基于主成分分析法的酒店顾客满意度实证研究——以北京新大都饭店为例

An Empirical Study of Hotel Customer Satisfaction by Principal Component Analysis Method——A Case Study of Beijing Xindadu Hotel

顾客满意度作为联系酒店和顾客关系的重要纽带,直接决定了酒店本身竞争力的高低。因此顾客满意度的研究,对提高酒店核心竞争力至关重要。该研究基于酒店顾客满意度影响因素的调查问卷,以随机调查北京新大都饭店200名顾客数据为研究对象,采用SPSS17.0统计软件,运用主成分分析法将其归类。研究结果表明,影响酒店顾客满意度的17个指标可萃取5个公因子,分别是酒店环境、硬件设施、员工素质、酒店品牌形象、系统支持;通过均值分析,发现使顾客对酒店满意度高,酒店要下足功夫去解决硬件设施、员工素质、酒店品牌形象问题及系统支持。

As an important link between hotels and customers, customer satisfaction directly determines the competitiveness of hotel itself. Therefore, the research into customer satisfaction is very important to improve the core competitive power of the hotel. This study is based on questionnaire of hotel customer satisfaction factors, and takes 200 customers of Beijing Xindadu Hotel as subjectives, and classifies the 17 indicators into five factors by using statistical software SPSS17.0, and by adopting principal component analysis. The results show that these five factors are hotel environment, the hardware facilities, staff quality, hotel brand image, and system support. The findings suggest that hotels should invest to solve the hardware facilities, improve staff quality, polish hotel brand image, and strengthen system support.