Research, Hotel Customer Loyalty Based On Emotional Factors

The service quality of customer loyalty is the important content of service marketing, playing an increasingly important role in the development of primary industry, the secondary industry, especially the tertiary industry. In recent years, the hotel industry in China today has entered into a period of intense competition. In the face of saturated market space and homogeneous hotel service products, hotel management should shift the emphasis on marketing strategies from guest acquisition to guest retention. This thesis introduces it to hotel industry, in order to change marketing style that hotel industry generally uses, and bring a new kind of strength and endeavor into hotel industry.Based on the aforementioned theoretical foundation and hotel cases study, the thesis brings forth a model of guest perceived value driving guest loyalty, which is then verified by statistical tools of factor analysis and regression analysis using data collected from hotel guest questionnaire and survey. In order to apply research findings to practice and help improve management of guest loyalty in Chinese hotel industry, the thesis sets forth effective measures and tactics of management of hotel guest loyalty, which includes guest information integration, service process optimization, and value creation.