外文翻译----客户忠诚和客户满足之间的关系(编辑修改稿)

外文翻译----客户忠诚和客户满足之间的关系(编辑修改稿)内容摘要：

(6), strongly agreed that they would remend the hotel, which they were loyal to, when the topic of the hotel came up in conversation. The results show that as customer satisfaction declined from ``very satisfied39。 39。 (7) to a 6, the willingness to municate a positive message of the hotel dropped more than 50 percent. Managers should realize that having satisfied customers is not good enough, they must have extremely satisfied customers. Moreover, a small increase in customer satisfaction boosted customer loyalty dramatically. In addition to benefiting from the extremely satisfied customers39。 repeat patronage, the hotel managers can save their marketing expenses because of the extreme satisfied customers39。 marketing power. Therefore, hotel managers should not be content with having satisfied customers. They need customers who are very satisfied. Benefits of loyalty The results of our study supported the contentions that there is a positive correlation between loyal customers and profitability. Loyal customers indeed provide more repeat business and were less likely to shop around for the best deals than nonloyal customers. For example, overall, the respondents indicated they stayed at this specific hotel only percent of the time on return visits, but among the respondents who claimed that they would definitely return, percent stayed at The Lenox on return visits. Also, more than half (59 percent) of the respondents, who would definitely return, did not shop around before making their reservation, pared to only percent who gave a neutral response to this question. The importance of wordofmouth can never be overemphasized in the hotel industry, since hotel customers prefer personal information sources. Positive wordofmouth increases the hotel39。 s reliability and decrease customer39。 s perceived risk. The results showed that among the respondents who would definitely stay at the hotel when they return to an area, percent had spread positive wordofmouth for the hotel. The average number of people to whom they had told positive things about the hotel was an average of people. On the other hand, percent of the respondents who scored a 6 on the intent to return, had told people positive things about the hotel and on average they told people. Once again, the results verified that loyal customers indeed spread positive wordofmouth and made remendations. Loyal customers are critical for the hotel business. How to create loyal customers is deemed universally an essentially important task for the hotel managers. Implications for practitioners Performance versus importance of loyalty factors In order to understand which valuable benefits developed customer loyalty, the survey asked the customers what attributes would develop their feelings of loyalty and their ratings of how the hotel performed on a specific attribute. The results revealed that giving customers nonsmoking rooms upon their request would advance customer loyalty to a great extent ( percent). Most respondents said a checkin and checkout time that suited them would affect their loyalty ( percent). Similarly, almost half of the respondents ( percent) indicated that if they could check in when they arrived, even if it was before checkin time, their loyalty would be boosted. On the other hand, when evaluating the hotel39。 s performance, the guests perceived the hotel performed well on meeting their requests for nonsmoking rooms. However, less than half of the respondents, percent, stated they could check in and check out at the time that suited them and only percent of the respondents could check in before the designated time. If The Lenox could develop a system for flexible checkin and checkout t。