Study On The Hilton Honors Reward Program Satisfaction

Hilton Honors Club(hereinafter referred to as "membership")is a guest loyalty program launched by Hilton World-wide leading hotel brands.The program provides members with a variety of ways to earn and redeem points,providing superior membership experience and value-added services at more than 6,478 hotels in 119 countries and territories.It aims to enhance long-term customer relationships and get market share.Hilton Hotels Group lunched promotion of various types of double points program,also lunched the additional member dining privileges.But according to the 2019 Hilton Greater China Membership report,only about 20 percent of Hilton’s guests are members,and about80 percent are non-members.Obviously,the recruitment effect of Hilton Honors members is far from expectation.The reason is worth exploring.Based on the above background,this study adopts the membership service quality(LPSQual)analysis method,the research object are customers in Hilton Group Hotel.(including members and non-members)as the research object,the membership degree of satisfaction as the intervening variable to build a mediation effect model to analyze the members and non-members on membership satisfaction influence situation,and how to improve the conversion rate of members.Combined with the feature of the hotel industry,and selected the five dimensions of loyalty program service quality measurement,the five dimensions are: Program Tangibility,Program Policies,Reward,Personalization and Communication Quality five aspects to research how to promote membership service quality,perceived value,and then through membership satisfaction to influence the loyalty of members,and increase the conversion rate of non-members.This paper uses SPSS 26.0 and AMOS 24.0 software to conduct factor analysis,correlation analysis,structural equation model path test and mediation test on the mediating effect of Hilton members’ and non-members’ satisfaction with Honor Club.The research results show that :(1)membership perceived value positively affects loyalty;(2)Satisfaction has a significant mediating effect on the relationship between perceived value and loyalty.Points reward and communication quality have a significant impact on perceived value,while planning policies and personalized services generally have a significant impact on perceived value.Research on non-members :(1)Membership perceived value has a positive impact on loyalty,and points reward has a significant impact on membership perceived value;(2)Program policies and communication quality generally have significant influence on membership perceived value,but program modality has no significant influence on perceived value;(3)Perceived value has a significant impact on whether to register as a member,and the frequency of staying in the hotel each year also has a significant impact on whether to register as a member.Finally,based on the research results,this paper puts forward the following management suggestions :(1)improve the membership conversion rate and member activation;(2)pay attention to the customer’s perceived value of membership and customer experience;(3)carry out training and incentive policies for employees;(4)make a distinctive loyalty program.