外文翻譯----客戶忠誠(chéng)和客戶滿足之間的關(guān)系-全文預(yù)覽
【正文】 specific hotel only percent of the time on return visits, but among the respondents who claimed that they would definitely return, percent stayed at The Lenox on return visits. Also, more than half (59 percent) of the respondents, who would definitely return, did not shop around before making their reservation, pared to only percent who gave a neutral response to this question. The importance of wordofmouth can never be overemphasized in the hotel industry, since hotel customers prefer personal information sources. Positive wordofmouth increases the hotel39。 a minor change in satisfaction can lead to a substantial change in loyalty increment. A total of 63 percent of the respondents who were very satisfied (7) and percent of the respondents, who scored a (6), strongly agreed that they would remend the hotel, which they were loyal to, when the topic of the hotel came up in conversation. The results show that as customer satisfaction declined from ``very satisfied39。s intent to return and their willingness to perform marketing activities, such as remending the hotel to others. Table I pares the scores on overall satisfaction with the customers39。 Jacoby and Kyner, 1973。 posite measurements. The behavioral measurements consider consistent, repetitious purchase behavior as an indicator of loyalty. One proble m with the behavioral approach is that repeat purchases are not always the result of a psychological mitment toward the brand (TePeci, 1999). because it is the most convenient location. When a new hotel opens across the street, they switch because the new hotel offers better value. Thus, repeat purchase does not always mean mitment. Attitudinal measurements use attitudinal data to reflect the emotional and psychological attachment inherent in loyalty. The attitudinal measurements are concerned with the sense of loyalty, engagement and allegiance. There are instances when a customer holds a favorable attitude toward a hotel, but he/she does not stay at the hotel (Toh et al., 1993). A guest could hold a hotel in high regard, remend the hotel to others, but feel the hotel was too expensive for him/her to use on a regular basis. The above approaches measure loyalty unidimensionally. The third approach, posite measurements of loyalty, bine the first two dimensions and measure loyalty by customers39。 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 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 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。 by providing remendations and spreading positive wordofmouth。 attitudinal measurement。 Wong et al., 1999). The use of both attitude and behavior in a loyalty definition substantially increases the predictive power of loy
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