外文翻譯--顧客滿意度指數(shù)模型的演變和未來（節(jié)選）

1、<p>　　1900單詞，10700英文字符，3050漢字</p><p>　　出處：Johnson M D, Gustafsson A, Andreassen T W, et al. The evolution and future of national customer satisfaction index models[J]. Journal of Economic Psychology, 20

2、01, 22(2):217–223.</p><p>　　The evolution and future of national customer satisfaction index models</p><p>　　MD Johnson，A Gustafsson，TW Andreassen，L Lervik，J Cha</p><p><b>　　A

3、bstract</b></p><p>　　A number of both national and international customer satisfaction barometers and indices have been introduced in the last decade. For the most part, these satisfaction indices are

4、embedded within a system of cause and effect relationships or satisfaction model. Yet there has been little in the way of model development. Of critical importance to the validity and reliability of such indices is that

5、the models and methods used to measure customer satisfaction and related constructs continue to lear</p><p>　　Keywords: Customer satisfaction National barometers </p><p>　　1. Introduction</

6、p><p>　　Customer satisfaction has taken on national and international significance with the development of national satisfaction barometers and indices in Sweden (Fornell, 1992), the US (Fornell, Johnson, Ander

7、son, Cha, & Bryant, 1996) and Norway (Andreessen & Lindestad, 1998). Indices have also been pilot tested in New Zealand, Austria, Korea and the European Union. It remains to be seen whether these indices will dev

8、elop on a global level and, importantly, in what form. Of critical importance to the v</p><p>　　Viewing satisfaction as a form of consumption utility is also consistent with Poiesz and von Grumbkow's (19

9、88) general framework for understanding economic “well being”. This framework views economic well being as one component of an individual's overall quality of life. Other domains include evaluations of health, socio-

10、cultural context, political freedom and stability. Economic well-being is itself composed of three sub-components, job satisfaction, income evaluation, and consumer or customer </p><p>　　2. The evolution of

11、national satisfaction index models</p><p>　　Established in 1989, the Swedish Customer Satisfaction Barometer (SCSB) was the first truly national customer satisfaction index for domestically purchased and con

12、sumed products and services (Fornell, 1992). It has historically included approximately 130 companies from 32 of Sweden's largest industries. The American Customer Satisfaction Index (ACSI) was introduced in the fall

13、 of 1994 and reports results for approximately 200 companies from 34 industries (Fornell, 1996). The Norwegian Customer S</p><p>　　In reviewing the national indices, we pay particular attention to the ACSI m

14、odel specification. This model is an evolution of the original Swedish model, has been adopted on a smaller scale in New Zealand and Taiwan (Fornell, 1996) and Austria (Hackl, Scharitzer, Zuba, 1996), and is the basis fo

15、r the models being used in Norway and the EU. A critical evaluation of the model is, therefore, important to develop the best possible model specification. </p><p>　　5. Summary and discussion</p><

16、p>　　A number of both national and international customer satisfaction barometers and indices have been introduced in the last decade, most of which are embedded within a system of cause and effect relationships (satis

17、faction models). Of critical importance to the validity and reliability of such indices is that the models and methods used to measure customer satisfaction and related constructs continue to learn, adapt, and improve ov

18、er time. Building on recent findings and current research trends, w</p><p>　　We summarize and discuss our findings with respect to each of the proposed changes. One change was to add multiple benchmark compa

19、risons for price to isolate a perceived price index. The model successfully isolates perceived price, and by removing “value” from the model and replacing it with price, we remove the overlap that exists between value an

20、d quality in, for example, the ACSI and ECSI models. We also argued that price may have a direct effect on loyalty over and above its indirect effect </p><p>　　Building upon the original NCSB model, our prop

21、osed model also includes two relationship commitment variables. Affective commitment captures more of the positive (or negative) relationship and trust that has built up between company and customer over time. Calculativ

22、e commitment captures more of the economic consequences or costs associated with switching product or service providers. Both constructs are positively affected by satisfaction in four of five industries. As for the effe

23、ct of price o</p><p>　　One of the most important findings is the large positive effect that affective commitment has on loyalty. The effect is significant in four of five categories, bus transport again bein

24、g the exception. In these four industries, affective commitment has a larger effect on loyalty than does satisfaction directly. This suggests that satisfaction affects loyalty largely through its ability to build strong

25、relationships between companies and customers. Adding the commitment variables has the benefit o</p><p>　　Another major change is that we replace customer expectations, as an antecedent to satisfaction, with

26、 corporate image as a consequence of satisfaction. Recall that this change is based on the cross-sectional nature of the national index data, where a customer's consumption experiences (satisfaction) should have some

27、 influence on their perceptions of corporate image. The model is successful at isolating the corporate image construct, and the construct behaves as expected. Satisfaction has a consi</p><p>　　The direct eff

28、ect of satisfaction on loyalty, which ranges from a low of 0.130 for trains to a high of 0.289 for banks, is also positive and significant for each industry. This direct effect captures the effects of satisfaction on loy

29、alty that are not mediated by the corporate image or commitment constructs. Given that we have added more drivers of loyalty, it is useful to examine the total effect that satisfaction has on loyalty in each case. The to

30、tal effect is the sum of all direct and indire</p><p>　　Complaint handling and the SERVQUAL constructs were two areas where the model did not perform as well as expected. In the ACSI model, complaint behavio

31、r is modeled as a consequence of satisfaction. Because complaint handing is an increasingly important means of improving satisfaction, we used the quality of complaint handling among complaining customers as a driver of

32、both satisfaction and loyalty. Although we successfully isolate a complaint-handling construct, it has little effect on either sa</p><p>　　The NCSB model uses a variation on the SERVQUAL constructs (tangible

33、s, reliability, responsiveness, assurance and empathy) as service quality dimensions across industries. In contrast, the ACSI uses an overall quality construct, while the ECSI distinguishes between overall service and ov

34、erall product quality. As argued earlier, this is largely a matter of choice. How one specifies product or service quality depends on the level of detail versus generality desired in the research. Using the SERVQ</p&g

35、t;<p>　　Overall, however, our results are quite promising. The pure price construct functioned as anticipated with respect to both satisfaction and loyalty. Cumulative satisfaction was found to update corporate im

36、age, which in turn impacts customer loyalty. Cumulative satisfaction is also an antecedent to relational commitment, which in turn has a relatively large impact on customer loyalty. As a result, the new NCSB model explai

37、ns significantly more variance in loyalty than other national index models </p><p>　　顧客滿意度指數(shù)模型的演變和未來</p><p><b>　　摘要</b></p><p>　　一些國內(nèi)和國際的顧客滿意度晴雨表在過去十年中已經(jīng)實施。在大多數(shù)情況下，這些顧客滿

38、意度指標被嵌入在因果聯(lián)系或滿意度模型的系統(tǒng)中，但模型中用以衡量顧客滿意度與關系構建中至關重要的指數(shù)的有效性和可靠性還在反復的研究和改進，以使它更貼近實際。</p><p>　　關鍵詞：顧客滿意 顧客滿意度晴雨表</p><p><b>　　1、引言</b></p><p>　　瑞典顧客滿意度晴雨表（Fornell,1992）作為全國乃至國際

39、性的顧客滿意度指數(shù)的基礎，已在美國（Fornell,Johnson,Anderson,Cha,&Bryant,1996）、挪威(Andreassen&Lindestad,1998)實施。而且指數(shù)也已在新西蘭、奧地利、韓國和歐洲聯(lián)盟試行。這些指數(shù)是否能發(fā)展成為全球指標，更重要的它會以何種形式發(fā)展，這都是有待研究的。這種模型中用以衡量顧客滿意度與關系構建中至關重要的指數(shù)有效性和可靠性在不斷學習，而且更貼近實際，并且被反復改進

40、。</p><p>　　作為對顧客滿意度測評的方式，它也符合Poiesz Von Grumbkow (1998)為了解經(jīng)濟“繁榮”而對于公共事業(yè)所作的總體框架。這一框架作為一件經(jīng)濟福祉使每個人組成一個整體的生活品質(zhì)。其他領域包括健康評估、社會文化背景、政治自由和安定。經(jīng)濟福祉本身是有三個方面組成，工作滿足感、收入評價、消費者或客戶滿意。在整體層面上，Poiesz Von Grumbkow等同于顧客福利滿意。這種福

41、利型或滿意累積正是國家顧客滿意度指數(shù)建立的基礎。</p><p>　　2、滿意度指數(shù)模型的演變</p><p>　　瑞典顧客滿意度晴雨表（SCSB）1989年創(chuàng)建以來，是首次真正的為國內(nèi)購買、消費產(chǎn)品和服務測評的全國性顧客滿意度指數(shù)（Fornell,1992）。它歷史性的涉及了32個瑞典最大的產(chǎn)業(yè)中大約130家公司。美國顧客滿意度指數(shù)（ACSI）建立于1994年秋季，它的測評結果涉及34個

42、產(chǎn)業(yè)中的近200家公司(Fornell,1996)挪威顧客滿意度晴雨表(Andreassen&Lervik,1999;Andreassen&Lindestad,1998)在1996年實施，截至1999年，報告結果涉及12個不同行業(yè)的42家公司（企業(yè)對消費者、企業(yè)對企業(yè)）。近些年，在開發(fā)中試用的歐洲顧客滿意度指數(shù)（ECSI）橫跨四大行業(yè)，歐洲聯(lián)盟的11個國家（Eklof,2000）。</p><p>

43、;　　再看全國指數(shù)，我們特別注意ACSI模型的規(guī)格，這種模型是原瑞典模型的演變，它適用于范圍較小的新西蘭和臺灣（Fornell,1996）、奧地利（Hackl、Scharitzer & Zuba,1996）是被用來作為在挪威和歐盟測試指標的基礎。因此，模型演變的關鍵是制定最佳模型規(guī)格。</p><p><b>　　5、總結和討論</b></p><p>　　一

44、些國內(nèi)和國際顧客滿意度指數(shù)晴雨表在過去十年中已經(jīng)實施。在大多數(shù)情況下，這些顧客滿意度指標被嵌入在因果聯(lián)系或滿意度模型的系統(tǒng)中。這種模型中用以衡量顧客滿意度與關系構建中至關重要的指數(shù)的有效性和可靠性在反復的研究和改進。就目前的研究結果和研究趨勢，我們提出了一些修改和測試建議，我們通過NCSB調(diào)查出的數(shù)據(jù)發(fā)現(xiàn)大眾普遍支持擬議的改動。</p><p>　　我們總結和討論對于每一個擬議改變的結果。變化之一是增加了多重比較

45、基準價格而孤立了知覺物價指數(shù)。這種模型成功分離了顧客的知覺價格，成功取代了模型中的“價值”概念，消除了模型中指標的重疊，例如：ACSI、ECSI模型。我們還認為，物價所產(chǎn)生對其中程度的直接影響可能會超過通過滿意而產(chǎn)生的間接影響。這是因為滿意度作為一種態(tài)度型構造，可能只是作用于質(zhì)量和價格忠誠的局部的影響。滿意的價格的直接影響在四個五大行業(yè)中是積極、有效的，公共交通例外。忠誠的直接效果在五個行業(yè)，航空公司和銀行（系數(shù)0.096和0.098）

46、是顯著的。在某些行業(yè)，這些結果和預言，當從忠誠和滿意度評價中跳出時，顧客重新發(fā)現(xiàn)價格的重要性。價格忠誠在兩個價格競爭力強的行業(yè)——航空公司和銀行的直接影響力是巨大的，這一點是不足為奇的。</p><p>　　建立在最初的NCSB模型之上，我們的模型還包括兩個關系模式承諾變數(shù)。我們相信公司和客戶之間建立起積極情感關系已經(jīng)有一段時間。在四個五大行業(yè)中，雙方正在積極建構令人滿意的影響。至于對物價的滿意效果，唯一的例外是

47、公共汽車運輸業(yè)。情感承諾（從加油站的0.493至銀行的0.652）較之計算承諾（從航空公司的0.1550至火車運輸?shù)?.272）對滿意度有較大影響。這并不令人驚訝。滿意度應該作為增強客戶關系及形成客戶信任的主要貢獻者（Hart&Johnson,1999）。相比之下，顧客的滿意度應該影響經(jīng)濟學，顧客可以在經(jīng)濟上住在特定服務提供商，即使是滿意度偏低。（Jones&Sasser,1995）</p><p&g

48、t;　　其中最重要的結果對顧客忠誠的正面的作用很大。對于四個五大類產(chǎn)業(yè)的效果是顯著的，而公共汽車運輸仍是例外。這四個行業(yè)，對顧客承諾的影響在忠誠度上較之于顧客滿意度來說更直接，這表明，滿意度通過在公司和顧客之間建立強大的關系來影響顧客忠誠。加上已承諾變數(shù)大大增加，有利于新模型在顧客忠誠度的解釋能力上較之全國其他指數(shù)模型影響力加大。</p><p>　　另一個重大變化是，我們以顧客對企業(yè)形象與結果感到滿意為首因代替

49、客戶期望。這個改變是基于全國橫斷面性質(zhì)的指數(shù)數(shù)據(jù)。若顧客的消費經(jīng)歷（滿足）、他們所公司的看法等都能影響公司的形象。成功的模型是孤立于企業(yè)形象建設以及構建企業(yè)意料之中的行為。顧客對公司的滿意度在每個行業(yè)中都持續(xù)不斷大大影響著公司的形象（從火車運輸?shù)?.433至銀行的0.575）。這反映了顧客的消費經(jīng)歷、顧客的經(jīng)驗、企業(yè)的形象都在顧客對企業(yè)的滿意度的測評中起著重要作用。在五大行業(yè)中，顧客的忠誠度對企業(yè)形象的影響是小的但是卻顯而易見（從燃氣站

50、的0.160至航空公司的0.256）。我們相信這將持續(xù)影響對于那些最終考慮購買（即審議確定）的企業(yè)客戶了解公司品牌形象。</p><p>　　顧客的滿意度從最低點的火車運輸?shù)?.130至最高點的銀行的0.289來看，忠誠度的形成對各行業(yè)是積極的和顯著的。這直接影響對那些公司形象或承諾建構的公司捕捉顧客的滿意度的效果表示滿意?？紤]到我們已經(jīng)增添了忠誠的動力，那對于我們在任何一種情況下研究整體影響都是有幫助的。整體效

51、應都直接和間接影響著顧客滿意度與忠誠度，即0.551、0.627、0.471、0.557、0.458分別為航空公司、銀行、公共汽車、火車和加油站。正如我們所想的那樣，忠誠顧客總滿意效果最大的產(chǎn)業(yè)是在那里挪威顧客有更多的選擇，最值得注意的是銀行、加油站和航空公司。</p><p>　　SERVQUAL的建構和投訴處理這兩個范疇的示范演示并沒有如我們預期的那樣。在ACSI模型，是仿照投訴行為的后果滿意。因為投訴處理日

52、益成為提高顧客滿意度的重要手段，我們把顧客滿意度和顧客忠誠度作為衡量處理客戶投訴滿意程度的指標。雖然我們成功的把處理顧客投訴體系孤立了起來，但這樣對顧客滿意度和顧客忠誠度影響不大。最可能的解釋是，投訴管理體系的產(chǎn)業(yè)并非特別有效或能創(chuàng)造顧客滿意、顧客忠誠。這符合（Fornell,1996）ACSI數(shù)據(jù)分析，分析表明投訴管理系統(tǒng)能夠壓制投訴。調(diào)查結果也符合博爾頓（1999）的看法，他認為，修復服務中的不足對餐飲和旅館的大多數(shù)顧客來說是無效的

53、。</p><p>　　NCSB模型采用作為全國行業(yè)服務質(zhì)量方面標準的SERVQUAL進行的構建（有形性、可靠性、靈敏性、穩(wěn)定性和同理性）。相比之下，ACSI模型利用了總體素質(zhì)框架，而ECSI模型運用了整體服務和區(qū)分整體服務的產(chǎn)品質(zhì)量框架。正如有人所說，這主要是個人選擇。顧客對于所要訂購產(chǎn)品或服務的質(zhì)量如何取決于細節(jié)層次的研究與一般性預期。NCSB模型利用SERVQUAL的標準將展開測評的重點放在了服務行業(yè)。然而

54、，我們的結果顯示這樣的測評標準還有問題，比如有系統(tǒng)模式問題、有具體模型構建問題。我們還發(fā)現(xiàn)，大多數(shù)的路徑，從五個方面對服務品質(zhì)的滿意度并不高。我們的建議是，要么運用國內(nèi)整體產(chǎn)品型號和/或服務質(zhì)量建構（如用在ACSI、ECSI的型號），要么增加工業(yè)公司或者特定公司的滿意（Johnson & Gustafsson,2000）。</p><p>　　但是，從總體上看，我們的成績是很可觀的。如同預計的那樣，純粹的