Reach On Customer Loyalty Management Of The Modern Hotels In China

Since the end of last century, the hotel industry in China has been in era of small profit with increasingly keen competition, profit drop, and loss of old customers. In face of an increasingly saturated market and identical hotel products, how to keep valuable and loyal customers has been the focus of the marketing strategy of current hotel businesses. This research focuses on customer loyalty management, especially introducing affective factors into hotel management, taking the customer's affective sharing of the hotel services as a driver for impacting the customer's affective perception, and taking the customer's affective return as a key element to evaluate customer loyalty. It is an explorative effort hoping to practically improve hotel marketing and management approach and to inject new strength to the management model of marketing and customer relation of the hotel industry in China.On the basis of the existing academic research on customer loyalty and customer affective perception value, the internal relation between affective perception value and customer loyalty is examined. It is indicated that the customer's perception value of their affective sharing of the hotel services is the essential driver for customer loyalty. An analysis of the customer's affective value in hotel management is conducted on two aspects: the first is on the customer's perceived value obtained from the services they received from the hotel; the second is the customer's affective return to the hotel after their affective sharing of the hotel, i.e., the process of their becoming loyal customers by repeated use of the hotel. The factors of affective perception value which is considered the driver for customer loyalty and the elements of evaluating customer affective return are summarized through the analysis. Based on these factors and elements, this research proposes a hypothetical model for research, and modifies the model based on the statistical analysis of the data obtained from questionnaire surveys conducted among the hotel businesses. Meanwhile, the internal relation between affective return and affective perception value as well as the role they play in customer loyalty are revealed. Finally, in light of the model and the findings of this research, countermeasures are suggested against the deficiency of the customer loyalty management in the hotel business of our country.