Research On The Development And Application Of High Star-rated Hotel Customer Value Evaluation Index System

With the development of China's tourism sector,the number of high star-rated hotels increased rapidly and thus led to the homogenization trend in hotel sector.Each hotel seeks to get the most profit with the least cost,while not every customer can contribute the same profit,then it requires to take an effective tool to evaluate the contribution of each customer and thus to take appropriate service strategy,which can help to improve customer satisfaction and loyalty,and bring new profit growth point for the hotel.Therefore,it is badly in need of building a customer value evaluation system of high star-rated hotels,which can help hotels evaluate and classify customers,then take corresponding service and marketing strategies in order to obtain the maximum profit with the minimum cost.At present,the research on customer value evaluation is mainly focused on the financial and transportation industry,researches focused on the evaluation of hotel customer value are relatively few,and most of them are customer-oriented,the enterprise is the object of value,and evaluate the value of service from the perspective of customers.In this paper,we tried to build a tailored customer value evaluation system from the perspective of high star-rated hotels,in which the customer as the object of value,and try to fill the relevant areas of research gaps in some extent,and hoping to do some help in the development of the high star-rated hotel.In the context of this,this paper built a customer value evaluation system from the perspective of high star-rated hotels,which combined the customers' contribution of profit,loyalty,credit and spending power.First of all,we tried to build the customer value evaluation index system by conclude a large number of literature.Then,we seed the views of experts to modify the system.On this basis,we chose Xiamen A hotel as an empirical analysis object.We design the questionnaire according to the 10 customer value factors of the five-star hotel customer value evaluation index system.A random sample of 350 individual members who were admitted in 2016 to obtain relevant statistics was investigated for empirical analysis in the next stage.Because the business or group of customers are usually signed a long-term cooperation agreement with the hotel,who contributed more to the revenue of the hotel.The business or group of customers performed better both in current value and potential value,so the research object of this paper is the individual client of the hotel.Based on the data obtained from the questionnaire and the data provided by hotel finance and other relevant departments,we carried out the further analysis.According to the cluster results by SPSS 22.0,customers of Hotel A can be divided into three categories:the most valued customers,the most potential customers and low-value customers.Finally,we proposed differentiated marketing and service promotion strategies to enhance the competitiveness of Xiamen A hotel in the fierce market competition environment.