Hotel To Implement An Empirical Study On Earnings Management On Customer Satisfaction

Up to now, research and application of revenue management in hotel industry is more mature. According to their actual situation, a number of international hotel groups develop revenue management system and also establish revenue management department in the organizational structure. On the one hand, revenue management enables hotels to increase income. But there have been some problems in the process of implementation, leading to customer dissatisfaction and even complaints, damaging the hotels long-term benefits. On the other hand, most of scholars at home and abroad on the hotel customer satisfaction only focus on increasing customer satisfaction. Fewer of them consider the cost and feasibility for hotel, ignore the hotel benefits to a certain extent. Therefore research about effect of hotel revenue management on customer satisfaction not only supplements revenue management theory, provide reference for following similar research, but also has practical value for hotel better application of revenue management.This research focus on effect of hotel revenue management on customer satisfaction based on lots of revenue management theories and customer satisfaction theories. First of all, combining related theories and specific hotel revenue management measures, this research establishs customer satisfaction model based on revenue management and proposes appropriate hypothesis. Then,through questionnaire method, this research collects data and analyses them by various analytical methods. From analysis this research draws conclusions as follows. Hotel revenue management has a significant impact on customer satisfaction and loyalty. Among hotel revenue management measures, over booking has a significant impact on customer satisfaction and loyalty. Differential pricing and inventory controlling don’t have significant impacts on customer satisfaction and loyalty, but they have significant correlations on customer satisfaction and loyalty. As a result, hotel revenue management should focus on how to improve over booking measures. These measures can directly improve customer satisfaction. Meanwhile, hotel should also improve differential pricing and inventory controlling measures. Even though these measures can’t directly improve customer satisfaction, they can benefit to improve customer satisfaction.Finally, this research proposes some measures on how to deal with effect of hotel revenue management on customer satisfaction from demand forecasting, differential pricing, inventory controlling and over booking aspects, also points out research conclusions and prospects.