-PAGE１６-毕业论文（设计）外文翻译题目：电子商务环境下企业顾客忠诚度的影响因素研究——以凡客诚品为例学院：工商管理学院专业：工商管理班级：学号：学生姓名：指导教师：二○一三年一月外文翻译之一SatisfactionStrengthandCustomerLoyalty作者：MuraliChandrashekaran/KristinRotte/StephenS.Tax/RajdeepGrewa国籍：Australia出处：JournalOfMarketingResearch,2006,5(9):1784-1789原文正文：AbstractAlthoughempiricalresearchindicatesthatsatisfactionisintimatelylinkedtoloyalty,anecdotalevidencerevealsthatmanycustomerswhostatethattheyareverysatisfiedwithaserviceproviderneverthelesssubsequentlydefect..Inthispaper,theauthorsfocusonidentifyingwhichcustomersarevulnerabletodefectiondespitestatinghighlevelsofsatisfaction.Drawingontheemergingperspectivetomodelingindividualjudgmentsthatrecognizesthatindividualsdifferinthestrength(i.e.,conviction,certainty)withwhichjudgmentsareprofessed,theauthorsfirstdecomposeacustomer’sstatedsatisfactionintotworelatedbutindependentfacets–satisfactionlevelandsatisfactionstrengthTheauthorsthenexaminetheroleofsatisfactionstrengthinthetranslationofsatisfactiontoloyalty.Resultsfromtwostudiesarereported.Inthefirststudy,setinaB2Bservicecontext,theauthorsanalyzedataobtainedfromanongoingcustomersatisfactiontrackingstudybeingconductedbyalargeserviceorganizationintheUS.Datafromover25,000customersareusedtocalibratethesatisfactionmodelandexaminetheeffectofsatisfactionstrengthonthetranslationofsatisfactiontoloyalty.Inthesecondstudy,aconceptualreplicationsetinaB2Ccontext,theauthorsexaminedecision-makingfollowingafailedserviceencounterandarecoveryattemptbytheserviceprovider.Theauthorsstudytheimpactofperceptionsofservicerecoveryonthelevelandstrengthofthestatedsatisfactionwiththeservicerecovery,andthenfocusontheeffectofsatisfactionstrengthinthetranslationofstatedsatisfactiontoloyalty.Thetwostudiesstronglydemonstratethatthecovertsatisfactionstrengthplaysacentralroleinthetranslationofsatisfactiontoloyalty.Akeyfindingthatisuncovered,andreplicated,inthisresearchisthatwhilesatisfactiondoesindeedtranslatetoloyaltywhenthesatisfactionjudgmentisstrongly-held(i.e.