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THERELATIONSHIPBETWEENCUSTOMERLOYALTYANDCUSTOMERSATISFACTIONABSTRACTDEVELOPSANDIMPLEMENTSAMETHODFORHOTELSTOIDENTIFYATTRIBUTESTHATWILLINCREASECUSTOMERLOYALTYOTHERHOTELSCANREPLICATETHEMETHODOLOGYUSEDINTHISSTUD
2、YTHESTUDYMAKESTHEUSESOFTHEHOTELSDATABASETODRAWSAMPLESFORBOTHFOCUSGROUPSANDAMAILSURVEYBASEDON564COMPLETEDSURVEYSFROMHOTELGUESTS,THEAUTHORSFOUNDTHERELATIONSHIPBETWEENCUSTOMERSATISFACTIONANDCUSTOMERLOYALTYWASNONLINEARTHEAUTHORSUSETHEDATATODEVELOPINTERNALBENCHMARKSFORTHEHOTELBASEDONSCORESTHATWEREREPRESE
3、NTATIVEOFLOYALCUSTOMERSTHESTUDYMAKESUSEOFTHEHOTELSDATABASETODRAWSAMPLESFORBOTHFOCUSGROUPSANDAMAILSURVEYKEYWORDSCUSTOMERLOYALTY,CUSTOMERSATISFACTION,DATABASEMARKETING,HOTELSITISCOMMONLYKNOWNTHATTHEREISAPOSITIVERELATIONSHIPBETWEENCUSTOMERLOYALTYANDPROFITABILITYREICHHELDANDSASSER1990FOUNDTHATWHENACOMPA
4、NYRETAINSJUST5PERCENTMOREOFITSCUSTOMERS,PROFITSINCREASEBY25PERCENTTO125PERCENTTHEIRSTUDYCAUGHTTHEATTENTIONOFBOTHPRACTITIONERSANDRESEARCHERS,AROUSINGAGREATINTERESTINCUSTOMERLOYALTYGOULD1995HELPEDCONSOLIDATETHEINTERESTINLOYALTYTHROUGHHISRESEARCHTHATSUPPORTEDREICHHELDANDSASSERSWORKTODAY,MARKETERSARESEE
5、KINGINFORMATIONONHOWTOBUILDCUSTOMERLOYALTYTHEINCREASEDPROFITFROMLOYALTYCOMESFROMREDUCEDMARKETINGCOSTS,INCREASEDSALESANDREDUCEDOPERATIONALCOSTSLOYALCUSTOMERSARELESSLIKELYTOSWITCHBECAUSEOFPRICEANDTHEYMAKEMOREPURCHASESTHANSIMILARNONLOYALCUSTOMERSREICHHELDANDSASSER,1990LOYALCUSTOMERSWILLALSOHELPPROMOTEY
6、OURHOTELTHEYWILLPROVIDESTRONGWORDOFMOUTH,CREATEBUSINESSREFERRALS,PROVIDEREFERENCES,ANDSERVEONADVISORYBOARDSRAMAN1999STATES,LOYALCUSTOMERSSERVEASAFANTASTICMARKETINGFORCEBYPROVIDINGRECOMMENDATIONSANDSPREADINGPOSITIVEWORDOFMOUTHTHOSEPARTNERSHIPLIKEACTIVITIESARETHEBESTAVAILABLEADVERTISINGACOMPANYCANGETL
7、OYALCUSTOMERSINCREASESALESBYPURCHASINGAWIDERVARIETYOFTHEHOTELSPRODUCTSANDBYMAKINGMOREFREQUENTPURCHASESBOWENANDSHOEMAKER1998FOUNDLOYALHOTELCUSTOMERSHADHIGHERFOODANDBEVERAGEPURCHASESTHANNONLOYALCUSTOMERSFINALLY,LOYALCUSTOMERSCOSTLESSTOSERVE,INPARTBECAUSETHEYKNOWTHEPRODUCTANDREQUIRELESSINFORMATIONTHEYE
8、VENSERVEASPARTTIMEEMPLOYEESTHEAUTHORSHAVECOLLECTEDANECDOTESFROMSERVICEEMPLOYEES,STATINGHOWLOYALCUSTOMERSAREEAGERTOSERVEASEMPLOYEESLOYALCUSTOMERSHAVEBEENOBSERVEDINHOTELS,TELLINGOTHERGUESTSABOUTTHEGREATRESTAURANTSINTHEHOTELSINCASINOS,CUSTOMERSEXPLAINGAMESANDHOWTHEPLAYERSCLUBWORKSTOOTHERCUSTOMERSPASSEN
9、GERSONPLANESHAVEEXPLAINEDTHELIGHTNINGSYSTEMORTHEAUDIOVISUALSYSTEMTOOTHERPASSENGERSTHEREFORELOYALCUSTOMERSNOTONLYREQUIRELESSINFORMATIONTHEMSELVES,THEYALSOSERVEASANINFORMATIONSOURCEFOROTHERCUSTOMERSBUILDINGCUSTOMERLOYALTYISONEOFTHEBIGGESTCHALLENGESFORTHEHOTELINDUSTRYYESAWICH,1997THISSTUDYINVESTIGATESA
10、NDDEVELOPSMETHODSTHATWILLHELPHOTELSINCREASECUSTOMERLOYALTYPURPOSETHEPURPOSEOFTHISSTUDYISTODEVELOPANDIMPLEMENTAMETHODFORHOTELSTOIDENTIFYATTRIBUTESTHATWILLINCREASECUSTOMERLOYALTYASECONDPURPOSEISTOPRODUCEAMETHODOLOGYTHATCANBEREPLICATEDBYOTHERHOTELSTHISSTUDYWILLEXPLORETHERELATIONSHIPBETWEENCUSTOMERSATIS
11、FACTIONANDCUSTOMERLOYALTYINTHEHOTELINDUSTRYTHESTUDYWILLALSOREEXAMINETHEANTECEDENTSOFLOYALTYTOFIRSTDETERMINEWHATCANCREATELOYALTYTOWARDTHESUBJECTHOTELCUSTOMERLOYALTYISDIFFICULTTODEFINEINGENERAL,THEREARETHREEDISTINCTIVEAPPROACHESTOMEASURELOYALTYBEHAVIORALMEASUREMENTSATTITUDINALMEASUREMENTCOMPOSITEMEASU
12、REMENTSTHEBEHAVIORALMEASUREMENTSCONSIDERCONSISTENT,REPETITIOUSPURCHASEBEHAVIORASANINDICATOROFLOYALTYONEPROBLEMWITHTHEBEHAVIORALAPPROACHISTHATREPEATPURCHASESARENOTALWAYSTHERESULTOFAPSYCHOLOGICALCOMMITMENTTOWARDTHEBRANDTEPECI,1999BECAUSEITISTHEMOSTCONVENIENTLOCATIONWHENANEWHOTELOPENSACROSSTHESTREET,TH
13、EYSWITCHBECAUSETHENEWHOTELOFFERSBETTERVALUETHUS,REPEATPURCHASEDOESNOTALWAYSMEANCOMMITMENTATTITUDINALMEASUREMENTSUSEATTITUDINALDATATOREFLECTTHEEMOTIONALANDPSYCHOLOGICALATTACHMENTINHERENTINLOYALTYTHEATTITUDINALMEASUREMENTSARECONCERNEDWITHTHESENSEOFLOYALTY,ENGAGEMENTANDALLEGIANCETHEREAREINSTANCESWHENAC
14、USTOMERHOLDSAFAVORABLEATTITUDETOWARDAHOTEL,BUTHE/SHEDOESNOTSTAYATTHEHOTELTOHETAL,1993AGUESTCOULDHOLDAHOTELINHIGHREGARD,RECOMMENDTHEHOTELTOOTHERS,BUTFEELTHEHOTELWASTOOEXPENSIVEFORHIM/HERTOUSEONAREGULARBASISTHEABOVEAPPROACHESMEASURELOYALTYUNIDIMENSIONALLYTHETHIRDAPPROACH,COMPOSITEMEASUREMENTSOFLOYALTY
15、,COMBINETHEFIRSTTWODIMENSIONSANDMEASURELOYALTYBYCUSTOMERSPRODUCTPREFERENCES,PROPENSITYOFBRANDSWITCHING,FREQUENCYOFPURCHASE,RECENCYOFPURCHASEANDTOTALAMOUNTOFPURCHASEPRITCHARDANDHOWARD,1997HUNTER,1998WONGETAL,1999THEUSEOFBOTHATTITUDEANDBEHAVIORINALOYALTYDEFINITIONSUBSTANTIALLYINCREASESTHEPREDICTIVEPOW
16、EROFLOYALTYPRITCHARDANDHOWARD,1997THETWODIMENSIONALCOMPOSITEMEASUREMENTAPPROACHHASBEENAPPLIEDANDSUPPORTEDASAVALUABLETOOLTOUNDERSTANDCUSTOMERLOYALTYINSEVERALFIELDS,SUCHASRETAILING,RECREATION,UPSCALEHOTELSANDAIRLINESDAY,1969JACOBYANDKYNER,1973BACKMANANDCROMPTON,1991PRITCHARDETAL,1992PRITCHARDANDHOWARD
17、,1997THEAUTHORSOFTHISSTUDYHAVEADOPTEDTHECOMPOSITEAPPROACHTOCUSTOMERLOYALTYFORTHISSTUDY,LOYALCUSTOMERSARECUSTOMERSWHOHOLDFAVORABLEATTITUDESTOWARDTHECOMPANY,COMMITTOREPURCHASETHEPRODUCT/SERVICE,ANDRECOMMENDTHEPRODUCTTOOTHERSSATISFACTIONANDLOYALTYTHERESULTSOFOURSTUDYVERIFIEDTHATCUSTOMERSATISFACTIONDOES
18、NOTEQUALCUSTOMERLOYALTYINOURSTUDY,SATISFACTIONWASMEASUREDBYASEVENPOINTLIKERTSCALE,7VERYSATISFIED,4SATISFIED,AND1VERYDISSATISFIEDTWOMEASURESOFCUSTOMERLOYALTYUSEDINTHISSTUDYWERETHERESPONDENTSINTENTTORETURNANDTHEIRWILLINGNESSTOPERFORMMARKETINGACTIVITIES,SUCHASRECOMMENDINGTHEHOTELTOOTHERSTABLEICOMPAREST
19、HESCORESONOVERALLSATISFACTIONWITHTHECUSTOMERSWILLINGNESSTORETURNANDRECOMMENDTHEHOTELTHESERESULTSVERIFIEDTHENONLINEARANDASYMMETRICRELATIONSHIPBETWEENCUSTOMERSATISFACTIONANDCUSTOMERLOYALTYBASEDONCOYNE1989,THEREARETWOCRITICALTHRESHOLDSAFFECTINGTHELINKBETWEENSATISFACTIONANDLOYALTYONTHEHIGHSIDE,WHENSATIS
20、FACTIONREACHESACERTAINLEVEL,LOYALTYINCREASESDRAMATICALLYATTHESAMETIME,WHENSATISFACTIONDECLINEDTOACERTAINPOINT,LOYALTYDROPPEDEQUALLYDRAMATICALLYOLIVAETAL,1992INOURSTUDY,ASTHECUSTOMERSATISFACTIONMEASUREMENTRAISESONEUNITFROM6TO7,THECUSTOMERLOYALTYINDICESINCREASEBYOVER100PERCENTFURTHERMORE,THERESULTSOFT
21、HISSTUDYWERECONSISTENTWITHOLIVAETALS1992STUDYAMINORCHANGEINSATISFACTIONCANLEADTOASUBSTANTIALCHANGEINLOYALTYINCREMENTATOTALOF63PERCENTOFTHERESPONDENTSWHOWEREVERYSATISFIED7AND298PERCENTOFTHERESPONDENTS,WHOSCOREDA6,STRONGLYAGREEDTHATTHEYWOULDRECOMMENDTHEHOTEL,WHICHTHEYWERELOYALTO,WHENTHETOPICOFTHEHOTEL
22、CAMEUPINCONVERSATIONTHERESULTSSHOWTHATASCUSTOMERSATISFACTIONDECLINEDFROMVERYSATISFIED7TOA6,THEWILLINGNESSTOCOMMUNICATEAPOSITIVEMESSAGEOFTHEHOTELDROPPEDMORETHAN50PERCENTMANAGERSSHOULDREALIZETHATHAVINGSATISFIEDCUSTOMERSISNOTGOODENOUGH,THEYMUSTHAVEEXTREMELYSATISFIEDCUSTOMERSMOREOVER,ASMALLINCREASEINCUS
23、TOMERSATISFACTIONBOOSTEDCUSTOMERLOYALTYDRAMATICALLYINADDITIONTOBENEFITINGFROMTHEEXTREMELYSATISFIEDCUSTOMERSREPEATPATRONAGE,THEHOTELMANAGERSCANSAVETHEIRMARKETINGEXPENSESBECAUSEOFTHEEXTREMESATISFIEDCUSTOMERSMARKETINGPOWERTHEREFORE,HOTELMANAGERSSHOULDNOTBECONTENTWITHHAVINGSATISFIEDCUSTOMERSTHEYNEEDCUST
24、OMERSWHOAREVERYSATISFIEDBENEFITSOFLOYALTYTHERESULTSOFOURSTUDYSUPPORTEDTHECONTENTIONSTHATTHEREISAPOSITIVECORRELATIONBETWEENLOYALCUSTOMERSANDPROFITABILITYLOYALCUSTOMERSINDEEDPROVIDEMOREREPEATBUSINESSANDWERELESSLIKELYTOSHOPAROUNDFORTHEBESTDEALSTHANNONLOYALCUSTOMERSFOREXAMPLE,OVERALL,THERESPONDENTSINDIC
25、ATEDTHEYSTAYEDATTHISSPECIFICHOTELONLY6667PERCENTOFTHETIMEONRETURNVISITS,BUTAMONGTHERESPONDENTSWHOCLAIMEDTHATTHEYWOULDDEFINITELYRETURN,8852PERCENTSTAYEDATTHELENOXONRETURNVISITSALSO,MORETHANHALF59PERCENTOFTHERESPONDENTS,WHOWOULDDEFINITELYRETURN,DIDNOTSHOPAROUNDBEFOREMAKINGTHEIRRESERVATION,COMPAREDTOON
26、LY51PERCENTWHOGAVEANEUTRALRESPONSETOTHISQUESTIONTHEIMPORTANCEOFWORDOFMOUTHCANNEVERBEOVEREMPHASIZEDINTHEHOTELINDUSTRY,SINCEHOTELCUSTOMERSPREFERPERSONALINFORMATIONSOURCESPOSITIVEWORDOFMOUTHINCREASESTHEHOTELSRELIABILITYANDDECREASECUSTOMERSPERCEIVEDRISKTHERESULTSSHOWEDTHATAMONGTHERESPONDENTSWHOWOULDDEFI
27、NITELYSTAYATTHEHOTELWHENTHEYRETURNTOANAREA,969PERCENTHADSPREADPOSITIVEWORDOFMOUTHFORTHEHOTELTHEAVERAGENUMBEROFPEOPLETOWHOMTHEYHADTOLDPOSITIVETHINGSABOUTTHEHOTELWASANAVERAGEOF829PEOPLEONTHEOTHERHAND,877PERCENTOFTHERESPONDENTSWHOSCOREDA6ONTHEINTENTTORETURN,HADTOLDPEOPLEPOSITIVETHINGSABOUTTHEHOTELANDON
28、AVERAGETHEYTOLD629PEOPLEONCEAGAIN,THERESULTSVERIFIEDTHATLOYALCUSTOMERSINDEEDSPREADPOSITIVEWORDOFMOUTHANDMADERECOMMENDATIONSLOYALCUSTOMERSARECRITICALFORTHEHOTELBUSINESSHOWTOCREATELOYALCUSTOMERSISDEEMEDUNIVERSALLYANESSENTIALLYIMPORTANTTASKFORTHEHOTELMANAGERSIMPLICATIONSFORPRACTITIONERSPERFORMANCEVERSU
29、SIMPORTANCEOFLOYALTYFACTORSINORDERTOUNDERSTANDWHICHVALUABLEBENEFITSDEVELOPEDCUSTOMERLOYALTY,THESURVEYASKEDTHECUSTOMERSWHATATTRIBUTESWOULDDEVELOPTHEIRFEELINGSOFLOYALTYANDTHEIRRATINGSOFHOWTHEHOTELPERFORMEDONASPECIFICATTRIBUTETHERESULTSREVEALEDTHATGIVINGCUSTOMERSNONSMOKINGROOMSUPONTHEIRREQUESTWOULDADVA
30、NCECUSTOMERLOYALTYTOAGREATEXTENT823PERCENTMOSTRESPONDENTSSAIDACHECKINANDCHECKOUTTIMETHATSUITEDTHEMWOULDAFFECTTHEIRLOYALTY512PERCENTSIMILARLY,ALMOSTHALFOFTHERESPONDENTS493PERCENTINDICATEDTHATIFTHEYCOULDCHECKINWHENTHEYARRIVED,EVENIFITWASBEFORECHECKINTIME,THEIRLOYALTYWOULDBEBOOSTEDONTHEOTHERHAND,WHENEV
31、ALUATINGTHEHOTELSPERFORMANCE,THEGUESTSPERCEIVEDTHEHOTELPERFORMEDWELLONMEETINGTHEIRREQUESTSFORNONSMOKINGROOMSHOWEVER,LESSTHANHALFOFTHERESPONDENTS,372PERCENT,STATEDTHEYCOULDCHECKINANDCHECKOUTATTHETIMETHATSUITEDTHEMANDONLY392PERCENTOFTHERESPONDENTSCOULDCHECKINBEFORETHEDESIGNATEDTIMEIFTHELENOXCOULDDEVEL
32、OPASYSTEMFORFLEXIBLECHECKINANDCHECKOUTTIMESTHEYCOULDCREATESTRONGERCUSTOMERLOYALTYAMONGTHISGROUPFRAMEWORKFORLOYALTYRESEARCHONEPURPOSEOFTHISSTUDYWASTOPROVIDEAFRAMEWORKFOROTHERHOTELSTOREPLICATETHISRESEARCHPROCESSFORTHEIROWNMARKETINGRESEARCHTHEFOLLOWINGFOURMETHODSARERECOMMENDEDTHEHOTELSHOULDUSEITSDATABA
33、SETOSELECTMEMBERSFORFOCUSGROUPSANDTHESAMPLEFORASURVEYBASEDONDESIREDCHARACTERISTICSUSEFOCUSGROUPSTOGAININSIGHTINTOTHEISSUESUSESURVEYRESEARCHONACONTINUINGBASIS,ASMANAGERSCANNOTMAKEANYCONCLUSIVEDECISIONBASEDONTHISONETIMERESULTUSEINTERNALBENCHMARKSTOSETNEWGOALSINTERNALBENCHMARKINGBASEDONTHEABOVEANALYSES
34、,WEKNOWTHATESTABLISHINGLOYALCUSTOMERSISCRITICALFORTHEHOTELINDUSTRYNEVERTHELESS,HOWCANHOTELMANAGERSBUILDCUSTOMERLOYALTYTWOMEASUREMENTSWERESUGGESTEDBYTHISSTUDYTHEFIRSTMEASUREMENTWASTHEBENCHMARKSCORESFORTHEFEATURESWHICHWOULDINCREASECUSTOMERLOYALTYTHESECONDONEWASTHEGAPBETWEENEXPECTEDSERVICEANDPERCEIVEDS
35、ERVICEBENCHMARKINGHASBEENAPPLIEDTOIMPROVESERVICEQUALITYSINCE1990ITISAMETHODTOIDENTIFYTHEMOSTEFFECTIVEPRACTICESBYRIGOROUSCOMPARISONOFSIMILARPROCESSESACROSSORGANIZATIONSANDEVENINDUSTRIES,THENADOPTTHEMASPERFORMANCEGOALSCHEN,1998INTHISSTUDY,RATHERTHANDEVELOPTHEBENCHMARKSONTHEBESTPRACTICESOFOTHERS,INTERN
36、ALBENCHMARKSWEREDEVELOPEDBASEDONTHESURVEYRESULTSTHESCORESOFLOYALCUSTOMERS,THOSEWHOINDICATEDTHEYWOULDDEFINITELYRETURN,WILLBETHEINTERNALBENCHMARKSFORMANAGERSTOIMPROVETHEIRSERVICEQUALITYSOASTOINCREASECUSTOMERLOYALTYWHENTHEBENCHMARKSCORESWEREREACHED,ITDOESNOTGUARANTEETHATALLTHECUSTOMERSWILLRETURNNEVERTH
37、ELESS,THEBENCHMARKSCORESSERVEASATARGETFORREACHINGALEVELTHATWILLCREATEADDITIONALLOYALTYFURTHERMORE,BYHAVINGTHESEBENCHMARKSINPLACE,AHOTELWOULDBEHOLDINGITSELFTOASTRICTSTANDARDSETTINGFORTHTODRIVETHEOVERALLVALUEOFTHEHOTELGUESTSATOTALOF13FEATURESWEREEXPECTEDTOBUILDCUSTOMERLOYALTYINTHISSTUDYAMONGTHETOPFIVE
38、ATTRIBUTESTHATHADABIGGAPBETWEENLOYALCUSTOMERSANDENTIRERESPONDENTS,THREEOFTHEMARERELATEDTOHOTELEMPLOYEESFOREXAMPLE,EMPLOYEESCOMMUNICATETHEATTITUDETHATYOURNEEDSAREIMPORTANTTOTHEMHADTHEBIGGESTDISCREPANCYBETWEENTHEMEANSOFTHEENTIRESAMPLEANDLOYALCUSTOMER552COMPAREDTO615FOLLOWEDBYIFYOUMAKEAREQUESTATTHEHOTE
39、L,NOMATTERHOWLARGEORSMALL,ITISHANDLEDAPPROPRIATELYHADAGAPOF061540COMPAREDTO601THETHIRDATTRIBUTEWASWHENANEMPLOYEEOFTHEHOTELSAYSSHE/HEWILLDOSOMETHING,YOUKNOWITWILLGETDONE565COMPAREDTO623THEBENCHMARKSCORESWERETHEGOALSFORHOTELMANAGERSTOREACHBECAUSEITSATARGETLEVELOFCREATINGADDITIONALLOYALTYAMONGCUSTOMERS
40、,ESPECIALLYWHENTHEMANAGERIALEFFORTSWERESOMINORANDTHELOYALTYEFFECTSWERESOTREMENDOUSTABLEIIFORINSTANCE,PERSONALIZEDSERVICEWASANAREAOFOPPORTUNITYFORTHEHOTELTRAININGEMPLOYEESTORECOGNIZECUSTOMERSANDTAKEEXTRACAREOFTHEMWASIMPERATIVEFORTHISHOTEL出处JOHNTBOWEN,SHIANGLIHCHEN,2001“THERELATIONSHIPBETWEENCUSTOMERL
41、OYALTYANDCUSTOMERSATISFACTION“,INTERNATIONALJOURNALOFCONTEMPORARYHOSPITALITYMANAGEMENT,VOL13ISS5,PP213217二、翻译文章标题客户忠诚和客户满足之间的关系译文客户忠诚和客户满足之间的关系关键词客户忠诚；客户满足；数据库市场；酒店。摘要本文为酒店识别提高客户忠诚原因的方法作出了补充和发展，其他酒店亦可以仿照这篇文章中的方法。本文应用酒店数据库为两个对照组和问卷调查做了样本。基于对564份来自酒店客户的完整问卷的研究，发现客户忠诚和客户满足之间的关系是非线性的。通过数据相对忠诚的客户的分数计算了酒店
42、内部的基准点。这项研究应用酒店数据库为两个对照组和问卷调查做了样本。简介众所周知，客户忠诚和客户满足之间是成正比的关系。REICHHELD和SASSER发现当公司拥有5的更多的客户时，收益增加25到125之间。他们的研究引起了实践者和研究者对客户忠诚的极大兴趣。GOULD的支持REICHHELD和SASSER的研究更加巩固了他们的兴趣。今天，商人们还在寻求赢得客户忠诚的方法的信息。而客户忠诚带来的收益是通过降低市场费用，提高销售量和减少操作费用实现的。忠诚的客户因为价格的原因很少买别人的东西而且他们比相对“不忠诚”的客户要买更多的东西（REICHHELD和SASSER，1990年）。忠诚的客户
43、对提高你的酒店也有帮助，他们形成强大的口碑，给别人做参考，起到广告的作用。忠诚的客户就象一个很好的市场动力，因为他们向别人推荐并且传播了正面的口碑，他们的同伴的行为是公司最好的广告。忠诚的客户通过购买更多种类的产品以及更频繁的购买提高了他们的购买量。BOWEN和SHOEMAKER1998年发现酒店的忠诚客户比不忠诚客户会购买更多的食物和饮料。忠诚的客户使得服务的花费更少，原因是他们了解这些产品，所需要的信息更少。他们甚至还是兼职的被雇佣者。从服务雇工那里收集信息来说明忠诚客户是如何热切的像雇工一样为公司服务。忠诚客户出现在酒店里，告诉别人酒店里不错的饭馆。在赌场里，忠诚客户向其他客人解释怎么游
44、戏以及玩家的俱乐部是怎么运作的。在飞机上乘客向其他乘客介绍照明系统和视频或音频系统。所以说忠诚客户不但自己所需要的信息更少，对别人来说他们又象一个信息源。建立客户忠诚对酒店业来说是一大挑战YESAWICH1997年。这项研究调查提供了帮助提高酒店客户忠诚的方法。研究目的本文的目的之一是为酒店识别提高客户忠诚原因的方法作出了补充和发展。另一个目的是提供了一个可以为其他酒店借鉴的方法。这项研究将探索酒店行业中客户忠诚和客户满足之间的关系，来决定目标酒店产生客户忠诚的原因。什么是客户忠诚呢忠诚忠诚是很难定义的。通常，有三种方法来衡量忠诚行为测度、态度测度和复合测度。行为测度需要把一致的反复的购买行为
45、看作是忠诚的表现。行为方法遇到的一个问题是反复的购买有时候不是心理上对品牌的寄托（TEPECI，1999年）。比如某旅行者入住某酒店只是因为酒店地处方便的地方；酒店新开张，选择他的原因仅仅是价格优惠。但是，反复的购买并不意味着依赖。态度测度用态度数据反映情感和心理上的忠诚。态度测度是关于忠诚的感觉，约定和忠诚的。有这样的案例，当客户对某家酒店有好感但却没有选择这家酒店，客户可能对这家酒店有很高的评价并且推荐给别人，但却觉得对自己来说太贵。第三种方法，忠诚的复合测度。将以上两种方法和客户的商品倾向、品牌选择的倾向、购买的频率、最近的购买和购买总量联系起来。二维复合测量法在某些领域被当作理解客户忠
46、诚的有效方法来应用。比如零售业、娱乐业、高档酒店以及航空DAY，1969；JACOBY和KYNER，1973；BACKMAN和CROMPTON，1991；PRITCHARDETAL，1992；PRITCHARD和HOWARD，1997。这篇文章的作者采用了复合方法研究客户忠诚。在此文中，忠诚的客户是指最喜欢该公司，反复购买并且把产品推荐给其他人的客户。客户满意与客户忠诚之间是有区别的。研究的结果表明客户满足并不等于客户忠诚。在我们的研究当中，客户满足是通过“7点”法刻画的。7非常满足，3满足，1非常不满足。这篇文章中用的两种测量客户忠诚的方法是被调查者再购买的意愿和他们做市场工作人员的意愿。研
47、究结果表明客户忠诚和客户满足之间是非线性和不均匀的关系。基于COYNE1989的研究，有两个关键性的临界值影响着客户满足和客户忠诚之间的关系。在高的一边，当客户满足达到一定程度，客户忠诚大幅度增长；同时，当客户满足降到一定程度，客户忠诚同样大幅度下降OLIVAETAL,1992。在我们的研究当中，当客户满足达到67之间，客户忠诚增加了超过百分之百。而且我们的研究和OLIVAETAL在1992年的研究一致；客户满足的小幅度变化可以产生客户忠诚的实质性增长。被调查着中获得7分，也就是非常满意的人中的63和满意度获得6分的人的298强烈表示当酒店的话题碰巧进入谈话的时候他们愿意推荐他们忠诚的酒店。结
48、果显示，当满意度从7分降到6分时，给别人这家酒店好的评价的的意愿降低的超过百分之50。管理者必须清楚他们拥有满意的客户是远远不够的，他们必须要拥有非常满意的客户。客户满足很小的提高将会带来客户忠诚的大幅度提高，不止是受益于这些非常满意的客户的恩惠。由于这些非常满意的客户的市场力量，酒店管理者还可以减少市场花费。所以说酒店管理者不应满足于拥有忠诚的客户，他们还需要非常满意的客户。客户忠诚对企业有非常大的益处。研究结果支持这样一个结论客户忠诚和利益之间有一个正比的关系。比起不忠诚的客户，忠诚的客户事实上带来更多的回头生意并且更少的去别的地方寻找更实惠的物品。总体上讲，被调查者中那些暗示自己还会光顾
49、这家酒店的客户只有6667是回头客。那些声称自己一定会再光顾这家酒店的客户中，8852的人又光顾了。并且，超过一半（事实上是59）的声称自己会再光顾的被调查者都不在预定酒店前还去其他酒店考虑，而在中立回答的被调查者中，这个比例只有51。口碑的重要性在酒店业中是非常重要的。正面的口碑能增加酒店的可靠性，减少酒店客户可以发现的风险。研究结果显示，在那些一旦再来这个地方就一定会回这家酒店的被调查者当中，有969的客户都已经为酒店传播了正面的口碑。而那些说这家酒店好话的客户平均每人对829个人说过。另外，被调查者中那些回头客意愿得了6分的人有877给别人说了这家酒店的好话，并且平均每个人对629个人说了好话。研究结果表明，忠诚的客户事实上传播了正面的口碑并且为别人作了推荐。忠诚的客户对酒店业来说是非常重要的。怎样创造忠诚的客户被公认为是酒店管理着最重要和必要的任务。既然客户忠诚是如此地重要，那么哪些因素影响着客户的忠诚呢在本次酒店业务调查中，结果显示给他们提供无吸烟室会极大的提高客户忠诚（823）。大多数被调查者说适合他们的登记和结算时间会影响到他们的忠诚度（512）。类似的，几乎一半的被调查者（493）表示如果能在他们到达的时候就登记，即使是在登记时间之前，他们的忠诚度会提高。另外，在预期酒店的表现时，顾客会因无吸烟室的提供认为酒店表现良
