Study On Customer Satisfaction Of China's Economy Hotels Based On Service Brand

Influenced by our country's specific society and economic environment, at first, Chinese hotel industry mainly established and developed the luxury hotels, there haven't be a economy hotel in the true sense in a long time. From the 1990s, our country's first economy hotel appearance, the economy hotel has developed rapidly and formed many economy hotel brands having a certain scale, such as the Home Inn and Jinjiang Star and so on. Along with mass tourism's vigorous development and the further opening hotel industry market in our country, the new economy hotel brand emerges massively, the overseas brand also starts to landing China's economy hotel market, so the competition of Chinese economy hotel market is getting more and more fierce.This dissertation points out that Chinese economy hotel has a good development prospects, whose market demand is expanding unceasingly as well as more and more diversified; the economy hotel's market supply can be divided into the local brand, the overseas brand and others (including weak trend brand and social hotel and so on). Many kinds of factors cause the competition in China's economy hotel market to intensify increasingly, like the existing competitor's contention of market share, the threat of potential entrant, the bargains powers of the supplier. So China's domestic economy hotel brands must focus on improving customer satisfaction, promoting their competitiveness, in order to get long-term vitality.This dissertation analyzes China's economy hotel's present administration situation according to the existing research foundation, including the analysis of the market supply and demand situation, analysis of its existing competition structure, and proposes the two dimension, hotel scale and the customer group of our country's economy hotel product localization, and then conducts the research to our country's economy hotel's customer satisfaction evaluation from the aspects of the service brand's six integrant, namely as the service quality, service pattern, service technology, service price, service culture, service prestige. This dissertation has constructed the evaluation target and the model of China's economy hotel's customer satisfaction, and carries on the empirical analysis to the Home Inn, based on this , the dissertation proposes the strategy to enhance the customer satisfaction for our country's economy hotel, with a view to provide some reference to improve our country's economy hotels'customer satisfaction.