A Study On The Influencing Factors Of Service Innovation 's Willingness To Customers' Repurchase

In recent years, with the rapid development of our country’s economy hotel, the product’s homogeneity phenomenon is increasingly prominent, the competition between brands is increasingly fierce, and with the continuous improvement of living standards, consumers are increasingly demanding on the quality of hotel service, consumers are not just to meet the demand of their accommodation, more is to experience the various personalized services provided by economy hotel, and get a spiritual satisfaction. in order to obtain competitive advantage, most economy hotels still take lower price’ strategies to attract consumers, but by surveying some people found that low price cannot bring a higher market share to the economy hotel, on the contrary it makes the hotel’s profitability more and more lower, and not enough money to support enterprise diversified service innovation, the humanized design concept, the consumers’ diversified needs which makes economy hotel falling into the the vicious circle, as a result, the lower price’s strategy to get competitive advantage of the era is gone forever. In order to change this situation, the economy hotel must take differentiation competitive strategy, and seize the customer’ demand, and combine with its own resources conditions for service innovation constantly, creating additional value for customers, and improving the customers’ occupancy, and enhancing its own competitive advantage.By reading the service innovation, customer’ satisfaction and behavioral intentions at home and abroad on the basis of relevant theories, combining with the characteristics of economy hotel, and summing up the relationship between economy hotel service innovation and customer’ repetitive purchase intention. No matter for enterprise or consumer, innovation indicates the existence of the risk, but this hotel service innovation is based on the basis of customer’ requirements, it will be beneficial to improve the customer perceived value and satisfaction, and prompting repetitive purchase intention of customers. The hypothesis of this article is based on the previous’ research and related theory, on the basis of the research hypothesis, we constructed the theoretical model about service innovation, customer perceived value, customer satisfaction and customer repeat purchase intention. In order to verify the feasibility of the theoretical model, we created the effectiveness of the questionnaire, and using SPSS17.0 and AMOS17.0 software to analyze the reliability and validity, and the test model based on the collecting data, confirming the mutual influence between the variables, it provides certain theoretical guidance for economy hotel service innovation. The study results show that the budget hotel service innovation(including service scenario innovation, service concept innovation, customer interface innovation and service transmission system innovation) has positive influence on perceived value to customers; Economy hotel customers perceived value positively influence on the customer repurchase intention; Economy hotel customer satisfaction positively influence on the customer repurchase intention; Economy hotel service innovation(including service scenario innovation, service concept innovation, customer interface innovation and service transmission system innovation) has positive influence on customer repurchase intension by customer perceived value and customer’ satisfaction indirectly. Finally, according to research results, this paper gives the reasonable suggestions of economy hotel service innovation, and points out the limitations of this research and the future research direction.