外文翻译--为什么客户会转变购买？满意度与忠诚度的动态.docVIP

标题：Why do customers switch? The dynamics of satisfaction versus loyalty 原文： Why do customers switch? The dynamics of satisfaction versus loyalty Introduction Customer loyalty is increasingly being recognized by American businesses as a path to long-term business profitability. Consider two firms, say two hospitals, “A” and “B”, with identical facilities and capacity. Both have the same patient load, and consequently the same degree of facility utilization. However, hospital “A” has a loyal following of patients. In contrast, hospital “B” fills its facilities by acquiring new patients every year because the old patients never return. Which one has greater profitability? Or, in the case of non-profit hospitals, which one is being run more cost-efficiently? The answer is very clear: without question, it is hospital “A” – the one with a loyal patient following. This is because finding new customers and doing business with them takes time, effort, and money. Hospital “B” for example, has to invest heavily in advertising to consumers and in personal selling to physicians, so as to attract new patients. Then, it has to spend the effort and precious employee time in setting up new patient records, for explaining the hospital procedures, and for understanding each patient’s individual needs,and guiding them through the treatment procedures. The same is true for other service businesses. Insurance agents know, for example, how cumbersome it is to obtain new customers and to set up their policies. Car mechanics who have handled a particular car in the past become more efficient in diagnosing new problems. Stockbrokers understand their established clients’ financial goals better. And repeat guests in a hotel are familiar with the hotel facilities and will not call uponemployee time to seek information. Although companies are realizing the value of keeping customers loyal, no one knows for sure how to do it. Companies measure customer satisfaction, and hope that if the satisfact