学位论文—客户忠诚和客户满足之间的关系.doc

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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：Developsandimplementsamethodforhotelstoidentifyattributesthatwillincreasecustomerl

2、oyalty.Otherhotelscanreplicatethemethodologyusedinthisstudy.Thestudymakestheusesofthehotel'sdatabasetodrawsamplesforbothfocusgroupsandamailsurvey.Basedon564completedsurveysfromhotelguests,theauthorsfoundtherelationshipbetweencustomersatisfactionandcustomerloyaltywasnon

3、-linear.Theauthorsusethedatatodevelopinternalbenchmarksforthehotelbasedonscoresthatwererepresentativeofloyalcustomers.Thestudymakesuseofthehotel'sdatabasetodrawsamplesforbothfocusgroupsandamailsurvey.Keywords：Customerloyalty,Customersatisfaction,Databasemarketing,Hotel

4、sItiscommonlyknownthatthereisapositiverelationshipbetweencustomerloyaltyandprofitability.ReichheldandSasser(1990)foundthatwhenacompanyretainsjust5percentmoreofitscustomers,profitsincreaseby25percentto125percent.Theirstudycaughttheattentionofbothpractitionersandresearch

5、ers,arousingagreatinterestincustomerloyalty.Gould(1995)helpedconsolidatetheinterestinloyaltythroughhisresearchthatsupportedReichheldandSasser'swork.Today,marketersareseekinginformationonhowtobuildcustomerloyalty.Theincreasedprofitfromloyaltycomesfromreducedmarketingcos

6、ts,increasedsalesandreducedoperationalcosts.Loyalcustomersarelesslikelytoswitchbecauseofpriceandtheymakemorepurchasesthansimilarnon-loyalcustomers(ReichheldandSasser,1990).Loyalcustomerswillalsohelppromoteyourhotel.Theywillprovidestrongword-of-mouth,createbusinessrefer

7、rals,providereferences,andserveonadvisoryboards.Raman(1999)states,loyalcustomersserveasa``fantasticmarketingforce''byprovidingrecommendationsandspreadingpositiveword-of-mouth;thosepartnershiplikeactivitiesarethebestavailableadvertisingacompanycanget.Loyalcustomersincre

8、asesalesbypurchasingawidervarietyofthehotel'sproductsandbymakingmorefrequentpurchases.BowenandShoemaker(1998)foundloy