Research On The Construction Of Digital Service System For Middle And High-end Hotels In Weihai City Driven By Customer Value

Currently,the digital economy is one of the important strategies for the development of China’s national economy.With the coordinated advancement of industrial digitization and digital industrialization,the sustained high growth rate of the digital economy shows its strong development momentum.With the continuous development of the digital economy and the deepening of digital transformation in various industries,the hotel industry is also changing dramatically.It has begun to vigorously advocate the concept of "smart hotels",but there are many problems in practical application.For customers,regardless of high-tech services,customers are more concerned about whether the service provided by the service enterprise has value and has a good experience.So,what perceived value will be generated after customers experience digital services,how will digital services affect customer value,and how will they affect customer satisfaction? These issues need to be addressed.Therefore,this paper studies the digital service of middle and high-end hotels in Weihai from the perspective of customers,and analyzes the relationship between digital service quality and customer value and satisfaction.The paper can be divided into four parts.First,introduce the background of this topic,clarify research issues,and comb domestic and foreign literature.Based on existing research,break through traditional hotel service research and apply concepts such as customer value and satisfaction to hotel digitization.According to service profit chain theory,value chain theory,and SOR theory,propose a research theoretical model to study the impact of hotel digital services on customer value and satisfaction,and try to understand the innovative value outcomes of digital services.Secondly,according to the research theoretical model,verify the relationship between the variables.According to the empirical analysis process,hotel surveys were conducted,questionnaires were designed and distributed,data were statistically analyzed,and structural equation models were validated.Traditional services are binary interactions between people,and the digital service interfaces of application technology are diverse and complex interactions gathered by multiple entities.The definition and dimension division of digital services are closely related to digital technology.Through empirical research,the research hypothesis set in this article is basically valid.There is a positive correlation between hotel digital service quality and customer perceived functional value,economic value,and emotional value;There is a positive correlation between customer perceived functional,economic,and emotional values and customer satisfaction;The direct positive correlation between digital service quality and customer satisfaction is not significant,but the mediating effect generated by customer perceived economic value,functional value,and emotional value is significant.Then,construct the digital service system of middle and high-end hotels in Weihai City.Compared to traditional services,hotel digital services are more innovative.In the face of complex and variable digital technologies,in order to ensure the effective implementation of digital services,based on the empirical research results of this article,and based on the principles of goal,systematicness,hierarchy,standardization,and practicality,and based on the value chain theory,the hotel digital service system is constructed into a multi-stage and multi-level dynamic system driven by customer value,with the implementation process of digital services as the main line,including both customers and hotels.Finally,this article selects a four star hotel in Weihai area-SD Hotel,and applies the digital service system based on the actual situation of the hotel to propose a digital service solution for SD Hotel by building digital capabilities,achieving service digitization,and standardizing digital services.