康奈尔大学案例-顾客满意和忠诚度研究(1)

TheCenterforHospitalityResearchUNIVERSITYATCORNELLOne-NightStandsandLong-TermRelationships:ACaseStudyofSatisfactionandLoyaltybyJudyA.Siguaw,D.B.A.,PennyM.Simpson,D.B.A.,andAliKasikciORNELLCCHRCaseStudy2•CornellCenterforHospitalityResearchCaseStudy:SatisfactionandLoyaltySchoolofHotelAdministration•DKShifflet&Associates•ehotelier.com•GlobalHospitalityResources,Inc.•HospitalityWorld•hospitalitynet.org•HotelAsiaPacific•HotelChina•HotelInteractive,Inc.•HotelResource•InternationalCHRIE•TheLodgingConference•LodgingMagazine•LodgingHospitality•NationalHotelExecutiveMagazine•Resort+Recreation•RestaurantEdge.com•ShibataPublishingCo.Ltd.•SmithTravelResearch•TheHospitalityResearchGroupofPKFConsulting•TravelCLICK•UniFocus•WiredHotelier.comTheCenterforHospitalityResearchUNIVERSITYATCORNELLThankyoutoourgenerouscorporatesupporters!AIGGlobalRealEstateInvestmentBartechSystemsInternationalCendantCorporationFourSeasonsHotelsandResortsKohinoorGroupMarsh’sHospitalityPracticeThayerGroupofCompaniesSeniorPartnerMARSHTheworld’s#1riskspecialist™FriendsSponsorsWillowbendGolfManagementWyndhamInternationalNestléGlobalRealEstateInvestmentPartnersORNELLCCornellCenterforHospitalityResearch•3CaseStudy:SatisfactionandLoyaltyExecutiveSummaryOneNightStandsandLong-termRelationships:ACaseStudyofSatisfactionandLoyaltyTheconventionalmarketingstancehaslongbeenthatthebulkofacompany’ssalesandprofitabilityaregeneratedfromloyalcustomers.Basedonthisassump-tion,manycompanies,includinghotels,haveimplementedvigorousprogramsdesignedtostrengthencustomersatisfactionandtofosterloyalty.Despitethesecustomer-retentionprograms,however,customersarefickle.Manyguestsstayonlyforone-nightstands—thatis,theyshownocommitmentinthemorning.Worse,itappearsthatsupposedlyloyalcustomersoftendemandandreceiveextraperquisites.Anumberoffactorsmaybeusedasabasisforcomparingloyalgueststoone-timeortransientguests.Suchacomparisonwillprovidecrucialinformationformarketingefforts,especiallythecontrollableanduncon-trollableattributesofahotelthatdriveguestsatisfactionandloyalty.Asafirststepinassessingcustomer-loyaltyprograms,astudyofguestsatasingleluxury-brandhotelexam-inedthedifferencesbetweenone-timeguestsandfrequentguestsoncriteriathataffect:(1)(1)(1)(1)(1)theinitialhotelselection,(2)(2)(2)(2)(2)thelevelofsatisfactionandlikelihoodofreturn,(3)(3)(3)(3)(3)choiceofotherhotels,and(4)(4)(4)(4)(4)offeringsthatneedimprovement.Thisstudyfoundfewstatisticallysignifi-cantdifferencesbetweenone-timeguestsandfrequentguests,especiallyinthekeyareasofsatisfactionandintenttoreturn.Onediffer-enceitdidfindwasthatmorethan55percentofloyalguestsfeltthatsomecharacteristicofthehotelneededimprovement,whileonly31.1percentofone-timeguestsstatedsimilarconcerns.Thisfindingmayindicatethatloyalguestsarelikelytobemoredemandingandperhapsmorecostlytothehotel,oritmaybethattheloyalguests’identificationofneededimprovementsmayarisefromarealcommit-menttomaintainthequalityofthehotel.Consideredintotal,thesefindingssug-gestthatluxuryhotelsmaynotneedtotargetloyalcustomersdifferentlybasedonguesttypeortravelpurposeandthatoftencostlyrecognitionprogramsmaynotbeanimportantfactorininducingguestreturn.Luxuryhotelsmaybebetterservedbydevotingresourcestocreatingaqualityserviceandphysicalenviron-mentthatevokespositiveword-of-mouthforallgueststoensureasteadyoccupancyrate.However,theresultsofthisstudyarebasedonperceptionsofguestsabouthotelattributesandnotonactualfinancialdataillustratinghowthecostofhotelamenitiesandservicesbenefitordetractfromguestloyalty,sothefindingsshouldbeinterpretedaccordingly.byJudyA.Siguaw,D.B.A.,PennyM.Simpson,D.B.A.,andAliKasikci4•CornellCenterforHospitalityResearchCaseStudy:SatisfactionandLoyaltyOneNightStandsandLong-termRelationships:ACaseStudyofSatisfactionandLoyaltyisproducedforthebenefitofthehospitalityindustrybyTheCenterforHospitalityResearchatCornellUniversityGaryM.Thompson,ExecutiveDirectorGlennWithiam,DirectorofPublicationServicesOneNightStandsandLong-termRelationships:ACaseStudyofSatisfactionandLoyaltyisCHRCaseStudy#2004–6SinglecopypriceUS$50.00Copyright©2004byCornellUniversityAdvisoryBoardRogerCline,ChairmanandCEO,RoundhillHospitalityRichardCotter,EVP,HotelandF&BOperations,WynnResortsBjornHanson,Ph.D.,GlobalHospitalityIndustryManagingPart-ner,PricewaterhouseCoopersUnmeshJoshi,ChairmanandManagingDirector,KohinoorGroupJo-AnneKruse,SVP,HumanResources,CendantInternationalCraigLambert,President,FieldstoneGroupMarkV.Lomanno,President,SmithTravelResearchLelandC.Pillsbury,ChairmanandCEO,TheThayerGroupofCompaniesGordonS.Potter,Ph.D.,AssociateProfessor,CornellUniversityJaniceL.Schnabel,SeniorVicePresident,Marsh’sHospitalityPracticeDavidA.Sherf,SVP,RealEstateandInvestmentAnalysis,HiltonHotelsCorporationJudyA.Siguaw,D.B.A.,J.ThomasClarkProfessorofEntrepreneurshipandPersonalEnterprise,CornellUniversityBarbaraTalbott,Ph.D.,EVPMarketing,FourSeasonsHotelsandResortsElainR.Wedral,Ph.D.,President,NestléR&DCenterandNestléPTCNewMilfordR.MarkWoodworth,ExecutiveManagingDirector,TheHospitalityResearchGroupCo