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1、外文翻译之一SatisfactionStrengthandCustomerLoyalty作者：MuraliChandrashekaran/KristinRotte/StephenS.Tax/RajdeepGrewa国籍：Australia出处：JournalOfMarketingResearch,2006,5(9):1784-1789原文正文：AbstractAlthoughempiricalresearchindicatesthatsatisfactionisintimatelylinkedtoloyalty,anecdotalevidencer
2、evealsthatmanycustomerswhostatethattheyareverysatisfiedwithaserviceproviderneverthelesssubsequentlydefect..Inthispaper,theauthorsfocusonidentifyingwhichcustomersarevulnerabletodefectiondespitestatinghighlevelsofsatisfaction.Drawingontheemergingperspectivetomodelingindividualju
3、dgmentsthatrecognizesthatindividualsdifferinthestrength(i.e.,conviction,certainty)withwhichjudgmentsareprofessed,theauthorsfirstdecomposeacustomer’sstatedsatisfactionintotworelatedbutindependentfacets–satisfactionlevelandsatisfactionstrengthTheauthorsthenexaminetheroleofsatisf
4、actionstrengthinthetranslationofsatisfactiontoloyalty.Resultsfromtwostudiesarereported.Inthefirststudy,setinaB2Bservicecontext,theauthorsanalyzedataobtainedfromanongoingcustomersatisfactiontrackingstudybeingconductedbyalargeserviceorganizationintheUS.Datafromover25,000customer
5、sareusedtocalibratethesatisfactionmodelandexaminetheeffectofsatisfactionstrengthonthetranslationofsatisfactiontoloyalty.Inthesecondstudy,aconceptualreplicationsetinaB2Ccontext,theauthorsexaminedecision-makingfollowingafailedserviceencounterandarecoveryattemptbytheserviceprovid
6、er.Theauthorsstudytheimpactofperceptionsofservicerecoveryonthelevelandstrengthofthestatedsatisfactionwiththeservicerecovery,andthenfocusontheeffectofsatisfactionstrengthinthetranslationofstatedsatisfactiontoloyalty.Thetwostudiesstronglydemonstratethat-１７-
7、 thecovertsatisfactionstrengthplaysacentralroleinthetranslationofsatisfactiontoloyalty.Akeyfindingthatisuncovered,andreplicated,inthisresearchisthatwhilesatisfactiondoesindeedtranslatetoloyaltywhenthesatisfactionjudgmentisstrongly-held(i.e.,withlowuncertainty),thetranslationis
8、significantlylowered,onaverage,byalmost60%,whenthesamestateds
