文档介绍：CHR Case Study
One-Night Stands and
Long-Term Relationships:
A Case Study of
Satisfaction and Loyalty
by Judy A. Siguaw, ., Penny M.
Simpson, ., and Ali Kasikci
CORNELL
The Center for Hospitality Research
AT CORNELL UNIVERSITY
Case Study: Satisfaction and Loyalty
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Case Study: Satisfaction and Loyalty
Executive Summary
One Night Stands and Long-term
Relationships: A Case Study of Satisfaction
and Loyalty
by Judy A. Siguaw, ., Penny M. Simpson, ., and Ali Kasikci
he conventional marketing stance has This study found few statistically signifi-
long been that the bulk of pany’s cant differences between one-time guests and
T sales and profitability are generated frequent guests, especially in the key areas of
from loyal customers. Based on this assump- satisfaction and intent to return. One differ-
tion, panies, including hotels, have ence it did find was that more than 55 percent
implemented vig