Research On The Influence Of Customer Experience On Home Stay Brand Identity

With the upgrading of domestic consumption demand and the development of personalized experience consumption,the Bed and Breakfast industry has entered the era of brand competition,and the brand management trend of Bed and Breakfast is becoming increasingly obvious.As a non-standard hotel,customer experience has become the focus of home stay to enhance brand competitiveness and develop brand identity.Therefore,it is of great significance to explore the relationship between customer experience and brand identity of home stay,improve the customer's experience in home stay consumption,and enhance the customer's brand identity of home stay for the rapidly developing home stay industry.This paper studies four variables,customer experience,customer perceived value,brand identity and brand loyalty,and discusses the relationship between the variables through combing relevant literature.Then,taking the home stay as an example,an exploratory study was carried out,and based on relevant literature review and exploratory research,a research model and research assumptions of customer experience on home stay brand identity were constructed.Then,data are collected through online questionnaires and face-to-face interviews.SPSS20.0 and AMOS24.0are used to analyze the reliability and validity,factor analysis,correlation analysis and hypothesis testing of structural equation model on four research variables,namely customer experience,customer perceived value,home stay brand identity and home stay brand loyalty,to explore the impact path between the research variables.The results show that:(1)Emotional experience in customer experience has a significant positive impact on brand identity of home stay,while related experience and action experience have no significant positive impact on brand identity of home stay;(2)Emotional experience and action experience in customer experience have significant positive impact on customer perceived value,while related experience has no significant positive impact on customer perceived value;(3)Customer perceived value has a significant positive impact on the brand identity of home stay;(4)Home stay brand identity has a significant positive impact on home stay brand loyalty.Based on the above research results,this paper puts forward corresponding marketing suggestions for home stay operators to improve their brand identity,i.e.focus on improving their brand identity from the emotional experience of home stay;To enhance the perceived value of customers and to enhance the brand identity of home stay;Actively cultivate customers' attitude loyalty and behavior loyalty to the home stay brand.