are regarded as the key influential factors of internet marketing， a more detailed evaluation of e-service quality and customer perceived value may become necessary. Although previous studies have recommended the importa

10、nce of perceived quality in experient</p><p>　　There are three objectives in this study. First， to use Bagozzi’s 1992 appraisal affective response behaviour framework to develop and test research hypotheses

11、linking e-service quality， customer satisfaction and customer loyalty. Second， to examine the moderating effect of customer perceived value on the relationship between customer satisfaction and customer loyalty. Third， t

12、o integrate relevant literature and develop a comprehensive research model of experiential marketing to identify the int</p><p>　　E-service quality </p><p>　　The first formal definition of websi

13、te service quality or e-service quality was provided by Zeithaml et al. 2001. In their opinion， e-service quality can be defined as the extent to which a website facilitates efficient and effective shopping， purchasing，

14、and delivering of products and services. As stated in the above definition， the meaning of service is comprehensive which includes both pre- and post-website service aspects.Academic research has identified a number of c

15、riteria that customers u</p><p>　　Measurement of service quality delivery through websites</p><p>　　Based on concepts from both the service quality and retailing literature， Wolfinbarger and Gil

16、ly 2002 used online and offline focus groups， a sorting task， and online survey of a customer panel to develop a scale named with four factors: website design， reliability， privacy/security and customer service. Contents

17、 of each dimension were: 1 Website design: involving the expected attributes associated with design， as well as items dealing with personalization； 2 Reliability: involving accurate repr</p><p>　　Customer sa

18、tisfaction </p><p>　　The conceptualisation of customer satisfaction as an evaluation of emotion Hunt， 1977， has been consistently used over time. Rust and Oliver 1994 further suggest that customer satisfacti

19、on reflects the degree to which a consumer believes that the possession or use of a service evokes positive feelings. It is important to note that satisfaction could be further conceptualised in two broad ways. When sati

20、sfaction is seen as an emotional response to performance on specific attributes of a service e</p><p>　　Customer loyalty </p><p>　　Approaches to the study of customer loyalty fall into three bro

21、ad categories: the behavioural approach， the attitudinal approach and the integrated approach Oh， 1995. The behavioural approach examines the customer’s continuity of past purchases， and then measures customer loyalty by

22、 rate of purchase， frequency of purchase and possibility of purchase. The attitude approach infers customer loyalty from psychological involvement， favouritism， and a sense of goodwill towards a particular product or <

23、;/p><p>　　Satisfaction is a necessary prerequisite for loyalty but is not sufficient on its own to automatically lead to repeat purchases or brand loyalty Bloemer & Kasper， 1995. Some studies have tested th

24、e relationship between quality， satisfaction and intention-based loyalty Agus， 2004； Gotlieb et al.， 1994； Taylor & Baker， 1994， and assumed these relationships to be positive but to vary between products， industries

25、 and situations Barnes et al.， 2004； Johnson & Gustafsson， 2000； Mittal & Kamakura， 2001</p><p>　　Customer perceived value </p><p>　　Perceived value has its root in equity theory， which

26、considers the ratio of consumer’s outcome/input to that of the service provider’s outcome/input Oliver & DeSarbo， 1988. The equity concept refers to customer evaluation of what is fair， right， or deserved for the per

27、ceived cost of the offering Bolton & Lemon， 1999. Perceived costs include monetary payments and non-monetary sacrifices such as time consumption， energy con?sumption and stress experienced by consumers. In turn， cust

28、omer perceived </p><p>　　The common denominator of different authors’ definitions concerning customer perceived value is that: value for a consumer is related to his expertise or knowledge， of buying and usi

29、ng of a product； value for a consumer is related to the perception of a consumer and cannot be objectively defined by an organisation； the customer perceived value is a multidimensional concept； and it presents a trade-o

30、ff between benefits and sacrifices perceived by customers in a supplier’s offering. Based on a syn</p><p>　　Conclusions and suggestions </p><p>　　The major objectives of this study were to ident

31、ify the interrelationships among e-service quality， customer satisfaction， customer loyalty and customer perceived value. Based on the SEM model and Fisher’s Z-transformation described in this study， there are three prim

32、ary conclusions of e-commerce research. </p><p>　　The first conclusion of this study is to examine the effect of e-service quality on customer satisfaction. The result of the SEM analysis is consistent with

33、our hypothesis. Several authors state that e-service quality acts as an antecedent of customer satisfaction， </p><p>　　The second conclusion is the effect of customer satisfaction on customer loyalty. The re

34、sult of the SEM analysis is consistent with our hypothesis. Many researches also state that customer satisfaction acts as an antecedent of customer loyalty Chang & Wildt， 1994； Cronin et al.， 2000； Gale， 1994； Johnso

35、n & Gustafsson， 2000； Oliver， 1997， 1999. This study concludes that customer satisfaction has significant association with cus?tomer loyalty， supporting H2. </p><p>　　The third conclusion of this study i

36、s the moderating effect of customer perceived value on the relationship between customer satisfaction and customer loyalty. The results of the Fisher’s Z-transformation and ANOVA analysis are consistent with our hypothes

37、is. Ander?son and Srinivasan 2003 state that customer perceived value has a moderating effect on the relationship between customer satisfaction and customer loyalty. Our results also support a moderating effect of custom

38、er perceived value on cu</p><p><b>　　譯文 </b></p><p>　　網(wǎng)絡(luò)營(yíng)銷績(jī)效顧客滿意度和忠誠(chéng)度對(duì)認(rèn)知價(jià)值的影響</p><p>　　資料來源:http://http://max.book118.com</p><p>　　作者:Hsin Hsin Chang</p&

39、gt;<p>　　摘要:在過去的幾年中，網(wǎng)絡(luò)市場(chǎng)迅速增長(zhǎng)，電子商務(wù)吸引了很多人的注意。許多公司通過提高顧客忠誠(chéng)度來提高電子商務(wù)服務(wù)績(jī)效網(wǎng)絡(luò)營(yíng)銷服務(wù)績(jī)效的影響，但還需要進(jìn)一步探討。第一:本研究旨在整合相關(guān)文獻(xiàn)并建立一個(gè)綜合研究電子商務(wù)模式識(shí)別前期及后續(xù)研究變數(shù)。這個(gè)測(cè)試研究網(wǎng)絡(luò)營(yíng)銷服務(wù)績(jī)效、顧客滿意度及顧客忠誠(chéng)度。第二:研究探討對(duì)于顧客知覺價(jià)值關(guān)系的客戶滿意度和忠誠(chéng)度之間的影響。通過問卷調(diào)查，該研究的結(jié)論表明，企業(yè)不僅要提高

40、網(wǎng)絡(luò)營(yíng)銷服務(wù)質(zhì)量，還需要強(qiáng)調(diào)消費(fèi)者感知價(jià)值。 </p><p>　　關(guān)鍵詞:網(wǎng)絡(luò)營(yíng)銷服務(wù)績(jī)效；消費(fèi)者感知價(jià)值；客戶滿意度；顧客的忠誠(chéng)度。 </p><p>　　企業(yè)對(duì)客戶的網(wǎng)絡(luò)營(yíng)銷市場(chǎng)在過去幾年一直快速增長(zhǎng)。Reichheld和Schefter在2000年的調(diào)查顯示，消費(fèi)者越來越傾向于網(wǎng)上購(gòu)物。在消費(fèi)市場(chǎng)的各個(gè)領(lǐng)域，客戶忠誠(chéng)度一直被視為一個(gè)重要問題。2006年，根據(jù)市場(chǎng)情報(bào)中心業(yè)內(nèi)人士分析

41、，在臺(tái)灣線上購(gòu)物市場(chǎng)達(dá)5980000萬美元。比去年增長(zhǎng)54%。 2007年，臺(tái)灣的B2C網(wǎng)上購(gòu)物市場(chǎng)達(dá)到了1080億美元的規(guī)模，增長(zhǎng)1.3%。許多研究都指出許多更有效的方法來提高客戶忠誠(chéng)度，以提供卓越的價(jià)值和更優(yōu)質(zhì)的服務(wù)。 </p><p>　　電子商務(wù)和網(wǎng)絡(luò)營(yíng)銷是一種鼠標(biāo)點(diǎn)擊即可完成的交易活動(dòng)，因此企業(yè)要了解如何建立客戶忠誠(chéng)度是至關(guān)重要的。網(wǎng)絡(luò)營(yíng)銷服務(wù)質(zhì)量和顧客感知價(jià)值已經(jīng)成為網(wǎng)絡(luò)營(yíng)銷的關(guān)鍵因素，更好的網(wǎng)絡(luò)營(yíng)銷

42、服務(wù)質(zhì)量和更詳細(xì)客戶認(rèn)知價(jià)值的評(píng)估已經(jīng)成為了必要。盡管以前的研究建議人們關(guān)注體驗(yàn)消費(fèi)者知覺質(zhì)量的重要性，但是很少有研究者會(huì)制訂一個(gè)框架來衡量電子服務(wù)績(jī)效和互聯(lián)網(wǎng)網(wǎng)站體驗(yàn)營(yíng)銷的價(jià)值。 </p><p>　　研究不同層次客戶的滿意度和感知價(jià)值主要有三個(gè)研究目標(biāo)。首先，要使用巴戈(1992)情感反應(yīng)評(píng)價(jià)。行為的框架來開發(fā)和測(cè)試研究假說聯(lián)電子服務(wù)質(zhì)量，客戶滿意度和客戶忠誠(chéng)度。其次，要研究對(duì)顧客滿意和顧客忠誠(chéng)關(guān)系的顧客感知

43、價(jià)值的調(diào)節(jié)作用。最后，整合相關(guān)文獻(xiàn)，整理出一個(gè)全面的體驗(yàn)營(yíng)銷研究模型，以確定相互之間的研究構(gòu)造。另一方面，我們分四個(gè)方面來研究客戶認(rèn)知價(jià)值的結(jié)構(gòu)，每個(gè)結(jié)構(gòu)闡述如下: </p><p><b>　　網(wǎng)絡(luò)營(yíng)銷績(jī)效 </b></p><p>　　Zeithaml(2001年)等人給一個(gè)網(wǎng)站的服務(wù)質(zhì)量或網(wǎng)絡(luò)營(yíng)銷服務(wù)績(jī)效提供了正式的定義。他們認(rèn)為，電子商務(wù)服務(wù)質(zhì)量可以被定義為某

44、種程度上促進(jìn)網(wǎng)站購(gòu)物的效率，采購(gòu)產(chǎn)品和提供服務(wù)。正如上面的定義所述，是全面服務(wù)的含義，其中包括前和后的網(wǎng)站服務(wù)兩方面。他們的學(xué)術(shù)研究已確定了評(píng)價(jià)標(biāo)準(zhǔn)，客戶通過網(wǎng)站使用該網(wǎng)站提供的網(wǎng)絡(luò)營(yíng)銷績(jī)效，特別是消費(fèi)者的使用數(shù)量。這些措施包括:信息的可用性和內(nèi)容，易用性，隱私和安全性，圖形樣式等。 </p><p>　　測(cè)量通過網(wǎng)站提供高質(zhì)量的服務(wù) </p><p>　　根據(jù)Wolfinbarger和G

45、illy的概念(2002年)對(duì)于零售服務(wù)質(zhì)量的研究，用于在線和離線的重點(diǎn)群體，分揀任務(wù)，對(duì)客戶的在線調(diào)查，開發(fā)小組分為四個(gè)因素和規(guī)模。內(nèi)容分別是:(1)網(wǎng)站設(shè)計(jì):涉及預(yù)期的屬性與相關(guān)設(shè)計(jì)以及項(xiàng)目與個(gè)性化交易；(2)可靠性:涉及到準(zhǔn)確地反映該產(chǎn)品，準(zhǔn)時(shí)交貨和準(zhǔn)確的訂單；(3 )隱私和安全:涉及到消費(fèi)者感到安全和信任的網(wǎng)站；(4)客戶服務(wù):與解決問題相結(jié)合，客服人員愿意幫助和迅速地解決消費(fèi)者的問題。 </p><p>

46、;<b>　　顧客滿意度 </b></p><p>　　以客戶滿意作為情感評(píng)價(jià)(Hunt，1977)。Rust和Oliver(1994)進(jìn)一步指出，客戶的滿意程度，反映了消費(fèi)者認(rèn)為，擁有或使用服務(wù)喚起積極的情感。值得注意的是，我們可進(jìn)一步分為兩大方式來表示消費(fèi)者滿意。當(dāng)滿意度作為情緒反應(yīng)的一個(gè)服務(wù)接觸特定屬性的表現(xiàn)來看，它是概念化為特定交易的滿意度。或者，當(dāng)滿意是更可能取決于因素發(fā)生過多次交

47、易，它是概念化作為累積的結(jié)果，或整體滿意度。因此，在網(wǎng)絡(luò)營(yíng)銷的背景下，當(dāng)消費(fèi)者進(jìn)行一次從一個(gè)新的服務(wù)提供商，如購(gòu)買時(shí)間在度假勝地進(jìn)行酒店預(yù)訂，網(wǎng)站滿意度很可能是特定交易，而在重復(fù)客戶案例誰已從相同的在線服務(wù)供應(yīng)商購(gòu)買，滿意度很可能是一個(gè)累積的結(jié)果。那么從總體滿意度去考慮，更主要的是感知服務(wù)質(zhì)量功能。相對(duì)于特定交易的滿意度，整體滿意度反映了客戶對(duì)一個(gè)公司的服務(wù)表現(xiàn)累積的印象。反過來，它可以作為一個(gè)客戶忠誠(chéng)度的檢測(cè)方法。 </p>

48、;<p><b>　　顧客忠誠(chéng)度 </b></p><p>　　客戶的忠誠(chéng)度分為三大類去研究:顧客行為的方法和態(tài)度的綜合研究。該研究可以檢查客戶對(duì)過去購(gòu)買的連續(xù)性，并通過有效的措施增加購(gòu)買頻率和提高購(gòu)買客戶忠誠(chéng)度。推斷顧客的態(tài)度和心理，從了解顧客心理的方式參與，爭(zhēng)取更好的口碑，以某一產(chǎn)品或產(chǎn)品服務(wù)來提高客戶忠誠(chéng)度。最后，綜合的方法需要雙方的行為和態(tài)度來維持，以創(chuàng)造自己的客戶忠誠(chéng)

49、度。 </p><p>　　顧客滿意度是一個(gè)顧客忠誠(chéng)的必要前提，但它并不是本身就足以導(dǎo)致顧客重復(fù)購(gòu)買產(chǎn)品。一些研究測(cè)試顧客滿意度和忠誠(chéng)之間的關(guān)系(阿古斯，2004；戈特利布等，1994；泰勒和貝克，1994)，如果假定這些關(guān)系是積極的，但是通過對(duì)于客戶滿意度不同產(chǎn)品之間和行業(yè)和情況的調(diào)查中發(fā)現(xiàn)，滿意的客戶更有可能購(gòu)買同一產(chǎn)品。客戶滿意度的強(qiáng)度直接關(guān)系到客戶的購(gòu)買能力。因此，客戶滿意度和忠誠(chéng)度對(duì)網(wǎng)絡(luò)營(yíng)銷價(jià)值有非常大

50、的影響。 </p><p><b>　　顧客認(rèn)知價(jià)值 </b></p><p>　　公平理論認(rèn)為，客戶知覺價(jià)值是有其根源的，消費(fèi)者的成果/投入比直接關(guān)系到服務(wù)供應(yīng)商的成果/投入比(奧利弗，1988)。知覺成本包括貨幣支付，如一次性消費(fèi)，能源消費(fèi)以及消費(fèi)者的非貨幣消費(fèi)。反過來，從顧客感知價(jià)值的相對(duì)回報(bào)的評(píng)估結(jié)果與產(chǎn)品相關(guān)聯(lián)?？蛻魞A向于認(rèn)為，如果公平地對(duì)待他們，他們會(huì)覺察

51、到他們的成果與投入比為媲美的結(jié)果向本公司(奧利弗和DeSarbo，1988； Pakdil和哈伍德，2005年)經(jīng)歷的投入比例。此外，客戶往往通過使測(cè)量其競(jìng)爭(zhēng)對(duì)手的產(chǎn)品比較公司的成果與投入的比率。換句話說，該值被概念化為客戶的感知凈權(quán)衡收到所有有關(guān)的利益和成本或犧牲一個(gè)產(chǎn)品或服務(wù)，或供應(yīng)商及其交付使用。 </p><p>　　不同研究者對(duì)于顧客感知價(jià)值定義的共同點(diǎn)是:對(duì)于消費(fèi)者而言，他們的價(jià)值是與他們購(gòu)買和產(chǎn)品的

52、使用相關(guān)聯(lián)；消費(fèi)者價(jià)值是關(guān)系到消費(fèi)者的看法，不能客觀地定義為一個(gè)組織；顧客感知價(jià)值是一個(gè)多層面的概念，在以往的定義的基礎(chǔ)上，我們重新把它定義為:消費(fèi)者的認(rèn)知上的凈效益是什么，它是一種介于收益和犧牲之間的消費(fèi)者認(rèn)知模式。顧客的價(jià)值決定于他們的每一份收益都是建立在企業(yè)給予他們和提供給他們的服務(wù)上面。 </p><p><b>　　結(jié)論與建議 </b></p><p>　　

53、本研究的主要目的是確定網(wǎng)絡(luò)營(yíng)銷績(jī)效，顧客滿意度，顧客忠誠(chéng)度和顧客認(rèn)知價(jià)值的相互關(guān)系。主要有以下三個(gè)結(jié)論: </p><p>　　第一個(gè)結(jié)論是研究網(wǎng)絡(luò)營(yíng)銷績(jī)效對(duì)于顧客滿意度的效果。經(jīng)過結(jié)果分析后證明與我們的假設(shè)是一致的。我們的研究結(jié)果也支持了網(wǎng)絡(luò)營(yíng)銷績(jī)效與顧客滿意度呈正相關(guān)。 </p><p>　　第二個(gè)結(jié)論是顧客滿意度對(duì)顧客忠誠(chéng)度的影響。經(jīng)過結(jié)果分析后證明與我們的假設(shè)是一致的。許多研究也指

54、出，以顧客滿意度為前提的顧客忠誠(chéng)度的行為(常與Wildt，1994；克羅寧等，2000；維爾德，1994；強(qiáng)古斯塔夫森，2000；奧利弗，1997年，1999年)。這項(xiàng)研究的結(jié)論是，顧客滿意度與顧客忠誠(chéng)度有著非常密切的相關(guān)性。 </p><p>　　第三個(gè)結(jié)論是顧客認(rèn)知價(jià)值的調(diào)節(jié)與顧客滿意度與顧客忠誠(chéng)度關(guān)系的影響。經(jīng)過結(jié)果分析后證明與我們的假設(shè)是一致的。安德森(2003)提出，顧客認(rèn)知價(jià)值對(duì)客戶滿意度之間的關(guān)系和