酒店业顾客关系利益与忠诚度研究 : 以杭州高星级酒店为例

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酒店业顾客关系利益与忠诚度研究 : 以杭州高星级酒店为例

 

Author: 余露
Yu, Lu
Title: 酒店业顾客关系利益与忠诚度研究 : 以杭州高星级酒店为例
A study of customer's relational benefits and loyalty in hotel industry
Jiu dian ye gu ke guan xi li yi yu zhong cheng du yan jiu : yi Hangzhou gao xing ji jiu dian wei li
Degree: M.Sc.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Customer relations -- China -- Hangzhou -- Case studies
Hotel management -- China -- Hangzhou -- Case studies
Department: School of Hotel and Tourism Management
Pages: ix, 59 leaves : ill., charts ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b1896915
URI: http://theses.lib.polyu.edu.hk/handle/200/5467
Abstract: As competition grows and customers become ever more demanding, more and more hotels in China are using marketing strategy to reinforce customer relationships, maximize repeat business and increase profits. Though there is a growing abundance of information on relationship marketing, little empirical work has been performed on relational benefits. Therefore, the purpose of this study is to examine the relationship between customer relational benefits and loyalty. In this study, the customers of six high tariff hotels in the Hangzhou area were surveyed using self-administrated questionnaires. The final data consist of 189 respondents. This study used the Factor Analysis and Regression Analysis to analyze the data. The results of this study indicated that: (a) relational benefits (confidence benefit, social benefit and special treatment benefit) had a positive influence on customer loyalty and word of rnouth;(b) confidence benefits had a significant influence on customer loyalty and word of mouth. The findings revealed that hotels could promote customer loyalty and word of mouth through increasing costumers' relational benefits, especially confidence benefits.

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