Research On The Impact Of Economic Hotel Customer Experience On Customer Repurchase Willingness

With the increasing development and expansion of economic hotels,the supply and demand of economic hotels in the market has entered the stage of oversupply.With the more personalized and high-end consumer demand,customers are paying more and more attention to the hotel's consumption experience.At present,economic hotels are still in the stage of homogenization of products and fierce price war,unable to adapt to the era of experience economy,and various problems have been highlighted.In order to develop enterprises,occupy more market share or gain more profits,hotel managers also need to correctly understand the current experience economy era,change the past emphasis on products,price to experience,brand,and better play the role of the brand,so as to attract more loyal customers and increase customers'repurchase willingness.This is the problem that economic hotels need to face at present.This paper will explore the relationship between customer experience and customer repurchase intention from the perspective of customers,and analyze the mediating role of brand attachment and brand trust in order to provide some management advice or suggestions for current hotel managers.Firstly,this paper reviews the concepts of customer experience,brand attachment,brand trust and repurchase intention,explores the internal logical relationship between them revealed by existing research,and further makes assumptions and models on the basis of existing research.And using the empirical research method,using the existing mature scale to measure the above concepts and make questionnaires.Finally,the data collected are analyzed to verify the research hypothesis and model proposed in this paper.Finally,through empirical research,this paper draws the following conclusions:Firstly,high-quality customer experience will improve customers' epurchase intention.Secondly,high-quality customer experience will make consumers have emotional dependence on hotel brand and brand attachment,so as to improve customers'repurchase intention.Thirdly,a good relationship experience will lead to a social relationship between customers and hotels,and then trust the brand to enhance the willingness to repurchase.Finally,based on the conclusion of empirical research,this paper puts forward targeted suggestions to help hotel managers improve brand value and customer repurchase willingness.