转换成本对顾客价值，顾客满意度和顾客忠诚的影响：一个在台湾大卖场的实证研究外文翻译.docVIP

外文翻译 原文 THE EFFECT OF CUSTOMER VALUE, CUSTOMER SATISFACTION, AND SWITCHING COSTS ON CUSTOMER LOYALTY: AN EMPIRICAL STUDY OF HYPERMARKETS IN TAIWAN Material Source: SOCIAL BEHAVIOR AND PERSONALITY, 2010, 38(6), 729-740?Society for Personality Research (Inc.)DOI 10.2224/sbp.2010.38.6.729 Author: Ming-Tien TsaiNational Cheng Kung University, Tainan, Taiwan, ROC Chung-Lin TsaiNational Cheng Kung University and Chang Jung Christian University,Tainan, Taiwan, ROCHan-Chao Chang National Applied Research Laboratories, Taiwan, ROC Hypermarkets play an increasingly important role in the retail industry in Taiwan. In this study hypermarket customers in Taiwan were surveyed, using switching costs as a variable,to explore the relationship between customer value, customer satisfaction, and customer loyalty. The results indicate that a customer with a more positive perception of the value of products/services has a more positive evaluation of the hypermarket, greater satisfaction, and loyalty. Greater satisfaction combined with greater concern over nonmonetary switching costs also increases customer loyalty to the hypermarket. These findings may help hypermarket operators to develop their businesses further in Taiwan’s competitive retail sector. In Taiwan, the retail sector is highly competitive and hypermarkets try to appeal to customers by offering lower prices than small-scale retailers and convenience stores. However, the hypermarket sector has entered a saturated phase, with market overlapping occurring and low average profit. With such fierce competition, hypermarket operators must work to reduce costs, retain customers, and increase profits to ensure sustainable development of their businesses. In this study hypermarket customers in Taiwan were surveyed using switching costs as a moderating variable to explore the relationship between customer value, customer satisfaction, and customer loy