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1、外文翻譯原文CustomerValueSatisfactionLoyaltySwitchingCosts:AnIllustrationFromaBusinesstoBusinessServiceContext.MaterialSource:.cnAuth:shunyinlamAlthoughresearchersmanagerspayincreasingattentiontocustomervaluesatisfactionloyalt

2、yswitchingcostsnotmuchisknownabouttheirinterrelationships.Priresearchhasexaminedtherelationshipswithinsubsetsoftheseconstructsmainlyinthebusinesstoconsumer(B2C)environment.Theauthsextendpriresearchbydevelopingaconceptual

3、framewklinkingalloftheseconstructsinabusinesstobusiness(B2B)servicesetting.Onthebasisofthecognitionaffectbehavimodeltheauthshypothesizethatcustomersatisfactionmediatestherelationshipbetweencustomervaluecustomerloyaltytha

4、tcustomersatisfactionloyaltyhavesignificantreciprocaleffectsoneachother.Furthermethepotentialinteractioneffectofsatisfactionswitchingcoststhequadraticeffectofsatisfactiononloyaltyareexpled.Theauthstestthehypothesesondata

5、obtainedfromacourierserviceproviderinaB2Bcontext.Theresultssupptmostofthehypothesesinparticularconfirmthemediatingroleofcustomersatisfaction.Customerloyaltyhasapowerfulimpactonfirmsperfmanceisconsideredbymanycompaniesani

6、mptantsourceofcompetitiveadvantage(HeskettSasserSchlesinger1997RustZeithamlLemon2000Woodruff1997).Theconsequencesofenhancedcustomerloyaltyinservicefirmsareincreasedrevenuereducedcustomeracquisitioncostslowercostsofservin

7、grepeatpurchasersleadingtogreaterprofitability(Reichheld1993ReichheldSasser1990).Customerloyaltyhasalsobeenshowntobeimptantintheonlineenvironment(ShankarSmithRangaswamy2003).Indeedcustomerloyaltyconstitutesanunderlyingob

8、jectivefstrategicmarketplanning(Kotler1997).enhancecustomerloyaltyeffectivelythroughinitiativesinvolvingthosefactsthatdirectlyaffectcustomerloyalty.Likewiseifcustomerloyaltyhasapositiveeffectoncustomersatisfactionthenman

9、agerscanfocusdirectlyonloyaltybuildinginitiatives.Wealsocomparethestrengthsofthedifferentrelationshipsinourmodel.Inparticularweexaminewhethercustomerloyaltyismestronglyaffectedbycustomersatisfactionthanitisbyswitchingcos

10、ts.Fromamanagerialperspectiveifcustomersatisfactionexertsastrongereffectmanagingcustomersatisfactionwillbemeimptantthaninfluencingswitchingcosts.Inadditionweextendthecurrentconceptualizationofcustomerloyaltyasaonedimensi

11、onalconstruct(ZeithamlBerryParasuraman1996)toatwodimensionalconstruct.TsirosMittal(2000)showedthedifferentialimpactofsatisfactionregretondifferenttypesofbehavialintentionswhichcanbeconsideredcrelatesofcustomerloyalty.Con

12、sistentwiththeirresultweconceptualize.customerloyaltyasaconstructembodyingtwodistinctdimensionsnamelyrecommendingtheserviceprovidertootherbuyersanintentiontorepeatpurchasepatronage.Furthermeweexamineseveralnonlinearrelat

13、ionshipsinourstudy.Weexplewhetherthereisanyinteractioneffectofsatisfactionswitchingcostsonloyalty.Suchvariationmayimplyfexamplethatcustomersatisfactionhasastrongereffectoncustomerloyaltyfcustomerswithlowswitchingcoststha

14、nithasfcustomerswithhighswitchingcosts.Ifthatisthecasecustomersatisfactionwouldparticularlymatterfcustomerswithlowswitchingcostssoasellermaywanttopayparticularattentiontosatisfyingthesecustomersneeds.Meoverweexaminewheth

15、ertheeffectofcustomersatisfactiononloyaltyisquadratic.Thisisimptantbecausethemanagerialimplicationsresultingfromincreasingreturnstoscaleofcustomersatisfactionaredifferentfromthosearisingfromconstantdecreasingreturnstosca

16、le.WetestthehypothesesusingstructuralequationmodelingondataobtainedfromacourierserviceproviderinaB2Bcontext.Thedatawerecollectedfromcpateclientswhousehaveusedtheserviceofthecourierserviceprovider.WetheB2Bservicecontextfi

17、llustrationbecauseB2Bservicesincludingaccountingbankinglogisticslegalwkadvertisingconstituteanimptantsectofeconomyinmanycountriesbutthereisadearthofresearchoncustomerloyaltyinthiscontext.Ourresultssupptmostofourhypothese

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