Based On Customer Perceived Value Of Upscale Business Hotel Lobby Atmosphere

As the window of hotel service, the lobby plays a very important role in customer flow, service dilivery and space transition. With an increasing fierce competition among business hotels together with a promotion of customer demands and a much more mature-orientation of consumption ideology, there should be a switch in lobby design, such as from pure environmental design and single aesthetic demands to unique lobby atmosphere creation and high efficiency and quality pursuance, so as to enhance the perceived value of hotel guests.Taking the lobby atmosphere of luxury hotels as the research objective and customer perceived value as orientation, this paper explores the basic thinking of the hotel lobbies atmosphere creation. Firstly, the author has conducted a thorough literature review on hotel lobbies, customer perceived value, and atmosphere. Then through direct observation of 9 luxury business hotels in Beijing and face-to-face interviews with 6 business customers. After that, try to abstract a research model on customer perception of lobby atmosphere and certain research hypothesis based on the research of literatures and the results of observations and interviews. With the information provided by 300 questionnaires from 8 luxury business hotels in Zhejiang province and the field research processed by the statistical software SPSS, the paper concludes that there are three dimensional factors influencing the customers' perception of the atmosphere in hotel lobbies. Among the dimensions of environment, service and business which include 9 elements and 44 variables, the environmental factor places first with the service coming second and the business third. Only Environment and service factors respond to the customers' perception reaction of hotel, each of these three factors has influence on the customers' perception value to different degrees, but none of them drives directly the customers' consumption. Finally, based on these research results, this paper also puts forward respective ideas to improve the environment, service and business atmosphere in hotel lobbies.