网络营销绩效顾客满意度和忠诚度对认知价值的影响-外文翻译

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1、外文翻译原文Title:Theimpactofe-servicequality,customersatisfactionandloyaltyone-marketing:ModeratingeffectofperceivedvalueMaterialSource:http://www.cqvip.com/Author：HsinHsinChangSincetheonlinemarkethasbeengrowingrapidlyoverthepastseveralyears,electronicmarketingactivitieshavedrawnalotofattention.Manyc

2、ompaniesgeneratedcustomerloyaltybyimprovingelectronicservicequality(e-servicequality)buttheeffectsneededtobefurtherexamined.Thefirstpurposeofthestudyistointegraterelevantliteratureanddevelopacomprehensiveresearchmodelofelectroniccommercetoidentifyitsantecedentandconsequentialresearchvariables.Th

3、isstudyteststheinterrelationshipsamongtheperceptionofe-servicequality,customersatisfactionandcustomerloyalty.Thesecondpurposeofthisstudyistoexaminethemoderatingeffectofcustomerperceivedvalueontherelationshipbetweencustomersatisfactionandloyalty.Throughaquestionnairesurvey,theresultsofthisstudyin

4、dicatedthate-servicequalityhasinfluenceoncustomersatisfactionandthengeneratescustomerloyalty,whichisconsistentwithBagozzi’sappraisal!emotionalresponse!behaviourframework.Anotherkeyfindingistherelationshipbetweencustomersatisfactionandloyalty,whichisstrongerforcustomerswithhighperceivedvaluethanl

5、owperceivedvalue.Conclusionsindicatethatwebsiteownersshouldnotonlyimprovee-servicequality,butalsoemphasisecustomerperceivedvalue.Keywords:e-servicequality;perceivedvalue;customersatisfaction;customerloyaltyThebusiness-to-customeronlinemarkethasbeengrowingrapidlyoverthepastfewyears.ReichheldandSh

6、ifter’ssurvey(2000)showsthatconsumershaveincreasinglyfavouredonlineshopping.Intheconsumermarketingcommunity,customerloyaltyhaslongbeenregardedasanimportantissue.In2006,accordingtoMarketIntelligenceCenterindustryanalysis,theonlineshoppingmarketinTaiwanamountedto$59.8billionlastyearwith54%growthra

7、tecomparedtotheformeryear.In2007,theTaiwaneseonlineshoppingB2Cmarketreachedascaleof$108billion,71.3%oftheretailsector(Yang,2008).Numerousstudieshavepointedoutthattwoofthemoreeffectivemeanstogeneratecustomerloyaltyaretodeligh