【導讀】在線和離線環(huán)境下客戶的滿意度和忠誠度?果是，什么因素可以解釋這種差異？我們提出了一個概念模型和發(fā)展假設關于在線媒體對顧客滿意。和顧客忠誠的影響和滿意和忠誠的關系。我們的測試通過聯立方程模型的假設，并用。兩組旅館住宿業(yè)的顧客的在線和離線放入數據。結果有點出人意料，他們的選擇表明。滿意度和忠誠度的關系得到了進一步加強。問題提出了更高的要求，而且這個在線的滿意度和忠誠度與脫機環(huán)境也是相關的。存在很大的分歧。滿意度和忠誠不是每個都代理的布勒默爾＆卡斯帕，1995;奧利弗，1999年）。與下線的環(huán)境相比，客戶滿意度和忠誠度的關系在上。我們研究客戶滿意度和忠誠度之間的相互關系，從而對這種關系基入更深的見解。很多以前的研究把重點放在客戶滿意度影響忠誠度方。奧利弗提出的類似的態(tài)度忠誠情感/意動的忠誠度。符合奧利弗，我們定義滿意度為對某個服務感受到的愉悅程度，務營銷應考慮發(fā)展特別忠誠，提高他們的上線倡議，加強客戶整體滿意度。

　　

【正文】 online medium influences customer satisfaction and loyalty. The figure includes the focal constructs as well as control variables. Our main thesis is that satisfaction, loyalty and their relationship differ online from offline because the same customers could make different choices online versus offline in the same decision situation. We now describe each of the constructs used in the study. 3. Managerial implications Based on our study, we remend the following strategies and tactics for service providers. （ 1） Use the online medium to reinforce loyalty Satisfaction builds loyalty, which reinforces satisfaction, a phenomenon which is stronger online than offline. Service marketers should consider developing special loyaltyenhancing initiatives for their online customers to reinforce overall For example, a hotel offering rewards based on number of hotel stays could (1) provide additional reward points for booking online, (2) prominently feature these rewards at its website, (3) enable customers to keep track of their reward positions, and (4) proactively remind or encourage customers to act when they get close to their reward milestones. While some panies have implemented the first three initiatives, not many are doing the fourth initiative. (2)Enhance the information content of the website Our results show that the depth of information at the website increases service encounter satisfaction, which increases overall satisfaction, which, in turn, has a mutually reinforcing relationship with loyalty. Hotel marketers can enhance the depth of information at their websites by including such content as local weather, nearby attractions and restaurants, maps, events that will be taking place in a locality in the near future, a detailed list of amenities, pictures of rooms, etc. Yet another promising way to enhance content is for the service provider to partner with other service providers in related markets (., a nearby car rental agency or nearby restaurants). （ 3） Make information access as easy as possible on the website The finding that ease of obtaining information has a stronger effect on both overallsatisfaction and loyalty online than offline has important implications. First, a service provider should determine the appropriate information needs of its customers. Second, it should design a website so that the customer can access not only all the relevant information but also access them only when he/she needs it. Third, the pany should invest in technologies that search for the right information and retrieve the information as quickly as possible. Fourth, the pany may want to focus on creating the right userinterfaces that allow customers to access information in the way that is most convenient for them (., on wireless device, without visuals, etc.). （ 4） Provide greater value to frequent online users More frequent users seem to have greater overal satisfaction when they choose the service provider nline than offline. This finding implies that panies hould focus on increasing the frequency of use y online customers. These could be provided in the orm of online promotions and incentives that offer ore hotel stays or free hotel stays for increased use f the service.