Services To Ensure That The Design Of The Hotel Loyalty Research

With over twenty years' rapid development, Chinese hospitality industry has been one of the leading industries approaching to international level. Since China has joined into WTO, many international well-known hotel groups have entered Chinese hospitality market. The competition becomes more and more intense. Under the sharp competition environment, how to improve the quality of market share that is the loyal customers' share is crucial for the hotel's survival and development. Domestic hotels haven't paid much attention to service guarantee which is an effective way to improve customer loyalty.On the basis of reviewing the research of service guarantee and customer loyalty, this thesis discussed the effect of service guarantee on customer loyalty, through the investigation of the relationship among service guarantee design, customer's satisfaction of service guarantee, and customer loyalty. At the same time, it analyzed how customer's cognition of the hotel's former service quality affected the relationship between customer's satisfaction of service guarantee and customer loyalty.Data was obtained from customers of nine various hotels in Hangzhou, and analyzed by SPSS11.5 statistical software. The main results testified the research conceive and the hypotheses. The conclusions are as follows:Firstly, promise of all the nonquantifiable service attributes can improve customer loyalty more effectively than promise of specific quantifiable service attribute. There is no difference between the effect of economic compensation combining with mental compensation and economic compensation on customer loyalty. Full refundment can imspire customer complaining more effectively than symbolistic compensation.Secondly, promise of all the nonquantifiable service attributes can improve customer's satisfaction of service guarantee more effectively than promise of specific quantifiable service attribute. Economic compensation combining with mental compensation can improve customer's satisfaction of service guarantee moreeffectively than economic compensation. Full refundment can improve customer's satisfaction of service guarantee more effectively than symbolistic compensation.Thirdly, there is a linear relationship of customer loyalty and customer's satisfaction of service guarantee.Fourthly, customer's cognition of the hotel's former service quality interacts with customer's satisfaction of service guarantee to affect customer loyalty.