A Study On The Impact Of Customer Experience On Customer Loyalty

Under the background of experience economy, along with the intense competition in the hotel industry, serious product homogeneity, more and more personalized of customers demand, the themed hotel came into being and have been a new trend to the future hotel industry. At the same time, more and more hotels changed themselves and into themed hotels. A variety of issues emerges and become great challenge to the themed hotels. Unique experience is the competitive advantage of themed hotel, and customer loyalty is the key to obtain sustainable competitive advantage for the themed hotel. Therefore, the themed hotel need to face how to solve these issues, improve customer experience and attract more loyal customers during development period. From the perspective of the customer, the paper study the relationship among customer experience, customer perceived value and customer loyalty in order to provide some guidance and advice to the sound development of the themed hotel.Firstly, the paper reviews the themed hotel, customer experience, customer perceived value and customer loyalty, and explores the relationships among customer experience, customer perceived value and customer loyalty. Secondly, the paper proposes model and hypothesis on the basis of literature review, questionnaire is designed in accordance with mature scale and combining the actual conditions. Thirdly, the paper analyzes these collected data to verify the proposed hypothesis and revise the model. Finally through empirical study, the paper gets the following conclusions:(1)The themed hotel’s customer experience is structured by 3 factors, sensory experience, thinking experience and behavior experience.(2)The themed hotel’s customer perceived value is structured by 2 factors, customer perceived function value and customer perceived social value.(3)The themed hotel is located in the mid-range market and its customers are very young.(4)Customers from different gender, different level of education and living in different types of themed hotel have significant differences among the customer experience, customer perceived value and customer loyalty.(5)Customer experience has positive effect on customer perceived value; Customer perceived value has positive effect on customer loyalty; Customer sensory experience and thinking experience has effect on customer loyalty through customer perceived value. Customer behavior experience has effect on customer loyalty through customer perceived social value. According to the main conclusions, the paper puts forward the corresponding recommendations:(1)do clear the hotel marketing positioning, identify the hotel themed type;(2)standardize the development of the themed hotel, create a good customer perception;(3)pay attention to customer relationship management, develop potential customers;(4)build the theme brand and plan the creative themed marketing.