A Study Of The Impact Of Relational Benefits On Customers Satisfaction In Budget Hotel

1978, the year of "reform and opening up", has seen the developmentof tourism and increases in both domestic and international business activities. Thefirst Jinjiang budget hotel appeared in China in1996. since then, the hotel industry inthis respect has been developing rapidly; after several years of high-speeddevelopment，the economical hotel industry began to face excessive competition，capital chain rupture，product homogenization, and the rest. Then it appeared mergersand acquisitions among different brands.In this case, to retain customers so that toreduce customers churn rate, the budget hotel should establish, develop and maintainan exchange relationship with customers, as of which is the key in relationshipmarketing. However, the trading theory of economics tells that to maintain long-termrelationships, both parties must obtain the corresponding benefits from the relationship.Customers benefits are the driving force for them to maintain a close relationship withthe hotel. In this regard, knowing about what the benefit are and which benefit theyvalue the most is of pivotal importance for the hotel.This paper takes the relational benefit theory in the chain budget hotel industry asa starting point. Then it combs through the pertinent domestic and foreign literatureabout the effect of relational benefits on customers’satisfaction, and uses the relativeresearch results for reference and the development situations and features of chainbudget hotel in china for the premise of my hypotheses.Customer relational benefitsare divided into three dimensions: confidence benefits, social benefits, specialtreatment benefits, and the customer satisfaction is taken as the outcome variables,gender as the regulating variables, to construct the research model in this paper. After the redesign and modification of the questionnaire, data collected from several chainbudget hotels in Chengdu City, use the SPSS20software to examine the rationality ofthe model and the hypotheses, and also analyze the different influential degree ofdifferent relationship benefits and their various dimensions.The empirical results showthat, the three dimensions of relationship benefits are related to customer satisfaction.They shows positive correlations. Among them, the confidence benefit influence oncustomer satisfaction has the biggest contribution,followed by special treatment benefitand the social benefit. The confidence benefit is also an important factors thatcustomers accord topmost priority，and the social benefit and special treatment benefithave significant positive correlation. At the same time, the empirical analysis finds thatdifferent gender is not to make any difference for customer satisfaction in chain budgethotel.At the end of this article, Suggestions are given for the chain budget hotels inChina so as for them to improve customers’ satisfaction and to reduce the loss ofcustomers...