The Correlation Research Of Budget Hotels' Customer Satisfaction And Customer Loyalty

This study took the development of economy hotels as the reality background and theory of customer satisfaction and customer loyalty as the theoretical support to survey customers' satisfaction and loyalty of Chongqing hotels and explored the correlation between the two. This study constructed a empirical research framework at the basis of a large number of domestic and foreign articles and the review of relative research of customer satisfaction and customer loyalty. By measuring the preliminary questionnaire data, some unreasonable items were removed. Five factors and three factors were extracted successfully from formal questionnaire on customer satisfaction and customer loyalty through factor analysis. Formal questionnaire had a good reliability and validity.A total of 204 customers in Chongqing city served as subjects. On the basis of statistic analysis, we concluded the results as follows:First, customers'overall satisfaction was the highest, and satisfaction of the convenience was the lowest. There was a huge difference among people on satisfaction of the environment. Customers' repurchasing and recommending intention were the strongest and the price tolerance was the lowest. People on willingness of offering advice were quite different.Second, this study used One-Way ANOVA Analysis to clarify the relationship between customer satisfaction and loyalty by using demographic characteristics as the moderator variables. We summed up the results as follows:Gender had a significant impact in customers' satisfaction on service quality, environment, convenience and entirety, especially on convenience. The impacts of gender on the satisfaction of the customers'repurchasing intention and recommending were significant.The age of customers didn't have a significant effect on the satisfaction of tangible product, but had a significant effect in the remaining four dimensions of customer satisfaction, especially in the Marital status had a significant effect in the customer satisfaction on the environment, and significantly.Educational background had no significant impact on the convenience of economy hotels, but had significant impact on the remaining four dimensions of customers' satisfaction, especially on overall satisfaction of hotels significantly. The influences of educational background in each dimension of customer loyalty were significant.Career had no significant impact on the convenience satisfaction, but had significant impact on the satisfaction of the remaining four dimensions. Career on the impact of the various dimensions of customer loyalty was very significant.The average monthly income had no impact on customers'satisfaction of the environment and overall satisfaction of economy hotels, but with significant differences in the remaining three dimensions of customer satisfaction, especially in customer satisfaction about the convenience. Average monthly income had no significant effect on tolerance of the price, but had significant effect in the remaining two dimensions.Third, the results of Pearson Correlation analysis showed that:It was of a significant positive correlation between Customers'satisfaction on tangible products of economy hotels and customers' repurchasing and recommending intention. There were significant positive correlation between customers'satisfaction of service quality, convenience and entirety and customers' repurchasing and recommending intention. Customers'satisfaction on the hotel environment had a significant positive correlation with their repurchasing and recommending intention and price tolerance. The results of regression analysis showed that:Customers' overall satisfaction of economy hotels had the strongest impact on their repurchasing and recommending intention, while customers'satisfaction of service quality hadn't. Customers' satisfaction on the hotel environment had significant impact on customers' tolerance to the price of economy hotels.Based on the above findings, this study provides five suggestions to improve customers' satisfaction and loyalty on economy hotels:targeting customers and segmentalizing the target market; controlling operating costs and highlighting the price advantage; improving personnel system and fashioning the brand image; to create cultural difference and nurture the core competitiveness; to attach importance to the clean and safety and enhance the net construction.