网络营销绩效顾客满意度和忠诚度对认知价值的影响外文翻译（可编辑） .doc

网络营销绩效顾客满意度和忠诚度对认知价值的影响-外文翻译 外文翻译原文 title: the impact of e-service quality,customer satisfaction and loyalty on e-marketing: moderating effect of perceived value material source: /0. author:hsin hsin chang since the online market has been growing rapidly over the past several years, 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 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 tests the interrelationships among the perception of e-service quality, customer satisfaction and customer loyalty. the second purpose of this study is to examine the moderating effect of customer perceived value on the relationship between customer satisfaction and loyalty. through a questionnaire survey, the results of this study indicated that e-service quality has influence on customer satisfaction and then generates customer loyalty, which is consistent with bagozzis appraisal! emotional response! behaviour framework. another key finding is the relationship between customer satisfaction and loyalty, which is stronger for customers with high perceived value than low perceived value. conclusions indicate that website owners should not only improve e-service quality, but also emphasise customer perceived value. keywords: e-service quality; perceived value; customer satisfaction; customer loyalty the business-to-customer online market has been growing rapidly over the past few years. reichheld and shifters 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 intelligence 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 taiwanese online shopping b2c market reached a scale of $108 billion, 1.3% of the retail sector yang, 2008. numerous studies have pointed out that two of the more effective means to generate customer loyalty are to delight customers oliver, 1999 and to deliver superior value, originating from excellent services and quality products chang, 2006a; kanji, 1998; parasuraman & grewal, 2000. it is only a mouse click 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 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 importance of perceived quality in experiential marketing, few studies have empirically developed a framework to measure e-service quality and value of experiential marketing in internet websites and distinctly interpreted the effect of different levels of customer satisfaction and perceived value on customer loyalty. there are three objectives in this study. first, to use bagozzis 1992 apprai?sal ! affective response ! behaviour framework to develop and test research hypotheses 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, to integrate relevant literature and develop a comprehensive research model of experiential marketing to identify the interrelationships among relevant research constructs.this research is based on bagozzis 1992 reformation of attitude theory and then adopts e-service quality, customer satisfaction, customer loyalty as our research con?structs. on the other hand, we also adopt customer perceived value as our fourth research construct to test the moderating effect. each construct is elaborated as follows. e-service quality the first formal definition of website 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, 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 criteria that customers use in evaluating websites in general and service quality delivery through websites, in particular. these include: information availability and content, ease of use, privacy/security, graphic style and fulfilment babakus et al., 2003; chang, 2007; chiu et al., 2005; zeithaml et al., 2002. measurement of service quality delivery through websites based on concepts from both the service quality and retailing literature, wolfinbarger and gilly 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 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 representation of the product, on-time delivery and accurate orders; 3 privacy/security: feeling safe and trusting of the site; 4 customer service: combining interest in solving problems, willingness of personnel to help and prompt answers to enquiries. using concepts and attributes from both the service quality and retailing literatures, the scale contains 14 attributes in these four factors. customer satisfaction 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 satisfaction 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 satisfaction is seen as an emotional response to performance on specific attributes of a service encounter, it is conceptualised as trans?action specific satisfaction. alternatively, when satisfaction is more likely to depend on factors that occur over repeated transactions, it is conceptualised as a cumulative outcome or overall satisfaction shankar et al., 2003. hence, in an online context, when consumers make one time purchases from a new service provider, such as making a hotel reservation at a holiday resort, website satisfaction is likely to be transaction specific; whereas, in the case of repeating customers who have been buying from the same online service provider, satisfaction is likely to be a cumulative outcome. chang 2005, cronin and taylor 1994, parasuraman et al. 1988 and van riel et al. 2004 consider overall satisfaction to be primarily a function of perceived service quality. compared to transaction specific satisfaction, overall satisfaction reflects customers cumulative impression of a firms service performance. in turn, it may serve as a better predictor of customer loyalty. customer loyalty approaches to the study of customer loyalty fall into three broad categories: the behavioural approach, the attitudinal approach and the integrated approach oh, 1995. the behavioural approach examines the customers continuity of past purchases, and then measures customer loyalty by 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 service. it intends to include positive word of mouth wom. finally, the integrated approach takes account of both behavioural and attitudinal variables, in order to create its own concept of customer loyalty. 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 the 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 and situations barnes et al., 2004; johnson & gustafsson, 2000; mittal & kamakura, 2001. research in customer satisfaction found that satisfied customers are more likely to purchase the same product/service repeatedly. the ability to keep customers is related to the intensity of customer satisfaction. therefore, it is reasonable to predict that satisfied users of a website will have a higher loyalty intention toward its services. customer perceived value perceived value has its root in equity theory, which considers the ratio of consumers outcome/input to that of the service providers outcome/input oliver & desarbo, 1988. the equity concept refers to customer evaluation of what is fair, right, or deserved for the perceived 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, customer perceived value results from an evaluation of the relative rewards and sacrifices associated with the offer?ing. customers are inclined to feel equitably treated if they perceive that the ratio of their outcome to inputs is comparable to the ratio of outcome to inputs experienced by the company oliver & desarbo, 1988; pakdil & harwood, 2005. also, customers often measure a companys ratio of outcome to inputs by making comparisons with its compe?titors offerings. in other words, the value is conceptualised as a customers perceived net trade-off received from all relevant benefits and costs or sacrifices delivered by a product or service or supplier and its use. 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 using 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-off between benefits and sacrifices perceived by customers in a suppliers offering. based on a synthesis of previous definitions, customer perceived value is defined here as a consumers perception of the net benefits based on perception of what is received and what is given. conclusions and suggestions the major objectives of this study were to identify the interrelationships among e-service quality, customer satisfaction, customer loyalty and customer perceived value. based on the sem model and fishers z-transformation described in this study, there are three primary conclusions of e-commerce research. 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 our hypothesis. several authors state that e-service quality acts as an antecedent of customer satisfaction, the second conclusion is the effect of customer satisfaction on customer loyalty. the result 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; johnson & gustafsson, 2000; oliver, 1997, 1999. this study concludes that customer satisfaction has significant association with cus?tomer loyalty, supporting h2. the third conclusion of this study is the moderating effect of customer perceived value on the relationship between customer satisfaction and customer loyalty. the results of the fishers z-transformation and anova analysis are consistent with our hypothesis. 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 customer perceived value on customer satisfaction and customer loyalty h3 is supported, consistent with previous research. we also find an interesting discovery that low satisfied customers who have high perceived value will have higher customer loyalty than high satisfied customers who have low perceived value.译文 标题:网络营销绩效顾客满意度和忠诚度对认知价值的影响 资料来源:/. 作者:hsin hsin chang 摘要:在过去的几年中,网络市场迅速增长,电子商务吸引了很多人的注意。许多公司通过提高顾客忠诚度来提高电子商务服务绩效网络营销服务绩效的影响,但还需要进一步探讨。第一:本研究旨在整合相关文献并建立一个综合研究电子商务模式识别前期及后续研究变数。这个测试研究网络营销服务绩效、顾客满意度及顾客忠诚度。第二:研究探讨对于顾客知觉价值关系的客户满意度和忠诚度之间的影响。通过问卷调查,该研究的结论表明,企业不仅要提高网络营销服务质量,还需要强调消费者感知价值。 关键词:网络营销服务绩效;消费者感知价值;客户满意度;顾客的忠诚度。 企业对客户的网络营销市场在过去几年一直快速增长。reichheld和schefter在2000年的调查显示,消费者越来越倾向于网上购物。在消费市场的各个领域,客户忠诚度一直被视为一个重要问题。 2006年,根据市场情报中心业内人士分析,在台湾线上购物市场达5980000万美元。比去年增长54%。 2007年,台湾的b2c网上购物市场达到了1080亿美元的规模,增长1.3%。许多研究都指出许多更有效的方法来提高客户忠诚度,以提供卓越的价值和更优质的服务。 电子商务和网络营销是一种鼠标点击即可完成的交易活动,因此企业要了解如何建立客户忠诚度是至关重要的。网络营销服务质量和顾客感知价值已经成为网络营销的关键因素,更好的网络营销服务质量和更详细客户认知价值的评估已经成为了必要。尽管以前的研究建议人们关注体验消费者知觉质量的重要性,但是很少有研究者会制订一个框架来衡量电子服务绩效和互联网网站体验营销的价值。 研究不同层次客户的满意度和感知价值主要有三个研究目标。首先,要使用巴戈(1992)情感反应评价。行为的框架来开发和测试研究假说联电子服务质量,客户满意度和客户忠诚度。其次,要研究对顾客满意和顾客忠诚关系的顾客感知价值的调节作用。最后,整合相关文献,整理出一个全面的体验营销研究模型,以确定相互之间的研究构造。另一方面,我们分四个方面来研究客户认知价值的结构,每个结构阐述如下: 网络营销绩效 zeithaml(2001年)等人给一个网站的服务质量或网络营销服务绩效提供了正式的定义。他们认为,电子商务服务质量可以被定义为某种程度上促进网站购物的效率,采购产品和提供服务。正如上面的定义所述,是全面服务的含义,其中包括前和后的网站服务两方面。他们的学术研究已确定了评价标准,客户通过网站使用该网站提供的网络营销绩效,特别是消费者的使用数量。这些措施包括:信息的可用性和内容,易用性,隐私和安全性,图形样式等。 测量通过网站提供高质量的服务 根据wolfinbarger和gilly的概念(2002年)对于零售服务质量的研究,用于在线和离线的重点群体,分拣任务,对客户的在线调查,开发小组分为四个因素和规模。内容分别是:(1)网站设计:涉及预期的属性与相关设计以及项目与个性化交易;(2)可靠性:涉及到准确地反映该产品,准时交货和准确的订单;(3 )隐私和安全:涉及到消费者感到安全和信任的网站;(4)客户服务:与解决问题相结合,客服人员愿意帮助和迅速地解决消费者的问题。 顾客满意度 以客户满意作为情感评价(hunt,1977)。rust和oliver(1994)进一步指出,客户的满意程度,反映了消费者认为,拥有或使用服务唤起积极的情感。值得注意的是,我们可进一步分为两大方式来