客户忠诚和客户满足之间的关系

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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：Developsandimplementsamethodforhotelstoidentifyattributesthatwillincreasecustomerloyalty.Otherhotelscanreplicat

2、ethemethodologyusedinthisstudy.Thestudymakestheusesofthehotel'sdatabasetodrawsamplesforbothfocusgroupsandamailsurvey.Basedon564completedsurveysfromhotelguests,theauthorsfoundtherelationshipbetweencustomersatisfactionandcustomerloyaltywasnon-linear.Theauthorsusethedatatodevelopinternalbenchmarksfor

3、thehotelbasedonscoresthatwererepresentativeofloyalcustomers.Thestudymakesuseofthehotel'sdatabasetodrawsamplesforbothfocusgroupsandamailsurvey.Keywords：Customerloyalty,Customersatisfaction,Databasemarketing,HotelsItiscommonlyknownthatthereisapositiverelationshipbetweencustomerloyaltyandprofitabilit

4、y.ReichheldandSasser(1990)foundthatwhenacompanyretainsjust5percentmoreofitscustomers,profitsincreaseby25percentto125percent.Theirstudycaughttheattentionofbothpractitionersandresearchers,arousingagreatinterestincustomerloyalty.Gould(1995)helpedconsolidatetheinterestinloyaltythroughhisresearchthatsu

5、pportedReichheldandSasser'swork.Today,marketersareseekinginformationonhowtobuildcustomerloyalty.Theincreasedprofitfromloyaltycomesfromreducedmarketingcosts,increasedsalesandreducedoperationalcosts.Loyalcustomersarelesslikelytoswitchbecauseofpriceandtheymakemorepurchasesthansimilarnon-loyalcustomer

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

7、;thosepartnershiplikeactivitiesarethebestavailableadvertisingacompanycanget.Loyalcustomersincreasesalesbypurchasingawidervarietyofthehotel'sproductsandbymakingmorefrequentpurchases.BowenandShoemaker(1998)foundloy