The Study On The Relationships Between Customer Satisfaction, Customer Loyalty, And The Financial Performance Of Hotel

The competition of the hotel market becomes more serious, leads to the age of "tiny benefit" of hotel management .How to meet the needs of the modern customers and improve the performance of hotel, is the urgent problem for modern hotel industry. In the age of customer-oriented management, whatever the researchers or managers have clearly realized the impact of customer satisfaction and customer loyalty on enterprise performance. Actually, in the 20 century 90s, the America scholar Earl Sasser had put forward the service profit-chain , which discusses the relation among the three concepts and obtains the valuable conclusions.At present, the researches of the relations between customer satisfaction, customer loyalty and enterprise performance mostly adopt the qualitative methods, using the quantitative methods seldom, only a few research in small scale in some industry. On the foundation of the principle of the service-profit chain, author conceives the theories model , chooses hotel as research object , use the methods of the qualitative and quantitative ,study the relations between three concepts.The article reviews relative concepts of the customer satisfaction, customer loyalty, enterprise performance and the service- profits chain; analyzes the relations between customer satisfaction and customer loyalty; customer satisfaction and management performance, customer loyalty and management performance. Abstracting the principle of the service-profit chain, and considering the characteristics of hotel, the article puts forward five theories model to verify the hypotheses. The research chooses three hotels of three stars in a city to fulfill the questionnaires about customer satisfaction and customer loyalty, makes the reliability analysis and validity analysis to validate the questionnaire valid, and investigates the relative staffs to get the financial data. After all these prophase work, the research uses statistics software SPSS13.0 to analyze the data collected by questionnaire survey, and explores the relationships between customer satisfaction, customer loyalty, and enterprise performance. The result shows the hypotheses established are accepted. Then, the study put forward the suggestion for hotel management, points out the insufficiencies and outlooks in the article.