51

　　increases of between 25 and 85 percent.

　　In the US, Domino’s Pizza estimates that a regular customer is

　　52

　　more than five thousand dollars over ten years. A customer who receives a poor quality product or

　　53

　　on their first visit and

　　54

　　never returns, is losing the company thousands of dollars in

　　55

　　profits (more if you consider how many people they are likely to tell about their bad experience).

　　The logic behind cultivating customer

　　56

　　is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to

　　57

　　them”, says Adrian Payne of Cornfield University’s School of Management. “Research suggests that there is a close relationship between retaining customers and making profits.

　　58

　　customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price

　　59

　　, and may provide free word-of-mouth advertising. Retaining customers also makes it

　　60

　　for competitors to enter a market or increase their share of a market.”

　　1．A. in particular B. in reality C. at least

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