Empirical Study On Hotel Customers Value

Since 1990s, Customer Value has gradually become to be a study focus to western marketing scholars and entrepreneurs, and a new source of competitive advantage. More and More people study Customer Value because customer value can lead to customer behavior. That is to say customer is value oriented; customer value can lead to customer satisfaction and customer loyalty. The essence of having enterprises competitiveness and competitive advantage is that providing more customer value to target customers than competitors. This idea is very important to enterprises competitiveness and sustainable development. China hotel industry, as one component of rapid development tourism industry, faces the challenges not only from competitors home and out, but also from customers: their needs become individual, different and plural; their spending decisions become rational. In this context, studying hotel customer value dimensions and finding the strategy to enhance the hotel customer value is very important to get competitive advantage and sustainable development of China hotels.In the Customer Value Theory study, to explore the dimension of customer value, to constitute the strategy to enhance customer value, is the key to access competitive advantage based on customer value. Through listing and summarizing the definition of customer value, the characteristics of customer value, the process of Customer Value Theory development, we can find that regardless the definition, the characteristics, the development of customer value, they have great related to customer value dimensions. What is more, the purpose of studying Customer Value Theory is getting competitive advantage through providing and enhancing customer value.In this paper, on basis of sorting out and analyzing the relevant literature, in sight of my own findings, we constructed hotel customer value study model, and provided three hypotheses. Then through empirical study on basis of local research data, we proved the correctness of the study model and hypothesis. Finally on the basis of theoretical research and empirical research, we provided several strategies to enhance hotel customer value.To the study to hotel customer value dimensions, most of them were studies by foreigners, least of them was studied by empirical research on basis of China local research data. That was also to the study the relationship between hotel customer vale and hotel customer buying behavior. Hence, compared to the theoretical, interpretation and qualitative studies, this article in these two aspects is an innovation in study style.On basis of theory study and empirical study, against hotel customer value dimensions, this article provided a systematic and methodical strategy to enhance hotel customer value. In comparison to those relatively empty, fragmented and disjointed systematic enough in study, this study is an innovation in this regard.This article not only applied Customer Value theory to a specific industry, had a specific study to Customer Value theory, but also did a favor to that hotel manager realized the essence of competition is competition of customer value, fostered customer value orientation in competition, guided their own competition using customer value ideas, and actively explored the strategies to enhance hotel customer value. To a certain extent, this article can help hotel managers to think the vicious competition such as price war and promotion war in hotel competition market.