外文翻譯--網(wǎng)絡(luò)營銷績效顧客滿意度和忠誠度對認(rèn)知價值的影響

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)營銷績效顧客滿意度和忠誠度對認(rèn)知價值的影響</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)市場迅速增長，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度來提高電子商務(wù)服務(wù)績效網(wǎng)絡(luò)營銷服務(wù)績效的影響，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)并建立一個綜合研究電子商務(wù)模式識別前期及后續(xù)研究變數(shù)。這個測試研究網(wǎng)絡(luò)營銷服務(wù)績效、顧客滿意度及顧客忠誠度。第二:研究探討對于顧客知覺價值關(guān)系的客戶滿意度和忠誠度之間的影響。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)營銷服務(wù)質(zhì)量，還需要強(qiáng)調(diào)消費者感知價值。 </p><p>　　關(guān)鍵詞:網(wǎng)絡(luò)營銷服務(wù)績效；消費者感知價值；客戶滿意度；顧客的忠誠度。 </p><p>　　企業(yè)對客戶的網(wǎng)絡(luò)營銷市場在過去幾年一直快速增長。Reichheld和Schefter在2000年的調(diào)查顯示，消費者越來越傾向于網(wǎng)上購物。在消費市場的各個領(lǐng)域，客戶忠誠度一直被視為一個重要問題。2006年，根據(jù)市場情報中心業(yè)內(nèi)人士分析

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

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

43、價值的調(diào)節(jié)作用。最后，整合相關(guān)文獻(xiàn)，整理出一個全面的體驗營銷研究模型，以確定相互之間的研究構(gòu)造。另一方面，我們分四個方面來研究客戶認(rèn)知價值的結(jié)構(gòu)，每個結(jié)構(gòu)闡述如下: </p><p><b>　　網(wǎng)絡(luò)營銷績效 </b></p><p>　　Zeithaml(2001年)等人給一個網(wǎng)站的服務(wù)質(zhì)量或網(wǎng)絡(luò)營銷服務(wù)績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)站購物的效率，采購產(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)研究已確定了評價標(biāo)準(zhǔn)，客戶通過網(wǎng)站使用該網(wǎng)站提供的網(wǎng)絡(luò)營銷績效，特別是消費者的使用數(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)對于零售服務(wù)質(zhì)量的研究，用于在線和離線的重點群體，分揀任務(wù)，對客戶的在線調(diào)查，開發(fā)小組分為四個因素和規(guī)模。內(nèi)容分別是:(1)網(wǎng)站設(shè)計:涉及預(yù)期的屬性與相關(guān)設(shè)計以及項目與個性化交易；(2)可靠性:涉及到準(zhǔn)確地反映該產(chǎn)品，準(zhǔn)時交貨和準(zhǔn)確的訂單；(3 )隱私和安全:涉及到消費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價(Hunt，1977)。Rust和Oliver(1994)進(jìn)一步指出，客戶的滿意程度，反映了消費者認(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者滿意。當(dāng)滿意度作為情緒反應(yīng)的一個服務(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?；蛘?，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)營銷的背景下，當(dāng)消費者進(jìn)行一次從一個新的服務(wù)提供商，如購買時間在度假勝地進(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)商購買，滿意度很可能是一個累積的結(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。相對于特定交易的滿意度，整體滿意度反映了客戶對一個公司的服務(wù)表現(xiàn)累積的印象。反過來，它可以作為一個客戶忠誠度的檢測方法。 </p>

48、;<p><b>　　顧客忠誠度 </b></p><p>　　客戶的忠誠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過去購買的連續(xù)性，并通過有效的措施增加購買頻率和提高購買客戶忠誠度。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

49、度。 </p><p>　　顧客滿意度是一個顧客忠誠的必要前提，但它并不是本身就足以導(dǎo)致顧客重復(fù)購買產(chǎn)品。一些研究測試顧客滿意度和忠誠之間的關(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)系到客戶的購買能力。因此，客戶滿意度和忠誠度對網(wǎng)絡(luò)營銷價值有非常大

50、的影響。 </p><p><b>　　顧客認(rèn)知價值 </b></p><p>　　公平理論認(rèn)為，客戶知覺價值是有其根源的，消費者的成果/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，能源消費以及消費者的非貨幣消費。反過來，從顧客感知價值的相對回報的評估結(jié)果與產(chǎn)品相關(guān)聯(lián)。客戶傾向于認(rèn)為，如果公平地對待他們，他們會覺察

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，客戶往往通過使測量其競爭對手的產(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>　　不同研究者對于顧客感知價值定義的共同點是:對于消費者而言，他們的價值是與他們購買和產(chǎn)品的

52、使用相關(guān)聯(lián)；消費者價值是關(guān)系到消費者的看法，不能客觀地定義為一個組織；顧客感知價值是一個多層面的概念，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者認(rèn)知模式。顧客的價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)營銷績效，顧客滿意度，顧客忠誠度和顧客認(rèn)知價值的相互關(guān)系。主要有以下三個結(jié)論: </p><p>　　第一個結(jié)論是研究網(wǎng)絡(luò)營銷績效對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)營銷績效與顧客滿意度呈正相關(guān)。 </p><p>　　第二個結(jié)論是顧客滿意度對顧客忠誠度的影響。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)。這項研究的結(jié)論是，顧客滿意度與顧客忠誠度有著非常密切的相關(guān)性。 </p><p>　　第三個結(jié)論是顧客認(rèn)知價值的調(diào)節(jié)與顧客滿意度與顧客忠誠度關(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)知價值對客戶滿意度之間的關(guān)系和