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)(參考版)
2025-01-23 09:26本頁面
【正文】 Lohse, 2021). We also predict the effects of control variables such as website factors, service attributes, and prior experience with the service, on satisfaction and loyalty. Fig. 1 summarizes the conceptual model of how the 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 t
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