电子商务环境下企业顾客忠诚度的影响因素研究——以凡客诚品为例外文及翻译.pdfVIP

毕业论文（设计）外文翻译 题目：电子商务环境下企业顾客忠诚度的影响因素研究 ——以凡客诚品为例 学 院：工商管理学院 专 业：工商管理 班 级： 学 号： 学生姓名： 指导教师： 二○一三 一 月 外文翻译之一 Satisfaction Strength and Customer Loyalty 作者： Murali Chandrashekaran /Kristin Rotte/ Stephen S. Tax/ Rajdeep Grewa 国籍：Australia 出处：Journal Of Marketing Research ,2006,5(9):1784-1789 原文正文： Abstract Although empirical research indicates that satisfaction is intimately linked to loyalty, anecdotal evidence reveals that many customers who state that they are very satisfied with a service provider nevertheless subsequently defect.. In this paper, the authors focus on identifying which customers are vulnerable to defection despite stating high levels of satisfaction. Drawing on the emerging perspective to modeling individual judgments that recognizes that individuals differ in the strength (i.e., conviction, certainty) with which judgments are professed, the authors first decompose a customer’s stated satisfaction into two related but independent facets– satisfaction level and satisfaction strength The authors then examine the role of satisfaction strength in the translation of satisfaction to loyalty. Results from two studies are reported. In the first study, set in a B2B service context, the authors analyze data obtained from an ongoing customer satisfaction tracking study being conducted by a large service organization in the US. Data from over 25,000 customers are used to calibrate the satisfaction model and examine the effect of satisfaction strength on the translation of satisfaction to loyalty. In the second study, a conceptua replication set in a B2C context, the authors examine decision-making fo owing a failed service encounter and a recovery attemp