电子商务B2B市场营销中英文对照外文翻译文献.docx
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电子商务B2B市场营销中英文对照外文翻译文献.docx
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电子商务B2B市场营销中英文对照外文翻译文献
中英文对照外文翻译
(文档含英文原文和中文翻译)
原文:
Servicequalityandmarketingperformanceinbusiness-to-businessmarkets:
exploringthemediatingroleofclientsatisfaction
Keywords
Servicequalityassurance,Productquality,Informationsystems,
Business-to-businessmarketing,Customerloyalty,Customersatisfaction
Abstract
Drawingonrelevantliterature,theauthorsempiricallytestamodelofbusinessloyaltyinasampleof234clientsofinformationsystemssuppliers,integratingtheconceptsofservicequality,satisfaction,andloyalty.Thestudybuildsonrecentadvancesinservicesmarketingtheoryandassessestherelationshipsunderlyingtheidenti?
edconstructsinthespeci?
cindustry.AclearpatternofservicequalitydimensionsisestablishedfollowingtheGronroosconceptualisation.Severalimportant?
ndingsarereported,includingtheempiricalveri?
cationofthemediatingroleofindustrialsatisfactionintheformationofloyaltyattributes.Industrialsatisfactionfullymediatestherelationshipbetweenaccessibilityandloyaltyandpartiallymediateslatentconstruct’srelationshipwithtechnicalassistanceanddeliveryservice.Theresultsproviderobustevidenceconcerningthedirecteffectofindustrialsatisfactiononloyalty,accessibility,delivery,andproductreliabilityasantecedentsofindustrialsatisfaction.
Introduction
Theadventofrelationshipmarketingandtheincreasedcompetitionthathascharacterisedmarketsoverthepast30yearshasresultedinconsumersatisfactionandrelatedresearchconstructsbecomingcentraltopicsintheservicesliterature.Particularattentionhasbeengiventotheconceptualisationandmeasurementofthevariablesofqualityandsatisfaction.ThesevariablesarecentraltomodernmarketingtheoryandpracticeasprincipalindicatorsofmarketingperformanceBabinandGrif?
n,1998;Walker,1995;JonesandSuh,2000.TheimportanceofstudyingandunderstandingthesetworelatedvariablescanbeillustratedbytheirrelationwithbehaviouralintentionsandloyaltyNewmanandWerbel,1973;LaBarberaandMazursky,1983;CroninandTaylor,1992;Rustetal.,1995;Singh,1990;TaylorandBaker,1994;Zeithamletal.,1996.
Althoughnumerousstudieshavemadeanefforttoclarify,conceptualise,andmeasuretheseconstructsinabusiness-to-consumerenvironment,inabusiness-to-businessB2Bcontexttherecontinuestobedebateregarding:
theidenti?
cationofthevariablesresponsibleforexternaleffects;theformand/orstrengthoftherelationshipsbetweenthem;andthepresenceofinteractionormediationaleffectsbetweenthem.ThereisalargebodyofcontradictoryempiricalevidenceSchellhaseetal.,1999;Parasuraman,1998.Inassessingtheeffectsofperceivedquality,manyresearchershavesuggesteditspositivein?
uenceonloyaltyCarman,1990;Parasuramanetal.,1985,1988;Bouldingetal.,1993.However,recent?
ndingsdemonstratethatthiscorrelationiseithernotsigni?
cantormediatedbysatisfactionCroninandTaylor,1992;SprengandSingh,1993;Croninetal.,2000ThepaucityofresearchassessingqualityandsatisfactioninB2Bmarketshascreatedaneedforconceptualandempiricalresearchto:
establishapatternofdimensionsthatformulatethequalityperceptionsofindustrialbuyers;de?
netheconceptofindustrialsatisfactionandclarifyitsrolewithinaB2Bservicesframework;establishtheoreticalandempiricallinksbetweenthesetwoconstructsintermsofindustrialbehaviouralintentionsandloyaltylevels;andidentifyanappropriatemethodofmeasuringtheconstructsinvolvedOneofthemainobjectivesofthepresentresearchwastoclarifythecontradictoryevidencewithrespecttotherelationshipsamongtheconceptsofservicequality,industrialsatisfaction,andloyalty,andtoprovideevidenceofthemediatingroleofindustrialsatisfactionInparticular,thepurposesofthepresentstudywere:
todevelopavalidatedinstrumentofloyaltymeasurementusingthekeyconstructsofqualityperceptionsandindustrialsatisfaction;tocreatethetheoreticalbasisuponwhichhypothesescanbeformulatedconcerningthevariablesofperceivedquality,industrialsatisfaction,andloyalty;toexploreandidentifyastablepatternofthedimensionsofqualityperceptionsinanindustrialcontext;andtotestthehypothesesandthemediatingroleofindustrialcustomersatisfactionempiricallyThepresentpaperbeginswithanexaminationoftheliteraturepertainingtoeachoftheconceptsinvolvedandthepresentationofthestudy’sconceptualframework.Themethodologyemployedinthisresearchisthenexplainedandthestudyresultsarepresentedanddiscussed.Finally,conclusionsandmanagerialimplicationsofthestudyareprovidedandasetoffutureresearchdirectionsisexamined,asarethelimitationsofthisstudy.
Literaturereview
Servicequality
Intheservicesmarketingliterature,theservice-qualityconstructisacontroversialtopicBradyandCronin,2001;Zeithaml,2000;Zins,2001;RustandOliver,1994;Lapierreetal.,1996.Inthebusiness-to-consumerliterature,researchershaveadoptedthreebroadconceptualisations.The?
rst,proposedbyGro¨nroos1982,1984,de?
nedthedimensionsofservicequalityinglobaltermsasbeingfunctionalandtechnical.Thesecond,proposedbyParasuramanetal.1988,identi?
edservice-qualitydimensionsusingtermsthatdescribeservice-encountercharacteristicsreliability,responsiveness,empathy,assurances,andtangibles.Thethird,proposedbyRustandOliver1994,consideredoverallperceptionofservicequalitytobebasedonthecustomer’sevaluationofthreedimensionsofserviceencounters:
thecustomer-employeeinteraction,theserviceenvironment,andtheserviceoutcome.Itisnotclear,however,whichoftheseconceptualisationsanddimensionalpatternsarethemostappropriatetouseBradyandCronin,2001;RustandOliver,1994.
Industrialsatisfaction
Althoughmanufacturersandretailersconsidersatisfactiontobeakeyvariable?
indicativeofthesuccessorfailureofabusinessrelationship?
areviewofthepertinentliteraturereveals:
.alackofaconsensusde?
nitionforconsumersatisfaction?
thusposingseriousproblemsforresearchersintermsofconceptualisation,operationalisation,andmeasurementBabinandGrif?
n,1998;WoodruffandGardial,1996;GieseandCote,2000;andalackofacomprehensive,theoreticallybased,empiricalresearchstreamSchellhaseetal.,1999.
InB2Bmarkets,theprincipaldifferencesamongend-consumersarisefromthedecision-makingunitevaluatingtheproductorservice.Whenconsideringthesatisfactionofanindustrialclient,itisnecessarytoevaluatethesatisfactionofthedifferentconstituentsofthebuyingcentrewhoareincontactwiththeindustrialsupplierParasuraman,1998.Eventhoughtheindividualmembersofabuyingcentreareguidedbythecompany’sobjectives,theyhavetheirownmotivationsandobjectivesandevaluatetheperformanceoftheproductorserviceaccordingtotheirownreferencestandardsAndersonandNarus1990,intheirefforttomodelmanufacturer-distributorrelationships,de?
nedsatisfactionasapositive,affectivestateresultingfromtheappraisalofallaspectsofa?
rm’sworkingrelationshipwithanother?
rm.Thisde?
nitionpositsthatsatisfactionunderstoodasaffectivecanbecontrastedwithanobjectivesummaryassessmentofoutcomes?
therebyformingatarget-performancecomparisonmechanism.Ifexpectationsareexceededbyperformance,satisfactionisgeneratedChurchillandSurprenant,1982;BeardenandTell,1983;LaBarberaandMazurskyPreviousresearchhasusedvariousmethodsofsatisfactionmeasurement.ObjectivemeasuresofsatisfactionhaveincludedtheacquisitionofdataonvariablessuchasmarketshareandloyaltyasindicatorsofclientsatisfactionOliver,1980;OliverandSwan,1989.Duetothesuspectvalidityofobjectivemeasures,informationonsatisfactioncanalternativelybecollectedonasubjectivebasis.Attribute-orientedproceduresacquiredataonsatisfactionindirectlybyusingindicatorssuchascomplaints?
guresOliver,1980;BeardenandTell,1983Explicitapproacheshavedirectlymeasuredsatisfactionusingsingleoverallormultidimensionalscales.Usingthesescales,overallsatisfactionisanaggregationofallprevioustransaction-speci?
cevaluationsandisupdatedaftereachspeci?
ctransaction?
inmuchthesamewayasexpectationsofoverallservicequalityareupdatedaftereachtransactioninabusiness-to-consumerenvironmentBouldingetal.,1993.Transaction-speci?
csatisfactionmightnotbeperfectlycorrelatedwithoverallsatisfaction?
becauseservicequalityislikelytovaryfromexperiencetoexperience,especiallyinanindustrialcontext.OverallsatisfactioncanbeviewedasamovingaveragethatisrelativelystableandsimilartoanoverallattitudeParasuraman
etal.,1994Afterthoroughinterviewswithprofessionalsintheareaunderinvestigation,itwascleartothepresentresearchersthatnoneoftheexistingde?
nitionsdepictedtheelementsofbuyingcentresandrelationshipevolvementovertime.Thepresentresearchersthereforedecidedtoadaptthecumulativede?
nitionofindustrialsatisfactionofChumpitaz1998:
Industrialsatisfactionisanoverallevaluationofthetotalpurchase,useandrelationshipsexperiencewithaproductorserviceovertime,asexpressedbymembersofthebuyingdecisioncentre.
Thisde?
nitionprovidedthebasisforconceptualisingandmeasuringeffectivelytheindustrialsatisfactionconstructinthepresentstudy.
Toconceptualiseperceivedservicequality,Oliver1993distinguishedbetweenqualityandsatisfactionbynotingthatthedimensionsunderlyingqualityjudgmentsareratherspeci?
c?
whethertheyar
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