经济型酒店顾客价值与顾客满意、行为意向的关系研究

An Empirical Study of the Relationship between Customer Values,Customer Satisfaction and Behavioral Intention in Economy Hotels

运用描述顾客价值、顾客满意和行为意向之间关系的概念模型,选择我国部分经济型酒店为背景,收集实证样本数据,利用Lisrel8.7结构分析软件对概念模型进行检验,检验结果表明,有形产品、品牌形象、地理位置、物有所值、服务公平和服务质量是顾客价值的6个构成因子,且顾客价值直接或通过顾客满意间接地影响顾客行为意向。这一实证结论对酒店业CRM实践的指导意义是:要树立价值为本的理念,注重为顾客提供优异的有形产品、保持经济型酒店特色,不能忽视顾客满意的作用。

On the basis of a large number of existing relevant documents, this article puts forward one conceptual model that describes the relation between customer values, customer satisfaction and behavioral intention. By selecting a large number of economy hotels in China and collecting the sample data of real examples, we utilize Lisre18.7 to examine the conceptual model. The inspection result indicates that tangible products, brand image, geographical position, worth, service fairness and service quality are the composition factors customer values, and customer values influence behavioral intention directly or indirectly through customer satisfaction. Finally, we discuss the directive significance of the real example conclusions to the strategy of CRM in hotel industry.