外文翻译---在线和离线环境下客户的满意度和忠诚度

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翻译题目在线和离线环境下客户的满意度和忠诚度系管理工程系
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在线和离线环境下客户的满意度和忠诚度*
摘要:我们解决的问题在服务行业对管理者来说正变得越来越重要：当顾客选择在线服务或离线服务的时候不同层次的顾客的顾客满意于顾客忠诚会有不同吗？如果是，什么因素可以解释这种差异？是什么关系使得顾客满意与顾客忠诚在在线环境和脱机环境下不同？我们提出了一个概念模型和发展假设关于在线媒体对顾客满意和顾客忠诚的影响和满意和忠诚的关系。

我们的测试通过联立方程模型的假设，并用两组旅馆住宿业的顾客的在线和离线放入数据。

结果有点出人意料，他们的选择表明在线服务和脱机服务的顾客满意度是相同的，而顾客忠诚度，在线服务要比脱机服务高。

我们还发现，忠诚度和满意度有一个相互的关系，就是他们相互加强，这与整体满意度和忠诚度的关系得到了进一步加强。

关键词：网上市场，满意度，忠诚度，服务，互联网，电子商务
一、研究背景
随着服务产业网上交易的快速增长，对网上的满意度和忠诚度水平等重要的研究问题提出了更高的要求，而且这个在线的满意度和忠诚度与脱机环境也是相关的。

相对于脱机环境，在线环境提供了更多进行互动和个性化营销的机会（风和兰加斯瓦米，2001）。

这些机会可能会影响不同的网络环境及在线和脱机环境客户的满意度和忠诚度。

经理们关注网络媒介是如何影响满意度和忠诚度及它们之间的关系。

典型 -卡利，在线客户较脱机客户可以更容易地选择，尤其是功能性产品和服务。

一笔有竞争的买卖仅仅是在互联网上点击几下。

由于网站的这些属性，很多经理担心在线媒体比较于脱机媒体可能会导致客户的满意度和忠诚度降低，当该服务是选择在线时用一个设备来提高满意度不会带来更高的忠诚度。

一些最近的研究表明，有可能是在线与离线时顾客选择产品和服务的态度和行为存在很大的分歧。

例如，价格实际上可能网上比网下的较低（如德杰拉图，然格式-艾米，与吴，2000年;证券及艾瑞类，2000年;尚卡尔，兰加斯瓦米和普萨泰里，2001年）。

品牌名称（品牌权益）网上比离线的也有较高的影响（德杰拉图等，2000）。

总的来说，这些研究显示，顾客满意和忠诚度在网上是不同的（相对于离线），而在线不一定降低。

但是，我们不知道任何学术研究探讨网络媒介是否对用户的满意度和忠诚度有积极或消极影响（其他条件相同的情况）。

满意度和忠诚不是每个都代理的布勒默尔＆卡斯帕，1995;奥利弗，1999年）。

在客户没有高度满意的情况下让客户保持忠诚是有可能的（例如，当有其他几个选择）且高度满意，但不忠诚的（例如，在许多其它可用）。

企业需要对满意度与忠诚度之
*原文作者：Venkatesh Shankar&Amy K. Smith&Arvind Rangaswamy
原文出处：International journal of Research in Marketing
间的关系获得一个更好的了解，从而用网络环境来分配他们的在线营销工作满意度之间的倡议和忠诚度方案。

例如，如果该公司认为，忠诚度可以增加满意度，它可以直接着眼于提高其忠诚度计划。

在这里，我们例举出以下一些问题：（1）对于给定的服务，其他条件相同的情况下，选择该服务上线时相比与离线客户满意度和忠诚度水平是否不同？如果是，什么因素可以解释这些区别？（2）与下线的环境相比，客户满意度和忠诚度的关系在上线的情况下是更强还是更弱？为了回答这些问题，我们以概念框架为基础的设置一个假设。

为了检验假设，我们制定联立方程模型，在旅游业住宿业估计他们使用在线和离线两种样本数据集。

一个重要的行业特点，如在线旅游，娱乐（如电影，戏剧和音乐会门票）和餐厅，不论客户选择服务提供商在线或离线，客户实际经历的服务为离线。

这种特性使我们能够抽取媒介满意效果，远离服务属性的影响。

先前对于满意度和忠诚度主要对于离线环境进行了初步的研究，暴露出一些弊端。

我们先前的研究用了很多方法。

首先，就我们所知，我们是第一次作比较介质研究，（在线的影响与离线）客户满意度，忠诚度和满意度与忠诚度之间的关系。

第二，我们研究客户满意度和忠诚度之间的相互关系，从而对这种关系基入更深的见解。

我们还实证了这种互惠的关系。

很多以前的研究把重点放在客户满意度影响忠诚度方面，而不是相反的方面。

第三，不像以前普遍对行为进行重点研究我们明确专注于该服务提供商的忠诚态度。

奥利弗（1999）提出的类似的态度忠诚情感/意动的忠诚度代表高阶，或长期承诺一个客户整合性的组织，它不能只是被推断为客户重复观测购买行为。

留住客户，可能会发生没有忠诚的态度，例如，针对不同顾客的不同特点，在市场上没有其他可行的选择。

二、概念框架和研究假设
符合奥利弗（一九九九年），我们定义满意度为对某个服务感受到的愉悦程度，及服务供应商承诺的忠诚。

我们专注于态度忠诚，而不是行为忠诚度（1969;迪克和巴苏，1994），原因如下，一个行为忠诚的客户可以态度忠诚，即一个组织或服务提供者留到他发现一些更好选择的市场（迪克和巴苏，1994）。

一个态度上的忠实客户，另一方面，整合性的组织有一些实习或承诺，对稍微有吸引力的不容易动摇选择。

态度忠诚不仅显示高回购的意图，但也反对游说，抵制不良专家认为，愿意付出的价钱并推荐服务供应商给其他人。

我们选择旅游产业作为我们的研究的背景有三个原因：（1）虽然人们可以让旅行的选择（保留）为在线，他们仍然有离线服务的经验。

因此，遇到自身实际的服务，如果相同的服务提供者和服务选项选择在线或离线是没有不同的。

（2）旅游业是一网上最大的行业，并拥有一个相当长的网上业务的历史。

因此，许多人选择网上舒适的旅行。

（3）人们选择旅行在线和离线，例如一个纯粹的在线服务提供商雅虎，它并没有直接脱机。

这允许我们在相同的服务下比较在线和离线得满意和忠诚度。

我们对联络我们的研究的结构体提出假设，即直接影响服务中遇到的网上整体满意度和忠诚度。

我们还开发有关假说之间的关系的满意的反馈，忠诚和各种不同的影响因素，如获取信息和缓解使用频率，在线相对于离线。

在德弗尔的假设，我们主要借鉴行为决策理论，它研究消费者之间的权衡认知部署和决定（选择）努力的质量或精确度（约翰逊和佩恩，1985;约翰逊，贝尔曼和洛斯，2002年）。

我们也预测影响控制的变量因素，如网站，服务属性，和以往的经验，对满意的服务和忠诚度。

图1总结了网络媒介的如何影响顾客满意度和忠诚度的概念模型。

这一数字包括了重点结构以及控制变量。

我们的主要论点是，满意，忠诚和他们的关系不同于脱机联机，因为在同一决策的情况同样的客户对在线与离线作不同的选择。

我们现在介绍在研究中的每个结构。

三、管理意涵
根据我们的研究，我们给服务提供商提出以下战略和战术的建议。

（一）使用上线媒介加强忠诚度
满意是忠诚的基础，而反作用于加强满意程度，这种现象上线比离线更明显。

服务营销应考虑发展特别忠诚，提高他们的上线倡议，加强客户整体满意度。

例如，酒店住宿可提供奖励（1）提供额外的网上订票点，（2）特别突出这些在其网站上的奖励，（3）使客户了解他们职位的报酬，（4）当他们接近了自己的奖励里程，提醒或鼓励客户采取行动。

虽然有些公司已经实施了前三个行动，如表3-6，但不是很多正在做第四个措施。

（二）加强网站的信息内容
我们的结果表明，在信息的深度增加服务接触满意程度，从而提高整体满意度，这反过来，有一个与忠诚度相辅相成的关系。

酒店营销可以提高信息的深度在他们的网站，包括当地这样的内容天气，附近的景点和餐馆，地图，将在当地举行的事件，一个设施的详细清单，房间照片，另一个有希望的办法，以提高在相关市场的服务提供者的诚信（例如，附近的汽车租赁公司或附近餐馆）。

（三）使网站容易获取尽可能多的信息
这一发现比网下获得信息的方便加强了对整体满意度和忠诚度具有重要的意义。

首先，服务提供者应确定适当的信息需求的客户。

其次，它应该设计一个网站，让客户可以使用所有相关资料，但他们也访问只有当他/她需要它。

第三，公司应投资于技术，尽快得到正确的信息搜索和检索信息。

第四，该公司可能希望把重点放在创造正确的用户界面，使客户能够访问他们的方式是最方便的（例如，无线设备，没有视觉效果等）。

（四）给经常的在线用户提供更大的价值
经常在线用户似乎比离线的当他们选择满意的服务提供商有更大的整体满意度。

这一发现意味着，康帕，新兴工业经济体应侧重于通过网上客户增加使用频率。

这可
能是形式的提供了网上促销和奖励措施，提供更多的酒店住宿，或增加使用免费酒店住宿的服务。

Customer satisfaction and loyalty in online and offline
environments
Abstract
We address the following questions that are becoming increasingly important to manag er in service industries: Are the levels of customer satisfaction and loyalty for the same service different when customers choose the service online versusoffline? If yes,what factors might explain these differences? How is the relationship between customer satisfaction and loyaltyin the online environment different from that in the offline environment? We propose a conceptual framework and develophypotheses about the effects of the online medium on customer satisfaction and loyalty and on the relationships between satisfaction and loyalty. We test the hypotheses through a simultaneous equation model using two data sets of online and offline customers of the lodging industry. The results are somewhat counterintuitive in that they show that whereas the levels of customer satisfaction for a service chosen online is the same as when it is chosen offline, loyalty to the service provider is higher when the service is chosen online than offline. We also find that loyalty and satisfaction have a reciprocal relationship such that each positively reinforces the other, and this relationship between overall satisfaction and loyalty is further strengthened online.
D 2003 Elsevier Science B.V. All rights reserved.
Keywords: Online markets; Satisfaction; Loyalty; Services, Internet; E-Commerce
1.Introduction
The rapid growth of online transactions in service industries raises important research questions about the levels of satisfaction and loyalty in the online environment, and the relationship between satisfaction and loyalty online relative to offline. Compared to the offline environment, the online environment offers more opportunities for interactive and personalized marketing (Wind and Rangaswamy, 2001). These opportunities may influence customer satisfaction and loyalty differently in the online environmentvis-a`-vis the offline environment.
Managers are concerned about how the online medium influences satisfaction and loyalty and the relationship between satisfaction and loyalty. Typically, online customers can more easily compare alternatives than offline customers, especially for functional products and services. A competing offer is just a few clicks away on the Internet. Because of these properties of the Web, many managers fear that the online medium may induce
lower customer satisfaction and loyalty compared to the offline medium, and that increased satisfaction with a service may not lead to higher loyalty when that service is chosen online.
Some recent studies show that there may be systematic differences in customer attitudes and behavior for products and services chosen online versus offline. For example, price sensitivity may actually be lower online than offline (e.g., Degeratu, Rangaswamy,& Wu, 2000; Lynch & Ariely, 2000; Shankar,Rangaswamy, & Pusateri, 2001). Brand names (brand equity) could also have higher impact online than offline (Degeratu et al., 2000). Collectively, these studies suggest that a priori, customer satisfaction and loyalty for services may be different online (compared to offline), and not necessarily lower online. However, we do not know of any academic research that has carefully explored whether the online medium positively or negatively impacts customer satisfaction and loyalty (other things equal) and why.
Satisfaction and loyalty are not surrogates for each other (Bloemer & Kasper, 1995; Oliver, 1999). It is possible for a customer to be loyal without being highly satisfied (e.g., when there are few other choices) and to be highly satisfied and yet not be loyal (e.g., when many alternatives are available). Firms need to gain a better understanding of the relationship between satisfaction and loyalty in the online environment to allocate their online marketing efforts between satisfaction initiatives and loyalty programs. If, for example, the firm finds that loyalty is associated with increased satisfaction, it could directly focus on enhancing its loyalty programs. In this paper, we address the following questions: (1) For a given service, other things equal, are the levels of customer satisfaction and loyalty different when the service is chosen online as compared to offline? If yes, what factors might explain these differences? (2) Is the relationship between satisfaction and loyalty stronger or weaker online compared to the offline environment? To answer these questions, we develop a set of hypotheses based on a conceptual framework. To test the hypotheses, we formulate simultaneous equation models and estimate them using data from two sets of online and offline samples in the lodging sector of the travel industry. An important characteristic of industries such as online travel, entertainment (e.g., movie, theater, and concert tickets), and restaurant is that regardless of whether customers choose the service provider online or offline, the actual service is experienced by the customer offline. This characteristic enables us to isolate the effects of the medium on satisfaction, separate from the effects of service attributes.
Prior research studies on satisfaction and loyalty have primarily been conducted in the offline environment. We extend previous research in many ways. First, to our knowledge,
ours is the first empirical study to compare the effects of the medium (online versus offline) on customer satisfaction, loyalty, and the relationship between satisfaction and loyalty. Second, we study the reciprocal relationship between customer satisfaction and loyalty that offers the potential for deeper insights into the nature of the relationship between these constructs. We also empirically test this reciprocal relationship. Much prior research has focused on the impact of customer satisfaction on loyalty, but not vice-versa. Third, unlike previous studies that have generally focused on action/behavioral loyalty, we focus explicitly on attitudinal loyalty to the service provider. Attitudinal loyalty is similar to affective/conative loyalty proposed by Oliver (1999) and represents a higher-order, or long-term, commitment of a customer to the organization, which cannot be inferred by merely observing customer repeat purchase behavior. Customer retention can occur without attitudinal loyalty, if for example, the customers are indifferent, or there are no other viable choices in the market.
2. Conceptual framework and research hypotheses
Consistent with Oliver (1999), we define satisfaction as the perception of pleasurable fulfillment of a service, and loyalty as deep commitment to the service provider. We focus on attitudinal loyalty, rather than on behavioral loyalty (Day, 1969; Dick & Basu, 1994) for the following reasons. A behaviorally loyal customer may be spuriously loyal, that is stay with an organization or service provider until he/she can find some better alternative in the marketplace (Dick & Basu, 1994). An attitudinally loyal customer, on the other hand, has some attachment or commitment to the organization and is not easily swayed by a slightly more attractive alternative. Attitudinal loyalty not only indicates higher repurchase intent, but also resistance to counter-persuasion, resistance to adverse expert opinion, willingness to pay a price premium, and willingness to recommend the service provider to others.
We selected the travel industry as the context for our study for three reasons: (1) Although people can make travel choices (reservations) online, they still have to experience the service offline. Therefore, the actual service encounter itself is no different if the same service provider and service options are chosen online or offline. (2) The travel industry is one of the largest industries online and has had a relatively long history of online presence. Thus, many people are comfortable making travel choices online. (3) People make travel choices both online and offline, as compared to a pure online service provider like Yahoo, which has no direct offline equivalent. This allows us to compare online satisfaction and loyalty with offline satisfaction and loyalty for the same service.
We develop hypotheses about the effects of constructs focal to our research, namely,
the direct effect of the online medium on service encounter satisfaction, overall satisfaction, and loyalty. We also develop hypotheses about the relationship between satisfaction and loyalty and the differential effects of various factors such as ease of obtaining information and frequency of use, online relative to offline. In developing the hypotheses, we primarily draw upon behavioral decision theory that examines tradeoffs between cognitive effort deployed and the quality or accuracy of the decisions (choices) that consumers make (Johnson & Payne, 1985; Johnson, Bellman, & Lohse, 2002). We also predict the effects of control variables such as website factors, service attributes, and prior experience with the service, on satisfaction and loyalty.
Fig. 1 summarizes the conceptual model of how the online medium influences customer satisfaction and loyalty. The figure includes the focal constructs as well as control variables. Our main thesis is that satisfaction, loyalty and their relationship differ online from offline because the same customers could make different choices online versus offline in the same decision situation. We now describe each of the constructs used in the study.
3. Managerial implications
Based on our study, we recommend the following strategies and tactics for service providers.
（1）Use the online medium to reinforce loyalty
Satisfaction builds loyalty, which reinforces satisfaction, a phenomenon which is stronger online than offline. Service marketers should consider developing special loyalty-enhancing initiatives for their online customers to reinforce overall satisfaction.15 For example, a hotel offering rewards based on number of hotel stays could (1) provide additional reward points for booking online, (2) prominently feature these rewards at its website, (3) enable customers to keep track of their reward positions, and (4) proactively remind or encourage customers to act when they get close to their reward milestones. While some companies have implemented the first three initiatives, not many are doing the fourth initiative.
(2)Enhance the information content of the website
Our results show that the depth of information at the website increases service encounter satisfaction, which increases overall satisfaction, which, in turn, has a mutually reinforcing relationship with loyalty. Hotel marketers can enhance the depth of information at their websites by including such content as local weather, nearby attractions and restaurants, maps, events that will be taking place in a locality in the near future, a detailed list of amenities, pictures of rooms, etc. Yet another promising way to enhance content is
for the service provider to partner with other service providers in related markets (e.g., a nearby car rental agency or nearby restaurants).
（3）Make information access as easy as possible on the website
The finding that ease of obtaining information has a stronger effect on both overallsatisfaction and loyalty online than offline has important implications. First, a service provider should determine the appropriate information needs of its customers. Second, it should design a website so that the customer can access not only all the relevant information but also access them only when he/she needs it. Third, the company should invest in technologies that search for the right information and retrieve the information as quickly as possible. Fourth, the company may want to focus on creating the right user-interfaces that allow customers to access information in the way that is most convenient for them (e.g., on wireless device, without visuals, etc.).
（4）Provide greater value to frequent online users
More frequent users seem to have greater overal satisfaction when they choose the service provider nline than offline. This finding implies that companies hould focus on increasing the frequency of use y online customers. These could be provided in the orm of online promotions and incentives that offer ore hotel stays or free hotel stays for increased use f the service.。