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1、CHRCaseStudyOne-NightStandsandLong-TermRelationships:ACaseStudyofSatisfactionandLoyaltybyJudyA.Siguaw,D.B.A.,PennyM.Simpson,D.B.A.,andAliKasikciCORNELLTheCenterforHospitalityResearchATCORNELLUNIVERSITYCaseStudy:SatisfactionandLoyaltyThankyoutoourgenerouscorporatesupporters!Se
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5、italityResearchSchoolofHotelAdministrationwww.chr.cornell.eduCaseStudy:SatisfactionandLoyaltyExecutiveSummaryOneNightStandsandLong-termRelationships:ACaseStudyofSatisfactionandLoyaltybyJudyA.Siguaw,D.B.A.,PennyM.Simpson,D.B.A.,andAliKasikciheconventionalmarketingstancehasThis
6、studyfoundfewstatisticallysignifi-longbeenthatthebulkofacompany’scantdifferencesbetweenone-timeguestsandTsalesandprofitabilityaregeneratedfrequentguests,especiallyinthekeyareasoffromloyalcustomers.Basedonthisassump-satisfactionandintenttoreturn.Onediffer-tion,manycompanies,in
7、cludinghotels,haveenceitdidfindwasthatmorethan55percentimplementedvigorousprogramsdesignedtoofloyalguestsfeltthatsomecharacteristicofstrengthencustomersatisfactionandtofosterthehotelneededimprovement,whileonlyloyalty.Despitethesecustomer-retention31.1percentofone-timeguestsst
8、atedsimilarprograms,however,customersarefickle.concerns.Thisfindingm