The Study Of Customer Satisfaction In Xuchang High Star-rated Hotels And Its Improvement Strategies

With the development of science and technology, the economic environment has undergone a lot of changes in the market, competitive pressure is also growing for China’s hotel industry. The nature of hotel belongs to the service industry, and the hotel is mainly customer-oriented, for providing customers with special core products that synchronized of production and consumption and mainly made up of service. Under this characteristic as a condition, in order to stand out from the competition, hotels need to focus on customers, and provide high qualified and efficient services to meet the different needs of customers, which not only profits hotels in important ways to take more parts of the total market, but also improves business operations, and importantly enhances the hotel’s core competence. It plays an important role for hotels’ development and even hotels’ survival to take customer satisfaction as the starting point to find the inflection point of the development.With hotels service consciousness constantly upgraded, customer, that hotels’ interests most directly related with, has became important concern object in hotel industry, meanwhile, with in-depth development of economic market and constantly changes of market supply and demand relationship, the requirements of guests stay in star hotels on service also are increasingly promoted, due to guests’ constantly rich consumption experience, constantly mature consumption behavior, constantly highlighted personalized consumption demand, and constantly enhanced self-protected consciousness. But "short Board" problems of service quality in star hotels are also be highlighted, the old tendency of more attention on heavy hardware and less attention on software cannot meet the new needs of customers.Xuchang city stands in the center of Henan province, is one of the five core cities among Henan urban agglomeration, in Xuchang, the transportation is convenient, socio-economic develops rapidly, and its development stands in the forefront in Henan. Xuchang, as the only way for seven southern cities to pass through into Zhengzhou, capital of Henan, and always be the important business and trade city, it has strong radiation on the cities around. Xuchang is a famous tourist city and the historical and cultural city, is rich in tourism resources, and has a beautiful natural setting and the unique cultural landscape. The tourism development in xuchang, led to the rapid development of the hotel industry, hotel industry has made an important contribution to the local social economy. There are relatively many hotels in Xuchang, but with peak sales time and the narrow market, competition is fierce. How to stand occupies in a certain stability way in the brutal competition for market share has become or will soon become a planning issue for high star-rated hotels. High star-rated hotels in Xuchang have to improve the overall image to get high levels of customer satisfaction, to get more hotel profits, and to be coordinated grip in the fierce competition.This article intends to study of customer satisfaction in Xuchang high star-rated hotels, by analyzing high star-rated hotel customer satisfaction and building comprehensive evaluation, and will quantify the factors affecting high star-rated hotel customer satisfaction, to provide some scientific basis for strengthening to attract more tourists for high star-rated hotels. In order to make the study more scientific and reasonable, in this thesis, it is integrated by the literature research and field survey, questionnaire, combining qualitative and quantitative methods, statistical analysis and other methods to conduct a comprehensive and in-depth study. In order to better develop hotels according to customer needs, I distributed 420 questionnaires to customers, and the effective recovery ones are 396. By analyzing with SPSS software, and constructing a comprehensive evaluation model, and by analyzing the reality of high star-rated hotel customer satisfaction in Xuchang, it is summed up the main problems in the high star-rated hotels, including: quality of staff needs to be further improved, the quality of service can’t meet customer requirements, hardware investment and upgrading in the hotel are not enough, hotel humanized and personalized service is not enough, the lack of customer management and customer feedback management.In view of these questions, this thesis proposes countermeasures to improve customer satisfaction: to pay more attention to customs and design more individualized products, to strengthen staff training and quality improvement, to strengthen hardware construction and professional management, to enhance hotel customer management.In the end, this thesis summarizes some of the innovations and insufficiency, and also predicts the future research work.