满意度强度和顾客忠诚度.doc

　　　　　　　　　　　　　　　　　　　　　　　 外文翻译之一Satisfaction Strength and Customer Loyalty作者： Murali Chandrashekaran /Kristin Rotte/ Stephen S. Tax/ Rajdeep Grewa国籍：Australia出处：Journal Of Marketing Research ,2006,5(9):1784-1789原文正文： AbstractAlthough empirical research indicates that satisfaction is intimately linked to loyalty, anecdotal evidence reveals that many customers who state that they are very satisfied with a service provider nevertheless subsequently defect.. In this paper, the authors focus on identifying which customers are vulnerable to defection despite stating high levels of satisfaction. Drawing on the emerging perspective to modeling individual judgments that recognizes that individuals differ in the strength (i.e., conviction, certainty) with which judgments are professed, the authors first decompose a customer’s stated satisfaction into two related but independent facets – satisfaction level and satisfaction strength The authors then examine the role of satisfaction strength in the translation of satisfaction to loyalty. Results from two studies are reported. In the first study, set in a B2B service context, the authors analyze data obtained from an ongoing customer satisfaction tracking study being conducted by a large service organization in the US. Data from over 25,000 customers are used to calibrate the satisfaction model and examine the effect of satisfaction strength on the translation of satisfaction to loyalty. In the second study, a conceptual replication set in a B2C context, the authors examine decision-making following a failed service encounter and a recovery attempt by the service provider. The authors study the impact of perceptions of service recovery on the level and strength of the stated satisfaction with the service recovery, and then focus on the effect of satisfaction strength in the translation of stated satisfaction to loyalty. The two studies strongly demonstrate that the covert satisfaction strength plays a central role in the translation of satisfaction to loyalty. A key finding that is uncovered, and replicated, in this research is that while satisfaction does indeed translate to loyalty when the satisfaction judgment is strongly-held (i.e., with low uncertainty), the translation is significantly lowered, on average, by almost 60%, when the same stated satisfaction is more weakly-held (i.e., fraught with uncertainty). The studies also indicate that aspects of prior relational experience (length of relationship, volume of business, and favorability of prior experiences) serve to isolate, rather than insulate, a firm’s customers, resulting in even greater vulnerability Overall, the findings contribute to a better understanding of the process by which satisfaction leads to customer loyaltyResearch FrameworkWe build on the extant satisfaction and judgment formation literatures to recognize that a customer’s overtly stated satisfaction is comprised of two related but distinct dimensions – the level of satisfaction and the covert strength with which that satisfaction judgment is held. Several lines of thought support this two-dimensional conceptualization of revealed satisfaction. For instance,scholars in the area of services marketing note that customer expectations are often fuzzy (e.g., Rustet al 1999), and it is often difficult for customers to precisely estimate the level of received service (Parasuraman, Zeithaml and Berry 1985). Thus, it is likely that the resulting satisfaction judgments themselves are laden with uncertainty. Consequently, customers are likely to differ in the strength with which they hold their satisfaction. This is also consistent with the psychological view of human judgments succinctly expressed by Koehler (1994, p. 461): “Although we believe a great many things, we hold some of our beliefs with greater conviction than others.”Satisfaction modelLetting SATi denote the stated satisfaction of the its customer, we recognize that SATi is a realization from a distribution of possible judgments, such that SLi, the satisfaction level, reflects the mean, and SUi, the satisfaction uncertainty, manifests itself in the variance of that distribution:(1) SATi = β0 + SLi + εi; var(εi) = σ2 + SUi(2) SLi = Xiβ; SUi = ZiγWhere σ2 denotes the measurement- and model-error variance; Xi = [x1i,..., xpi] and Zi = [z1i,..., zki] denote row-vectors of variables hypothesized to impact satisfaction level and uncertainty, respectively, and β = [β1, β2, ..., βp] and γ = [γ1, γ2, ..., γk] denote column-vectors of the impacts of Xi and Zi, respectively. The specific elements of Xi and Zi will come from theory and the specific substantive setting of the particular research study. Consistent with the JUMP model procedure the parameters of interest can be estimated in a straightforward manner using feasible generalized least squares.Loyalty ModelResearch indicates that although satisfaction is linked to som。