客户忠诚和客户满足之间的关系【外文翻译】

《客户忠诚和客户满足之间的关系【外文翻译】》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、毕业论文（设计）外文翻译题　　目：　　　浅谈客户忠诚的培养　　　　　　　　　　　　　　　　　一、外文原文标题：Therelationshipbetweencustomerloyaltyandcustomersatisfaction原文：TherelationshipbetweencustomerloyaltyandcustomersatisfactionAbstract：Developsandimplementsamethodforhotelstoidentifyattributesthatwillincreasecustomerloyalty.Otherhotelsca

2、nreplicatethemethodologyusedinthisstudy.Thestudymakestheusesofthehotel'sdatabasetodrawsamplesforbothfocusgroupsandamailsurvey.Basedon564completedsurveysfromhotelguests,theauthorsfoundtherelationshipbetweencustomersatisfactionandcustomerloyaltywasnon-linear.Theauthorsusethedatatodevelopint

3、ernalbenchmarksforthehotelbasedonscoresthatwererepresentativeofloyalcustomers.Thestudymakesuseofthehotel'sdatabasetodrawsamplesforbothfocusgroupsandamailsurvey.Keywords：Customerloyalty,Customersatisfaction,Databasemarketing,HotelsItiscommonlyknownthatthereisapositiverelationshipbetweencus

4、tomerloyaltyandprofitability.ReichheldandSasser(1990)foundthatwhenacompanyretainsjust5percentmoreofitscustomers,profitsincreaseby25percentto125percent.Theirstudycaughttheattentionofbothpractitionersandresearchers,arousingagreatinterestincustomerloyalty.Gould(1995)helpedconsolidatetheinter

5、estinloyaltythroughhisresearchthatsupportedReichheldandSasser'swork.Today,marketersareseekinginformationonhowtobuildcustomerloyalty.Theincreasedprofitfromloyaltycomesfromreducedmarketingcosts,increasedsalesandreducedoperationalcosts.Loyalcustomersarelesslikelytoswitchbecauseofpriceandthey

6、makemorepurchasesthansimilarnon-loyalcustomers(ReichheldandSasser,1990).Loyalcustomerswillalsohelppromoteyourhotel.Theywillprovidestrongword-of-mouth,createbusinessreferrals,providereferences,andserveonadvisoryboards.Raman(1999)states,loyalcustomersserveasa``fantasticmarketingforce''bypro

7、vidingrecommendationsandspreadingpositiveword-of-mouth;thosepartnershiplikeactivitiesarethebestavailableadvertisingacompanycanget.Loyalcustomersincreasesalesbypurchasingawidervarietyofthehotel'sproductsandbymakingmorefrequentpurchases.BowenandShoemaker(1998)foundloy