物流服務質量：忠誠度的新方法外文翻譯

物流服務質量：忠誠度的新方法外文翻譯（可編輯）物流服務質量: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.譯文物流服務質量:忠誠度的新方法資料來源：////.作者：IreneGilSaura1導言服務品質與關系營銷的概念已大大改變了學術研究和商業(yè)物流。物流歷來被認為是連接生產和消費的需要。從這個角度來看，一個公司的物流功能被認為只作為與不分化能力的成本生成器。90年代中期這種觀點開始改變。以物流市場原則為基礎的研究，開始分析提供優(yōu)質的物流能力,從而產生更大的客戶滿意度和忠誠度。今天物流業(yè)是一個以服務為主業(yè)發(fā)展的經典的例子，物流需要更深入的研究供給渠道關系。此外，信息和通信技術(ICT)的普遍使用帶來了深遠的轉換，不同的業(yè)務領域和物流也不例外。庫存和訂單管理，倉儲和運輸是能受益于這些技術提供給組織的供應鏈關系的新形式的物流活動。鑒于信息和通信技術相對較新的應用物流管理,但是，目前還沒有明確如何應用信息和通信技術是或認識他們的影響。這項工作在組織間進入了深入研究，傳統(tǒng)的物流服務質量(LSQ)的關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如何影響這一結果的物流鏈。因此，我們的目標是檢驗“信息與通信技術”的強度影響說的變量，換句話說，我們要分析比較高水平的信息和通信技術與低水平信息和通信技術對感知物流服務質量的影響，以及其如何會影響滿意度以至忠誠度。這項研究分為三個部分。首先，審查通過文獻研究，我們確定了不同的后果鏈變量的理論框架。其次，我們建立在實證研究中使用的方法和評價所取得的成果。最后，報告從這項研究中得出最重要的的結論。2理論發(fā)展與假說2.1物流服務質量自80年代中期起，服務質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。在該研究領域，在西班牙的研究巴斯克斯Casielles等人（2002年）證實，供貨商的物流活動的質量對顧客滿意的影響最大。在研究LSQ概念上已經有兩種不同的觀點:客觀和主觀質量。第一種方法涉及的質量與服務，以適應服務提供者定義的規(guī)格。這種觀點認為,服務質量作為一個精確的評價看到所有的階段和操作需要來提供服務，把過程比擬成生產一種產品，把服務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量評價給客戶，這是主觀的質量。從這個角度來看，服務質量是“有關的服務優(yōu)越的性質的一個全面判斷或態(tài)度”（Parasuraman等人，1988年）。在物流服務，Bienstock等發(fā)展了識別目標客戶，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、門策則認為LSQ是服務預期與服務感知度之間的差異,但是由于時間、空間不同，這種主觀性對質量的反映呈現高度相關性和不穩(wěn)定性。在建模和測量的建議方面，北歐和美國的兩所學校在文獻中，將服務質量劃分兩個組成部分：（1）技術質量表現為服務在技術上可以接受的，導致了一個具體的結果;（2）功能質量包括客戶在服務提供過程的待遇。后來被Rust和Oliver（1994）工作（1994年）增加了第三部分:服務環(huán)境。美國學校主要用SERVQUAL量表來衡量服務質量。這種多尺度評估五個項目：可靠性、反應性、保證性、移情性、有形性。根據此模型，該商品的質量認知之間的不平衡測量兩個不同的規(guī)模、測量受試者的期望和其他認知結果。后來修訂了規(guī)模，然而，克羅寧和泰勒（1994）拒絕測量期待，建立了只考慮結果測量量表（SERVPERF）o這個爭論是正在進行的，雖然物流領域的特定計量模型正在上述基礎上發(fā)展起來的，但表現為更加適應物流服務的特色。這些特色特別包括人們反對這一事實:服務被換成了“事物”（對象，物料,產品，……）和物理隔離的客戶與供應商。值得強調的是Bienstock等（1997年）和門策等人（1999年）的兩個重要貢獻。前者發(fā)展了根據結果，而不是功能或過程的尺寸具體的模型被稱為物流服務質量。門策等人（1999年）以集成物流焦點進行了一項研究，以確定由Bienstock等人開發(fā)的模型的精度。這一修訂和驗證提供了一個新的多維模型??他們所謂的LSQ。分析這些及其他重大研究貢獻，使我們確定了設置LSQ測量尺度（及時性,條件和訂單的準確性，信息的可用性和接觸人員素質質量）。在上述所有這些維度中，及時性影響最大，理解為客戶接收訂單的時間是雙方約定的時刻，最近的研究證實了這些結果顯示,最重要的組成部分是“準時交貨”。2.2公司內部的滿意度及忠誠度之關系現在我們對因交貨質量產生的兩項主要后果（滿意度和忠誠度）進行了分析。在這兩方面有很長的研究傳統(tǒng)，它們各給出了不同的細微的差異,從而將兩者