外文翻譯----客戶忠誠和客戶滿足之間的關(guān)系(已修改)
2025-06-01 11:35 本頁面
【正文】 中文 3355字 畢業(yè)論文（設(shè)計(jì)） 外文翻譯 題 目： 淺談客戶忠誠的培養(yǎng) 一、 外文原文 標(biāo)題： The relationship between customer loyalty and customer satisfaction 原文： The relationship between customer loyalty and customer satisfaction Abstract： Develops and implements a method for hotels to identify attributes that will increase customer loyalty. Other hotels can replicate the methodology used in this study. The study makes the uses of the hotel39。s database to draw samples for both focus groups and a mail survey. Based on 564 pleted surveys from hotel guests, the authors found the relationship between customer satisfaction and customer loyalty was nonlinear. The authors use the data to develop internal benchmarks for the hotel based on scores that were representative of loyal customers. The study makes use of the hotel39。s database to draw samples for both focus groups and a mail survey. Keywords： Customer loyalty, Customer satisfaction, Database marketing, Hotels It is monly known that there is a positive relationship between cus tomer loyalty and profitability. Reichheld and Sasser (1990) found that when a pany retains just 5 percent more of its customers, profits increase by 25 percent to 125 percent. Their study caught the attention of both practitioners and researchers, arousing a great interest in customer loyalty. Gould (1995) helped consolidate the interest in loyalty through his research that supported Reichheld and Sasser39。s work. Today, marketers are seeking information on how to build customer loyalty. The increased profit from loyalty es from reduced marketing costs, increased sales and reduced operational costs. Loyal customers are less likely to switch because of price and they make more purchases than similar nonloyal customers (Reichheld and Sasser, 1990). Loyal customers will also help promote your hotel. They will provide strong wordofmouth, create business referrals, provide references, and serve on advisory boards. Raman (1999) states, loyal customers serve as a ``fantastic marketing force39。39。 by providing remendations and spreading positive wordofmouth。 those partnershiplike activities are the best available advertising a pany can get. Loyal customers increase sales by purchasing a wider variety of the hotel39。s products and by making more frequent purchases. Bowen and Shoemaker (1998) found loyal hotel customers had higher food and beverage purchases than nonloyal customers. Finally, loyal customers cost less to serve, in part because they know the product and require less information. They even serve as parttime employees. The authors have collected anecdotes from service employees, stating how loyal customers are eager to serve as employees. Loyal customers have been observed in hotels, telling other guests about the great restaurants in the hotels. In casinos, customers explain games and how the player39。s club works to other customers. Passengers on planes have explained the lightning system or the audio visual system to other passengers. Therefore loyal customers not only require less information themselves, they also serve as an information source for other customers. Building customer loyalty is one of the biggest challenges for the hotel industry (Yesawich, 1997). This study investigates and develops methods that will help hotels increase customer loyalty. Purpose： The purpose of this study is to develop and implement a method for hotels to identify attributes that will increase customer loyalty. A second purpose is to produce a methodology that can be replicated by other hotels. This study will explore the relationship between customer satisfaction and customer loyalty in the hotel industry. The study will also reexamine the antece
畢業(yè)設(shè)計(jì)相關(guān)推薦
鄂ICP備17016276號-1