基于ACSI模型的经济型酒店顾客差异及满意度分析——以武汉地区为例

Analysis of Difference and Degree of Satisfaction between Econ Hotel Customer Based on ACSI Model——Taking Wuhan as an Example

经济型酒店随着旅游业的兴起成为热点发展领域。为了给武汉市经济型酒店在规模扩张与品牌建设的过程中了解顾客真实需求、提高顾客满意度提供方向,利用问卷调查数据,使用方差分析和ACSI模型对顾客满意度进行分析,并构建战略满意度矩阵,结果发现顾客对武汉市经济型酒店的总体满意度比较高,但是酒店在提供特色化服务和提升服务价格比两方面亟待改进。此外,年龄和个人平均月收入两个因素能够显著性地影响顾客对武汉市经济型酒店的感知。顾客对经济型酒店的预期能很大程度上影响顾客对其的满意度,同时顾客满意又能很大程度影响经济型酒店在大众心中的口碑与形象。最后根据得出的这些结论,提出了切实有效的建议。

With the rise of tourism,Econ Hotel has subsequently become a hot developing field. In order to show Econ Hotel in Wuhan some customer’s demand in their process of scale expansion and brand building and help to provide directions in improving customer satisfaction,we use ANOVA and ACSI model to analyze customer’s satisfaction by collecting survey data and then construct strategic satisfaction degree matrix. The results have found that overall satisfaction of customers of Econ Hotel in Wuhan is relatively high,but the hotel in providing characteristic service and the service performance to price ratio needs to be improved. In addition,age and average monthly income can significantly affect customer perception towards Econ Hotel in Wuhan. Customer’s expectation can affect their satisfaction to the great extent,and at the same time,customer’s satisfaction can greatly influence the reputation and image of the Econ Hotel in the public mind. According to these conclusions,we put forward some effective suggestions.