[雙語翻譯]--外文翻譯--顧客滿意度對口碑傳播的影響（原文）

1、Research Journal of Applied Sciences, Engineering and Technology 5(8): 2569-2575, 2013 ISSN: 2040-7459; e-ISSN: 2040-7467 © Maxwell Scientific Organization, 2013 Submitted: August 07, 2012

2、Accepted: September 17, 2012 Published: March 15, 2013 Corresponding Author: Amir khazaei, Department of Business Management, Aras Institution of Higher Education, Iran, Tel.: (+98) 9362525276 2569 The Effect of Custome

3、r Satisfaction on Word of Mouth Communication 1Houshang Taghizadeh, 2Mohammad Javad Taghipourian and 3Amir Khazaei 1Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran 2Department of Managemen

4、t, Chalous Branch, Islamic Azad University, Chalus, Iran 3Department of Business Management, Aras Institution of Higher Education, Iran Abstract: Today, customer satisfaction is an important issue for organizations. Bei

5、ng a winner or loser is based on the percentage of customers that they have retained. This is why many scholars and researchers have continually stressed the importance of customer satisfaction. On the other hand, cust

6、omer is one of the most important stakeholders in any organization because, without the customer, the organization probably will not succeed. So a customer behavioral intentions and responses, is one of the main concep

7、ts in the marketing literature has been studied. The objective of the study was to investigate the effect of customer satisfaction on word of mouth communication. Data were collected with questionnaire instruments. Mod

8、el was developed and tested with structural equation model using data collected from the 412 Iranian bank customers. The results show that employee competence has a negative effect on word of mouth communication. Relia

9、bility has a positive effect on word of mouth communication and physical evidence has positive effect on word of mouth communication. Keywords: Behavioral responses, customer satisfaction, word of mouth communication IN

10、TRODUCTION Customer satisfaction is one of the most important results in the marketing literature. 6TThis Concept 3T6Tis used3T6T to make relationship between buying and consumption process and results of post 4T6Tpu

11、rchase4T6T such as change of opinion, repurchase and brand loyalty 6T(Siddiqi, 2011). Zahorik and Rust believed that the study of behavioral responses to service-related programs can help managers estimate the financ

12、ial results of customer satisfaction. According to these researchers, the relationship between customer satisfaction and profits is very complex and involves a lot of mediating relationship. One of these relationship

13、s is the relationship between customer satisfaction and behavioral responses (Athanassopoulos et al., 2001). Previous research on satisfaction and service quality has shown that customers’ past experience with a

14、 firm can influence their affective and behavioral responses to the present encounter. For example, many researchers have shown that past satisfaction has a significant influence on current satisfaction. Similarly, B

15、olton and Drew found that prior attitudes (i.e., prior overall quality) have a direct impact on current customer attitudes (i.e., overall quality) (Nikbin et al., 2011). Some researchers agreed that favorable behavior

16、al intentions frequently represent a customer’s cognitive loyalty and believed loyalty is an important goal in the consumer marketing community and the key component for a company’s long-term viability or sustai

17、nability, because loyal customers are more likely to make recommendations. If an organization is able to identify and strategize what will generate positive behavioral intentions then this will be an important compon

18、ent to sustainability and growth (Richins, 2011). The present study examines the effect of customer satisfaction on word of mouth communication. And aims to help managers and researchers to better understand the beh

19、avioral response of customers is customer satisfaction perspective.6T The rest of the paper 3T6Tis organized3T6T as follows:6T First, we review the relevant literature and theoretical framework. We then develop severa

20、l hypotheses to be tested and describe the empirical approach and the data collection. The last section outlines the implications of our findings and discusses avenues for further research. LITERATURE REVIEW Customer

21、 satisfaction: Cardozo first did the experimental study of customer satisfaction in 1965. From then on, researchers have done many studies on customer satisfaction. Howard and Sheth defined satisfaction as “the b

22、uyer’s cognitive state of being adequately or inadequately rewarded for their sacrifices”. Oliver and Gerald suggested that the most Res. J. Appl. Sci. Eng. Technol., 5(8): 2569-2575, 2013 2571 H1: Employee compet

23、ence has a positive effect on word of mouth communication. Recent research has shown that product reliability is positively correlated with customer confidence and profit margins Global customer surveys carried out

24、 by the parent company and the recent introduction of customer satisfaction surveys by the UK firm are showing that reliability is perceived as a significant factor both in customer satisfaction and in the decision t

25、o purchase another machine tool in the next capital investment planned by the customers (Ahmed, 1996). Sin et al. (2002) defined trust as belief of one side of the relationship about statements and commitments of th

26、e other side. They also believed that higher levels of trust between buyer and seller relationship will increase the likelihood of continuation. Thus the following hypothesis can be proposed: H2: Reliability has a p

27、ositive effect on word of mouth communication. Innovation may be defined as the adoption of an internally generated or purchased device, system, policy, program, process, product, or service that is new to the adop

28、ting organization (Baba, 2012). Mittal et al. (1998) observed that a change of service or product would affect customer intentions toward the manufacturer or service provider over time (Kimita et al., 2009). Ishtia

29、q (2011) showed that product innovation has a positive impact on behavioral responses such as word of mouth communication and intention to switch. Thus the following hypothesis can be raised: H3: Product innovation

30、 has a positive effect on word of mouth communication. Price is an attribute that must be given up or sacrificed to obtain certain kinds of products or services. Customers are normally price conscious in their purc

31、hasing behavior. Price is also an important factor in choice situations as a consumer’s choice typically relies heavily on the price of alternatives. Varki and Colgate identify that the role of price, as an attribute

32、 of performance, may have a direct effect on customers’ satisfaction and behavioral intentions (Clemes et al., 2010). Therefore, the following hypothesis is proposed: H4: Price has a positive effect on word of mouth

33、 communication. Dabholkar et al. (1996) reported that the tangible aspects of department stores do influence customers' perceptions of service quality (Jamal and Naser, 2002). Service quality has been found t

34、o be a multidimensional construct that is composed of two sets of attributes: structure and process. “Structure” refers to the physical environment and physical facilities in which the service occurs. “Process” refe

35、rs to the interaction with service personnel within that environment during the service performance. Structure involves where the customer actually receives the service whereas process involves the way the service is

36、delivered to the consumer. The literature indicates that structure and process both influence satisfaction, which, in turn, influences behavioral intentions (Lyon and Powers, 2004). Grossbart et al. (1990) report th

37、at attractive layouts increase the time consumers spent within the store resulting in sales increase. For the services sector, Booms and Bitner developed the concept of services cape as the environment in which the

38、interaction between the seller and customer takes place, emphasizing the impact of the physical environment (e.g., layout), in which a service process takes place, on consumer behavior. Greenland and McGoldrick (2005

39、) note that “effective retail environments are crucial for customer acquisition and retention”. They empirically examined the impact of retail banking environment on consumer behavior and found that modern branc

40、h styles are statistically more likely to induce favorable customer reaction (Vrechopoulos and Atherions, 2009). Therefore the following hypotheses are formulated: H5: Physical evidence has a positive effect on

41、word of mouth communication. Researchers have found that there is a positive association between consumer satisfaction and behavioral intentions, including loyalty and repurchase intentions, although the link betwe

42、en intentions and behavior has not always been supported in past research. However, research also suggests that satisfaction influences consumers’ preferences and positive recommendations to others. Therefore, build

43、ing convenience into the service delivery process will not only increase consumers’ level of service satisfaction, but will also increase the likelihood that consumers will behave positively in the future (e.g., form

44、 intentions to repurchase and spread positive word- of-mouth) (Chang and Polonsky, 2012). Customer switching behavior may arise due to the inconvenience of a service provider’s location (Wei, 2011). Therefore, the f

45、ollowing hypothesis is proposed: H6: Convenience has a positive effect on word of mouth communication. METHODOLOGY Measurement instrument: To measure the effects of customer satisfaction on word of mouth commu

46、nication, in the research was used the 32-items questionnaire developed by Athanassopoulos et al. (2001) that shown in Table 1. Consequently, Twenty- eight items scale was taken into account for employee competence (5