Research On Service Innovation Of Low-star Hotels In Chengdu Based On Theory Of Customer Value

After more than thirty years of reform and opening-up, Chengdu starhotels have developed prosperously and enormously. At the end of the year2012, thereare one hundred and nine star hotels in Chengdu, including two one-star hotels, nineteentwo-star hotels and forty-seven three-star hotels which account for sixty-two percent ofChengdu star hotels. However，in recent years, low-star (one-star, two-star, three-star)hotels have faced challenges they never faced before because of the expanding ofeconomic hotels. The important strategic goals of the low-star hotels in Chengdu are toconstruct and promote the core competitiveness, to increase customer value, and toimprove customers’ satisfaction.Service quality of the hotel industry is in relation to the survival and developmentof the hotel, and service innovation is of vital importance to the improvement of servicequality. This paper mainly focuses on low-star hotels in Chengdu. Under the guidanceof the customer value theory, this paper analyses the present situation of low-star hotelservice and does researches on service innovation of low-star hotels in Chengdu withcombining theoretical research method and empirical research method.Taking the customer as the center and achieving the maximum of customer valueare not only the inherent requirement of the hotel for the development of marketeconomy, but also the inevitable trend for the development of low-star hotels inChengdu. Firstly, by giving a review on the related theory of customer value, this papercarries on the analysis from perspectives of customer value theory, the theoretical modelof customer value and the relationship between customer value and enterprisecompetition, and provides a theoretical guide for the empirical analysis of this paper.Secondly, the author makes an empirical study on the current situation of low-starhotel service in Chengdu through field research, and analyses service status and existingproblems. And on this basis, this paper takes Garden Hotel and BinJiang Hotel as examples, so as to make a comparative study of these two hotels.Thirdly, under the guidance of customer value theory and combining the currentsituation of low-star hotel service in Chengdu, this paper discusses how to enhancecustomer value, how to improve customers’ satisfaction and build the corecompetitiveness of enterprises, and how to make sustainable development of low-starhotels in Chengdu from aspects of product value innovation, service value innovation,staff value innovation and image value innovation.