在金融服務業(yè)的激勵計劃客戶品牌關系中關系準則的調(diào)節(jié)【外文翻譯】_第1頁
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1、本科畢業(yè)論文（設計）外文翻譯原文：原文：IncentiveschemesinthefinancialservicessectModeratingeffectsofrelationshipnmsoncustomerbrrelationshipIntroductionUnderstingthecauseseffectsofrelationshipsbetweenconsumersbrsisanimptantissuefbothacademi

2、cspractitionersintheserviceindustriesastheintroductionofnewcustomerfacingtechnologiesexertsaprofoundinfluenceonhowservicesaredelivered(Bitneretal.2000).Thishasbeenparticularlysointheretailbankingsectwheredevelopmentsinte

3、chnologycommunicationshavepavedthewayfnewapproachesinbankingnewtypesofbankingservices.Convenientquicksometimesimpersonalbankingmethodsaregainingmemespaceindailylifemainlythroughtheintroductionofnew247branchlessbankingmet

4、hodsavailableviavariousdirectaccesschannels.Inasituationwherethereisanincreasingamountofderegulationcompetitionasintheretailbankingindustrydistributionbecomesineffectthebasisfdifferentiationratherthantheceserviceproductm

5、ixitself(Devlin1995).Consequentlyeffectivecommunicationdeliveryofproductstocustomersthroughtheprovisionofsuperidistributionstrategiesofferstheserviceprovideracompetitiveadvantageinthemarketplace(HowcroftLavis1986).Anunde

6、rstingoftheevergrowinginfluenceofmultichannelbankingontheconsumerbrrelationshipisnowessentialgiventhattechnologycontinuestoplaytheroleofaserviceenablerfthecustomer(Gwinneretal.1998SelnesHansen2001).Thepaperpresentsaconce

7、ptualframewkthatdescribesbrrelationshipalongthecommunalexchangerelationshipdimensions.Thisisthenappliedtoanexperimenttoexplethemoderatingeffectsofrelationshipnmsinincentiveschemestoyielddataontheimpactonthecustomerbrrela

8、tionship.Thepapertransactionscompletedoninterbanking(Gopalakrishnanetal.2003).Likemostloyaltyprogrammesincentiveschemesbasedonrewardsareintendedtoencouragebehaviourchangeparticularlyincustomer’susageofbankingchannelinaco

9、mpetitivesituation.Howeverithasbeenarguedthatmanybehaviourbasedinitiativeslikeloyaltyprogrammeshavebeenbasedonthecasualassumptionthatcustomerrelationshipscanbeestablishedasaresultofastimulusresponsefunction.Furthermekeep

10、ingbrsdifferentiatedfromeachothertosustainacompetitiveedgeisdifficultespeciallyinthefinancialservicessectsimplybecauseagoodproductofferingcaneasilybecopiedprovidedbyacompetit(Ehrenbergetal.1997).Howeverjustasrelationship

11、sarebuiltonthebasisofsocialeconomicfacts(Goffman1961)thevarioustypesofbenefitsderivedfromabrrelationshipwillinvariablypresentcustomerswithdifferentmotivationstoeithermaintainterminatetherelationship.MethodologyResearchhy

12、pothesesThecommercialbasisfallservicerelationshipsprecludesdefininganycustomerbrrelationshipsaspurelycommunalnomatterhowstrongsucharelationshipmightbe(Goodwin1996).Furtherpreviousresearchhasshownthatweakcommunalrelations

13、hipsoperateonanalmostnoncommunalbasisthatbdersonbeingexchangemotivated(ClarkJdan2002).Relationshiptypologypostulatesthatcustomerserviceproviderrelationshipsprovidebothfunctionalsocialbenefits(ReynoldsBeatty1999)asderived

14、byconsumers.Itwasalsoobservedinpriresearch(Aggarwal2004)thatwhenofferedeitheracheapgiftcashftheirprovisionofhelptoabrparticipantswhohadbeenprimedtoassumeanexchangerelationshipwiththebrgavethebralowerevaluationthanthosepa

15、rticipantswhohadbeenprimedtoassumeacommunalrelationship.Converselywhennmsofanexchangerelationshipareintegratedsalientintheincentiveschemecustomerswillperceivethemarketingactionasprovidingmefunctionalthansocialbenefitsthu

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