Customer Loyalty Of Hospitality Industry--A Study Of Xijiao Hotel

With China's deepening implementation of its reform and opening-up policy, China's hotel industry is witnessing a rapid development in recent years. Up to 2003, in China, there are 8,880 star-rated hotels which are staffed with 5 million employees and are generating a decent revenue of RMB 91.4 billion. China's WTO entry and its successful bid for the Olympics 2008 bring for China's hotel industry not only the advanced management methods but also an unprecedented development opportunity.Fierce competition makes hotel managers to understand the importance of the customer loyalty. As a matter of fact, hotels are competing with each other for the customer resources now, and therefore, customer loyalty has become the profit-generating source of hotels. Hotel staff should pay more attention to the customer satisfaction which is the cornerstone of a hotel's success in winning customer loyalty.This paper involves the customer loyalty theory and the related knowledge. Factors affecting customer loyalty and ways of establishing customer loyalty are well analyzed in this paper. A thorough survey and an in-depth analysis will help Xijiao Hotel to improve its management on customer loyalty.This paper consists of six parts. Part 1 is about the meaning of research on customer loyalty. Part 2 is about a brief introduction to the customer loyalty theory. Part 3 is about an analysis on the factors affecting customer loyalty and the improvement measures. Part 4 is about an analysis on Xijiao Hotel's customer loyalty management. Part 5 is about measures to solve the problems and to improve the present situation. Part 6 is about concluding remarks.