Research On Influncing Factors Of Customer Loyalty In Gold Marina Hotel

With the further development of economic globalization and the continuous improvement of China’s international status,the competition among hotel enterprises is becoming increasingly fierce.It is crucial to maintain a good relationship between customers and hotels if the hotels want to win consumers in the competition and remain invincible.Loyal customers are strategic resources for the sustainable development of the hotel.To provide customers with high quality service is the core work of the hotel daily operation and management.It is an eternal goal to improve customer satisfaction and to promote the customer loyalty.Taking Gold Marina Hotel as an example,the research is conducted based on the review of related literature at home and abroad.In combination with the practical situation of the hotel,comparing the existing factors influencing customer loyalty model.Considering the service quality,customer satisfaction,relationship trust and conversion cost the four factors influencing customer loyalty,the questionnaire is designed.First of all,on the basis of descriptive statistics of the questionnaire,the exploratory factor analysis and reliability analysis of these four factors were respectively carried out to obtain the validity of the questionnaire survey.Second,further analyze and process the survey data in questionnaire.Classify customers according to their gender and age.For the customers with different gender and different age.loyalty in Gold Marina Hotel is compared and analyzed from the four aspects of service quality,customer satisfaction,relationship trust and conversion cost.Then,the correlation analysis was conducted on the service quality,customer satisfaction relationship trust and conversion cost,and a multivariate linear regression model of customer loyalty and these four factors is established.Regression model showed that if the hotel service quality increases 1 units(other three factors remain the same),customer lovaltv to the hotel will increase 0.234 units.If the customer satisfaction increases 1 units(other three factors remain the same).customer loyalty to the hotel will increases 0.294 units.The other two factors follows.So the service quality,customer satisfaction,relationship trust and switching cost the four influencing factors play positive roles in improving customer loyalty.Finally,on the basis of the previous analysis on the four factors that affect the hotel customer loyalty rational proposals and countermeasures are put forward.