物流服務(wù)質(zhì)量：忠誠度的新方法外文翻譯

物流服務(wù)質(zhì)量：忠誠度的新方法外文翻譯（可編輯）物流服務(wù)質(zhì)量:忠誠度的新方法外文翻譯外文翻譯原文Logisticsservicequality:anewwaytoloyaltyMaterialSource:////0>.Author:IreneGilSaura1IntroductionTheinclusionofconceptssuchasservicequalityandrelationshipmarketinghassignificantlychangedboththeacademicstudyandbusinesspracticeoflogistics.Logisticshastraditionallybeenconsiderednecessaryforconnectingproductionandconsumption.Fromthisperspective,acompany’slogisticsfunctionwasseenonlyasageneratorofcostswithnocapacityfordifferentiation.Thisbegantochangeinthemid-1990saslogisticsresearchbasedonmarketingprinciplesbegantoanalyzethecapacityoflogisticstodeliverqualityandthusgenerategreatercustomersatisfactionandloyalty.Thelogisticsindustrytodayisaclassicalexampleofservice-basedindustrydevelopment,andmorein-depthstudiesoflogisticsareneededfromtheperspectiveofsupplychannelrelationships.Inaddition,thegeneralizeduseofinformationandcommunicationtechnologiesICThasbroughtfarreachingtransformationstodifferentbusinessareasandlogisticsisnoexception.Stockandordermanagement,warehousingandtransportarelogisticsactivitieswhichcanbenefitfromthenewopportunitiesofferedbythetechnologiestoorganizenewformsofsupplychainrelationships.GiventherelativelyrecentapplicationofICTtologisticsmanagement,however,thereisyetnoclearunderstandingofhowICTareappliedoroftheirimpact.Thisworkpresentsanin-depthstudy,inaninter-organizationalcontext,oftherelationshipbetweenlogisticsservicequalityLSQ,withaparticularemphasisonitsdefiningfactorsandcustomersatisfactionandloyalty.WealsoproposetodeterminehowlogisticsICTinfluencesthisconsequencechain.Ourobjectivetherefore,istoexaminethemoderatoreffectofICTintensityonsaidvariables,inotherwords,wewanttoanalyzetheinfluenceofhighlevelsofICTincomparisontolowlevelsofICTontheperceptionofLSQandhowthiscanaffectsatisfactionandinthefinalinstance,loyalty.Thestudyisdividedintothreeparts.First,throughaliteraturereviewwedefinethetheoreticalframeworkforexaminingthedifferentconsequencechainvariables.Secondly,weestablishthemethodologyusedintheempiricalresearchandevaluatetheresultsobtained.Finally,wereportthemostsignificantconclusionswhichcanbedrawnfromthisstudy.2Theorydevelopmentandhypotheses2.1LogisticsservicequalitySincethemid-1980s,servicequalityhasbeenaprioritythemeinbothmarketingandlogisticsresearch,runningparalleltotheinterestinquality,qualitymanagementandsatisfactionincompanies.ResearchbyMillenetal.1999identifiessignificantlyimprovedcustomersatisfactionasakeybenefitofLSQ.Ontheselines,researchinSpainbyVazquezCasiellesetal.2002confirmsthatqualityinsupplierphysicaldistributionactivitieshasthegreatestinfluenceoncustomersatisfaction.ThenotionofLSQhasbeenstudiedfromtwodifferentperspectives:objectiveandsubjectivequality.Thefirstapproachrelatesqualitywithadaptingtheservicetoserviceproviderdefinedspecifications.Thisindustrialviewofserviceseesqualityasanaccurateevaluationofallthestagesandoperationsnecessarytodelivertheservice,likeningtheprocesstothatofmanufacturingaproductbyconsideringtheserviceasaphysicalobjectwhichcanbeobservedandwithattributesthatcanbeevaluated.Thesecondapproachtransfersevaluationofqualitytothecustomerthatissubjectivequality.Fromthisperspective,servicequalityis“aglobaljudgmentorattitude,concerningthesuperiornatureoftheservice".Inthesphereoflogisticsservice,thecontributionfrom,includesthisdevelopmentbyidentifyingobjectivevariablesmeasuredthroughcustomers'perceptionsinrelationtotheirexpectationssubjectivecomponentsasthemaincomponentsofLSQ.Morerecentstudies,contributetothislinebyconsideringLSQasthedifferencebetweentheexpectedandtheperceivedservice.Thissubjectivecharactermakesqualityhighlyrelativeandvolatileinnatureasitvariesintimeandspace.Intermsofmodelingandmeasurementproposals,therearetwoschoolsintheliterature,theNordicandtheAmerican.Theformerdifferentiatestwocomponentsinservicequality:Technicalqualityexpressedastheservicebeingtechnicallyacceptableandleadingtoaconcreteresult;andFunctionalqualitywhichincludesthewaythecustomeristreatedduringtheserviceprovisionprocess.LaterworkbyRustandOliver1994addsathirdcomponent:theserviceenvironment.TheAmericanschoolhaspredominantlyusedtheSERVQUALscaletomeasureanddimensionservicequality.Thismulti-itemscaleevaluatesfivequalitydimensionsfromaglobalperspective:reliability;reactivity;guarantee/safety;empathy;andtangibleelementsAccordingtothismodel,perceivedqualityismeasuredbytheimbalancebetweentwoseparatescales,onemeasuringexpectationsandtheothertheperceptionoftheresult.Laterrevisionsofthescale,however,ledCroninandTaylor1994torejectmeasurementofexpectationsandconsideronlytheresultmeasurementscaleSERVPERF.Thedebateisongoing,althoughinthesphereoflogisticsspecificmeasurementmodelsarebeingdevelopedonthebasisoftheabovemodels,butadaptedtothespecialfeaturesoflogisticsservice.Thesefeaturesincludeinparticularthefactthatthepeopleobjectoftheserviceisreplacedby“things”objects,materials,products…andthephysicalseparationofcustomerandsupplier.WewouldunderlinetwoimportantcontributionsfromBienstocketal.1997andMentzeretal.1999.Theformerdevelopedaspecificmodelknownasphysicaldistributionservicequality,basedonresult,ratherthanonfunctionalorprocessdimensions.Mentzeretal.1999carriedoutastudytoconfirmtheaccuracyofthemodeldevelopedbyBienstocketal.1997withanintegrallogisticsfocus.ThisrevisionandvalidationprovidedanewmultidimensionalmodelwhichtheycalledLSQ.AnalysisoftheseandothersignificantcontributionshasallowedustoidentifyasetofdimensionsformeasuringLSQtimeliness,conditionandaccuracyoftheorder,qualityofinformation,availabilityandqualityofcontactpersonnel.Ofallthesedimensions,timelinesshasthegreatestinfluence,andisunderstoodtomeanreceptionoftheorderplacedbythecustomerattheagreedmoment.Amorerecentstudyconfirmstheseresults,showingthatthemostimportantcomponentis“ontimedelivery.”2.2Satisfactionandloyaltyininter-companyrelationshipsWenowproceedtoanalyzethemainconsequencesofqualitydeliverywhicharesatisfactionandloyalty.Thereisalongresearchtraditionintoboththeseconceptswhichgivesdifferentnuancestotheirconceptualization.Satisfactionhasbeenstudiedwithadualprocess-resultfocusandisdefinedbysomeauthorsasaprocessofevaluatingormeasuringapurchaseexperiencewhereexpectationsarecomparedwiththeresult.Otherauthorsrelatesatisfactiontoprocessresult,inotherwordstotheresponseorstateofthecustomerconsideringconsumptionoftheproduct.Thisresponsemaybecognitive,withsatisfactionastheresultofaconsumptionexperienceinwhichtheconsumercognitivelyevaluatesthevariablesexpectationsandresults,effortandrewardorsatisfactionmaybeaffectiveandreflectthefeelingsoftheconsumerorthecompany,intermsofproductenjoyment.Themostusefultheoreticalbasisforexplainingtheprocesswhichleadstojudgmentsofsatisfactionhasprovedtobethedisconfirmationofexpectationsparadigmbasedonevaluatingormeasuringcertainvariables,mainlytheperceptionoftheresultsperformanceandcertaincomparisonstandards.Analysisofthemostrecentcontributionsshowsacertainconvergencetowardsunderstandingsatisfactionasaphenomenonlinkedtocognitivejudgmentsandaffectiveresponses.Somestudiessharethisdualfocus,assumingthatsatisfactionisanaffectiveresponsearisingfromacognitivejudgment.Satisfactioncanalsobeinterpretedfromthepointofviewofaspecifictransactionorfromanaccumulativeview.Mostapproachesintheliteratureusethefirstperspective,althoughproposalslikethosebyFornelletal.1996andAndersonetal.1994considersatisfactionasaglobalevaluationbasedonconsumptionexperienceovertimeoronasetofsimilarexperiences.Morerecentcontributionsadoptthislastapproachinthewidesensesupportingtheideaofsatisfactionas“aglobalmeasurementofasetofsatisfactionswithspecificpriorexperiences”.AccordingtoJonesandSuh2000,satisfactiondefinedfromthispointofviewwouldexplainbehavioralintentionsbetter.Finally,theconsequencechaincloseswithloyalty.Theliteraturecoincidesinpointingtoloyaltyasthe“sinequanonofaneffectivebusinessstrategy”,pointingoutthatdeliveringqualityandachievingsatisfactioncanbethebasisfordevelopingsaidrelationship,sothatitispossibletospeakofaconceptualquality-satisfaction-loyaltynetwork.Thelinkbetweenthelasttwoitems,however,isasymmetricsothatalthoughconsumersarenormallysatisfied,satisfactiondoesnotuniversallytranslateintoloyalty.Itistruethough,thatwhilesatisfactioninfluencesloyalty,thereareotherdeterminingfactorsandpredictorsofloyaltywhicharenotincludedintheconceptualstructureofsatisfaction.Theliteraturereviewallowedustoidentifytwodifferentapproachestotheconceptualdefinitionofloyalty.Oneviewisthatloyaltyissimplyanotherwordforexpressingcustomerretention:“acustomerwhocontinuestobuyisaloyalcustomer”.Anotherviewisthatcustomerloyaltyhasanaffectivecomponentwherefeelingsareimportant.Researchintoloyaltyhasthusdevelopedfromtheperspectiveofeffective,evidentbehaviorwhichimpliesrepeatpurchase/consumptionorfromtheperspectiveofattitude.Thesetwoperspectivescanbereconciledthroughthedefinitionofferedby:Loyaltyisthedegreetowhichacustomershowsrepeatpurchasebehaviortowardsasupplier,ispositivelydisposedtowardsthesupplierandconsidersusingonlythissupplierwhenheneedsthatservice.Theseconceptualdifferenceshavegivenrisetodifferentmeasurementsforloyalty.Behaviorally,loyaltyisunderstoodtobethedegreeofcustomerrepeatpurchasefromaserviceproviderandsometypicalmeasurementsusedarerepurchaserate,purchasebehaviorinaperiodoftimeandsoon;measurementswithmoreaffinitytotheaffectiveperspectivearebasedonintentiontofrequentaservicesupplier,continuingtopurchasethesametypeofserviceorbrandinthefuture,recommendation,andsoon.ThelatterapproachtomeasuringloyaltyhasbeenwidelyacceptedaftertheproposalbyZeithamletal.1996.Specifically,inthelogisticscontext,differentcontributionsclearlyshowtheimportanceanddirect,positiveinfluenceofsatisfactiononloyalty.Conclusions,managerialimplicationsandfutureresearchInthispaper,weaimedtoanalyzetheLSQ-satisfaction-loyaltyconsequencechaininthesphereofinter-companyrelationshipsandresearchthemoderatoreffectofICTintheproposedrelationships.Firstly,companiesshouldinvestinICTtoimproveinformationflowmanagementbothinternallyandthroughoutthesupplychain.Thisisbecause,aswehaveshown,improvedinformationmanagementisakeyfactorinimprovingLSQforthecustomer.This,inturn,hasanimpactoncustomersatisfactionandloyaltytowardsthecompany.Secondly,companieswhowishtoimprovethequalityoftheircustomerservicemustattendparticularlytoimprovingtheorderprocess,makingiteasierandcomplyingwiththedeliverytermsagreedwiththecustomer.Finally,thisstudyhasshowntheimportantroleofcustomercontactpersonnelincustomersatisfaction.Therefore,companiesshouldprovideemployeeswiththetrainingandresourcesnecessarytoprovidegoodcustomerservice.Infutureworks,weintendtostudytheimportanceofthehumanfactorinB2Brelationshipsingreaterdepth.譯文物流服務(wù)質(zhì)量:忠誠度的新方法資料來源：////.作者：IreneGilSaura1導(dǎo)言服務(wù)品質(zhì)與關(guān)系營銷的概念已大大改變了學(xué)術(shù)研究和商業(yè)物流。物流歷來被認(rèn)為是連接生產(chǎn)和消費(fèi)的需要。從這個(gè)角度來看，一個(gè)公司的物流功能被認(rèn)為只作為與不分化能力的成本生成器。90年代中期這種觀點(diǎn)開始改變。以物流市場原則為基礎(chǔ)的研究，開始分析提供優(yōu)質(zhì)的物流能力,從而產(chǎn)生更大的客戶滿意度和忠誠度。今天物流業(yè)是一個(gè)以服務(wù)為主業(yè)發(fā)展的經(jīng)典的例子，物流需要更深入的研究供給渠道關(guān)系。此外，信息和通信技術(shù)(ICT)的普遍使用帶來了深遠(yuǎn)的轉(zhuǎn)換，不同的業(yè)務(wù)領(lǐng)域和物流也不例外。庫存和訂單管理，倉儲(chǔ)和運(yùn)輸是能受益于這些技術(shù)提供給組織的供應(yīng)鏈關(guān)系的新形式的物流活動(dòng)。鑒于信息和通信技術(shù)相對較新的應(yīng)用物流管理,但是，目前還沒有明確如何應(yīng)用信息和通信技術(shù)是或認(rèn)識他們的影響。這項(xiàng)工作在組織間進(jìn)入了深入研究，傳統(tǒng)的物流服務(wù)質(zhì)量(LSQ)的關(guān)系特別重視其決定性因素和客戶滿意度和忠誠度。我們建議，確定信息和通信技術(shù)如何影響這一結(jié)果的物流鏈。因此，我們的目標(biāo)是檢驗(yàn)“信息與通信技術(shù)”的強(qiáng)度影響說的變量，換句話說，我們要分析比較高水平的信息和通信技術(shù)與低水平信息和通信技術(shù)對感知物流服務(wù)質(zhì)量的影響，以及其如何會(huì)影響滿意度以至忠誠度。這項(xiàng)研究分為三個(gè)部分。首先，審查通過文獻(xiàn)研究，我們確定了不同的后果鏈變量的理論框架。其次，我們建立在實(shí)證研究中使用的方法和評價(jià)所取得的成果。最后，報(bào)告從這項(xiàng)研究中得出最重要的的結(jié)論。2理論發(fā)展與假說2.1物流服務(wù)質(zhì)量自80年代中期起，服務(wù)質(zhì)量一直是營銷和物流研究的優(yōu)先主題,并行專注于公司的質(zhì)量管理和滿意度。米倫等人的研究（1999年）確定了顯著提高客戶的滿意度作為LSQ重要的受益。在該研究領(lǐng)域，在西班牙的研究巴斯克斯Casielles等人（2002年）證實(shí)，供貨商的物流活動(dòng)的質(zhì)量對顧客滿意的影響最大。在研究LSQ概念上已經(jīng)有兩種不同的觀點(diǎn):客觀和主觀質(zhì)量。第一種方法涉及的質(zhì)量與服務(wù)，以適應(yīng)服務(wù)提供者定義的規(guī)格。這種觀點(diǎn)認(rèn)為,服務(wù)質(zhì)量作為一個(gè)精確的評價(jià)看到所有的階段和操作需要來提供服務(wù)，把過程比擬成生產(chǎn)一種產(chǎn)品，把服務(wù)看成能夠被評估的物理對象和屬性（加文，1984）。第二種方法是傳輸質(zhì)量評價(jià)給客戶，這是主觀的質(zhì)量。從這個(gè)角度來看，服務(wù)質(zhì)量是“有關(guān)的服務(wù)優(yōu)越的性質(zhì)的一個(gè)全面判斷或態(tài)度”（Parasuraman等人，1988年）。在物流服務(wù)，Bienstock等發(fā)展了識別目標(biāo)客戶，采用變量與理解他們的期望主觀成分作為LSQ的主要組成部分。Millen、馬格加德、Sohal、門策則認(rèn)為LSQ是服務(wù)預(yù)期與服務(wù)感知度之間的差異,但是由于時(shí)間、空間不同，這種主觀性對質(zhì)量的反映呈現(xiàn)高度相關(guān)性和不穩(wěn)定性。在建模和測量的建議方面，北歐和美國的兩所學(xué)校在文獻(xiàn)中，將服務(wù)質(zhì)量劃分兩個(gè)組成部分：（1）技術(shù)質(zhì)量表現(xiàn)為服務(wù)在技術(shù)上可以接受的，導(dǎo)致了一個(gè)具體的結(jié)果;（2）功能質(zhì)量包括客戶在服務(wù)提供過程的待遇。后來被Rust和Oliver（1994）工作（1994年）增加了第三部分:服務(wù)環(huán)境。美國學(xué)校主要用SERVQUAL量表來衡量服務(wù)質(zhì)量。這種多尺度評估五個(gè)項(xiàng)目：可靠性、反應(yīng)性、保證性、移情性、有形性。根據(jù)此模型，該商品的質(zhì)量認(rèn)知之間的不平衡測量兩個(gè)不同的規(guī)模、測量受試者的期望和其他認(rèn)知結(jié)果。后來修訂了規(guī)模，然而，克羅寧和泰勒（1994）拒絕測量期待，建立了只考慮結(jié)果測量量表（SERVPERF）o這個(gè)爭論是正在進(jìn)行的，雖然物流領(lǐng)域的特定計(jì)量模型正在上述基礎(chǔ)上發(fā)展起來的，但表現(xiàn)為更加適應(yīng)物流服務(wù)的特色。這些特色特別包括人們反對這一事實(shí):服務(wù)被換成了“事物”（對象，物料,產(chǎn)品，……）和物理隔離的客戶與供應(yīng)商。值得強(qiáng)調(diào)的是Bienstock等（1997年）和門策等人（1999年）的兩個(gè)重要貢獻(xiàn)。前者發(fā)展了根據(jù)結(jié)果，而不是功能或過程的尺寸具體的模型被稱為物流服務(wù)質(zhì)量。門策等人（1999年）以集成物流焦點(diǎn)進(jìn)行了一項(xiàng)研究，以確定由Bienstock等人開發(fā)的模型的精度。這一修訂和驗(yàn)證提供了一個(gè)新的多維模型??他們所謂的LSQ。分析這些及其他重大研究貢獻(xiàn)，使我們確定了設(shè)置LSQ測量尺度（及時(shí)性,條件和訂單的準(zhǔn)確性，信息的可用性和接觸人員素質(zhì)質(zhì)量）。在上述所有這些維度中，及時(shí)性影響最大，理解為客戶接收訂單的時(shí)間是雙方約定的時(shí)刻，最近的研究證實(shí)了這些結(jié)果顯示,最重要的組成部分是“準(zhǔn)時(shí)交貨”。2.2公司內(nèi)部的滿意度及忠誠度之關(guān)系現(xiàn)在我們對因交貨質(zhì)量產(chǎn)生的兩項(xiàng)主要后果（滿意度和忠誠度）進(jìn)行了分析。在這兩方面有很長的研究傳統(tǒng)，它們各給出了不同的細(xì)微的差異,從而將兩者