Hotel And Catering Customer Perception Of The Fairness Of Consumer Sentiment And Satisfaction

Food & Beverage department is one of the basic departments in hotels, it not only generates a great proportion of profit, but also is one of the core components of hotel brand. F&B department in hotels meets a serious challenge nowadays, even though F&B marketing propers with the change of social structure and lifestyle. The social F&B service develops extramly quickly, and has been capturing a huger market share formerly occupied by hotels. Thus, how to enhance customer satisfaction in F&B consumption in hotels attracts more attention than ever before, both in study and practice areas.This paper analyses how customer satisfaction forms from cognitive and emotional perspectives, explores the relationship among perceived fairness, consumption emotion and customer satisfaction in normal F&B consumption in hotels. On defining the research objects, and literature reviewing, the author explains the content and direction of this paper. Then, the author does some interviews with hotel managers and F&B costumers before variable designing and pilot test. Later, the author delivers the questionnaire in a large scale and reclaims them. Based on the factor analysis, the author constructs the research model and research hypotheses of this research. After that, the author uses the analytical software, SPSS13.0 & AMOS 7.0, to test and verify the research model and hypothesis. The author also uses independent sample T test and one way ANVON test to find out the individual character and hotel grade's influence on variables. Finally, the author gives some research discussions, and managerial implications for F&B department in hotels on how to improve the customer satisfaction index.This research has substantially validates its research design and related hypothesis. The main research conclusions of this research are as follows. Firstly, there are three factors in perceived fairness, interactional fairness, distribution fairness, and procedural fairness respectively. The three of them interact with each other. Secondly, consumption emotion includes two factors, positive consumption emotion and negative consumption emotion. Customers will experience both emotions during the consumption process, and the negative one has a negative prominent effect on the positive one. Thirdly, among the three factors of perceived fairness, all of which have positive prominent effect on positive consumption emotion, the procedural fairness has the largest effect, while the distribution fairness has the least effect. In terms of the negative consumption emotion, only the distribution fairness has the direct negative prominent effect. Fourthly, among the three factors of perceived fairness, only the distribution fairness has the direct positive prominent effect on customer satisfaction, the rest factor have some indirect effect on customer satisfaction through positive consumption emotion and perceived quality. However, interactional fairness and procedural fairness have a deeper influence than distribution fairness, with respect to influence degree. Last but not least, both the positive consumption emotion and the negative consumption emotion have direct effect on customer satisfaction. However, the positive consumption emotion's effect is much more prominent.