酒店业会议顾客满意的驱动因素及机理研究

Study on the Driving Factors of Conference Customers' Satisfaction and Mechanism in Hospitality Industry

培育和维护满意的顾客是酒店获得和保持竞争优势的重要条件,但以往对顾客满意的研究局限于对既有顾客满意模型的应用和简单修正,对驱动顾客满意的因素未作深入的探讨,特别是针对细分的会议顾客群体,尚缺乏细致的研究。本文综合考虑了酒店、会议产品以及会议顾客的需求特征等因素,构建了酒店业会议顾客满意的驱动模型,并进行了实证分析。研究表明:驱动会议顾客满意的因素包括整体形象与外部环境、酒店会议设施、其他配套设施、酒店会议服务、酒店其他服务和物有所值几个方面。这些因素均对会议顾客的整体满意度产生正向影响。其中4个对顾客整体满意度具有显著影响的因素均对顾客重复购买、推荐意识产生显著的正向作用。

Cultivating and maintaining satisfactory customers is an important condition for a hotel to obtain and keep competitive advantages.However,previous studies about customers＇ satisfaction are confined to the application and simple revision of the existing model.There lacks an in-depth discussion about the factors that drive customers＇ satisfaction,especially lacking the detailed study about the segmental conference customer groups.The paper,based on the analysis of such factors as hotels,conference products and customers＇ demand characteristics,constructs conference customers＇ satisfaction-driven model and conducts an empirical analysis.The study shows that factors that drive customers＇ satisfaction include the image as a whole and external environment,hotel conference facilities,other supportive facilities,conference service and other services worthy of value.These factors generate positive impact on the integral satisfaction of conference customers.Four of the overall factors that exert significant influence on customers＇ satisfaction have significant and positive effect on customers＇ repetitive purchase and awareness of recommendation.