Question

英译汉，求高手翻译……不要用翻译软件，急

Dick and Basu (1994) state that there is no straightforward
relationship between a customer’s attitude and
repeat patronage and customers differ in their type of
loyalty relationship. They identify four types of loyalty:
true loyalty, disloyalty, spurious loyalty, and latent loyalty.
Only in case of true loyalty and disloyalty high (low)
attitudinal loyalty translates into high (low) levels of
behavioral loyalty. Spuriously loyal consumers are those
who display high repeat patronage but hold relatively low
levels of attitudinal loyalty. Latently loyal customers are
those who display low levels of behavioral loyalty but
hold relatively high levels of attitudinal loyalty. Consequently,
the relationship between attitudinal loyalty and
behavioral loyalty is not linear. In line with this, the
usefulness of the satisfaction-profit chain as a model to
predict real behavior has been frequently questioned.
Reichheld (1996) argued that the variability of the purchase
context has to be taken into account. Zeithaml
(2000) observed that viewing and serving all customers
the same is a key reason why the ties within the satisfaction-
profit chain have been elusive. She claims that the
introduction of moderating variables would improve the
predictive power of the model. Also Rust et al. (2004)
suggest that multiple aspects of each customer’s purchase
behavior should be considered. Identifying salient customer
characteristics that account for the differences in
levels of loyalty has often been identified as the key to
understanding how and why attitudinal loyalty translates
into behavioral loyalty (or not) (Anderson and Mittal
2000; Oliver 1999). For instance, in the customer-firm
relationship context, demographics and shopping-related
variables are often used (e.g., Bell and Lal 2002; Volle
2001).
Also the role of the past relationship between the customer
and the company can add to the predictive power of
the model (e.g., Bolton 1998; Grayson and Ambler 1999;
Jap and Ganesan 2000; Mittal and Katrichis 2000; Verhoef
et al. 2001; Weiss and Kurland 1997). These exchange
characteristics have been found to impact and/or moderate
relationships in models predicting behavior. More particularly,
the role of relationship closeness or relationship
strength has been studied (see e.g., Conner et al. 2003; Jap
and Ganesan 2000; Kumar et al. 2003; Verhoef et al. 2001).
A stronger or closer relationship is believed to lead to more
positive buying intentions and to more buying behavior.
Past behavior can be considered as a proxy for relationship
closeness or strength.

Answer 1

迪克和巴苏华（1994）的状态，有没有直接的
relationship between a customer's attitude and客户的态度和关系
repeat patronage and customers differ in their type of重复的载客量和客户不同的类型
loyalty relationship.忠诚的关系。 They identify four types of loyalty:他们确定四种类型的忠诚：
true loyalty, disloyalty, spurious loyalty, and latent loyalty.真正的忠诚，不忠诚，虚假的忠诚度，以及潜在的忠诚度。
Only in case of true loyalty and disloyalty high (low)只有在真正的忠诚和不忠诚高（低）的情况下
attitudinal loyalty translates into high (low) levels of成高（低）水平的态度忠诚度转换
behavioral loyalty.行为忠诚。 Spuriously loyal consumers are those虚假忠诚的消费者是指那些
who display high repeat patronage but hold relatively low显示重复载客量高，但保持相对较低的
levels of attitudinal loyalty.各级态度忠诚度。 Latently loyal customers are潜伏的忠实客户
those who display low levels of behavioral loyalty but显示行为的忠诚度低的水平，但
hold relatively high levels of attitudinal loyalty.持有的态度忠诚度相对较高的水平。 Consequently,因此，
the relationship between attitudinal loyalty and态度的忠诚度和之间的关系
behavioral loyalty is not linear.行为忠诚度不是线性的。 In line with this, the在这一行，
usefulness of the satisfaction-profit chain as a model to作为一个模型满意利润链的效用
predict real behavior has been frequently questioned.预测实际行为已经频频质疑。
Reichheld (1996) argued that the variability of the purchase Reichheld（1996）认为，购买的变异
context has to be taken into account.上下文加以考虑。 Zeithaml Zeithaml
(2000) observed that viewing and serving all customers （2000）观察到，查看和所有的客户服务
the same is a key reason why the ties within the satisfaction-同样是一个关键原因为何内的关系感到满意，
profit chain have been elusive.利润链已难以实现。 She claims that the她声称，
introduction of moderating variables would improve the调节变量的引入将提高
predictive power of the model.模型的预测能力。 Also Rust et al.此外锈病等。 (2004) （2004年）
suggest that multiple aspects of each customer's purchase建议每个客户的购买多个方面
behavior should be considered.应考虑的行为。 Identifying salient customer确定突出客户
characteristics that account for the differences in帐户差异的特点，
levels of loyalty has often been identified as the key to忠诚度往往被认定为关键
understanding how and why attitudinal loyalty translates了解如何以及为什么态度忠诚度转换
into behavioral loyalty (or not) (Anderson and Mittal分为行为忠诚（或不）（安德森和米塔尔
2000; Oliver 1999). 2000年奥利弗1999年）。 For instance, in the customer-firm例如，在客户公司
relationship context, demographics and shopping-related关系的背景下，人口和购物相关
variables are often used (eg, Bell and Lal 2002; Volle经常使用的变量（如2002年，贝尔和拉尔; Volle
2001). 2001年）。
Also the role of the past relationship between the customer过去客户之间的关系也作用
and the company can add to the predictive power of公司可以添加到预测能力
the model (eg, Bolton 1998; Grayson and Ambler 1999;模型（如1998年，博尔顿;格雷森和Ambler的1999年;
Jap and Ganesan 2000; Mittal and Katrichis 2000; Verhoef日本鬼子和Ganesan 2000年，2000年米塔尔和Katrichis; Verhoef
et al.等。 2001; Weiss and Kurland 1997). 2001年，Weiss和库尔兰1997）。 These exchange这些交流
characteristics have been found to impact and/or moderate特征已被发现的影响和/或中度
relationships in models predicting behavior.在预测行为模式的关系。 More particularly,尤其是，
the role of relationship closeness or relationship亲密关系或关系中的作用
strength has been studied (see eg, Conner et al. 2003; Jap强度进行了研究（见例如，康纳等，2003;日语
and Ganesan 2000; Kumar et al. Ganesan 2000; Kumar等。 2003; Verhoef et al. 2003年; Verhoef等。 2001). 2001年）。
A stronger or closer relationship is believed to lead to more一个更强或更密切的关系被认为是导致更多的
positive buying intentions and to more buying behavior.积极的购买意向和更多的购买行为。
Past behavior can be considered as a proxy for relationship过去的行为可以被视为一个关系代理
closeness or strength.亲近或强度。

一句一句翻得，无聊干的

Answer 2

迪克和巴苏华（1994）的状态，有没有直接的
客户的态度和关系
重复的载客量和客户不同的类型
忠诚的关系。他们确定四种类型的忠诚：
真正的忠诚，不忠诚，虚假的忠诚度，以及潜在的忠诚度。
只有在真正的忠诚和不忠诚高（低）的情况下
成高（低）水平的态度忠诚度转换
行为忠诚。虚假忠诚的消费者是指那些
显示重复载客量高，但保持相对较低的
各级态度忠诚度。潜伏的忠实客户
显示行为的忠诚度低的水平，但
持有的态度忠诚度相对较高的水平。因此，
态度的忠诚度和之间的关系
行为忠诚度不是线性的。在这一行，
作为一个模型满意利润链的效用
预测实际行为已经频频质疑。
Reichheld（1996）认为，购买的变异
上下文加以考虑。 Zeithaml
（2000）观察到，查看和所有的客户服务
同样是一个关键原因为何内的关系感到满意，
利润链已难以实现。她声称，
调节变量的引入将提高
模型的预测能力。此外锈病等。 （2004年）
建议每个客户的购买多个方面
应考虑的行为。确定突出客户
帐户差异的特点，
忠诚度往往被认定为关键
了解如何以及为什么态度忠诚度转换
分为行为忠诚（或不）（安德森和米塔尔
2000年奥利弗1999年）。例如，在客户公司
关系的背景下，人口和购物相关
经常使用的变量（如2002年，贝尔和拉尔; Volle
2001年）。
过去客户之间的关系也作用
公司可以添加到预测能力
模型（如1998年，博尔顿;格雷森和Ambler的1999年;
日本鬼子和Ganesan 2000年，2000年米塔尔和Katrichis; Verhoef
等。 2001年，Weiss和库尔兰1997）。这些交流
特征已被发现的影响和/或中度
在预测行为模式的关系。尤其是，
亲密关系或关系中的作用
强度进行了研究（见例如，康纳等，2003;日语
Ganesan 2000; Kumar等。 2003年; Verhoef等。 2001年）。
一个更强或更密切的关系被认为是导致更多的
积极的购买意向和更多的购买行为。
过去的行为可以被视为一个关系代理
亲近或强度。