Research On The Relationship Between Customer Value And Customer Loyalty Of Economy Hotels

Customer theory have been the core of the marketing theory, and the research of customer value is a hot topic in recent years in the field of marketing.Customer value theory study the quality of products and product value from the customer's perspective to improve customer loyalty by customer demand management.Therefore,the research of customer value is vital for a economy hotel. At present,the research of the relationship between customer value and customer loyalty is few, especially the relationship between customer value and customer loyalty of economy hotels.Therefore, I find out the influence factors of customer value from the customer of economy hotels through the investigation and analysis, then explore the relationship between customer value and customer loyalty.Finally, puts forward countermeasures to win customer loyalty.This article confirms customer value scale and customer loyalty scale on the basis of literature analysis method,and preliminary determined dimension and indexes through the Delphi method and the method of brainstorming. composite each dimension of customer value and customer loyalty using factor analysis.And then using AMOS22.0 software builds a structural equation model to seek for economy hotel of the relationship between customer value and customer loyalty.According to the questionnaire survey, customer's identity of economy hotels in the product or service provided by the hotel is the price, brand image, convenience,staff service and room service, among them, the guest room service and staff are the lowest; customer loyalty degree of products or services of provided by the economy hotel is the attitude loyalty and behavior loyalty, the behavior loyalty degree is lower.According to the factor analysis, customer value dimensions of economy hotels are room service, convenience, staff service, price and brand image, dimensions of customer loyalty are attitude loyalty and behavior loyalty.By building a structural equation model, there are the following conclusions through the model identification,fitting and evaluation: 1, room service, staff service, price, convenience and brand image of economy hotels of customer value are smaller and smaller, and effects of room service and the staff service on customer value is the largest.2, the relationship of attitude loyalty between the customer loyalty is the most closely correlation;Behavioral loyalty and customer loyalty relevance is low.3,customer value and customer loyalty coefficient of economy hotels is 0.64, so the relationshipbetween the customer value and customer loyalty, the correlation coefficient between the room service, employee service, price and customer loyalty are bigger.4, above all, we should Improve the hardware conditions,improve service quality, increase the intensity of preferential, enhance the convenience and build good brand image to promote customer loyalty of economy hotels.