The traditional customer relationship management focus in hospitality has always been "customer sat-isfaction." The presumption is very simple: Customers will appreciate good service so much that they would not go to your competitor. In other words: Customer satisfaction plus quality of services equals customer loyalty. The truth is that customer satisfaction does not always equal customer loyalty. Research shows 40% of satisfied customers switch suppliers without hesitation (Forum Corp.); 65% to 85% of customers who choose a new supplier claim to be satisfied and very satisfied with former supplier (Harvard Business Review); and 85% of customers claim to be satisfied, yet willing to switch to other suppliers (University of Texas).
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