A Study On Factors Of Korean Customer Satifaction In Hotels

Customer Satisfaction has found its fundamental place in Marketing for years.Hitherto,the volume of theses on Customer Satisfaction has climbed up to hundreds,and the Customer Satisfaction theory with its assessment system has also been quoted and applied in many fields after its introduction.Hotel Customer Satisfaction is a specific application of this theory, and directs hotels to ameliorate service.Based on the subject of Korean customers,this piece attempts to figure out factors of Korean customer satisfaction of hotels in Changsha and their magnitude,through which,a model of these factors could be developed from empirical research on hotels in Changsha.This model,in a practical angle,can pose a mirror to the present management of serving Korean customers in Changsha,and reflect relevant limitations.On the premise of an overview of relevant literature on Customer Satisfaction both at home and abroad, this thesis sets up a configuration for factors involved in Korean Customer Satisfaction in hotels,and has discreetly designed a logical questionnaire from expert interview and investigation.Conducting the distribution of questionnaire among considerable Korean-lingered hotels has brought the analysis necessary data.Thus,some conclusions,through description analysis,factor analysis and IPA analysis by SPSS, have been reached:1.The majority of Korean customers comes from tourist party,characterized by senior age,high-level literacy,service industry and self-employment;2.Korean customers are mostly driven by sightseeing,which indicates some additional service would not be necessary(apart from basic service).3.Factors involved in Korean Customer Satisfaction could be sorted into 6 categories:price,service, factor of rooms,factor of F&B and factor of reception;4.The weights of each factor tends to diminish in following sequence: price,service,rooms,factor of F&B,factor of reception; 5.Korean customer's experience in hotels in Changsha could be optimized in some ways:concentrative amelioration,holding advantages,low level of priority and balancing supply and demand.On basis of these above,the author has lodged a series of suggestions and advices about the concerned operation and management in hotels.