学位论文—客户忠诚和客户满足之间的关系

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：The relationship between customer loyalty and

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 Therelationshipbetweencustomerloyalty 标题： andcustomersatisfaction 原文： Therelationshipbetweencustomerloyaltyandcustomersatisfaction Abstract ： Developsandimplementsamethodforhotelstoidentifyattributesthatwill increasecustomerloyalty.Otherhotelscanreplicatethemethodologyusedinthis study.Thestudymakestheusesofthehotel'sdatabasetodrawsamplesforbothfocus groupsandamailsurvey.Basedon564completedsurveysfromhotelguests,the authorsfoundtherelationshipbetweencustomersatisfactionandcustomerloyalty wasnon-linear.Theauthorsusethedatatodevelopinternalbenchmarksforthehotel basedonscoresthatwererepresentativeofloyalcustomers.Thestudymakesuseof thehotel'sdatabasetodrawsamplesforbothfocusgroupsandamailsurvey. Keywords ： Customerloyalty,Customersatisfaction,Databasemarketing,Hotels Itiscommonlyknownthatthereisapositiverelationshipbetweencustomer loyaltyandprofitability.ReichheldandSasser(1990)foundthatwhenacompany retainsjust5percentmoreofitscustomers,profitsincreaseby25percentto125 percent.Theirstudycaughttheattentionofbothpractitionersandresearchers, arousingagreatinterestincustomerloyalty.Gould(1995)helpedconsolidatethe interestinloyaltythroughhisresearchthatsupportedReichheldandSasser'swork. Today,marketersareseekinginformationonhowtobuildcustomerloyalty.The increasedprofitfromloyaltycomesfromreducedmarketingcosts,increasedsalesand reducedoperationalcosts.Loyalcustomersarelesslikelytoswitchbecauseofprice andtheymakemorepurchasesthansimilarnon-loyalcustomers(Reichheldand Sasser,1990).Loyalcustomerswillalsohelppromoteyourhotel.Theywillprovide