外文翻译--在线和离线环境下客户的满意度和忠诚度(3)

3. Managerial implications

Based on our study, we recommend the following strategies and tactics for service providers.

（1）Use the online medium to reinforce loyalty

Satisfaction builds loyalty, which reinforces satisfaction, a phenomenon which is stronger online than offline. Service marketers should consider developing special loyalty-enhancing initiatives for their online customers to reinforce overall satisfaction.15 For example, a hotel offering rewards based on number of hotel stays could (1) provide additional reward points for booking online, (2) prominently feature these rewards at its website, (3) enable customers to keep track of their reward positions, and (4) proactively remind or encourage customers to act when they get close to their reward milestones. While some companies have implemented the first three initiatives, not many are doing the fourth initiative.

(2)Enhance the information content of the website

Our results show that the depth of information at the website increases service encounter satisfaction, which increases overall satisfaction, which, in turn, has a mutually

reinforcing relationship with loyalty. Hotel marketers can enhance the depth of information at their websites by including such content as local weather, nearby attractions and restaurants, maps, events that will be taking place in a locality in the near future, a detailed list of amenities, pictures of rooms, etc. Yet another promising way to enhance content is for the service provider to partner with other service providers in related markets (e.g., a nearby car rental agency or nearby restaurants).

（3）Make information access as easy as possible on the website

The finding that ease of obtaining information has a stronger effect on both overallsatisfaction and loyalty online than offline has important implications. First, a service provider should determine the appropriate information needs of its customers. Second, it should design a website so that the customer can access not only all the relevant information but also access them only when he/she needs it. Third, the company should invest in technologies that search for the right information and retrieve the information as quickly as possible. Fourth, the company may want to focus on creating the right user-interfaces that allow customers to access information in the way that is most convenient for them (e.g., on wireless device, without visuals, etc.).

（4）Provide greater value to frequent online users

More frequent users seem to have greater overal satisfaction when they choose the service provider nline than offline. This finding implies that companies hould focus on increasing the frequency of use y online customers. These could be provided in the orm of online promotions and incentives that offer ore hotel stays or free hotel stays for increased use f the service.