上述成果是在离线环境下得出的。我们不知道更多关于在网络环境下的满意度和忠诚度之间的关系。在本文中，我们解决以下问题：（1）对于一个给定的服务，其他条件不变，当在线上选择服务而不是线下选择时，客户满意度和忠诚度是不同的级别？如果是，是什么因素可以解释这些差异呢？（2）线上环境相对于线下环境中，满意度和忠诚度是更强或更弱的关系吗？为了回答这些问题，我们开发了一套基于一个概念框架的假设。为了检验这些假设，我们制定联立方程模型，并评估旅游住宿业在线和离线样品数据。

在线旅游行业的一个重要特点是，尽管客户可能会线上选择服务供应商，但是实际的服务是由客户线下体验。许多服务行业共同具有这一特点，包括酒店，航空公司，汽车租赁机构，旅游及款待，娱乐（例如，电影，戏剧，演唱会门票），和餐馆（例如，许多餐馆可以通过opentable.com保留）。通过服务交付常数（无论客户线上或线下选择酒店），我们可以分离介质对满意度的影响。因此，我们的结果应该是适用于许多其他服务行业。我们研究的另一个与众不同的方面是，我们使用两个独立的数据集，以评估我们的假设的有效性，这使我们能够收敛接近的线上满意度和忠诚度之间的真实关系。

我们在许多方面延续了以前的研究。首先，据我们所知，我们是第一个实证研究比较介质的影响（在线和离线）对顾客满意度，忠诚度，满意度和忠诚度之间的关系。第二，我们研究顾客满意与顾客忠诚之间的相互关系，为更深入地了解它们之间的关系的本质提供了潜在的构建。我们还实证检验了这种互惠的关系。很多以前的研究主要集中在顾客满意对顾客忠诚的影响，而不是反之亦然。第三，不同于以往的研究一般都集中在行为忠诚，我们的重点明确的服务态度忠诚。一个客户的忠诚，不能仅仅通过观察顾客的重复购买行为推断组织。没有客户忠诚度也可能留住客户，比如，客户们全都无动于衷，或者有在市场上没有其他可行的选择。

在下一节中，我们提出我们的概念框架和虚拟结构之间的关系。在接下来的部分中，我们描述了我们收集的数据，测试我们的假设。然后我们制定一个计量模型，连同其他规格。在随后的两个部分，我们总结和讨论的结果，并概述的管理启示，局限性，并为今后的研究做出引导。

外文文献出处：ScienceDirect Volume 20, Issue 2, June 2003, Pages 153–175

附外文文献原文

Customer Satisfaction and Loyalty in Online and Offline Environments

Venkatesh Shankar* Amy K. Smith** Arvind Rangaswamy***

October 2000 Revised, May 2002

*Visiting Faculty, Sloan School of Management, M.I.T. and Ralph J. Tyser Fellow and Associate Professor of Marketing, Robert H. Smith School of Business, University of Maryland, College Park, MD 20742. Tel: (301) 405-2175. Fax: (301) 405-0146. Email: vshankar@rhsmith.umd.edu

** Assistant Professor of Marketing, George Washington University, School of Business and Public Management, 2023 G Street, N.W., Lisner Hall, Suite 135, Washington, D.C. 20052. Tel: (202) 994- 0903. Fax: (202) 994-8999. Email: aksmith@gwu.edu

*** Jonas H. Anchel Professor of Marketing, The Smeal College of Business, Penn State University, University Park, PA 16802. Tel: (814) 865-1907. Fax: (814) 865-3015. Email: arvindr@psu.edu

We thank Marriott International and HSMAI foundation for providing the data. We also thank the participants at the 1999 INFORMS Marketing Science conference in Syracuse, New York and the participants at the 2000 Marketing Camp at the University of Texas at Austin for valuable comments.

Abstract

We address the following questions that are becoming increasingly important to managers in service industries: Are the levels of customer satisfaction and loyalty for the same service different when customers choose the service online versus offline? If yes, what factors might explain these differences? How is the relationship between customer satisfaction and loyalty in the online environment different from that in the offline environment? We propose a conceptual framework and develop hypotheses about the effects of the online medium on customer satisfaction and loyalty and on the relationships between satisfaction and loyalty. We test the hypotheses through a simultaneous equation model using two data sets of online and offline customers of the lodging industry. The results are somewhat counterintuitive in that they show that whereas the levels of customer satisfaction for a service chosen online is the same as when it is chosen offline, loyalty to the service provider is higher when the service is chosen online than offline. In addition, the relationship between overall satisfaction and loyalty is stronger online than offline and there is a positive reciprocal relationship between loyalty and satisfaction online. These results suggest that, contrary to popular fears, the online medium could help firms build a loyal customer base. One way to do this would be to focus directly on loyalty-building initiatives, such as encouraging repeat purchases by providing well-designed online links to products and services.