دانلود مقاله ISI انگلیسی شماره 1807 + ترجمه فارسی
عنوان فارسی مقاله

نارسایی خدمات و تغییر رفتارهای مصرف کننده : شواهدی از صنعت بیمه

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی
1807 2010 10 صفحه PDF 33 صفحه WORD
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Service failure and consumer switching behaviors: Evidence from the insurance industry
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Expert Systems with Applications, Volume 37, Issue 4, April 2010, Pages 3209–3218

فهرست مطالب ترجمه فارسی
چکیده
مقدمه
مقالات مرتبط
هوش هیجانی
شخصیت
دخالت احساس
مقایسه فرهنگی
روش تحقیق
چهارچوب تحقیق
طراحی پرسشنامه
روش نمونه گیری و آنالیز نمونه ها
مدل شبکه فازی غیر خطی رفتارها
روش آنالیز اطلاعات
نتایج تجربی
 
کلمات کلیدی
- هوش عاطفی - مشارکت رابطه - جدی بودن نارسایی خدمات
ترجمه چکیده
مقاله فوق به بررسی رفتار مصرف کنندگان می پردازد; رفتار آنان از نقطه نظر روانشناسی و از نقطه نظر تعاملات آنان با جامعه مانند هوش هیجانی، روابط ، و ویژگی های شخصیتی. در تحقیق فوق ما بیمه گزاران بیمه عمر در کشور تایوان و منطقه هنگ کنگ را مورد بررسی قرار دادیم. نتایج تحقیق ما حاکی از آن است هنگامی که خدمت رسانی رو به ضعف می رود رفتار مصرف کنندگان دارای هوش هیجانی بالاتر نسبت به کسانی که هوش هیجانی پایین تری دارند، کمتر دچار تغییر می گردد. به همین ترتیب هنگامی که امر خدمت رسانی با شکست روبه رو می شود مصرف کنندگانی که تحت تاثیر محیط بیرون نیستند در مقایسه با کسانی که تحت محیط تاثیر محیط بیرون هستند بیشتر الگوی مصرف خود را تغییر می دهند. به علاوه به هنگام بروز شکست های جدی در امر خدمات رسانی اگر تعامل با مصرف کننده بیشتر باشد رفتار مصرف کننده کمتر تغییر می کند. تحقیق حاضر تحقیقی منحصر به فرد است چرا که برای بررسی اطلاعات به دست آمده ، از ترکیب تحلیل های آماری چند متغیره و از شبکه فازی غیر خطی رفتارها بهره برده است. این تحقیق دربردارنده بحث هایی درباب مفهوم مدیریت و شامل پیشنهاداتی برای انجام تحقیقات دیگر نیز است.
ترجمه مقدمه
هر چند گسترش محصولات و امر بازاریابی در پیشرفت شرکت ها نقشی مهمی ایفا می نماید اما ترقیب مصرف کننده به مصرف دایم محصولی خاص، در این دوره که دوره سود اندک و رقابت شدید می باشد، برای شرکت ها از اهمیت خاصی برخوردار است. البته درک رفتارهای مصرف کننده نیز در تعیین چگونگی حفظ مشتری نقش کلیدی دارد. تحقیقاتی که در گذشته در این باب انجام شده است همگی رفتارهای مصرف کننده را مورد بررسی قرار داده اند، اما تاکید آن تحقیقات بیشتر روی مباحثی دیگر است از جمله عوامل کنترل پذیر و غیر قابل کنترل که روی رفتار مصرف کننده تاثیر گذار است و عواملی که روی رفتارهای مصرف کننده در صنایع خاص یا در بازارهای خاص یا روی رفتارهای مصرف کننده در کشورهای متفاوت و فرهنگ های متفاوت تاثیر دارد. اما درباب عوامل تاثیر گذار روی رفتارهای مصرف کننده از نقطه نظر روانشناسی و نقطه نظر جامعه تحقیقات اندکی انجام شده است.عوامل تاثیر گذار ذکر شده شامل هوش هیجانی مصرف کننده، ویژگی های شخصیتی، و روابط می باشد. بعلاوه، تحقیقاتی که درباب عوامل کنترل پذیر و کنترل نا پذیر انجام پذیرفته است تاکید آن روی محیط های خدماتی، نگرش، فضا و اثرات می باشد
پیش نمایش مقاله
پیش نمایش مقاله نارسایی خدمات و تغییر رفتارهای مصرف کننده : شواهدی از صنعت بیمه

چکیده انگلیسی

This paper analyzes consumer switching behaviors from the perspectives of consumer psychology and interactions with the society, such as consumer’s emotional intelligence, relationship involvement and personality traits. We survey life insurance policyholders in Taiwan and Hong Kong. Our results show that when service failures are more serious, consumers with higher emotional intelligence exhibit lower intention to switch than those with lower emotional intelligence. Similarly, the more serious the service failures, the more the consumers with internal locus-of-control orientation exhibit intention to change their existing consumption than those with external locus-of-control orientation. Further for more serious the service failures, the higher the relationship involvement with customers, the more their intention to switch is reduced. The unique contribution of this paper is that it combines multivariate statistical analysis and a non-linear neural fuzzy network model structure to verify the collected data. The paper concludes with a discussion of management implications and recommendations for future studies.

مقدمه انگلیسی

Although external expansions of products and markets remain one of the key foci of corporate development, the maintenance of customer willingness to consume is also an important issue for companies in this era of wafer thin profits and intense competition. Understanding consumer switching behaviors is a necessary in determining how to retain customers. Previous literature examining customer switching behaviors has mostly focused on such areas as the controllable and uncontrollable factors that affect consumer switching behavior, factors that affect consumer switching behaviors in certain industries or in certain markets, or across different countries and cultures. However, there are relative few analyses of the factors that affect the switching behaviors of consumers from the perspectives of consumers’ psychology and society. These factors include emotional intelligence of consumers, personality traits, and relationship involvement. Studies of controllable and uncontrollable factors tend to focus on service environments, attitudes, atmosphere and clues. Meaningful cross-cultural comparisons are lacking. To fill these gaps, we surveyed consumers in Taiwan and Hong Kong where the language and culture are broadly similar, in order to compare and contrast similarities and differences in consumer switching behaviors. Previous empirical research has generally applied linear multivariate statistical analysis or structural equation modeling (SEM) to analyze data. However, our methodology combines multivariate statistical analysis and non-linear neural fuzzy network models in analyzing the data. For example, Keaveney (1995) proposed eight major factors. For instance, controllable core services including convenience (derived services), service attitude and environment, prices and business moral and uncontrolled factors, include competition and non-volunteer switching. Business shut-down and relocations of customers are such instances. For example, Manrai and Manrai (2007) proposed four factors that influence customer satisfaction in the banking industry across different levels. These factors are consumers’ personal reasons, financial factors, store environment and convenience. The empirical finding also pointed out that different customer groups exhibit significant differences in terms of the special services that affect their switching behaviors. In addition, consumer switching behaviors may be different if the competing banks provide different special services. For example, Athanassopoulos (2000) proposed a set of measurements to gauge consumers’ satisfaction, such as quality of services, convenience and innovation. Comparisons are also made for consumers of different type of companies and the switching behaviors of consumers with various characteristics. For instance, Money (2004) compared the institutional consumers in the B2B markets in Japan and the US. The empirical finding showed that the companies operating overseas find it easier to switch compared to the companies operating in home countries. (1) Although there is a considerate amount of related literature, there are still many topics waiting to be explored: there are discussions of controllable and uncontrollable factors that affect the switching behaviors of customers (Athanassopoulos, 2000, Chakravarty et al., 2004 and Manrai and Manrai, 2007). Some studies focused on the consumers under different cultural backgrounds or different natures in order to compare the switching behaviors of the consumers in question. However, these surveys are performed on the consumers across regions or countries (Money, 2004). As there are huge gaps in the consumer cultures and values in these studies, the conclusions made on the basis of such comparisons have limited extensibilities in terms of their management implications.

نتیجه گیری انگلیسی

Although external expansions of products and markets remain one of the key foci of corporate development, the maintenance of customer willingness to consume is also an important issue for companies in this era of wafer thin profits and intense competition. Understanding consumer switching behaviors is a necessary in determining how to retain customers. Previous literature examining customer switching behaviors has mostly focused on such areas as the controllable and uncontrollable factors that affect consumer switching behavior, factors that affect consumer switching behaviors in certain industries or in certain markets, or across different countries and cultures. However, there are relative few analyses of the factors that affect the switching behaviors of consumers from the perspectives of consumers’ psychology and society. These factors include emotional intelligence of consumers, personality traits, and relationship involvement. Studies of controllable and uncontrollable factors tend to focus on service environments, attitudes, atmosphere and clues. Meaningful cross-cultural comparisons are lacking. To fill these gaps, we surveyed consumers in Taiwan and Hong Kong where the language and culture are broadly similar, in order to compare and contrast similarities and differences in consumer switching behaviors. Previous empirical research has generally applied linear multivariate statistical analysis or structural equation modeling (SEM) to analyze data. However, our methodology combines multivariate statistical analysis and non-linear neural fuzzy network models in analyzing the data. For example, Keaveney (1995) proposed eight major factors. For instance, controllable core services including convenience (derived services), service attitude and environment, prices and business moral and uncontrolled factors, include competition and non-volunteer switching. Business shut-down and relocations of customers are such instances. For example, Manrai and Manrai (2007) proposed four factors that influence customer satisfaction in the banking industry across different levels. These factors are consumers’ personal reasons, financial factors, store environment and convenience. The empirical finding also pointed out that different customer groups exhibit significant differences in terms of the special services that affect their switching behaviors. In addition, consumer switching behaviors may be different if the competing banks provide different special services. For example, Athanassopoulos (2000) proposed a set of measurements to gauge consumers’ satisfaction, such as quality of services, convenience and innovation. Comparisons are also made for consumers of different type of companies and the switching behaviors of consumers with various characteristics. For instance, Money (2004) compared the institutional consumers in the B2B markets in Japan and the US. The empirical finding showed that the companies operating overseas find it easier to switch compared to the companies operating in home countries. (1) Although there is a considerate amount of related literature, there are still many topics waiting to be explored: there are discussions of controllable and uncontrollable factors that affect the switching behaviors of customers (Athanassopoulos, 2000, Chakravarty et al., 2004 and Manrai and Manrai, 2007). Some studies focused on the consumers under different cultural backgrounds or different natures in order to compare the switching behaviors of the consumers in question. However, these surveys are performed on the consumers across regions or countries (Money, 2004). As there are huge gaps in the consumer cultures and values in these studies, the conclusions made on the basis of such comparisons have limited extensibilities in terms of their management implications.

خرید مقاله
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