Study On The Relationship Of Host-guest Interaction,Customer Experience,and Customer's Re-patronace Intention

With the improvement of social living standards,people's demand for accommodation is gradually developing towards individualization and experience.Standardized services such as traditional hotels have been difficult to meet the needs of consumers,Accommodation facilities such as B&B that are not standardized services are increasingly trusted by consumers.By the end of 2017,there were over 16,000 registered B&B in Zhejiang Province,with a total operating income of 5.35 billion yuan and direct employment of 98,000.Zhejiang B&B has initially formed a group of B&B.Districts,including Moganshan B&B,Xitang B&B,etc,but the development of the hotel has shown the characteristics of polarization.The biggest difference between the hotel and B&B is the ?human experience?,giving customers the ? The feeling of the home?,and these are the needs of the owner of the B&B,How does the interaction between the owner and the visitor affect the experience of the customers,thus affecting the customer's re-patronage intention? This paper starts with the interaction of the host and guest of B&B,and constructs a theoretical research framework about the relationship of the interaction between the host and the guest,the customer experience and customer's re-patronage intention,in order to provide some suggestions for the operation and management of the B&B.This paper firstly reviews the concepts of B&B,host-guest interaction,customer experience and the customer's re-patronage intention through literature review,and then draws on relevant research results.based on social exchange theory and S-O-R method,constructs a theoretical model in which the interaction between the host and the guest as the independent variable,the customer experience as the mediator variable,the customer's re-patronage intention as the dependent variable,and the personal statistical feature is the control variable.Combined with the relevant research of scholars,this paper divides the host-guest interaction of B&B into three dimensions: information interaction,service interaction and interpersonal interaction.The customer experience is divided into three dimensions: functional experience,emotional experience and social experience.Then through empirical research to explore the relationship between host-guest interaction,customer experience and customer's re-patronage Intention.In the empirical research,based on the research results of relevant literatures and theories,this paper takes the consumers of Zhejiang B&B as the research object,and distributes the original data through two methods: questionnaire distribution and field research.Subsequently,SPSS 20.0 and AMOS 23.0 software were used to analyze the data of the samples to test the rationality of the model and the logical relationship between the variables,and to modify the research model constructed in this paper.The conclusions of the study show that in the context of the B&B in Zhejiang Province,in addition to the interpersonal interaction has no significant impact on the Customer's Re-patronage Intention,the three dimensions of customer experience,information interaction ?product/service interaction have significant positive impact on customer's re-patronage Intention;the information interaction?the interaction of goods/services,and interpersonal interaction of the B&B also have a significant positive impact on the three dimensions of customer experience;the customer experience plays a full intermediary role in interpersonal interaction and customer's re-patronage Intention,It plays a part in mediating role in information interaction,product/service interaction and customer's re-patronage Intention;different individual characteristics have significant differences for each factor part in the theoretical model.Based on the results of empirical research,this paper puts forward the following suggestions for the operation and management of the B&B: provide humanistic care,to create a comfortable living environment for customers;improve the quality of the owner(housekeeper),to provide visitors with special warm-hearted services;create communication space and build an effective communication platform for the interaction of guests...