Research On The Influence Of O2O Service Contact On Customer Loyalty In Theme Hotel

Socialism with Chinese characteristics has entered a new era,people's demand for a better life is becoming more and more widespread,and the pursuit of quality life has become the main theme of today's society.Themed,characteristics and quality accommodation experience become the customer consumption habits.People go to hotel consumption not only to pursue material enjoyment,but also to get spiritual pleasure,emotional satisfaction and cultural experience,and to feel the characteristic and personalized service provided by the hotel.The theme hotel is adapting to the change of consumption demand and gradually becoming a new trend of the future development of hotel industry.With the wide application of mobile Internet and the popularization of social media,the connotation of hotel service contact is constantly enriched,including not only the physical contact with the hotel,but also the invisible contact with the hotel.The quality of this series of service contacts will affect the customers' experience,and then influence the customer loyalty to the hotel.At present,the number of themed hotels is increasing,and its operation is faced with a variety of challenges.Under this background,the theme hotel wants to gain competitive advantage,win the customer's favor,and establish customer loyalty must pay attention to the service contact quality in the process of customer and hotel contact,improve the customer experience in all aspects of hardware and software in the process of hotel consumption and improve the value of its experience.From the perspective of service contact,this paper discusses the composition of the service contact elements of the theme hotel in the new era,as well as its relationship with the experience value and customer loyalty,so as to find out the management suggestions for the theme hotel to improve the service contact quality,improve the customer experience value,and establish the customer loyalty.By combing the domestic and foreign research status of the related concepts such as service contact,experience value,customer loyalty,and other related theories such as demand level theory,experience value theory and consumer behavior theory,this paper puts forward the concept of O2 O service contact on the basis of the traditional service contact concept,and expands the connotation of traditional service contact and integrates into online contact elements,summarizes the five dimensions of O2 O service contact.The research model and research hypothesis are put forward,the measurement scale of O2 O service contact,experience value and customer loyalty is designed,and the initial questionnaire is pre investigated to complete the questionnaire survey and revision,and the final questionnaire is formed.The relevant data are obtained through the combination of the line questionnaire survey and the offline questionnaire survey,and the use of SPSS24.0 and AMOS22.0 software carries out statistical analysis of data,validates the research model and research hypothesis,and concludes that O2 O service contact consists of five dimensions: environmental facilities contact,other customer contact,service personnel contact,online information contact,and intelligent interactive contact.The experience value consists of two dimensions: emotional function value and social cognitive value.Customer loyalty is composed of one dimension.The five dimensions of O2 O service contact are all positively affecting the value of emotional function,the environmental facilities contact,service personnel contacts and online information contacts are positively affecting the value of social cognitive.The two dimensions of experience value all have positive influence on customer loyalty,and the influence of emotional function value on customer loyalty is more significant.Experience value plays an intermediary role between O2 O service contact and customer loyalty.Finally,on the basis of the conclusions,this article put forward management proposals from six aspects: Building a two-way communication bridge and exploring diversified online contact channels;Improving the hardware facilities and creating theme culture atmosphere;Inheriting the spirit of the craftsman and cultivating the service personnel,Meeting the social needs and creating a harmonious customer relationship;Paying attention to customer relationship management and creating personalized customer experience;creating a theme hotel brand and expanding the product industry chain.