A Study On Customer Satisfaction Of Hospitality Industry Based On Customer Value

The customer value management and customer satisfaction management are two important realms of hotel management. They are of great importance to hospitality industry that need thorough study and appropriate settlement.This paper's subject is A Study on Customer Satisfaction of Hospitality Industry Based on Customer Value. The object of this thesis is to present the key driving factors of customer satisfaction by analyzing customer value and customer satisfaction systematically. Based on it, strategies to implement and enhance customer satisfaction management of hospitality industry based on customer value are proposed, which is as the guidelines of corporations practice to add the profits of corporations over a long period of time. At first, the connotation of customer satisfaction and customer value are introduced preliminarily, especially dimensions of customer satisfaction and key driving factors of customer value. Based on it, the value-driving model of customer satisfaction is assumed. Then, this paper discusses composing factors of the customer value of hotel and establishes the hotel value-driving model of customer satisfaction. To verify the theoretical analysis, the author carried out questionnaire on the relation between customer satisfaction and customer value among the customers in 5 hotels in Tianjin and Beijing cities, and adopted SPSS12.0 to analyze the survey results. It shows dimensions of customer value in hotel and how these dimensions influence customer satisfaction. With the analysis of the current situation of customer value management and customer satisfaction management in hospitality industry, strategic implementation outlines on customer satisfaction management are hereby suggested: Implement external marketing to identify the value-driving factors of customer satisfaction. Promote service value by insuring the quality of service facilities and enhancing service quality. Promote relationship value in terms of interactive communication, individualized service and service remedy. Promote employee value by internal marketing. Promote customer satisfaction by interactive marketing.