Customer loyalty is the main content of customer relationships in the hotel industry, which has a significant impact on hotel business performance. The decrease in customer loyalty can lead to customer loss and directly reduce business performance. With the continuous intensification of market competition in the hotel industry, hotel companies are increasingly valuing customer loyalty. QJ Hotel is a mid-range chain hotel with over a decade of development history. Qingdao is a key market for QJ Hotel. Improving customer loyalty is particularly important for stabilizing its position in the Qingdao hotel market. After the end of the COVID-19, with the recovery of the hotel industry in Qingdao, the competition has further intensified, and the construction of customer loyalty of QJ hotels in Qingdao is facing greater challenges.
The paper takes Qingdao QJ Hotel as a case to study customer loyalty by literature research, questionnaire survey. The research results indicate that through investigation and combined with the customer situation of Qingdao QJ Hotel, it can be found that the first purchase, repeat purchase, and cumulative transaction value are not high, and there is a lot of room for improvement in customer loyalty of Qingdao QJ Hotel. The main factors affecting customer loyalty of Qingdao QJ Hotel include service quality, perceived value, customer satisfaction, customer trust and commitment. A questionnaire survey conducted using these factors as indicators shows that the main problems with customer loyalty of Qingdao QJ Hotel are that the quality of service personnel cannot meet customer expectations, customers have low evaluations of hotel prices, customers are not satisfied with service failure remedies, and customers have insufficient trust and commitment in the hotel. The paper proposes targeted strategies for enhancing customer loyalty at Qingdao QJ Hotel: improving the quality of service personnel as the core, enhancing customer perceived value with price as the core, improving customer satisfaction with service failure remediation as the starting point, achieving customer trust and commitment, and enhancing customer loyalty according to customer differences.
The paper research has positive significance. In theory, the paper explores which factors can affect customer loyalty. Based on theories such as customer perceived value and customer delivered value, it proposes methods such as building close customer relationships and consolidating customer emotional commitment to the hotel to enhance customer loyalty; In practice, the paper takes Qingdao QJ Hotel as the research object, combined with the competition situation of the hotel market in Qingdao and the operating status of Qingdao QJ Hotel in recent years, to conduct a study on customer loyalty, which has reference significance for Qingdao QJ Hotel's customer loyalty.
谷歌
火狐
