The Empirical Research of the Impact of the Customer’s Epeat Purchase Intention by the Economy Hotel Grade of Service
|Keywords||Cheap Hotel Quality of service Repeat purchase intent|
With the reform and opening up and rapid economic development, China's tourism market is very active, the prospects also be more open. Is followed by the growing budget hotel, budget hotels have mushroomed all over the earth in China. According to TX Investment, 2000, the Chinese economy hotel, there are more than 200, but 2007 has reached nearly 180,000 rooms and 188 franchise brands including 7 Days Inn nearly two consecutive years in 2006 - 2007 400% store growth rate of rapid development. The crazy economic hotels compete for the property, to open new stores, spending a huge amount of cost. Enhance the occupancy rate of To seize the tourists, as soon as possible to return the funds, budget hotels have to lower prices, in a bid to attract customers with low prices. Budget hotels profit is limited, and little room for price cuts. In the past few years, the budget hotel has been committed to the price war, with a low price to increase the occupancy rate. Today, the economic-type hotel price basic convergence almost the same price of the same room of the same lot, budget hotels need to improve the quality of service in order to improve the occupancy rate. Currently, many business people, white-collar workers also choose to stay budget hotel offers services with more requirements. Economy hotel chains in low price, small profits, can not be like the star hotel provide all aspects of quality service can only focus on providing customers more value to the service. Customer repeat purchase intentions directly lead to repeat purchase behavior generation This article studies the quality of service has certain practical significance of customer repeat purchase intentions. So far the SERVPERF model to evaluate the quality of service and not applied to the economy hotel industry. Therefore, the quality of service based on the the SERVPERF model of economy hotel has a certain theoretical significance. This article is divided into the following sections: Introduction section, which introduces the research background and significance of research, the purpose of the study, research methods and frameworks. Body part, is divided into four main sections. The first part is a literature review, the introduced budget hotel, and hotel services, service quality, customer repeat purchase intentions theory, as well as the quality of service and customer repeat purchase intent; proposed innovation of this paper. The second part is extracted Cheap Hotel Service Quality factors, mainly based on SERVPERF model. The third part is an empirical research proposal to examine the assumptions and validate assumptions. The fourth part of the conclusions and recommendations.