在金融服务业的激励计划客户品牌关系中关系准则的调节外文翻译.doc

在金融服务业的激励计划客户品牌关系中关系准则的调节外文翻译 本科毕业论文(设计) 外 文 翻 译 原文:Incentive schemes in the financial services sector Moderating effects of relationship norms on customer-brand relationship Introduction Understanding the causes and effects of relationships between consumers and brandsis an important issue for both academics and practitioners in the service industries, asthe introduction of new customer-facing technologies exerts a profound influence onhow services are delivered Bitner et al., 2000. This has been particularly so in theretail banking sector where developments in technology and communications havepaved the way for new approaches in banking and new types of banking services. Convenient, quick and sometimes impersonal banking methods are gaining more andmore space in daily life, mainly through the introduction of new 24/7 branchless banking methods available via various direct access channels. In a situation where there is an increasing amount of deregulation and competition as in the retail banking industry, distribution becomes, in effect, the basis for differentiation rather than thecore service or product mix itself Devlin, 1995.Consequently, effective communication and delivery of products to customers through the provision of superior distribution strategies offers the service provider a competitive advantage in the marketplace Howcroft and Lavis, 1986. An understanding of the ever-growing influence of multi-channel banking on the consumer-brand relationship is now essential given that technology continues to play the role of a service enabler for the customer Gwinner et al., 1998; Selnes and Hansen, 2001. The paper presents a conceptual framework that describes brand relationship along the communal and exchange relationship dimensions. This is then applied to an experiment to explore the moderating effects of relationship norms in incentive schemes, to yield data on the impact on the customer-brand relationship. The paper ends by