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1、外文翻译原文THEEFFECTOFCUSTOMERVALUE,CUSTOMERSATISFACTION,ANDSWITCHINGCOSTSONCUSTOMERLOYALTY:ANEMPIRICALSTUDYOFHYPERMARKETSINTAIWANMaterialSource:SOCIALBEHAVIORANDPERSONALITY,2010,38(6),729-740©SocietyforPersonalityResearch(Inc.)DOI10.2224/sbp.2010.38.6.729Aut
2、hor:Ming-TienTsaiNationalChengKungUniversity,Tainan,Taiwan,ROCChung-LinTsaiNationalChengKungUniversityandChangJungChristianUniversity,Tainan,Taiwan,ROCHan-ChaoChangNationalAppliedResearchLaboratories,Taiwan,ROCHypermarketsplayanincreasinglyimportantrolei
3、ntheretailindustryinTaiwan.InthisstudyhypermarketcustomersinTaiwanweresurveyed,usingswitchingcostsasavariable,toexploretherelationshipbetweencustomervalue,customersatisfaction,andcustomerloyalty.Theresultsindicatethatacustomerwithamorepositiveperceptiono
4、fthevalueofproducts/serviceshasamorepositiveevaluationofthehypermarket,greatersatisfaction,andloyalty.Greatersatisfactioncombinedwithgreaterconcernovernonmonetaryswitchingcostsalsoincreasescustomerloyaltytothehypermarket.Thesefindingsmayhelphypermarketop
5、eratorstodeveloptheirbusinessesfurtherinTaiwan’scompetitiveretailsector.InTaiwan,theretailsectorishighlycompetitiveandhypermarketstrytoappealtocustomersbyofferinglowerpricesthansmall-scaleretailersandconveniencestores.However,thehypermarketsectorhasenter
6、edasaturatedphase,withmarketoverlappingoccurringandlowaverageprofit.Withsuchfiercecompetition,hypermarketoperatorsmustworktoreducecosts,retaincustomers,andincreaseprofitstoensuresustainabledevelopmentoftheirbusinesses.InthisstudyhypermarketcustomersinTai
7、wanweresurveyedusingswitchingcostsasamoderatingvariabletoexploretherelationshipbetweencustomervalue,customersatisfaction,andcustomerloyalty.Areviewoftheliteratureandtheempiricalevidenceshowedthatrisingcustomerpowergraduallyreplacesbusinessoperatorstodomi
8、natemarketorientation(Bitner,1990;Kotler,2002;Müller,1991).Bitnerconsiderscustomersatisfactionasanantecedentvariablethatpositivelyimpactscustomerloyalty,whileMüllerarguesthatcustomersatisfactionbecomesakeyfactorforbusiness
