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Customer Satisfaction, Value and Loyalty In this chapter theory on customer satisfaction value and loyalty andtheir relationship will be analysed. The implications of the Kano model,the Gap model and the Profit Value Chain will be pointed at to argue whyservice industries such as universities should aim at exceeding the students expectations. Finally CRM and CEM approaches and their potential role in UK HEIs will be considered. 在本章中，对客户满意度的理论价值和忠诚度andtheir关系进行分析。卡诺模型，差距模型和利润的价值链的影响会指着认为whyservice的行业，如大学的目标应该是超过了学生的期望。最后，客户关系管理（CRM）和CEM方法及其在英国高等教育机构的潜在作用将予以考虑。 Satisfaction is the result of satisfaction with a series of transactions oc-curring during the service process operations, university staff have the op-portunity to influence not only students’ satisfaction with each part of theprocess but also students’ thresholds of tolerance for subsequent parts of theprocess (Johnston, 1995b). It is important for UK HEIs to recognize the ir ability to manage students’ tolerance, and therefore satisfaction and dissatis-212.1 http://www.ukassignment.org/dxygessay/ The Nature of Satisfaction 22 faction, through interactions and that they structure these interactions in away that supports the overall student experience. Also the type of interaction between UK HEIs and their staff has an effect on customer perceived satis-faction, therefore important service encounters which should be managed arealso the ones between the teaching and administrative staff. The Gap model,which we discuss in Section 2.1.1, will clarify how ‘managing and monitoring individual service encounters can improve the student satisfaction’ (Bitner,1990). 满意度发生了一系列的交易发生在服务过程中操作的结果是，大学的工作人员有机会不仅影响整个过程的每个部分，但学生的满意度，学生的容忍阈值的后续部分整个过程（约翰斯顿，1995年）。重要的是，英国高校识别的IR能力，管理学生的耐受性，因此满意度和dissatis212.1大自然的满意度22派，通过相互作用，他们在客场支持学生的整体体验这些相互作用的结构。此外，英国高等教育机构及其工作人员之间的互动影响顾客感知满意度，因此，重要的教学和行政人员之间的憧憬也是管理服务接触应。差距模型，其中第2.1.1节中，我们将讨论如何将澄清“管理和监控个人的服务接触，可以提高学生的满意度（比特纳，1990年）。 Defining customer satisfaction is very difficult because this emotional state is used to define different types of feelings (Zeithaml and Bitner, 2002).The term satisfaction can signify both, a sense of pleasure and delight inthe case of extremely surprising and exciting service experiences. In the caseof a more routinely service where the customer is more passive, satisfaction is manifested in the form of simple contentment and is a less emotionally charged state. In other situations satisfaction arises because the organisation manages to reduce negative factors disturbing the customer and it is perceived as a sense of relief (Zeithaml and Bitner, 2002). 定义客户的满意是非常困难的，因为这种情感状态用于定义不同类型的感情“（Zeithaml和比特纳，2002年）。长期的满意度可以表示非常惊人的和令人兴奋的服务体验快乐和喜悦亏缺的情况下，从某种意义上说。在申请人如属常规服务的客户是比较被动的，满意的简单知足的形式表现出来，是一个不那么糟糕的状态。在其他情况下，满意的产生是由于组织管理，以减少干扰顾客的负面因素，它被认为是一种如释重负的感觉“（Zeithaml和比特纳，2002年）。 Oliver (1997) defines satisfaction as ‘the customer’s fulfilment response. Itis a Judgement that a product or service feature, or the product or service it-self, provides a pleasurable level of consumption-related fulfilment’. Hill et al.(2007) definition instead summarises all the palette of feelings ‘the attitude sand feelings that customers form based on their experiences with an organ-isation’ and explains satisfied customers’ defections by a simple difference in the feeling intensity. The researcher opinion is that it is the unexpected(wow factor) as well as the emotional engagement of customers which allow us to distinguish satisfied customers from very satisfied customers (delighted customers) and explain for the behavioural difference revealed. 奥利弗（1997年）满意度定义为“顾客的实现响应。它是判断一个产品或服务的功能，或产品或服务的自我，提供了一个愉快的水平与消费有关的履行“。Hill等人（2007）的定义，而不是总结了所有感情的态度沙的感情，形式与器官奉上他们的经验的基础上，通过一个简单的感觉强度的差异，并解释了客户满意度“倒戈的调色板。研究者的看法是，它是意外（哇因素），以及客户的情感投入，使我们能够区分客户满意度，客户满意度（非常高兴客户），并解释为行为上的差异显示。 The reason why organisations have a hard time in increasing loyalty through customer satisfaction is because the relationship between loyaltyand satisfaction is non linear, as the level of satisfaction increases and reaches the stage of delight the percentage increase in loyalty becomes much higher 组织也很难在提高客户满意度忠诚度，通过的原因，是因为忠诚和满意度之间的关系是非线性的，水平的满意度增加，达到的百分比增加忠诚度会变得更高阶段的喜悦
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