Research On Relation Between Hotel's Community Responsibility And Customer Satisfaction

It has been a universal consensus that the sustainable development of an enterprise can be pushed forward by carrying out the company's social responsibility. The hotel's fulfillment of its social responsibility has already been a hot issue concerned by the operating and administrative department and the academic circle. A hotel cannot survive and develop without customer. Therefore, to gain customer satisfaction is the strategic goal of hotel. Also, this thesis provides a clear understanding of the relation between hotel's social responsibility and customer satisfaction. It will help to stimulate the enthusiasm of the hotel to fulfill its social responsibility, increase its competence and realize a win-win situation for hotel and customer.Based on researches both at home and abroad, from a customer point of view, this article focuses on the relation between customer satisfaction and the three major social responsibility factors namely, customer, environment and community. At the same time, it verifies the relation between customer satisfaction and customer's behavioral intention. Questionnaire survey has been carried out and the author has retrieved 177 valid returns. With the help of SPSS, the article's reached following conclusions by using various analysis methods like the reliability analysis, validity analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis and regression analysis.Firstly, customers in different genders, ages and incomes don't have much different feeling upon hotel's social responsibility. Customers in different ages and incomes don't have much different feeling upon the variable of the customer satisfaction, but they have big difference on customer behavioral intention. Customers in different genders don't have much different feeling upon the two variables: customer satisfaction and their behavioral intention. They are different at educational level and their check- in frequency.Secondly, there are positive correlations between hotel's social responsibility and customer satisfaction, between customer satisfaction and customer's behavioral intention. Thirdly, there are two major parts in the hotel social responsibility namely, customer responsibility and community responsibility. They are closely related to the customer satisfaction. However, another factor, the environment doesn't have much impact on customer satisfaction. At the same time, customer satisfaction is influential to customer's behavioral intention.Last but not the least, based on empirical research, the article provides suggestions to hotel operation in order to better fulfill its social responsibility. In addition, it gives a promising prediction for the future research...