دانلود ترجمه مقاله تاثیر مشارکت مصرف کننده بر روی سودآوری های درک شده در خدمات
ترجمه در قالب فایل Word و قابل ویرایش میباشد
سال انتشار:2012
تعداد صفحه ترجمه:33
تعداد صفحه فایل انگلیسی:10
موضوع انگلیسی :Relationship marketing: the influence
of consumer involvement on perceived
service benefits
موضوع فارسی:دانلود ترجمه مقاله تاثیر مشارکت مصرف کننده بر روی سودآوری های درک شده در خدمات
چکیده انگلیسی:Abstract
Purpose – The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service
types.
Design/methodology/approach – Based on Bowen’s service typology, responses from patrons of fast-food restaurants and hairdressers/stylists
were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response
behaviors.
Findings – Results indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service
(i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast-food restaurant).
Research limitations/implications – Care should be taken when generalizing these findings to other service settings as this study only addressed
two service types. Thus, an opportunity for future research could add moderate contact, non-personalized services to determine if there are significant
differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived
benefits of service firms selected.
Practical implications – The results of this study suggest that a service firm providing a more standardized service offering is better served by
hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact
customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to
confidence benefits.
Originality/value – This study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly,
the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.
چکیده فارسی:
هدف از این مقاله بررسی تجربی تاثیر مشارکت مصرف کننده بر روی منافع رابطه ای ادارک شده در بخش های خدماتی مختلف است.
طرح/ روش شناختی/ رهیافت
بر اساس گونه شناسی باون، پاسخ های دریافتی از ارباب رجوع های رستوران های فست فود و همچنین آرایشگاه ها و متخصصین مد برای ارزیابی تاثیر مشارکت مصرف کننده بر روی بازاریابی رابطه ای بویژه سودآوری های خدمات مشاهده شده و رفتارهای واکنشی استفاده شدند.
