在b2b市场中服务质量和市场营销的性能-探索客户满意度的媒介作用-毕业论文.doc

毕业论文（设计）外文翻译题　　目：　　　　　产品销售过程中的服务质量研究　　　　　一、外文原文标题：Service quality and marketing performance in business-to-business markets: exploring the mediating role of client satisfaction原文：KeywordsService quality assurance, Product quality, Information systems,Business-to-business marketing, Customer loyalty, Customer satisfactionAbstractDrawing on relevant literature, the authors empirically test a model of business loyalty in a sample of 234 clients of information systems suppliers, integrating the concepts of service quality, satisfaction, and loyalty. The study builds on recent advances in services marketing theory and assesses the relationships underlying the identified constructs in the specific industry. A clear pattern of service quality dimensions is established following the Gronroos conceptualisation. Several important findings are reported, including the empirical verification of the mediating role of industrial satisfaction in the formation of loyalty attributes. Industrial satisfaction fully mediates the relationship between accessibility and loyalty and partially mediates latent construct’s relationship with technical assistance and delivery service. The results provide robust evidence concerning the direct effect of industrial satisfaction on loyalty，accessibility, delivery, and product reliability as antecedents of industrial satisfaction.IntroductionThe advent of relationship marketing and the increased competition that has characterised markets over the past 30 years has resulted in consumer satisfaction and related research constructs becoming central topics in the services literature. Particular attention has been given to the conceptualisation and measurement of the variables of quality and satisfaction. These variables are central to modern marketing theory and practice as principal indicators of marketing performance (Babin and Griffin, 1998; Walker, 1995; Jones and Suh, 2000). The importance of studying and understanding these two related variables can be illustrated by their relation with behavioural intentions and loyalty (Newman and Werbel, 1973; LaBarbera and Mazursky, 1983; Cronin and Taylor, 1992; Rust et al., 1995; Singh, 1990; Taylor and Baker, 1994; Zeithaml et al., 1996).Although numerous studies have made an effort to clarify, conceptualise, and measure these constructs in a business-to-consumer environment, in a business-to-business (B2B) context there continues to be debate regarding: the identification of the variables responsible for external effects; the form and/or strength of the relationships between them; and the presence of interaction or mediational effects between them. There is a large body of contradictory empirical evidence (Schellhase et al., 1999; Parasuraman, 1998). In assessing the effects of perceived quality, many researchers have suggested its positive influence on loyalty (Carman, 1990; Parasuraman et al., 1985, 1988; Boulding et al., 1993). However, recent findings demonstrate that this correlation is either not significant or mediated by satisfaction (Cronin and Taylor, 1992; Spreng and Singh, 1993; Cronin et al., 2000). The paucity of research assessing quality and satisfaction in B2B markets has created a need for conceptual and empirical research to: establish a pattern of dimensions that formulate the quality perceptions of industrial buyers; define the concept of industrial satisfaction and clarify its role within a B2B services framework; establish theoretical and empirical links between these two constructs (in terms of industrial behavioural intentions and loyalty levels); and identify an appropriate method of measuring the constructs involved. One of the main objectives of the present research was to clarify the contradictory evidence with respect to the relationships among the concepts of service quality, industrial satisfaction, and loyalty, and to provide evidence of the mediating role of industrial satisfaction. In particular, the purposes of the present study were: to develop a validated instrument of loyalty measurement using the key constructs of quality perceptions and industrial satisfaction; to create the theoretical basis upon which hypotheses can be formulated concerning the variables of perceived quality, industrial satisfaction, and loyalty; to explore and identify a stable pattern of the dimensions of quality perceptions in an industrial context; and to test the hypotheses and the mediating role of industrial customer satisfaction empirically. The present paper begins with an examination of the literature pertaining to each of the concepts involved and the presentation of the study’s conceptual framework. The methodology employed in this research is then explained and the study results are presented and discussed. Finally, conclusions and managerial implications of the study are provided and a set of future research directions is examined, as are the limitations of this study.Literature reviewService qua。