Research On Customer Loyalty Of HC Hotel And Promotion Countermeasure

With the booming development of China's service industry,new technologies keep emerging and consumption patterns keep updating,leading to new trends in both consumer demand and consumer behavior,and the patterned business model has gradually failed to meet the needs of consumers.In such an environment,a single hotel should change the perspective of management strategy.From the original mode of seizing the market with competitors at the expense of hotel profits,we should try to design a customer-oriented management mode,so as to get rid of the quagmire of low-price competition.Increase hotel occupancy while ensuring profitability.At present,on the basis of the research on customer satisfaction in the past decades,the theoretical circle and enterprises begin to pay attention to the research on customer loyalty and related theories.Therefore,it is of great significance to study the customer loyalty of independent hotels and build their customer loyalty evaluation indexes and models to save the management cost of independent hotels and improve the overall competitiveness of hotels.As an old hotel in dalian,HC hotel has been operating for nearly 40 years.However,in recent years,faced with the fierce competition in the hotel industry and the impact of increasingly diverse customer demand,the market share and turnover of the hotel have decreased year by year.At present,HC hotel is in urgent need of transforming operation and management mode in line with the hotel's own situation and improving the hotel's operating revenue.From the perspective of studying the customer loyalty of a single hotel,this paper investigates and analyzes the customer loyalty of HC hotel,analyzes the reasons for the current problems faced by the hotel,and proposes corresponding improvement countermeasures.Firstly,this paper reviews the research results on customer loyalty and hotel customer loyalty at home and abroad by literature induction,and generalizes the theories related to customer loyalty in hotel marketing based on the previous research results.Secondly,based on the theory of customer loyalty,referring to the Chinese and foreign current research results on customer loyalty measurement methods and driving factors,the design of HC hotel hotel customer loyalty related indicators.According to the relevant indicators of customer loyalty in HC hotel,a questionnaire was designed to investigate customer loyalty in HC hotel,and a field survey was conducted.Then,statistical analysis software SPSS22.0 was used to conduct sample description analysis,factor analysis,correlation analysis and regression analysis on the questionnaire data,and the main factors affecting HC hotel customer loyalty were obtained.The customer loyalty of HC hotel is summarized from the aspects of service quality,customer satisfaction,customer expectation,customer trust and customer loyalty plan.Finally,according to the research results,the improvement Suggestions of HC hotel in improving customer loyalty include:improving the customer satisfaction of the hotel,creating high-quality service experience,improving the degree of customer trust of the hotel,accurately predicting customer demand,and improving the customer loyalty plan of the hotel.On this basis,specific implementation measures are proposed.In theory,this paper is a tentative development of the application of customer loyalty theory in hotel and an exploratory supplement to the research field of hotel management.In practice,the customer loyalty situation of HC hotel was investigated and the corresponding improvement was put forward.The implementation of the research results will help HC hotel solve the current problems such as the decrease of market share and business income year by year.