客戶忠誠和客戶滿足之間的關系【外文翻譯】

1、畢業(yè)論畢業(yè)論文（文（設計設計）外文翻）外文翻譯題目：淺談客戶忠誠的培養(yǎng)一、外文原文標題：Therelationshipbetweencustomerloyaltycustomersatisfaction原文：TherelationshipbetweencustomerloyaltycustomersatisfactionAbstract：Developsimplementsamethodfhotelstoidentifyattribut

2、esthatwillincreasecustomerloyalty.Otherhotelscanreplicatethemethodologyusedinthisstudy.Thestudymakestheusesofthehotelsdatabasetodrawsamplesfbothfocusgroupsamailsurvey.Basedon564completedsurveysfromhotelgueststheauthsfoun

3、dtherelationshipbetweencustomersatisfactioncustomerloyaltywasnonlinear.Theauthsusethedatatodevelopinternalbenchmarksfthehotelbasedonscesthatwererepresentativeofloyalcustomers.Thestudymakesuseofthehotelsdatabasetodrawsamp

4、lesfbothfocusgroupsamailsurvey.Keywds：CustomerloyaltyCustomersatisfactionDatabasemarketingHotelsItiscommonlyknownthatthereisapositiverelationshipbetweencustomerloyaltyprofitability.ReichheldSasser(1990)foundthatwhenacomp

5、anyretainsjust5percentmeofitscustomersprofitsincreaseby25percentto125percent.Theirstudycaughttheattentionofbothpractitionersresearchersarousingagreatinterestincustomerloyalty.Gould(1995)helpedconsolidatetheinterestinloya

6、ltythroughhisresearchthatsupptedReichheldSasserswk.Todaymarketersareseekinginfmationonhowtobuildcustomerloyalty.Theincreasedprofitfromloyaltycomesfromreducedmarketingcostsincreasedsalesreducedoperationalcosts.Loyalcustom

7、ersarelesslikelytoswitchbecauseofpricetheymakemepurchasesthansimilarnonloyalcustomers(ReichheldSasser1990).Loyalcustomerswillalsohelppromoteyourhotel.Theywillprovidestrongwdofmouthcreatebusinessreferralsprovidereferences

8、serveonbecauseitisthemostconvenientlocation.Whenanewhotelopensacrossthestreettheyswitchbecausethenewhoteloffersbettervalue.Thusrepeatpurchasedoesnotalwaysmeancommitment.Attitudinalmeasurementsuseattitudinaldatatoreflectt

9、heemotionalpsychologicalattachmentinherentinloyalty.Theattitudinalmeasurementsareconcernedwiththesenseofloyaltyengagementallegiance.Thereareinstanceswhenacustomerholdsafavableattitudetowardahotelbutheshedoesnotstayattheh

10、otel(Tohetal.1993).Aguestcouldholdahotelinhighregardrecommendthehoteltoothersbutfeelthehotelwastooexpensivefhimhertouseonaregularbasis.Theaboveapproachesmeasureloyaltyunidimensionally.Thethirdapproachcompositemeasurement

11、sofloyaltycombinethefirsttwodimensionsmeasureloyaltybycustomersproductpreferencespropensityofbrswitchingfrequencyofpurchaserecencyofpurchasetotalamountofpurchase(PritdHoward1997Hunter1998Wongetal.1999).Theuseofbothattitu

12、debehaviinaloyaltydefinitionsubstantiallyincreasesthepredictivepowerofloyalty(PritdHoward1997).Thetwodimensionalcompositemeasurementapproachhasbeenappliedsupptedasavaluabletooltounderstcustomerloyaltyinseveralfieldssucha

13、sretailingrecreationupscalehotelsairlines(Day1969JacobyKyner1973BackmanCrompton1991Pritdetal.1992PritdHoward1997).Theauthsofthisstudyhaveadoptedthecompositeapproachtocustomerloyalty.Fthisstudyloyalcustomersarecustomerswh

14、oholdfavableattitudestowardthecompanycommittorepurchasetheproductservicerecommendtheproducttoothers.SatisfactionloyaltyTheresultsofourstudyverifiedthatcustomersatisfactiondoesnotequalcustomerloyalty.Inourstudysatisfactio

15、nwasmeasuredbyasevenpointLikertscale7=verysatisfied4=satisfied1=verydissatisfied.Twomeasuresofcustomerloyaltyusedinthisstudyweretherespondentsintenttoreturntheirwillingnesstoperfmmarketingactivitiessuchasrecommendingtheh