The Relationship Between Customer Loyalty and Satisfaction

The Relationship between Customer Loyalty and Satisfaction Introduction In the past decades, there was a controversial issue about the relationship between customer loyalty and satisfaction. Actually, it is still a heated debate nowadays. Some people said that customer satisfaction bring customer loyalty, while some people believed that customer loyalty affect customer satisfaction. Interestingly, very few executives and managers understand the critical difference. The purpose of this paper is to find the relationship between customer loyalty and satisfaction and how should companies do to build loyalty. According to some previous researches, we found that customer satisfaction is just one of the factors of affect customer loyalty.†¦show more content†¦The most common qualitative techniques are personal interviews and focus groups.Quantitative research is used to determine and predict the attitudes, opinions, and behavior of the market based on a scientific sampling. Web/e-mail and telephone surveys fall into this category. And the quantitative research is better to research the relationship between the customer loyalty and customer satisfaction. For example, one university want to survey the students to the school canteen satisfaction and loyalty. They use survey to collecting material. There have three questions to understand the student to the canteen satisfaction evaluation. The three questions include compared with other universities, how is the canteen service quality; how is the canteen service quality; how is the canteen management. And about loyalty, it also have three questions include whether will choose the other restaurant that near the school; Whether in the future will continue in the student canteen repast; whether will to others will praise and recommend university student canteen. Use the survey to know about the relationship between the customer loyalty and customer satisfaction. (InfoTrends,2012ï ¼â€° Meta analysis a systematic method of evaluating statistical data based on the results of several independent studies of the same problem.Show MoreRelatedThe Relationship Between Customer Loyalty and Customer Satisfaction3723 Words   |  15 PagesThe relationship between customer loyalty and customer satisfaction John T. Bowen University of Nevada, Las Vegas, Nevada, USA Shiang-Lih Chen University of Nevada, Las Vegas, Nevada, USA Keywords Customer loyalty, Customer satisfaction, Database marketing, Hotels Abstract Develops and implements a method for hotels to identify attributes that willincrease customerloyalty. Otherhotels can replicate the methodology used in this study. 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