A Study Of Rural Homestay Service Qualities' Influence Or Customer Satisfaction

Within the rapid development of rural homestay tourism,homestay got supports from General Office of the State Council.The service quality of rural homestay is the precondition of customer satisfaction.Unlike city hotel,the unique feature of rural homestay is to make customer fell homely character and close relation between host and customer.This unique feature is also an important part of homestay service but has not been studied in current studies.This paper defines the feature as "Qin Qin morality" and adds it into SERVQUAL scale to analyse the customer satisfaction data investigated in Zhejiang province,by using factor analysis and logistic regression analysis method.The research includes 3 main parts:1.Samples' characters and its customer satisfaction statistics;2 The analysis of 6 dimensions of service qualities' influence on customers satisfaction.3.Samples'characters'influence on "Qin Qin morality" and its correlation with other 5 dimensions.The results show that:1.Customer satisfaction is clearly influenced by samples' age and education;2.The dimensions of "Tangibles","Qin Qin morality" and Empathy of service quality also make a remarkable influence on customer satisfaction;3."Qin Qin morality" is influenced by samples' education and annual income,it also has negative correlation with "Responsiveness" and "Assurance".The conclusion of this paper shows that besides the basic requirements for facilities,environment and different needs of specific customers,customers also expect for spiritual satisfaction.Accordingly,this paper suggests homestay hosts to guarantee the quality of facilities and design environmental-integrated homestay,meanwhile combine the unique local culture and charm of countryside,make sure guests can enjoy their time in rural land;Offer equal service and satisfy varies from person to person,offer every guest with meticulous and high-quality service;Run homestay and treat guests with whole heart,create a warm atmosphere for guests and increase host-guest interaction,improve customer satisfaction and attract more potential customers.