旅游业顾客忠诚度 A Research into Customer Loyalty within the China Hotel Industry   Introduction

1.0 Introduction
In today's highly competitive marketplace,attaining customer loyalty is essential for survival in all industries.China is the fast development country in the world. The China hospitality industry is also developing in a fast pace. Many hoteliers believed that it was very important to satisfy guests when they are in the hotel. Meanwhile, to find new customers is another real goal as well. Due to the strong competition, service providers shift their marketing strategies from creating customer acquisition to creating customer retention or customer loyalty. According to Jacoby and Chestnut (1978: 215), “increasing customer loyalty would most probably result in repeat sales and referrals, revenues, market share, growth and decrease in costs”.
This research tries to make an exploration in customer loyalty and the China hotel industry.The study is seeking to identify the importance of customer loyalty,the extent to which customer loyalty is related to satisfaction,the extent to which relationship marketing has been development in the two particular hotels in China and the effectiveness of guest loyalty programmes.Those two hotels being regarded are Zhengtian landmark hotel in the Xinjiang area, which is tourism destination in northwest of China and another one is Kunming Hotel in Kunming City, where is the centre of economy in Yunnan province.

1.1 Aim and Objectives
1.1.1 Aim
1.1.2 Objectives:
1.2 Structure of the Dissertation
1.2.1 Chapter 1
1.2.2 Chapter 2
1.2.3 Chapter 3
1.2.4 Chapter 4
1.2.5 Chapter 5
Chapter 2 Literature Review
2.0 Introduction
2.1 Definition of Customer Loyalty
2.2 Relation between Consumer Satisfaction and Loyalty
2.3 Importance of Building Customer Loyalty
2.4 What makes customer loyalty?
2.5 What are the benefits of loyal customers?
2.6 Measuring Customer Loyalty
2.7 Customer Loyalty Programme
2.7.1 Definition of Customer Loyalty Programme
2.7.2 Loyalty Programmes
2.7.3 Loyalty Programmes in the Hospitality Industry
2.7.4 Limitations of Loyalty Programmes in the Hotel Sector
2.8 The Chinese Hospitality Industry
Chapter 3 Research Methods
3.0 Introduction
3.1 What is Research?
3.2 Objecti
ves of Research
3.3 Research Design
3.4 Secondary Research
3.5 Primary Research
3.6 Sampling
3.7 Data Analysis
3.6 Sampling
3.8 Limitations

Appendix 中英文

Appendix 1 :Questionnaire

Customer Loyalty Questionnaire
顾客忠诚度问卷调查