China Timeshare Customer Satisfaction Measurement And Countermeasures

As an outcome of the mutual expansion of tourism industry and real estate industry, timesharing has a huge potential of development in China. Since the industry of timesharing in China is still in its initial stage, it lacks effective industrial regulations and management. As a result, the market of timesharing is disordered, and the products and services provided by timesharing corporations could not meet the needs of customers. The negative social image and the low customer satisfaction have hampered the development of China's timesharing industry to a great extent, and furthermore, exerted a negative influence on the upgrade of China's whole tourism industry. Thus, it is very urgent and important to enhance the customer satisfaction of China's timesharing by improving its supply quality.Taking the measurement index system of customer satisfaction on timesharing and its application as the research objective, this article reviews and summarizes important literatures at home and abroad with a beginning of the concepts of Customer Satisfaction and Timesharing. Then, based on the readings of literatures and the interviews to specialists, the author designs the measurement index system of customer satisfaction on timesharing, which is suitable to China's industry and market situation. After that, the measurement index system is applied into an empirical research to measure the CSI of China's timesharing industry. Meanwhile, the author usese SPSS 13.0 for Windows to make a statistic analysis on the data obtained from the questionnaire survey, and improves that the measurement index system performs well on both reliability and validity.On the basis of the research, the author identifies the critical factors which influence the customer satisfaction of China's timesharing by statistic methods including correlation analysis, ANOVA, IP A, etc,. Furthermore, the author analyzes the disturbing factor which has an influence on customers' awareness of the customer satisfaction. Finally, based upon the results of theoretical research and empirical analysis, the author brings forward a series of countermeasures to enhance the customer satisfaction of China's timesharing industry in an all-around way.