An Empirical Study On Customer Satisfaction Of Economic Chain Hotels

Reform and opening-up has been through approximately 40 years,China’s economy hotel chain industry has been booming.According to the list of China’s economy hotel chain mid-end brand scale in 2018,there are 6 hotels more than 10,000 rooms,2 hotels more than 100,000 rooms in the top 20.economy hotel chains have certain competitiveness in hotel market because of its relatively short investment payback period and excellent economical profits.Especially,the characters of convenience and economical meet market need and obtain customers’attention.Nevertheless,various types of hotels,such as economical chains hotel,star hotels,business hotels and resort hotels,exist obvious market competition.The sustainable development of economy accelerates the process of experience economy.With the growth of the national material standard of living,the shopping experience of customers have been enriched.As a result,the consumption concept of customers is affected.More and more people are no longer satisfied with obtaining the material itself,but pay more attention to spiritual enjoyment,and pursue personalized services and unique products,thus appearing the demand of immersive experience.Enterprises have also faced the era which don not depend on price advantages to win,the increasing number of customers are willing to spend more money to obtain more considerate services,and the importance of customer experience rises day by day.Meanwhile,the ultimate goal of customer consumption is to obtain satisfactory experience,and cultivating and maintaining customer satisfaction is an important source for enterprises to keep competitive advantages.In order to avoid the appearance of homogeneous products or services between industries,the form of customer experience also provides a new marketing idea for the economic chain hotel industry:transform the traditional management consciousness that only guarantees the quality of products and services,and provide products and services that meeting their demand.Enterprises need to use high-quality products and efficient services to develop thoughtful marketing strategies from the perspective of customer experience,so as to adapt to this new era of experience economy.Therefore,customers’ satisfaction with relevant experience factors during their stay in the hotel is an important source for economy hotel chain to maintain their competitive advantage.Dalian,as one of the first batch of open coastal cities,possesses rich tourism resources and pleasant climate.The sound social and economic environments and prosperous tourism industry have also increasingly stimulated the development of local economy hotel chains.According to statistics,the number of economy hotel chains account for more than a half of the total hotels in Dalian.Therefore,the research of economical hotels in Dalian,is beneficial to promote the healthy development of the whole economical hotel industry,achieving maximized profits.From the angle of customer’s accommodation experience of economy hotel chains,the present thesis analyses the relevant factors that will affect customer’s accommodation experience in Dalian and further discusses how to improve the satisfaction of economical hotel chains from the perspective of customer experiences in Dalian through empirical research data.In order to make the research results targeted,this paper takes the economic chain hotels in Dalian city as the research object,and selects the hotels of Jinjiang Inn,Home Inn and Hanting Inn to investigate as the leaders of the economic chain hotels in Dalian.In this paper,by adopting the combination of theoretical and empirical research methods,using AMOS24.0,SPSS21.0 statistical analysis software to do data descriptive statistics analysis,reliability analysis,exploratory factor analysis and confirmatory factor analysis,correlation analysis and structural equation model analysis for the recycling questionnaire,in order to explore the relations and influence between customer’s accommodation experience in economy hotel chains and their degrees of satisfaction.According to the empirical analysis results,the research conclusions are as follows:(1)Economic experiential value has remarkable positive effect on customer’s satisfaction towards economy hotel chains.(2)Hedonic experiential value has remarkable positive effect on customer’s satisfaction towards economy hotel chains.(3)There is a positive relationship between social and altruistic experiential value and customer’s satisfaction towards economy hotel chains.But there is no significant effect between them.According to the above research results reflected in the current operating status of economy hotel chains,in order to that better accelerate the rapid development of economy chain hotels in Dalian,providing the following referential management suggestions from the perspective of customer experience to improve the customer satisfaction:(1)With the help of effective control of the operating cost,the economic experience value should be enhanced at a competitive price.It is expected to provide reference for the sustainable development of economy hotel chains nationwide.(2)Proper measures should be taken to improve hedonic experience value in economy hotel chains.The key is to manage and control the service details comprehensively.Although domestic and foreign scholars have made a lot of research achievements in the related fields of customer experience,customer satisfaction and budget hotels,they have rarely made empirical research on the combination of thethree.This paper makes up for the gap in the research field of improving customer satisfaction from the perspective of customer experience of budget chain hotels.At the same time,it also points out the corresponding management concept of improving customer satisfaction for the economical hotel chain manager.In order to provide a reference for the sustainable development of national economic chain hotels.