外文翻译--网络营销绩效顾客满意度和忠诚度对认知价值的影响

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1、出处：Hsin Hsin Chang, Yao-Hua Wang, Wen-Ying Yang. The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived valueJ. Total Quality Management & Business Excellence, 2009, 20(4):423-443.中文 2793 字  外文翻译  The impact of e-service qualit

2、y， customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value Material Source: http:/http:/ Author:HsinHsin Chang Since the online market has been growing rapidly over the past several years，  electronic marketing activities have drawn a lot of attention. Many compan

3、ies generated customer loyalty by improving electronic service quality e-service quality but the effects needed to be further examined. The first purpose of the study is to integrate relevant literature and develop a comprehensive research model of electronic commerce to identify its antecedent and

4、consequential research variables. This study tests the interrelationships among the perception of e-service quality，  customer satisfaction and customer loyalty. The second purpose of this study is to examine the moderating effect of customer perceived value on the relationship between customer

5、 satisfaction and loyalty. Through a questionnaire survey，  the results of this study indicated that e-service quality has influence on customer satisfaction and then generates customer loyalty，  which is consistent with Bagozzis appraisal! emotional response! behaviour framework. Another

6、key finding is the relationship between customer satisfaction and loyalty，  which is stronger for customers with high perceived value than low perceived value. Conclusions indicate that website owners should not only improve e-service quality，  but also emphasise customer perceived value.

7、 Keywords: e-service quality；  perceived value；  customer satisfaction； customer loyalty  The business-to-customer online market has been growing rapidly over the past few years. Reichheld and Shifters survey 2000 shows that consumers have increasingly favoured online shopping. I

8、n the consumer marketing community，  customer loyalty has long been regarded as an important issue. In 2006，  according to Market Intelligence Center industry analysis，  the online shopping market in Taiwan amounted to $59.8 billion last year with 54% growth rate compared to the forme

9、r year. In 2007，  the Taiwanese online shopping B2C market reached a scale of $108 billion，  1.3% of the retail sector Yang，  2008. Numerous studies have pointed out that two of the more effective means to generate customer loyalty are to delight customers Oliver，  1999 and to de

10、liver superior value，  originating from excellent services and quality products Chang，  2006a；  Kanji，  1998； Parasuraman&Grewal，  2000.  It is only a mouse click away in electronic commerce e-commerce settings，  so it is critical that companies understand how

11、to build customer loyalty in online marketing. Since e-service quality and customer perceived value of internet websites are regarded as the key influential factors of internet marketing，  a more detailed evaluation of e-service quality and customer perceived value may become necessary. Althoug

12、h previous studies have recommended the importance of perceived quality in experiential marketing，  few studies have empirically developed a framework to measure e-service quality and value of experiential marketing in internet websites and distinctly interpreted the effect of different levels

13、of customer satisfaction and perceived value on customer loyalty.  There are three objectives in this study. First，  to use Bagozzis 1992 appraisal affective response behaviour framework to develop and test research hypotheses linking e-service quality，  customer satisfaction and cust

14、omer loyalty. Second，  to examine the moderating effect of customer perceived value on the relationship between customer satisfaction and customer loyalty. Third，  to integrate relevant literature and develop a comprehensive research model of experiential marketing to identify the interrel

15、ationships among relevant research constructs.This research is based on Bagozzis 1992 reformation of attitude theory and then adopts e-service quality，  customer satisfaction，  customer loyalty as our research con?structs. On the other hand，  we also adopt customer perceived value as

16、our fourth research construct to test the moderating effect. Each construct is elaborated as follows.  E-service quality  The first formal definition of website service quality or e-service quality was provided by Zeithaml et al. 2001. In their opinion，  e-service quality can be defin

17、ed as the extent to which a website facilitates efficient and effective shopping，  purchasing，  and delivering of products and services. As stated in the above definition，  the meaning of service is comprehensive which includes both pre- and post-website service aspects.Academic resea

18、rch has identified a number of criteria that customers use in evaluating websites in general and service quality delivery through websites，  in particular. These include: information availability and content，  ease of use，  privacy/security，  graphic style and fulfilmentBabakus e

19、t al.，  2003；  Chang，  2007；  Chiu et al.，  2005； Zeithaml et al.，  2002.  Measurement of service quality delivery through websites  Based on concepts from both the service quality and retailing literature，Wolfinbarger and Gilly 2002 used online and offline fo

20、cus groups，  a sorting task，  and online survey of a customer panel to develop a scale named with four factors: website design，  reliability，  privacy/security and customer service. Contents of each dimension were: 1 Website design: involving the expected attributes associated wi

21、th design，  as well as items dealing with personalization；  2 Reliability: involving accurate representation of the product，  on-time delivery and accurate orders；  3 Privacy/security: feeling safe and trusting of the site；  4 Customer service: combining interest in solving

22、problems，  willingness of personnel to help and prompt answers to enquiries. Using concepts and attributes from both the service quality and retailing literatures，  the scale contains 14 attributes in these four factors.  Customer satisfaction  The conceptualisation of customer s

23、atisfaction as an evaluation of emotion Hunt，  1977，  has been consistently used over time. Rust and Oliver 1994 further suggest that customer satisfaction reflects the degree to which a consumer believes that the possession or use of a service evokes positive feelings. It is important to

24、note that satisfaction could be further conceptualised in two broad ways. When satisfaction is seen as an emotional response to performance on specific attributes of a service encounter，  it is conceptualised as trans?action specific satisfaction. Alternatively，  when satisfaction is more likely to depend on factors that occur over repeated