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)-文庫吧資料
2025-01-27 09:26本頁面
【正文】 he 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. 。 Payne, 1985。 Basu, 1994) for the following reasons. A behaviorally loyal customer may be spuriously loyal, that is stay with an anization or service provider until he/she can find some better alternative in the marketplace (Dick amp。 Oliver, 1999). It is possible for a customer to be loyal without being highly satisfied (., when there are few other choices) and to be highly satisfied and yet not be loyal (., when many alternatives are available). Firms need to gain a better understanding of the relationship between satisfaction and loyalty in the online environment to allocate their online marketing efforts between satisfaction initiatives and loyalty programs. If, for example, the firm finds that loyalty is associated with increased satisfaction, it could directly focus on enhancing its loyalty programs. In this paper, we address the following questions: (1) For a given service, other things equal, are the levels of customer satisfaction and loyalty different when the service is chosen online as pared to offline? If 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,
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