Relationship Marketing In Hotels Based On Psychological Contract

With the rapid growth of economic and society, hotels realized to set attracting and retaining customers as the primary objective of competition among the China hotel industry. However, besides the increasing of consumer's experience and personal demands, situations seems to be more and more difficult for hotels to consolidate the market, traditional marketing concepts and methods have encountered more and more difficulties to deal with the situation. Cultivate and increase customer loyalty become key for hotel to obtain the sustainable competitive advantage. Hotel marketing system has begun to change and transform to the relatonship marketing, which has customer relations as the core, and customer loyalty as the goal. How to establish and maintain an emotional connection with customers, develop customer trust and loyalty of relationship marketing has become the focus of the hotel industry.With regards to this, this article has reviewed the related theories of psychological contract, relationship marketing and customer loyalty, and put forward theoretical hypotheses, and thus build a hotel relationship marketing model based on psychological contract. By using structural equation modeling and causal path methods, this article analysDes the reasonableness of proposed assumptions and theoretical model, studies the affections of building the customer-enterprise psychological contract and implementation of relationship marketing on the cultivation of customer satisfaction, customer trust and customer loyalty in hotel industy, and finally obtain the following conclusions:(1) The transactional psychological contract between customers and the hotel has a direct effect on financial relationship, the relational psychological contract also has a direct effect on social relationships, which confirmed the relevance between the psychological contract and relationship marketing; the same time, the financial relationship has significant direct positive impact on formation of customer behavior loyalty, and social relationship has a significant positive impact on formation of customer behavior loyalty and attitudes loyalty. This shows the correlation among the relationships marketing, the psychological contract and the customer loyalty have been verified, which shows that the combination of psychological contract with relationship marketing can promote to build a better, stabler, and more lasting relationships for hotels with their customers.(2) Customer satisfaction on customer trust has significant positive influence; customer trust on customer behavior loyalty has significant positive impact, customer trust on customer attitude loyalty has significant direct positive impact; and the impact of customer satisfaction on customer behavior and attitude loyalty is based on an intermediary variables---customer trust.(3) The formation of psychological contracts has a significant direct positive effect on customer satisfaction; the effect on culture of customer trust has both significant direct positive impact, but also has significant indirect effects, but more effects for direct impact. On customer loyalty, the direct impact for transaction psychological contract on customer behavior loyalty is not significant, the hypothesis did not pass the test, but there is indirect effects with customer satisfaction and customer trust as the mediating factors; The relationship psychological contract has a significant positive to influence on the customer behavior loyalty, and psychological contract on the formation of customer loyalty attitude has a significant positive effect; Overall, the psychological contract on the formation of customer loyalty has a significant positive effect. This shows that the establishment of psychological contract had significant positive effects on the formation of any relationships between customers and the hotel.Finally, based on empirical results, this paper make out some hotel marketing strategy based on the psychological contract, including " Increase customer perceived value, establish the transactional psychological contract, and create customer satisfaction" "Improve customer satisfaction, promote relational psychological contract, and win customers trust" "Enhance customer trust, strengthen the relational psychological contract, and increase customer behavior loyalty" and "Cultivate customer attitudinal loyalty, maintain relational psychological contract, and increase customer attitudinal loyalty"...