客户关系动力学：服务品质与顾客忠诚情况下,不同程度的客户专业知识和转换成本外文翻译.docVIP

外文翻译 Customer Relationship Dynamics:Service Quality and Customer Loyalty in the Context of Varying Levels of Customer Expertise and Switching Costs Material Source: Author: University of Cambridge,United Kingdom; Simon J. Bell Brock University, Canada; Seigyoung Auh University of Melbourne, Australia Karen Smalley As customer-organization relationships deepen,consumers increase their expertise in the firms product line and industry and develop increased switching costs. This study investigates the effects of customer investment expertise and perceived switching costs on the relationships between technical and functional service quality and customer loyalty.Technical service quality is hypothesized to be a more important determinant of customer loyalty than functional service quality as expertise increases. Both technical and functional service quality are hypothesized to have a reduced relationship with customer loyalty as perceived switching costs increase.Three-way interactions between the main effects of service quality, customer expertise,and pemeived switching costs yield additional insight into the change in relative importance of technical and functional service quality in customersdecision to be loyal. Six of eight hypotheses receive support, hnplications are discussed for customer relationship management over the relationship life cycle. Keywords: service quality; loyalty; customer expertise; switching costs The contribution that a high level of service quality can make to business performance is unquestioned.In mature industries characterized by parity products, very often it is service quality that distinguishes an organization from its rivals. Not surprisingly, the elevated importance of service quality is underscored in both the trade and academic literatures.The conceptual arguments proposed, for example, by Heskett, Jones,Leveman,Sasser,and Schlesinger