外文翻譯---在線和離線環(huán)境下客戶的滿意度和忠誠度-其他專業(yè)-全文預(yù)覽
【正文】 f yes, what factors might explain these differences? (2) Is the relationship between satisfaction and loyalty stronger or weaker online pared to the offline environment? To answer these questions, we develop a set of hypotheses based on a conceptual framework. To test the hypotheses, we formulate simultaneous equation models and estimate them using data from two sets of online and offline samples in the lodging sector of the travel industry. An important characteristic of industries such as online travel, entertainment (., movie, theater, and concert tickets), and restaurant is that regardless of whether customers choose the service provider online or offline, the actual service is experienced by the customer offline. This characteristic enables us to isolate the effects of the medium on satisfaction, separate from the effects of service attributes. Prior research studies on satisfaction and loyalty have primarily been conducted in the offline environment. We extend previous research in many ways. First, to our knowledge, ours is the first empirical study to pare the effects of the medium (online versus offline) on customer satisfaction, loyalty, and the relationship between satisfaction and loyalty. Second, we study the reciprocal relationship between customer satisfaction and loyalty that offers the potential for deeper insights into the nature of the relationship between these constructs. We also empirically test this reciprocal relationship. Much prior research has focused on the impact of customer satisfaction on loyalty, but not viceversa. Third, unlike previous studies that have generally focused on action/behavioral loyalty, we focus explicitly on attitudinal loyalty to the service provider. Attitudinal loyalty is similar to affective/conative loyalty proposed by Oliver (1999) and represents a higherorder, or longterm, mitment of a customer to the anization, which cannot be inferred by merely observing customer repeat purchase behavior. Customer retention can occur without attitudinal loyalty, if for example, the customers are indifferent, or there are no other viable choices in the market. 2. Conceptual framework and research hypotheses Consistent with Oliver (1999), we define satisfaction as the perception of pleasurable fulfillment of a service, and loyalty as deep mitment to the service provider. We focus on attitudinal loyalty, rather than on behavioral loyalty (Day, 1969。 Ariely, 2021。 Services, Inter。這可能是形式的提供了網(wǎng)上促銷和獎(jiǎng)勵(lì)措施，提供更多的酒店住宿，或增加使用免費(fèi)酒店住宿的服務(wù)。第三，公司應(yīng)投資于技術(shù)，盡快得到正確的信息搜索和檢索信息。酒店?duì)I銷可以提高信息的深度在他們的網(wǎng)站，包括當(dāng)?shù)剡@樣的內(nèi)容天氣，附近的景點(diǎn)和餐館，地圖，將 在當(dāng)?shù)嘏e行的事件，一個(gè)設(shè)施的詳細(xì)清單，房間照片，另一個(gè)有希望的辦法，以提高在相關(guān)市場的服務(wù)提供者的誠信（例如，附近的汽車租賃公司或附近餐館）。服務(wù)營銷應(yīng)考慮發(fā)展特別忠誠，提高他們 的上線倡議，加強(qiáng)客戶整體滿意度。我們的主要論點(diǎn)是，滿意，忠誠和他們的關(guān)系不同于脫機(jī)聯(lián)機(jī)，因?yàn)樵谕粵Q策的情況同樣的客戶對在線與離線作不同的選擇。約翰遜，貝爾曼和洛斯， 2021 年）。這允許我們在相同的服務(wù)下比較在線和離線得滿意和忠誠度。因此，遇到自身實(shí)際的服務(wù)，如果相同的服務(wù)提供者和服務(wù)選項(xiàng)選擇在線或離線是沒有不同的。迪克和巴蘇， 1994），原因如下，一個(gè)行為忠誠的客戶可以態(tài)度忠誠，即一個(gè)組織或服務(wù)提供者留到他發(fā)現(xiàn)一些更好選擇的市場（迪克和巴蘇， 1994） 。奧利弗（ 1999）提出的類似的態(tài)度忠 誠情感 /意動的忠誠度代表高階，或長期承諾一個(gè)客戶整合性的組織，它不能只是被推斷為客戶重復(fù)觀測購買行為。第二，我們研究客戶滿意度和忠誠度之間的相互關(guān)系，從而對這種關(guān)系基入更深的見解。這種特性使我們能夠抽取媒介滿意效果，遠(yuǎn)離服 務(wù)屬性的影響。例如，如果該公司認(rèn)為，忠誠度可以增加滿意度，它可以直接著眼于提高其忠誠度計(jì)劃。在客戶沒有高度滿意的情況下讓客戶保持忠誠是有可能的（例如，當(dāng)有其他幾個(gè)選擇）且高度滿意，但不忠誠的（例如，在許多其它可用）。總的來說，這些研究顯示，顧客滿意和忠誠度在網(wǎng)上是不同的（相對于離線），而在線不一定降低。例如，價(jià)格實(shí)際上可能網(wǎng)上比網(wǎng)下的較低（如德杰拉圖，然格式 艾米，與吳， 2021 年 。典型 卡利，在線客戶較脫
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