A CUSTOMER LOYALTY MODEL FOR E-SERVICE CONTEXT-JECR

选择填空题（每题10分，共5题）—Hello, is that Sail Moving Company?—_________________?选择一项：A. Yes, this is Jack speaking. Thanks for calling. What can we do for youB. Yes, I'm Jack. Thanks for calling. What can we do for youC. Yes, speaking. What can I do for you反馈你的回答不正确解析：本题考核“接听电话”的交际用语。

在接听电话时，当第一说话人问对方是否是某人/单位，听者应明确说明自己是谁。

B选项“我是杰克”应说成This is Jack而并非I am Jack；C选项没有说接电话的是谁，不正确。

所以答案是A。

正确答案是：Yes, this is Jack speaking. Thanks for calling. What can we do for you—How do you calculate the fee if we ask you to move the office furniture?—_________________.选择一项：A. We can give you a 10% discountB. Sorry, we are not available these daysC. The cost depends on the floor to move to, the distance between two places and the amount of the furniture to move反馈你的回答正确解析：本题考核“计算费用”的交际用语。

第一说话人问搬办公用具如何计算费用，选项A 表示给10%的优惠；选项B表示最近几天不方便；选项C表示费用取决于目的地所在的楼层、两个场所之间的距离以及要搬运的家具的数量，所以答案是C。

关于客户忠诚度的外文译文以下是为您生成的关于客户忠诚度的外文译文：原文：Customer loyalty is a crucial factor for the success of any business. It refers to the willingness of customers to repeatedly purchase products or services from a particular company and recommend it to others.A loyal customer base not only ensures a stable revenue stream but also serves as a powerful marketing tool. Companies invest significant resourcesin building and maintaining customer loyalty through various strategies,such as providing excellent customer service, offering personalized experiences, and rewarding customer loyalty programs.译文：嘿，您知道不，客户忠诚度这玩意儿对啥生意能成功那可太重要啦！这说的是啥呢？就是客户愿意一次又一次地从某个特定的公司买东西或者用他们的服务，还愿意跟别人推荐。

有一群忠诚的客户，那可不只是能保证有稳稳的钱进账，还能当成厉害的营销手段呢！那些公司啊，为了建立和保持客户的忠诚度，那可是下了大本钱，用了各种各样的招儿。

比如说，提供特别好的客户服务，给客户搞那种个性化的体验，还有弄些奖励客户忠诚度的计划啥的。

出处：这是从一篇讲商业运营的外文文章里摘出来的。

An empirical study of relationship about customer satisfaction, brand trust and customer loyalty based on Online Group Buying in ChinaLEI Hong-zhen, LU HuanInternational Business School of Shaanxi Normal University, Xi’an Shaanxi Chinaluhuan@Abstract：Since 2008,the first Online Group Buying website was established in the U.S. ,which integrate online shopping and offline group purchasing in a new e-business model and began to spread all over the world. In china, however, most published researches on online group buying are made by qualitative analyze，Although there have been lots of papers on online shopping, these achievements still have not been fully applicable in this new e-commerce model—“Groupon”. This study use the structural equation model to explore the relationship between customer satisfactions, brand trust and customer loyalty. The result told us that at the present stage, customer satisfaction can not directly lead to customer loyalty，brand trust is needed as an intermediary variable which to link them. As while as online group buying websites want to elevate customer satisfactions, they requires lots of investment in brand marketing to delivering brand image to customers, and finally promote satisfactions convert to customer loyalty.Key words：online group buying; customer loyalty; brand trust; groupon1. IntroductionSince 2000, a few of Group Purchasing websites have emerged in China, just like Fence Net, China Group Purchasing Net and other websites, which organize customer groups to merchandise with business in low price. However, until 2008, the first Online Group Buying website was established in the U.S. which based on the model named Groupon, this business model integrate online shopping and offline group purchasing in a new e-business model which now began to spread all over the world. January 2010, China's first Online Group Buying website start operating, before the end of 2010, the number of Group Buying websites in China has reached 1664. By the end of 2013, there have been 6246 group buying websites, although many of them have closed. By taking the advantage of IM, SNS, MicroBlog and other social networking tools, Online Group Buying model creating a feeling of scarcity of goods, to boost the spending power of user participation. With the formatting of internet users’ habits, online group buying sites have been shift from the model copy to the phase of customer loyalty building.Customer loyalty is important for online retail business to gain competitive advantage and to increase their profit, but from Academic perspective, there is no common understanding on the factors which affecting online shopping customer loyalty [1-2].Some scholars believe that the perceived value, customer satisfaction, customer loyalty and trust are likely to have impact on customer loyalty[3].But from retail business practice, the relationship between customer values, customer satisfaction, customer trust and customer loyalty are very complex, and the relationship would be changed if there is any interference from outside[4]. Online Group Buying is a new e-commerce model, research achievement on online shopping can not be fully applied. In this paper, from industry research and documentation reading, we build up a conceptual model of customer loyalty at the beginning. Questionnaire survey on consumers, using structural equation modeling to test the relationship between customer satisfaction, brand trust and customer loyalty, we find out problems in China's online group buying sites, and offer related advice to China online group buying sites on how to making a marketing strategy.2. Literature review and conceptual model(1) Customer LoyaltyFrom the Traditional marketing view, pursuit for financial Maximize is the fundamental purpose of enterprises, which requires customers continue to buy their products or Service. Therefore, customer loyalty is always measured by customer behavior, such as the purchase ratio, the willingness to buy, and repeat purchasing behavior. Dick et al (1994) regard that when a customer with positive attitude and repeat patronage behavior to providers, that means they have a real and lasting loyalty[5]. Loyal customers not only prefer to use the service, but will also recommend the service to others. Hallowell (1996) puts the customer loyalty as a brand emotional to products or organizations[6]. Tucker (1999) defines customer loyalty as repeat purchases more than three times[7]. Loyalty can also be measured by customer's first choice of next time purchase, and this reflects the different attitude toward to different Online Group buying sites.(2) Customer satisfaction and customer loyaltyCustomer satisfaction is an evaluation of experience and judgments on a particular service, which is often considered as the antecedent of customer loyalty. Anderson and Sullivan (1993) believe that satisfaction is the basic factor of consumer behavior, if there are more retention, consumers will be more satisfied with it[8]. Ravald et al (1996) put that keep loyalty and get profits are closely related to create value for consumers. Cronin (2000) thought that satisfaction is an emotional response after experience a range of services[9]. Sirdeshmukh (2002) said that consumers will remain loyal if they can get more value from this shop than its competitors[10]. Harris et al (2004) research on the customer satisfaction and customer loyalty of online shopping, and believe that online purchasing satisfaction affects customer loyalty and behavioral loyalty apparently[11]. Therefore, we propose:Hypothesis 1: Customer satisfaction has a positive impact on customer loyalty.(3) Customer satisfaction and customer valueIn the concept of customer-oriented, customer satisfaction is most closely related to customer value, most researchers believe that they are complementary paradigms, not mutually exclusive. Jones et al (1995) believe that customer value drives customer satisfaction directly, and deliver superior value to customers is the only way to obtain customer satisfaction for organization[12]. Fornell et al (1996) on the basis of emotion cognitive, argue that value judgments will affect the satisfaction level and satisfaction is the result of customer value[13]. Stalk (1997) thought that customer value describes the relationship among organization, customer and services, customer satisfaction represents the customer reaction from a particular product[14]. Parasuraman et al (2000) presented the main driving factors of customer value is consist of product quality, service quality and price[15. Lam (2004) believe that customer value is a balance between obtain and expend, customer satisfaction is a positive emotion[16]. Holbrook (2006) defines customer value as an overall evaluation of the product or service[17]. Choosing goods and services from different online group buying sites, the standard is which one can bring them the optimal value. Therefore, we hypothesized:Hypothesis 2: customer value has a positive impact on customer satisfaction.(4) Brand trust and customer loyaltyIn online shopping, consumers rarely have the opportunity to view product before purchasing, if there is not enough trust, transactions between consumer and business will stay in the requirements phase. Weiying Zhang (2010) thought that in a globalized market, consumers don’t product, producers don’t consume, trust is the most important element in market economy. Moorman (1993) defined trust as a confidence on their trading partner and willingness to rely on[18]. Morgan et al (1994) believe that customers trust makes customers pay great attention to the trade relations with service providers, thereby creating a sense of commitment and loyalty[19]. For lack of effective constraint rules, online consumers will keep away from the web retailers which are not being trusted, and complexity will lead them to avoid from buying online[20]. Therefore, retailers strive to build customer trust can reduce consumer perceived risk, and enable consumers to have faith in retailers’futurebehavior [21].if Online Group Buying sites can create and maintained consumer trust, then they can reduce consumer perceived risk and enhance consumer loyalty [22]. Therefore, this study hypothesized: Hypothesis 3: brand trust has a positive impact on customer loyalty. (5) Brand trust and brand imageUnder the environment of e-commerce, the physical distance between buyers and sellers arising risks of uncertainty which makes trust particularly important. Lau (1994)thought that a good brand image, is conducive to format brand "rumors" among consumers which comes from corporate marketing strategy to please consumers, let consumers feel that business is real concern and focus on them , thus contributing to building consumer trust [23].Keller (1993) thought that brand image is an important component in brand equity, define brand image as brand association based on Customers memory , attributes, attitudes and interests constitute the brand association [24].Shaping the brand not only help consumers to identify the level of service quality, but also drive business to success [25]. Communications and advertising are seen as an important method which helps Corporate to reduce customer perceived risk [26]. Zeithaml (1988) believe that in an increasingly homogeneous product market, a good brand image can improve the quality of consumer awareness, and also reduce the cost of information gathering [27]. Joon (2002) thought there was lots of factors impact on improves online consumer confidence, including web interface design, corporate reputation, information quality, transaction security, etc [28]. Ways to enhance customer brand trust through deliver brand image are also useful in Online Group Buying sites. Therefore, this study hypothesized:Hypothesis 4: brand image has a positive impact on brand trust. (6) Intermediary effectiveness of brand trustOliver (1980) pointed out that satisfaction is an emotional status which was lead by expectations and perceptions, product and service satisfaction is the primary motivation for continue use [29].However, a survey from United States by Bain shows that nearly 65% to 85% customers will Shift to another sites despite they are satisfied with the initial company's products [30]. In virtual retail market, lack in trust is considered to be the biggest obstacles which restricted buyers and sellers online trading smoothly. Chaudhuri et al (2001) found that consumer satisfaction can format consumer brand trust, the higher customer satisfaction, the deeper customer trust. Ranaweera et al (2003) believe that between the satisfaction and loyalty, "customer trust” plays the intermediary role, and that means customer satisfaction impact on customer loyalty through customer trust [31]. Therefore, this study hypothesized:Hypothesis 5: customer satisfaction has a positive impact on brand trust.Hypothesis 6: customer satisfaction impact on customer loyalty through customer trust.Based on above Hypothesis, we construct a conceptual model for this paper, as shown in Figure 1:Customer Loyaltybrand imageCustomer valueBrand trustCustomer satisfactionH1H4H2H5H3Fig.1 conceptual model3. Study Design(1) Questionnaire development and designIn order to ensure questionnaire reliability and validity, we adopt mature Questionnaire relatively .Customer satisfaction and customer loyalty items are from Anderson, Srinivasan (2003). Trusted brand items mainly fromLee, Turban (2001), customer value is reference to Kotler's triangle customer value model, Include quality, service and value; brand image reference Lau’s (1994) study, measured in three areas from the brand personality, brand communication and brand reputation. To ensure the validity of questionnaire, we combine relevant theoretical concepts and interview 10 Graduate with rich experience on online group buying, finally modify the original items and development some new items. Questionnaire is using Likert 5-point scale method, there are 37 items being asked in questionnaire, 1 means totally disagree and 5 shows full agreement.(2)Data collectionBuying Online is completed on internet, participants are mostly young people and internet users, in order to obtain more universal sample, so we use online method to fill out all the questionnaire. in 220 questionnaires, there are 197 valid questionnaires, the recovery rate of valid questionnaire was 89.6% (invalid questionnaire selection criteria: those who have no experience on or fill out the answer with too short time). We surveyed Consumers from big city in China, like Beijing, Guangdong, Chongqing and Xi'an, et al. In samples collected, women account for 56.6%, male 43.4%, the Samples we collected conform to the characteristic of Online Group Buying industry development.4. Data AnalysisThis study adopt SPSS 17.0 and AMOS 7.O to analysis model. SPSS 17.0 analysis factors reliability and validity, AMOS 7.O testing model hypothesis.(1) Reliability and validity testReliability refers to the consistency of measurement results. Results show that Cronbach's α of each factor are greater than 0.7, indicating that these variables show good internal consistency. Validity refers to the validity of the measurement results. Using factor analysis to test validity of questionnaire, KMO of all factors are greater than 0.7, while Bartlett test results also reject the Original hypothesis (sig. = 0.000), illustrate the items are suitable to factor analysis.Tab.1 reliability and validity testingLatent variable Cronbach's αKMOCustomer Value 0.921 0.892Customer Satisfaction 0.948 0.749Brand Image 0.915 0.908Brand Trust 0.895 0.706Customer Loyalty 0.883 0.718(2) Model fittingIn this study, we use structural equation model to analyze the relationship between variables. If the ratio of Chi-square and degrees of freedom is small, that means matrix fit to observe data in the model assumed. In general if the ratio is less than 2, we can assume that the model has a good fit .The results showed that the ratio of chi-square and degrees of freedom is 2.58, model is in a poor fit. When the data is completely fit the model, three indicators CFI, TLI, IFI are equal to 1, in general it can be allowed if the indicators are greater than 0.9 .The results showed that the three indicators are 0.840,0.824,0.841, indicates that the model has a poor fit. RMSEA means Root Mean Square Error of Approximation. Generally, RMSEA less than 0.08 indicate a good model, but the result shows that RMSEA is 0.111. AIC and BCC is indicators to compare streamlining of two different models, the smaller the better. ECVI also used to compare fit goodness between different models, smaller value means higher consistency. For the fit index has not reached the ideal standard, model need to be amended.Amos provides Modification Indices for Model Building. By releasing some limited or adding some new path, can make model structure more reasonable, and improve the model fit goodness. Residuals which have not meetthe standard of Modification Indices should be free estimated, such as increasing the correlation path between Z1 and Z4, then you can reduce the chi-square value. After model revised, fit indices are all improved, as shown in Table 2:Tab.2 the results of commonly used fit indexFit index Chi (df) CFI TLI IFI RMSEA AIC BCC ECVI Before amendment 823.390 (319) .840 .824 .841 .111 941.390 974.430 7.355 After amendment535.013（311）.929.920.930.075669.013706.5335.227After model revised ，ratio of chi-square and degrees of freedom decreased to 1.72, which reflect the model has a good fitting, CFI, TLI, IFI were greater than 0.90, RMSEA less than 0.08. the value of AIC 、BCC and ECVI are all low down after amendment. Model has a good fitting, the revised structural equation model shown in Figure 2.Brand ImageBrand TrustCustomer SatisfactionCustomer ValueCustomer Loyaltya1.80e1 1.001a2.58e2 1.321a3.49e3 1.461a4.53e41.391a5.34e51.611a6.44e61.661a7.32e71.831a8.36e81.741a9.42e91.721a24.47e241.001a23.40e231.061a22.38e22.971a21.88e21.781a20.49e20.891a19.47e19.921a18.49e18.961a17.46e17.931a16.35e16.991a12.37e12 1.001a11.23e11 1.111a10.26e10 1.091a15.17e15 1.001a14.09e14 1.081a13.16e13 1.041a25.18e251.001a26.38e26.921a27.61e27.9011.04.96.25Z1.07Z2.16Z3.70Z4.03Z5111.1211.95.37.29.24.08.28-.08.09.11.23Fig.2 revised structural equation model(3) Hypothesis testingcoefficient estimates on optimal path model is shown in Table 3, path coefficient from customer satisfaction to customer loyalty is 0.115, CR is 1.267, P is 0.205, this indicate that the probability of path coefficient equal 0 amounts to 20.5%, larger than the significance level at 5%, H1 can not passed. In addition, other relationships between potential variables are all passed the test. From the test we know that Customer value has a positive influence on customer satisfaction, brand trust has a positive influence on customer loyalty ,brand image has a positive influence on brand trust, and customer satisfaction have a positive impact on brand trust. Therefore, the hypothesis H2, H3, H4 and H5 has confirmed. Hypothesis of Customer satisfaction to customer loyalty have not substantiated, but it does not influence the further test of H6. In AMOS, the mediation effect can be measured by direct and indirect effects. Standardized direct effects and indirect effects shown in Table 4:Tab.3 estimates the optimal model for the path coefficientHypothesis relationship Estimate S.E. C.R. P RESULT H1 CS→CL .115 .091 1.267 .205 NH2 CV→CS .954 .094 10.151 *** YH3 BT→CL .962 .119 8.063 *** YH4 BI→BT 1.041 .205 5.081 *** YH5 CS→BT .366 .056 6.549 *** YNote: "***" Indicates significant at 0.01 levelsTab.4 Standardized direct effects and Standardized indirect effectsCV CS BI BT CL CS .895（.000）.000（.000）.000（.000）.000（.000）.000（.000）BT .000（.362）.404（.000）.645（.000）.000（.000）.000（.000）CL .000（.425）.117（.358）.000（.571）.885（.000）.000（.000）Note: Figures in brackets is the indirect effectDirect effect is the direct impact from one variable to another, such as "customer satisfaction →customer loyalty", indirect effect is one variable affect the other variable through a mediating variable, such as " customer satisfaction→brand trust→customer loya lty.” If the direct effect is greater than the indirect effect, that means mediating variables has not working. If the direct effect less than indirect effect, means intermediate variables has play an intermediary role. In Table 4 , the direct effect from customer satisfaction to customer loyalty is 0.117, indirect effect is 0.358(0.358> 0.117), so H6 (customer satisfaction→brand trust→customer loyalty) is Confirmed, brand trust is the intermediate variables between customer satisfaction to customer loyalty.5. Conclusions and recommendationsAlthough hypothesis 1 has not been verified, but it is also meaningful, it shows that in china, Online Group Buying sites can not build customer loyalty easily if they just rely on enhance customer satisfaction. Meanwhile, the verification of brand trust mediating effect has a great practical significance, which indicates that only by establish brand trust first, customer satisfaction would be transform into customer loyalty effectively. From the path coefficient view of customer satisfaction on brand trust, each unit customer satisfaction increased, brand trust will increase 0.37 units. This means that in order to build brand trust through customer satisfaction, Online Group Buying sites should also take a lot of brand marketing investment at the same time. From path coefficient view, each unit brand trust increased, customer loyalty will increase 0.96 units. In china, Online Group Buying websites are all using similar interface and selling similar products, so it is hard for customers to choose commodity from thousands of providers. With incomplete information, consumers in the market just want to seek products in low price, this lead the online group buying industrial looks like perfectly competitive market. For the first choices have little impact on the second choice, c onsumer’s buying behavior will be single-game if sites haven’t build brand trust.Based on customer satisfaction perspective, Online Group Buying sites should established selection and monitoring mechanisms on supplier, and strengthen the relationships with them. Result shows that the factor loading of “Online Group Buying sites usually offer some super-value products" with "customer value" is larger than others, "will get the same service as full-price customers " with "I believe it has a consistent quality as what described online” is followed, factor loading of items on the “customer service” with" customer value " is lower. From factor loading we know that consumers are sensitive to price and quality, but they are not concerned about purchasing experience strongly. From the view of path coefficient, customer value increase one unit, customer satisfaction will increase 0.95 units. Price and product quality are both dependent on therelationship between product suppliers and online group buying sites. Online group buying sites would try their best to meet customer needs in the purchase process, but it is hard for them to monitor and guarantee during consumption process. Low price is the main features in online group buying, when price turn into supplier's marketing tools, it will greatly worsen the consumer experience. Products can not be consumed smoothly and customers would not be well treated, if there are potential services or products need to buy before consume. Only by establish good cooperation mechanism with suppliers, online group buying sites can enhance customer value, and make customer satisfied.Based on the perspective of brand trust, Online Group Buying sites should set up their own brand and creates brand trust among customers. Study shows that factor loading of "I have some knowledge and understanding on this website" with "brand image" is larger than others, "I think the site has a higher position in the market" with "I think the brand is well-known" followed by, items reflect the Brand personality such as " focus industry "with" focus on local”has a lower factor loading on "brand image”.From Factor loading we know that consumer are most concern about brand awareness and market position owned by Online Group Buying sites, but they have little attention to the differential positioning. From the view of path coefficient, brand image increased one unit; Brand trust will increase 1.04 units. Brand image establish is most based on market visibility and market position, which will not conflict with Brand personality. Online Group Buying sites which tends to be large and wide coverage, can attract all types of customers for the purpose of Mindless consumption. Sites focus on a certain field or a kind of product, the professional will let customers generate the sense of safe and trust. Sites targeted in regional are easier to cooperate with local businesses, it will be more efficient on services and goods realize. Different between perfectly competitive market and monopolistic competition market is that in monopolistic competition market, products are homogeneous but difference. Therefore, brand image establish is the only way to shifted Online Group Buying sites from perfect competition into monopolistic competition. Through diverse means to deliver brand image, build brand trust, and then online group buying sites can deliver consumer concept to actual and potential customers by their own Brand equity.[1] Anderson R E, Srinivasan S S．E-Satisfaction and E-Loyalty A Contingency Framework[J].Psychology and Marketing，2003，20(2)：123-138.[2] Luarn P, Lin H H．A Customer Loyalty Model for E-Service Context[J].Journal of Electronic Commerce Research，2003，4(4)：156-167.[3] Srinivasan S S，Anderson R，Ponnavolu K. Customer loyalty in e-commerce：an exploration of its antecedents and consequences [J]. Journal of Retailing ，2002 ，（78）：41-50.[4]WANG Xu-hui，XU Jian. Study on online customer loyalty under the moderating role of switching cost [J].China Industrial Economics，2008，（12）：113-123.[5] Dick A S，Basu K. Customer Loyalty：Toward an Integrated Conceptual Framework[J].Journal of the Academy of Marketing Science, 1994，22（2）：99-113.[6] Hallowell R. The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study[J]. International Journal of Service Industry Management, 1996,7(4):78-86.[7] Tucker R B. Earn Peoples Loyalty：Here s How Building the loyalty of your supporters is the most important thing you cando[J].Nonprofit World，1999,17(9)：36-39.[8] Anderson E W，Sullivan M W. The Antecedents and Consequences of Customer Satisfaction for firms[J].Marketing Science, 1993,12 (2)：125-143.[9] Cronin J J，Brady M K，Tomas G. Assessing the effects of quality ,value ,and customer satisfaction on consumer behavioral intentions in service environments[J].Journal of retailing,2000,76(2)：193-218.[10]Sirdeshmukh D，Singh J, Sabol B. Consumer Trust，Value，and Loyalty in Relational Exchanges[J]Journal of marketing，2002，66(1)：15-37.[11] Harris L C，Goode M H. The Four Levels of Loyalty and the Pivotal Role of Trust A Study of Online Service Dynamics [J].Journal of Retailing，2004，80(2)：139-158.[12] Jones T O，Sasser W E. Why satisfied customer defect[J].Harvard business review，1995，73(6)：1-14.[13] Fornell C，Johnson M D，Anderson E W，Cha J，Bryant B E. The American Customer Satisfaction Index: Nature, Purpose and Findings[J]. Journal of Marketing, 1996,60(4):7-18.[14] Stalk G J. Customer Value：The next Source of Competitive Advantage [J].Journal of the Academy of Marketing Science，1997，25(2)：41-51.[15] Parasuraman A，Grewal D. The Impact of Technology on the Quality value loyalty Chain: A Research Agenda [J]. Journal of the academy of marketing science, 2000, 28(1): 156-174.[16] Lam S Y et al. Customer Value，Satisfaction，Loyalty and Switching Costs：An Illustration from a Business to Business Service Context[J].Journal of the Academy of Marketing Science，2004，32(3)：293-31.[17] Holbrook M B. Consumption Experience, Customer Value, and Subjective Personal Introspection: an illustrative photographic Essay[J].Journal of Business Research，2006，(59)：714–725.[18] Moorman C，Deshpande R，Zaltman G.Factors Affecting Trust in Market Research Relationships[J].Journal of Marketing，1993，57（1）87–101.[19] Morgan R M，Hunt S D.The Commitment-Trust Theory of Relationship Marketing[J]. Journal of Marketing，1994，58(3)：20-38.[20] Jarvenpaa S L，Todd P A. Consumer Reactions to Electronic shopping on the world wide web[J].International Journal of electronic commerce，1997，1(2)59-88.[21] Schoorman F D，Mayer R C，Davis J H. An integration Model of organizational trust[J].Academy of management review，1995，20(3)344–354.[22] Chaudhuri A，Holbrook M B. The Chain of Effects from Brand Trust and Brand Affect to Brand Performance：The Role of Brand Loyalty[J].Journal of Marketing，2001，65（2）81–93.[23] Lau G T，Lee S H. Consumers' Trust in a Brand and the Link to Brand Loyalty[J].Journal of Market Focused Management，1999，4（4）：341-370.[24] Keller K L. Conceptualizing，Measuring，and Managing Customer based Brand Equity[J]. Journal of Marketing，1993，57 (1)：1-22.[25] Berry L L. Cultivating Service Brand Equity [J].Journal of the A academy of Marketing Science，2000，28（1）：128-137.[26] Davies M. Image problems with financial services[J].Management Decisions，1996，34(2):64- 71[27] Zeithaml V A. Consumer Perceptions of price, Quality and Value: A Means-end Model and Synthesis of Evidence [J].Journal of marketing，1988，52：2-22.[28] Joon Y S.The Antecedents and Consequences of Trust in Online-purchase Decisions[J].Journal of Interactive Marketing，2002，16(2): 47-63.[29] Oliver R L.A cognitive model of the antecedents and consequence of satisfaction decisions[J].Journal of Marketing Research，1980，17 (4)：460-469.[30] Reichheld F F，Schefter P. E-Loyalty Your Secret Weapon on the Web[J]. Harvard Business Review，2000，7：105-113.[31] Ranaweera C，Prabhu J. The Influence of Satisfaction Trust and Switching Barriers on Customer Retention [J].International Journal of Service Industry Management，2003，14（4）：374-395.。

关于处理顾客售后服务的英语作文Excellent Customer After-Sales Service: A Comprehensive Guide to Enhancing Customer Satisfaction and Loyalty.In today's competitive business landscape, providing exceptional customer service is paramount to business success. Customers have become increasingly sophisticated and demanding, expecting businesses to go above and beyond in meeting their needs. After-sales service plays a crucial role in building lasting relationships with customers and ensuring their satisfaction and loyalty. This comprehensive guide will delve into the best practices and strategies for delivering exceptional after-sales service that exceeds customer expectations and drives business growth.1. Establish Clear Communication Channels:Effective communication is the cornerstone of excellent after-sales service. Establish multiple communication channels, including phone, email, live chat, and socialmedia, to make it easy for customers to reach you. Ensure that communication is prompt, responsive, and professional across all platforms. Consider implementing a customer relationship management (CRM) system to track customer interactions and provide personalized service.2. Handle Inquiries with Empathy and Efficiency:When customers reach out with inquiries or complaints, treat them with empathy and understanding. Actively listen to their concerns and demonstrate a genuine desire to resolve their issues promptly. Establish clear processes and protocols for handling inquiries, ensuring that customers receive timely and satisfactory responses. Empower customer service representatives with the authority to make decisions and resolve problems on the spot.3. Personalize the Service Experience:Customers appreciate personalized experiences that make them feel valued. Address customers by name, acknowledge their purchase history, and tailor your responses to theirspecific needs. Use data analytics to identify customer preferences and segment your customer base. By personalizing the after-sales experience, you create a connection with customers that fosters loyalty.4. Go the Extra Mile:Exceptional after-sales service goes beyond simply resolving problems. Surprise customers with unexpected gestures that demonstrate your commitment to their satisfaction. Offer incentives, such as discounts, extended warranties, or loyalty points, for repeat purchases or positive feedback. Personalize thank-you notes and follow up with customers after resolving their issues to ensure their ongoing satisfaction.5. Empower Frontline Employees:Frontline employees, such as customer service representatives and field technicians, are the face of your business and play a pivotal role in delivering excellent after-sales service. Empower them with the knowledge,skills, and authority to resolve customer issues effectively. Provide ongoing training programs that equip them with the latest product and service information, as well as customer handling techniques.6. Measure and Improve Continuously:Customer satisfaction is an ongoing journey, not a destination. Regularly measure customer satisfaction through surveys, feedback forms, and social media monitoring. Use this feedback to identify areas for improvement and make data-driven decisions to enhance your after-sales service. Track key metrics, such as response times, resolution rates, and customer loyalty, to monitor progress and drive continuous improvement.7. Leverage Technology to Enhance Service:Technology can be a powerful tool for enhancing after-sales service. Utilize online self-service portals that provide customers with access to product manuals, troubleshooting guides, and FAQs. Implement automatedchatbots to provide instant support and handle simple inquiries. Consider using predictive analytics to identify potential customer problems and proactively offer solutions.8. Build a Knowledge Base:Create a comprehensive knowledge base that provides customers with access to the information they need. Thiscan include FAQs, product manuals, technical documentation, and tutorials. Encourage customers to contribute their own knowledge and experiences to the knowledge base, fosteringa sense of community and empowerment.9. Foster a Customer-Centric Culture:Exceptional after-sales service is not just a department responsibility; it requires a customer-centric culture throughout the organization. Instill a customer focus in all employees, from top management to frontline staff. Encourage customer feedback and use it to make informed decisions that enhance the overall customer experience.10. Seek Customer Feedback Regularly:Regularly seek customer feedback through surveys, email campaigns, and social media monitoring. Use this feedback to identify areas where you can improve your after-sales service and prioritize improvements. Close the feedback loop by informing customers of the actions taken based on their suggestions.By implementing these best practices, businesses can deliver exceptional after-sales service that exceeds customer expectations, builds lasting relationships, and drives business growth. Remember that satisfied customers are more likely to become loyal advocates for your brand, positively impacting your reputation and ultimately boosting your bottom line.。

客户忠诚度英语Customer loyalty refers to the likelihood of a customer continuing to do business with a company and making repeat purchases over time. It is a crucial factor in the success of a business, as loyal customers tend to spend more, provide valuable feedback, and refer new customers to the company.There are several ways to measure and improve customer loyalty. One common method is the Net Promoter Score (NPS), which measures the likelihood of customers to recommend a company to others. Other methods include customer satisfaction surveys, customer retention rates, and the number of repeat purchases.Building and maintaining customer loyalty requires a combination of excellent products or services, effective communication, and a positive customer experience. Companies must consistently deliver high-quality products and services to meet or exceed customer expectations. They should also communicate with customers regularly to understand their needs and address any concerns or issues promptly.In addition to product and service quality, the overall customer experience plays a significant role in building loyalty. This includes the ease of doing business with the company, the friendliness and helpfulness of the staff, and the company's reputation and brand image. Companies should strive to create a positive and memorable experience for their customers at every touchpoint.Moreover, loyalty programs and incentives can also be effective in encouraging repeat purchases and building customer loyalty. These programs can include rewards points, discounts, exclusive offers, or VIP treatment for loyal customers. By providing additional value to customers, companies can strengthen the bond with their customer base and encourage repeat business.In conclusion, customer loyalty is essential for thelong-term success of a business. By consistently delivering high-quality products and services, providing a positive customer experience, and implementing loyalty programs, companies can build and maintain a loyal customer base. Ultimately, loyal customers are more likely to make repeat purchases, provide valuable feedback, and refer newcustomers, contributing to the overall growth and successof the business.客户忠诚度是指顾客在一段时间内继续与公司做生意并重复购买的可能性。

接待顾客的服务的英语作文The Importance of Customer Service in Business Success.In the fast-paced and highly competitive world of business, customer service stands out as a crucial factor that can make or break a company's success. It is not merely about providing basic assistance or information;it's about creating an experience that leaves a lasting impression on customers, drives loyalty, and generates repeat business.Excellent customer service begins with the understanding that every customer, regardless of their size or spending power, is valuable. They are not just numbers on a ledger but individuals with unique needs, preferences, and expectations. It is the responsibility of the service provider to anticipate these needs, address them promptly, and exceed expectations.One of the most significant benefits of providingexceptional customer service is brand loyalty. When customers feel valued and appreciated, they are more likely to become loyal advocates of a brand. They not only continue to patronize the business but also recommend it to their friends and family. This organic form of marketing is incredibly powerful and cost-effective.To achieve this level of customer satisfaction, businesses must invest in training their employees to provide exceptional service. This involves equipping them with the knowledge, skills, and attitude necessary to handle various customer scenarios effectively. Employees should be encouraged to think outside the box, offering creative solutions that go beyond the call of duty.Communication is another essential component of good customer service. Customers appreciate being heard and understood. They want their concerns to be acknowledged and their problems solved in a timely and efficient manner. It is crucial for businesses to have clear communication channels that are accessible and responsive.Moreover, businesses should strive to personalize the customer experience. Customers feel more valued when they feel recognized and their individual needs are addressed. This can be achieved through personalized greetings, customized product recommendations, and follow-up communications that show a genuine interest in their well-being.In addition to these, businesses must be proactive in anticipating and addressing customer needs. This involves monitoring feedback and complaints, identifying trends and patterns, and making necessary improvements to products and services. By continuously improving and innovating, businesses can ensure that they are meeting the evolving needs of their customers.In conclusion, customer service is not just a department or a function within a business; it is the lifeblood of any successful enterprise. It is the driving force that turns satisfied customers into loyal brand advocates. By investing in training, communication, personalization, and continuous improvement, businesses cancreate an exceptional customer experience that sets them apart from the competition and drives long-term success.。

A CUSTOMER LOYALTY MODEL FOR E-SERVICE CONTEXTPin LuarnDepartment of Business AdministrationNational Taiwan University of Science and Technologyluarn@.twHsin-Hui LinDepartment of Business AdministrationNational Taiwan University of Science and Technologybrenda@.twABSTRACTWhile the importance of customer loyalty has been recognized in the marketing literature for at least three decades, the conceptualization and empirical validation of a customer loyalty model for e-service context has not been addressed. This paper describes a theoretical model for investigating the three main antecedent influences on loyalty (attitudinal commitment and behavioral loyalty) for e-service context: trust, customer satisfaction, and perceived value. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically to demonstrate the applicability of the theoretical model. The results indicate that trust, customer satisfaction, perceived value, and commitment are separate constructs that combine to determine the loyalty, with commitment exerting a stronger influence than trust, customer satisfaction, and perceived value. Customer satisfaction and perceived value were also indirectly related to loyalty through commitment. Finally, the authors discuss the managerial and theoretical implications of these results.Keywords: Loyalty, e-service, trust, customer satisfaction, perceived value1. IntroductionRetaining customers is a financial imperative for electronic vendor (e-vendor), especially as attracting new customers is considerably more expensive than for comparable, traditional, bricks-and-mortar stores (Reichheld and Schefter, 2000). Understanding how or why a sense of loyalty develops in customers remains one of the crucial management issues of our day. Aaker (1991) has discussed the role of loyalty in the brand equity process and has specifically noted that brand loyalty leads to certain marketing advantages such as reduced marketing costs, more new customers, and greater trade leverage. In increasingly competitive markets, being able to build loyalty in consumers is seen as the key factor in winning market share (Jarvis and Mayo, 1986) and developing sustainable competitive advantage (Kotler and Singh, 1981). While the importance of brand loyalty has been recognized in the marketing literature for at least three decades (Howard and Sheth, 1969), the conceptualization and empirical validation of a loyalty model for e-service context has not been addressed. E-commerce success, especially in the business-to-consumer area, is determined in part by whether consumers show loyalty to a particular e-service provider they cannot touch. Thus, research attention should more fruitfully focus on the development and validation of a loyalty model for e-service context.Recognizing that a vital key to retaining customers is maintaining their trust in the e-vendor (Reichheld and Schefter, 2000), this study investigates customer trust as a primary factor for customer commitment and loyalty. In addition, our study incorporates customer satisfaction and perceived value as additional explanatory variables in understanding the determinants of why online customers show attitudinal commitment and behavioral purchase loyalty to a specific e-service provider. Accordingly, the primary purpose of this study is to explore the factors (i.e., customer satisfaction, trust, and perceived value) that influence attitudinal commitment and purchase loyalty in an e-service environment. This paper is structured as follows. First, we discuss the concept of e-service. Subsequently, the study defines the constructs of interest and develops a model of the relationships between the constructs. A comprehensive review of the marketing literature provides a theoretical basis for clarifying what the constructs mean. Next, hypotheses were proposed concerning these relationships. The methods, measures, and results of this study were then presented. Finally, the results were discussed in terms of their implications for research and managerial activity. Based on the findings of this study, Internet marketers will be able to justify expenditures, which promote increased online customer loyalty.Page 1562. Conceptualization of E-ServicesThe concept of e-service seems to be inextricably linked to e-business. Several conceptualization of e-service have been offered in the literature (de Ruyter et al., 2001; van Riel et al., 2001; Featherman and Pavlou, 2002; Pollard, 2003). As de Ruyter et al. (2001) contend, the self-service kind of marketplace environment has already made more and more customers look for company access and customer support through the Internet. In addition to the provision of peripheral service such as customer support, an increasing number of service providers are using electronic ways to distributing their core products/services (de Ruyter et al., 2001). Featherman and Pavlou (2002) also suggest that e-services enable electronic communication, information gathering, transaction processing and data interchange within and between businesses across time and space. Turban et al. (2002) defined pure e-commerce as a case where the product, the agent, and the process are all digitized. In most cases, products that are traded must be physically delivered to the customer, making pure e-commerce impossible. However, with the digital product/service industry, pure e-commerce can be used in most cases, since the industry deals with contents that can be digitized easily. When companies deal with pure e-commerce, the potential advantages are the greatest, since automating the entire process (including product/service delivery) can result in a substantial cost reduction. Delivering value-added, interactive services to customers on-line, in real time, in a shared community of users seems increasingly important to gaining a competitive edge in the electronic marketplace by strengthening relationships with key constituencies (de Ruyter et al., 2001). Consequently, banks, travel agencies, airlines, car rental companies, job placement agencies, real estate agencies, insurance agencies, brokerage houses, online publishers (e.g., newspapers, magazines, music, videos, games, and other digitizable information), management consulting companies and educational institutions are increasingly opting for online service delivery to meet e-customer demand (Forrest and Mizerski, 1996; Turban et al., 2002). Aforementioned issues lead us to compose the following conceptualization of e-service: “E-service is an interactive content-centered and Internet-based customer service, driven by customer and integrated with related organizational customer support processes and technologies with the goal of strengthening the customer-service provider relationship” (de Ruyter et al., 2001, p.185). With the rapid growth and proliferation of e-service, it seems, therefore, imperative to know what factors influence customer attitudinal commitment and repeat purchase behaviors towards e-service.3. Research Model and HypothesesGiven that an e-service in the Internet context is an electronic channel through which consumers received products/services, trust in electronic channel, customer satisfaction with e-service, and perceived value of products/services provided by an e-service vendor should work together to influence the decision to participate in repeat purchase with a particular e-service vendor. The research model used to guide the study is shown in Figure 1, which suggests that customer satisfaction, trust, and perceived value are all directly and indirectly related to loyalty, with the indirect path occurring through commitment. This section elaborates on the theory base and derives the hypotheses.3.1 Definitions and ModelsOliver (1999) defines brand loyalty as “a deeply held commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior.” This definition emphasizes the two different aspects of brand loyalty that have been described in prior studies on the concept--behavioral and attitudinal (Aaker, 1991; Jacoby and Chestnut, 1978; Oliver, 1999; Jacoby and Kyner, 1973; Day, 1969). Still, this view is not universally held, as others suggest that the two constructs are either not related (Oliva et al., 1992) or that they are synonymous and represent each other (Assael, 1987). Chaudhuri and Holbrook (2001) suggest that behavioral, or purchase, loyalty consists of repeated purchases of the brand, whereas attitudinal brand loyalty includes a degree of dispositional commitment in terms of some unique value associated with the brand. Hence, an intermediate view on the matter asserts the constructs are related, yet by definition are distinct, with commitment leading to loyalty (Beatty et al., 1988). In this study, commitment is defined as a consumer’s psychological attachment to an e-service that develops before a customer would be able to determine that their repeat purchase behavior was derived from a sense of loyalty (Beatty and Kahle, 1988). Loyalty is defined as the intention of a consumer to repurchase products/services through a particular e-service vendor.Trust has been conceptualized by previous research in a variety of ways, both theoretically and operationally, and researchers have long acknowledged the confusion in the field (e.g., Lewis and Weigert, 1985; McKnight et al., 1998, 2002; Shapiro, 1987). In e-commerce contexts, the diversity in trust conceptualization is also evident (Gefen et al., 2003). Prior studies have viewed trust as (a) trusting beliefs (Doney and Cannon, 1997; Ganesan, 1994; Gefen and Silver, 1999; McKnight et al., 1998, 2002; Gefen et al., 2003) or (b) trusting intentions (Gefen, 2000; Hosmer, 1995; Moorman et al., 1992; Mayer et al., 1995; McKnight et al., 1998, 2002). In e-commerce environment, trusting beliefs, which have also been referred to as “trustworthiness” by Mayer et al. (1995), are consumers’ perceptions of particular attributes of e-vendors, including the abilities, integrity, andPage 157benevolence exhibited by the vendors when they handle the consumers’ transactions (McKnight et al., 2002; Kim and Benbasat, 2003). Trusting intentions means “the truster is securely willing to depend, or intends to depend, on the trustee” (McKnight et al., 2002, p.337). Most researchers agree that trusting beliefs positively influence trusting intentions (McKnight et al., 1998, 2002; Kim and Benbasat, 2003; Gefen et al., 2003; Jarvenpaa and Tractinsky, 1999; Mayer and Davis, 1999; Mayer et al., 1995). Commonly discussed trust-related behavioral intentions in electronic commerce include sharing personal information, making a one time or repeating purchase, or acting on information provided by an e-vendor. Although some researchers have treated trust as a unitary concept (e.g., Rotter, 1971), most now agree that trust is multidimensional (Mayer et al., 1995; Rousseau et al., 1998; McKnight et al., 2002). In consonance with the definition of trust adopted by Gefen et al. (2003), this study defines trust is a set of specific beliefs dealing primarily with the integrity (trustee honesty and promise keeping), benevolence (trustee caring and motivation to act in the truster’s interest), competence (ability of trustee to do what the truster needs), and predictability (trustee’s behavioral consistency) of a particular e-service vendor (McKnight et al., 2002; Doney and Cannon, 1997; Ganesan, 1994; Gefen and Silver, 1999; Giffin, 1967; Larzelere and Huston, 1980). Gefen et al. (2003) suggest that this definition relies on separation between trust and actual behavioral intentions (e.g., repeat purchase intentions) in the ongoing economic relationship of customers and e-vendors, and that this trust conceptualization is akin to that of other studies dealing with ongoing economic relationships (e.g., Crosby et al., 1990; Gefen, 2002), including those with e-vendors (Jarvenpaa et al., 2000). We also included “predictability” dimension into our trust conceptualization because it is more relevant to an ongoing trust model than to an initial trust model (McKnight et al., 1998, 2002).Traditionally, user satisfaction was employed as a label of IS success (Bailey and Pearson, 1983), and therefore frequently measured in past studies. Both user information satisfaction (UIS) and end-user computing satisfaction (EUCS) scales have been used to measure user satisfaction indirectly through information quality, system quality, and other variables (Bailey and Pearson, 1983; Ives, et al., 1983; Doll and Torkzadeh, 1988). Based on seven indirect measuring factors of overall level of Web customer satisfaction, Wang et al. (2001) developed a 21-item instrument for measuring customer satisfaction with a particular Web site that markets digital products/services. However, the concept of IS and/or e-commerce success has been refined in the context of integrated IS and/or e-commerce success models, including DeLone and McLean (1992, 2003), Seddeon (1997), and Molla and Licker (2001) models, to develop causal relations between antecedents (indirect measures) of overall user/customer satisfaction (e.g., system quality and information quality), overall user/customer satisfaction, and consequents of overall user/customer satisfaction (e.g., individual impact and customer loyalty). Given our interest in capturing a overall measure of customer satisfaction with e-service and concerns about survey length and respondent convenience, the conceptualization of customer satisfaction adopted here therefore corresponds to the summary affective response or feeling of a customer in relation to her/his experience with all aspects of an e-service put in place by an organization to market its products and services (Molla and Licker, 2001).It is widely known that perceived value, the potential key determinant of loyalty, is composed of a “get” component--that is, the benefits a buyer derives from a seller’s offering--and a “give” component--that is, the buyer’s monetary and nonmonetary costs of acquiring the offering (e.g., Dodds et al., 1991; Zeithaml, 1988). This study focuses primarily on product and service quality, including Web site quality, as the get component and on time and money spent as the give component (Grewal et al., 1998; Lichtenstein et al., 1990; Zeithaml, 1988; Parasuraman and Grewal, 2000).3.2 HypothesesAs mentioned previously, it has been suggested that loyalty includes some degree of predispositional commitment toward a brand. Therefore, our notion of customer loyalty in this study includes both attitudinal commitment and behavioral purchase loyalty (see Figure 1). Based on the emerging theory of brandPage 158commitment in relationship marketing (e.g., Fournier, 1998; Gundlach et al., 1995; Morgan and Hunt, 1994; Parasuraman and Grewal, 2000; Chaudhuri and Holbrook, 2001), we propose that trust, customer satisfaction, and perceived value are each related to both commitment and loyalty, consistent with the concept of one-to-one marketing relationships.Trust is vital in many business relationships (Dasgupta, 1988; Fukuyama, 1995; Gambetta, 1988; Gulati, 1995; Kumar et al. 1995; Ganesan, 1994; Moorman et al. 1992), especially those containing an element of risk, including interacting with an e-vendor (Reichheld and Schefter, 2000; Gefen et al., 2003). Lacking effective regulation in the Internet context, consumers have to trust that the e-service vendor will not engage in harmful opportunistic behaviors, or else the overwhelming social complexity will cause them to avoid purchasing (Gefen, 2000). Some researchers have suggested that online customers generally stay away from e-vendors whom they do not trust (Jarvenpaa and Tractinsky, 1999; Reichheld and Schefter, 2000). Following McKnight et al. (1998, 2002), we integrate trust-related constructs mentioned earlier within the broad framework of the Theory of Reasoned Action (TRA) (Fishbein and Ajzen, 1975). TRA posits that beliefs lead to attitudes, which lead to behavioral intentions, which lead to the behavior itself. Applying the viewpoints of TRA, we posit that trusting beliefs (perceptions of specific e-service vendor attributes) lead to trust-related attitude (i.e., attitudinal commitment), which in turn result in intentions to engage in trust-related behaviors with a specific e-vendor (i.e., behavioral loyalty). As mentioned earlier, most researchers also agree that trusting beliefs directly influence trusting intentions (e.g., repeat purchase intentions) (McKnight et al., 1998, 2002; Kim and Benbasat, 2003; Gefen et al., 2003). We did not measure actual behavior in this study because prior research has confirmed a strong correlation between behavioral intentions and actual behavior (Sheppard et al., 1998; Venkatesh and Davis, 2000).In the marketing literature, Morgan and Hunt (1994) also suggest that brand trust leads to brand loyalty and commitment because trust creates exchange relationships that are highly valued. Thus, loyalty or commitment underlies the ongoing process of continuing and maintaining a valued and important relationship that has been created by trust (Chaudhuri and Holbrook, 2001). We suggest that trust will contribute to both commitment and loyalty. Trusted e-services should be purchased more often and should evoke a higher degree of attitudinal commitment. Thus, the following hypotheses are tested:H1a: Trust will positively affect loyalty.H1b: Trust will positively affect commitment.Dick and Basu (1994) have proposed that brand loyalty should be greater under conditions of more positive emotional mood or affect. The brands that make consumers happy or joyful or affectionate should prompt greater behavioral (purchase) loyalty and attitudinal commitment (Chaudhuri and Holbrook, 2001). Similarly, consumer satisfaction is believed to mediate consumer learning from prior experience and to explain key postpurchase behaviors, such as complaining, word of mouth, repurchase intention, and product usage (Oliver, 1980; Westbrook and Oliver, 1991). Indeed, Wang et al. (2001) has suggested that Web customer satisfaction have a significant influence on repurchase intention and postpurchase complaint. Therefore, we test the following hypotheses:H2a: Customer satisfaction will positively affect loyalty.H2b: Customer satisfaction will positively affect commitment.Perceived value is the perceived e-service utility relative to its monetary and nonmonetary costs, assessed by the consumer and based on simultaneous considerations of what is received and what is given up to received it. Clearly, quality of product/service and Web site is a logical driver of perceived value. In instances where the core of what the e-vendor offers to the customers is a digitized product/service (e.g., online banking, content aggregators, and online stock trading), there is no tangible product and, as such, it is difficult for consumers to differentiate product quality, service quality, and Web site quality. Even in instances where the e-vendor offers to the buyers is a physical product, superior presale and postsale service rendered by the e-vendor can add to the benefits received (get component) and also reduce the customer’s nonmonetary cost such as time, effort, and mental stress (give component). Furthermore, part of the “give” and “get” of the experience also involves the Web site quality. The online consumer gives time, cognition and effort to the experience of interacting with the Web site, and gets an experience enabled by the Web site that hopefully makes it easy to find needed/wanted products, to checkout quickly and to received confirmation about all important aspects of the purchase, such as order-confirmation and delivery-tracking. In this regard, the product quality, service quality, and Web site quality are also intertwined with each other.Cumulative insights from prior studies support the general notion that perceived value contributes to customer loyalty (e.g., Parasuraman and Grewal, 2000; Dodds et al., 1991; Grewal et al., 1998; Voss et al., 1998). The value-loyalty linkage is also consistent with Reichheld’s (1996) work on loyalty. Regardless ofPage 159whether the core offerings of an e-vendor are products or services, customer perceived value of products/services and Web quality provided by an e-vendor should be positively related to customer loyalty and commitment. Parasuraman and Grewal (2000) suggest that the influence of perceived value on loyalty is an issue in need of more empirical research. Therefore, this study tests the following hypotheses: H3a: Perceived value will positively affect loyalty.H3b: Perceived value will positively affect commitment.Based on the TRA mentioned earlier, attitudinal commitment positively influences intentions to engage in repeat purchase behaviors with a specific e-vendor. Previous studies of purchase behavior (Beatty and Kahle, 1988), consumer expectations (Kelley and Davis, 1994), and advertising effectiveness (Robertson, 1976) all attest to commitment’s ability to affect a variety of outcomes. Kiesler and Sakumura (1966) described customer commitment as a stable preference that was bound by an attitude of resistance to change. Crosby and Taylor (1983) also suggest that the “tendency to resist changing preference” provides the principle evidence of commitment. As the principle evidence of commitment, resistance to change is central to a variety of outcomes, the foremost of which is loyalty (Jacoby and Kyner, 1973). Therefore, this study tests the following hypothesis: H4: Commitment will have a positive effect on LoyaltyIn sum, previous researches have implied that attitudinal commitment and behavioral loyalty should be the product of trust in e-service, customer satisfaction with e-service, and perceived value of products/services provided by an e-service vendor. But these perspectives has been examined independently by IS and marketing researcher. Integrating these perspectives and empirically examining the factors that build customer loyalty in an e-service context that lacks the typical human interaction advances our understanding of these constructs and their linkage to repeat Web purchase behavior.4. Methodology4.1 MeasuresTo ensure the content validity of the scales, the items selected must represent the concept about which generalizations are to be made. Therefore, items selected for the constructs were mainly adapted from prior studies to ensure content validity. Four items for the trust construct were adapted from Gefen et al. (2003). The items to measure customer satisfaction were taken from previous measures of overall level of user satisfaction or Web customer satisfaction (Wang et al., 2001; Doll et al., 1988; Palvia, 1996; Rai et al., 2002). Perceived value was measured by three items adapted from Lassar et al. (1995). Items for the loyalty were taken from the previous validated inventory (Chaudhuri and Holbrook, 2001) and modified to fit the e-service context studied. Finally, commitment was measured by four items adapted from the Pritchard et al. (1999) “resistance to change” scales. Likert scales (1~7), with anchors ranging from “strongly disagree” to “strongly agree” were used for all questions. Pre-testing and pilot testing of the measures were conducted by selected consumers from the B2C e-commerce field, as well as experts in the e-commerce research area. The items were modified to make them relevant to the e-service context. The Appendix lists the items used in this study.4.2 SubjectsThis study used online traveling services and video on demand (VOD) as the e-service categories of reference because these two categories are among the most popular B2C e-services. Data used to test the research model was gathered from a quota sample of 180 respondents attending an e-commerce exposition and symposium held in Taiwan, with an equal quota of 90 responses from each category of the traveling and VOD e-services. Respondents were asked first whether they had bought the traveling or VOD products/services through the e-service vendors, and if they relied in the affirmative, they were asked to participate in a survey. The screened and qualified respondents self-administered a 16-item questionnaire. The first part of the questionnaire focused on demographic data, while the second part required respondents to name one e-service vendor where they had purchased the product/service in question. This served to anchor the survey to a particular e-service vendor. For each question, respondents were asked to circle the response which best described their level of agreement with the statements.A total of 572 approaches were made to obtain 180 completed surveys. Reasons for nonparticipation were either due to non-usage of the e-service category or a lack of time to complete the survey. 72 percent of the completed surveys were from male respondents. Respondents ranged from 16 to 45 years of age (mean = 32 years). 52 percent had completed one college or university degree.Page 1605. Results5.1 Measurement AssessmentConstruct validity determines the extent to which a scale measures a variable of interest. In this study, we follow the Straub’s (1989) processes of validating instruments in MIS research in terms of convergent validityand discriminant validity. Thus, a principal components factor analysis with varimax rotation was conducted to investigate the distinctions among customer satisfaction, trust, perceived value, commitment, and loyalty. In this study, Bartlett’s test of sphericity (p=0.00) indicated the statistical probability that the correlation matrix has significant correlations among at least some of the variables, and the Kaiser-Meyer-Olkin measure of sampling adequacy (0.872) showed middling sampling adequacy. As shown in Table 1, the five factors emerged with no cross-construct loadings above 0.5, indicating good discriminant validity. The instrument also demonstrated convergent validity with factor loadings exceeding 0.5 for each construct. Consequently, these results confirmthat each of the five constructs is unidimensional and factorially distinct and that all items used to operationalizea particular construct is loaded onto a single factor.Reliability was evaluated by assessing the internal consistency of the items representing each construct using Cronbach’s alpha. The reliability of each construct was as follows: customer satisfaction = 0.90; trust =0.93; perceived value = 0.91; commitment = .94; loyalty = .89. All the values were above 0.8, exceeding the common threshold values recommended by Nunnally (1978).Table 1. Factor Analysis Results: Principal Component ExtractionSatisfaction0.900C30.839C10.832C20.811C40.861T40.858T30.835T20.793T10.866V10.855V30.821V20.873S30.821S20.675S10.719 L10.615 L25.2 Hypothesis TestingThe hypothesized relationships were tested using the multiple regression analysis of SPSS 9.0 for Windows.The average scores of the items representing each construct were used in the data analysis1. The R2 was used to assess the model’s overall predictive fit. Properties of the causal paths, including standardized path coefficients,t-values, and variance explained for each equation in the hypothesized model are presented in Figure 2. In hypotheses H1a, H2a, H3a, and H4, we investigate the influence of trust, customer satisfaction, perceived value,and commitment on loyalty. As expected, trust (β=0.163, t-value=2.707, p<0.01) and customer satisfaction (β=0.219, t-value=3.588, p<0.001) had a strong positive influence on the loyalty. Also, perceived value (β=0.230,t-value=4.237, p<0.001) and commitment (β=0.392, t-value=6.755, p<0.001) had a significant positive effect onthe loyalty. Therefore, hypotheses H1a, H2a, H3a, and H4 were supported. We found that the proposed model explained a significant percentage of variance in loyalty (R2=65.7%, F=value=83.692, p<0.001). According tothe path coefficients shown in Figure 2, commitment exhibited the strongest direct effect on loyalty.Hypotheses H1b, H2b, and H3b examine the paths from trust, customer satisfaction, and perceived value to commitment. Customer satisfaction (β=0.343, t-value=4.580, p<0.001) and perceived value (β=0.302,t-value=4.534, p<0.001) had a significant positive effect on the commitment. However, trust had no significant influence on the commitment (β=0.142, t-value=1.836, p=0.068) at the 0.05 level. Thus, hypotheses H2b and1The covariance matrix used in the data analysis is available from the corresponding author upon request.Page 161。

顾客英文作文句子素材英文回答：1. Customer service is the provision of support to customers after a purchase.Customers are the backbone of any business, and providing them with excellent customer service is essential for building long-term relationships and driving repeat business. A positive customer experience can lead to increased customer loyalty, positive word-of-mouth, and increased sales.2. There are many different ways to provide excellent customer service.Some of the most common methods include:Providing prompt and courteous responses to customer inquiries.Going the extra mile to resolve customer issues.Providing personalized service that meets the individual needs of each customer.Using a variety of communication channels to reach customers, such as phone, email, and social media.Empowering customer service representatives to make decisions and take action on behalf of customers.3. Excellent customer service can lead to a number of benefits for businesses.These benefits include:Increased customer satisfaction.Increased customer loyalty.Increased positive word-of-mouth.Increased sales.Reduced customer churn.4. There are a number of challenges that businesses face when providing excellent customer service.Some of the most common challenges include:Meeting the expectations of customers who are increasingly demanding.Dealing with difficult customers.Providing consistent service across all channels.Measuring the effectiveness of customer service efforts.5. Businesses can overcome these challenges by investing in customer service training, empoweringemployees, and using technology to improve efficiency.By investing in customer service training, businesses can ensure that their employees have the skills and knowledge they need to provide excellent service. Empowering employees gives them the authority to make decisions and take action on behalf of customers, which can lead to faster and more effective problem resolution. Using technology can help businesses improve efficiency and provide a more consistent customer experience across all channels.中文回答：1. 客户服务是在顾客购买后给予他们的支持。

客户服务重要性英语作文英文回答：Customer service plays a pivotal role in the success and sustainability of any business. It is the face of an organization, representing its values, ethics, and commitment to meeting customer needs. Effective customer service fosters customer loyalty, drives profitability, enhances brand reputation, improves customer satisfaction, and provides valuable insights into consumer behavior.1. Customer Loyalty: Excellent customer service establishes a bond between businesses and their customers, converting one-time interactions into long-term relationships. Satisfied customers become repeat purchasers and advocates for the brand, generating positive word-of-mouth and reducing customer churn.2. Profitability: Satisfied customers are more likely to spend more, make repeat purchases, and refer others tothe business. This leads to increased revenue streams and ultimately higher profitability. Additionally, effective customer service can reduce costs associated with customer complaints and dissatisfaction.3. Brand Reputation: Customer service interactions shape customer perceptions of a brand. Positive experiences foster trust, loyalty, and a favorable reputation. Conversely, negative experiences can damage brand image and deter potential customers from engaging with the business.4. Customer Satisfaction: Customer service is critical for enhancing customer satisfaction. By resolving issues promptly, addressing concerns, and exceeding expectations, businesses can ensure that customers have a positive experience, leading to increased satisfaction and repurchase intentions.5. Consumer Insights: Customer service interactions provide valuable insights into customer needs, preferences, and pain points. Businesses can gather feedback, identify areas for improvement, and develop targeted strategies toaddress customer concerns. This information is essentialfor driving product innovation, enhancing marketing campaigns, and improving overall customer experiences.中文回答：客户服务的重要性。

酒店运营管理知到章节测试答案智慧树2023年最新上海商学院第一章测试1.行业结构不合理造成酒店业过度竞争的现象不存在。

参考答案:错2.对于单体酒店来说，立根的基础是当地的人文和区域特色。

参考答案:错3.完善服务体系，实现“线上+线下”完美的双模式在明确酒店定位后，重要的是提升酒店的软实力，即是酒店的服务水准和附加价值参考答案:对4.互联网思维非常注重人的价值，尤其是对酒店行业来说，抓住接触、沟通和服务客户的各种方式，就是“以人为本”宗旨的最重要体现。

参考答案:对5.未来中高端酒店产品需要考虑的是特色和品质，而不是规模。

参考答案:对6.跨界合作可以为酒店投资人创造更多共赢的市场机会。

参考答案:对7.酒店与互联网的冲突就在于关联性，即是酒店的宣传印象和真实体验的完整度和期望度是否维持在理想的落差之中。

参考答案:错8.互联网+计划的目的在于充分发挥互联网的优势，将互联网与传统产业深入融合，以产业升级提升（），最后实现社会财富的增加。

参考答案:经济生产力9.当前，以( )为标志的民宿民俗风酒店盛行。

参考答案:风景旅游名胜;异国风情;鲜明地域特色10.对于单体酒店来说，立根的基础更多的是（），很少能扩大范围跨越地域传播。

参考答案:当地的人文和区域特色第二章测试1.酒店投资成本不可逆性是指由于投资失败导致投资成本部分或全部变成沉没成本，使得无法收回成本。

参考答案:对2.酒店投资的不确定性是指投资者可以相对清楚的知道未来投资收益状况。

参考答案:错3.酒店投资类型可以多样化，如可以进行酒店的产权投资，也可以非产权投资（租赁）。

参考答案:对4.酒店业主可以通过酒店折旧为酒店收入提供税收庇护。

参考答案:对5.一个酒店项目的开发除了开发商，还需要酒店管理公司负责对项目的论证、建筑及内装设计等工作。

参考答案:错6.为使酒店开发更为科学合理，下列哪个公司应尽早参入酒店项目的规划及建设( )参考答案:酒店咨询及管理公司7.请将下列酒店开发的基本步骤按顺序排列（）参考答案:项目运营阶段;项目报批阶段;概念化设计阶段;可行性分析阶段;设计建造阶段8.酒店投资的非系统风险不包括（）参考答案:经济风险;市场风险9.酒店投资是一种实物投资，下列哪项描述是正确的的（）参考答案:最大投资在其建设期;投资周期长;期望收益高10.下列哪个地方属于酒店的创利面积（）参考答案:酒店大堂;酒店餐厅;酒店客房第三章测试1.针对负需求而言，当某地区顾客不需要某种餐饮产品时，餐饮管理人员采取措施，扭转这种趋势称为参考答案:扭转式营销2.菜肴销售分析是通过（）和（）指数进行参考答案:顾客满意和销售额3.影响餐饮产品的价格因素不包括参考答案:地域4.顾客满意程度高，营业收入水平高的菜品属于参考答案:明星5.以下应该删除的菜品是参考答案:销售额小于 1，顾客满意指数小于 16.以下业务能力属于餐饮部门高层管理能力的范围的是参考答案:市场营销策划;菜单设计与定价;目标预算制定7.企业地理位置、交通条件和就餐环境均属于餐饮部门的可控因素参考答案:错8.餐饮部门是五星级酒店中带来收益最高的部门。