RESEARCH ON INFLUENCING FACTORS OF CUSTOMER SATISFACTION IN FIVE STAR HOTELS (A CASE STUDY OF ZHENGZHOU CITY IN CHINA)

Abstract

Purpose The purpose of this research is to analyze the factors influencing customer satisfaction of Zhengzhou five-star hotel. This paper will take service quality, brand image, price as independent variables, and customer satisfaction as dependent variables, using quantitative research methods to quantify, and through the form of questionnaire collection and statistical analysis to conduct a comprehensive study. Design/ Methodology/ Approach This research conducted a quantitative study on a 21-question questionnaire. The questionnaire has been distributed to 130 respondents who have booked or stayed in a five-star hotel in Zhengzhou, 30 of which are used for reliability and validity testing . Demographic factors are divided into several types, including age, gender, occupation and annual income. A preliminary analysis was performed to extract and examine behavioral patterns and routines and an assessment of potential dominant factors. By constructing a customer satisfaction model, using SPSS software related modules for correlation analysis and regression analysis, and testing the hypothesis. Findings Analysis shows that on the basis of five-star hotels in Zhengzhou, service quality, brand image, price, and at the same time have a significant impact on customer satisfaction. Originality/ Value Based on the existing research, this paper explores the relationship between the elements of competition and customer satisfaction from an integrated perspective, X and realizes the model and hypothesis of the competition factors that affect customer acceptance. The test proves the rationality of the customer satisfaction influencing factor model and its hypothesis, and based on the analysis results and the combination of policies and practices, corresponding suggestions are made for the research on the factors acceptable to five-star hotel customers, and future research is prospected.