عنوان انگلیسی مقاله:

Attribute Perceptions, Customer Satisfaction and Intention to Recommend E-Services

ترجمه عنوان مقاله: ویژگی ادراک، رضایت مشتری و تمایل به توصیه خدمات الکترونیکی

رشته: مدیریت بازاریابی، تجارت الکترونیک

سال انتشار: 2009

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Academic research has focused on the quality perceptions that drive customer satisfaction as the key to achieving e-service success. This paper develops a process-based model that relates perceptions of managerially actionable site characteristics to online satisfaction, which mediates t he effects of site characteristics on intention to recommend e-services. A unique data set provided by Web Mystery Shoppers International Inc. (webmysteryshoppers.com), a market research supplier, enables the model to be refined using data from samples of responses to each of the competitive websites for one financial service, and then to be tested using similar data for another financial e-service and then for a travel e-service. The model, which accounts for most of the variance in online satisfaction and online intention to recommend in the fitted data, is largely confirmed on cross validation. Process evaluations and satisfaction mediate the effects of actionable website characteristics on intention to recommend e-services.

Keywords: E-services, Web interaction cycle, Intention to recommend, Online customer satisfaction, System disconfirmation, Offering disconfirmation, We bsite attribute perceptions, Online mystery shopping

مقدمه مقاله

Companies have long viewed creating customer satisfaction as an important goal. Satisfaction is seen as the major determinant of subsequent loyalty, with positive consequences for company performance. The literature substantiates the positive effect of customer satisfaction on desirable outcomes. At the customer level it is positively related to various aspects of customer loyalty (Anderson and Sullivan 1993, Szymanski and Henard 2001,Fassnacht and Köse 2007, Blattberg, Malthouse and Neslin 2009), including behavioral intentions (e.g.,Mittal and Kama-kura 2001, Mittal, Kumar and Tsiros 1999), repeat purchase (Szymanski and Henard 2001), customer retention (Bolton 1998,Jamal and Bucklin 2006) and share of wallet (Cooil et al. 2007). At the firm level, customer satisfaction is related to profitability (Anderson, Fornell and Lehmann 1994, Bernhardt, Donthu and Kennett 2000), long-term financial performance (Mittal et al.2005), and shareholder value, through its effects on future cash flows (Anderson, Fornell and Mazvancheryl 2004) that include increased growth and reduced variability (Gruca and Rego 2005). Customer satisfaction is also an antecedent of positive word of mouth or recommendation (De Matos and Rossi 2008, Swan and Oliver 1989, Zeithaml, Berry and Parasuraman 1996). Consumers often turn to others for a recommendation when they are thinking of purchasing (Punj and Staelin 1983). Word of mouth has been described asadominantforceinthe marketplace (Mangold,Miller andBrockway1999)andtheultimatetestoftherelationshipwitha customer (Bendapudi and Berry 1997). Satisfied customers can create a viral effect if they recommend a company to their friends, families, and colleagues (Reichheld 2003).

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