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1、外文翻譯(二)一．外文原文標(biāo)題：TherelationshipbetweencustomerloyaltyandcustomersatisfactionAbstract：Developsandimplementsamethodforhotelstoidentifyattributesthatwillincreasecustomerloyalty.Otherhotelscanreplicatethemethodologyusedinthisstudy.Thestudymakestheusesofthehotel'sdatabasetodrawsamplesforbot
2、hfocusgroupsandamailsurvey.Basedon564completedsurveysfromhotelguests,theauthorsfoundtherelationshipbetweencustomersatisfactionandcustomerloyaltywasnon-linear.Theauthorsusethedatatodevelopinternalbenchmarksforthehotelbasedonscoresthatwererepresentativeofloyalcustomers.Thestudymakesuseof
3、thehotel'sdatabasetodrawsamplesforbothfocusgroupsandamailsurvey.Keywords：Customerloyalty,Customersatisfaction,Databasemarketing,HotelsItiscommonlyknownthatthereisapositiverelationshipbetweencustomerloyaltyandprofitability.ReichheldandSasser(1990)foundthatwhenacompanyretainsjust5percent
4、moreofitscustomers,profitsincreaseby25percentto125percent.Theirstudycaughttheattentionofbothpractitionersandresearchers,arousingagreatinterestincustomerloyalty.Gould(1995)helpedconsolidatetheinterestinloyaltythroughhisresearchthatsupportedReichheldandSasser'swork.Today,marketersareseek
5、inginformationonhowtobuildcustomerloyalty.Theincreasedprofitfromloyaltycomesfromreducedmarketingcosts,increasedsalesandreducedoperationalcosts.Loyalcustomersarelesslikelytoswitchbecauseofpriceandtheymakemorepurchasesthansimilarnon-loyalcustomers(ReichheldandSasser,1990).Loyalcustomersw
6、illalsohelppromoteyourhotel.Theywillprovidestrongword-of-mouth,createbusinessreferrals,providereferences,andserveonadvisoryboards.Raman(1999)states,loyalcustomersserveasa``fantasticmarketingforce''byprovidingrecommendationsandspreadingpositiveword-of-mouth;thosepartnershiplikeactivitie
7、sarethebestavailableadvertisingacompanycanget.Loyalcustomersincreasesalesbypurchasingawidervarietyofthehotel'sproductsandbymakingmorefrequentpurchases.BowenandShoemaker(1998)foundloyalhotelcustomershadhigherfoodandbeveragepurchasesthannon-loyalcustomers.Finally,loyalcustomerscostless
