Research on Countermeasures to Improve Customer Loyalty of Chain Hotels

In the increasingly severe market competition environment, how to attract customers' attention and retain loyal customers has become a key factor in hotel industry competition. Based on chain hotels, this paper analyzes the factors that affect the customer loyalty of chain hotels, and puts forward that choosing the best location, setting a unified and reasonable price, improving service quality and establishing a good brand image can improve the customer loyalty of chain hotels. On the contrary, the core competitiveness of the hotel will be enhanced, and the hotel will occupy a dominant position in a highly competitive environment.

1 Business philosophy of domestic hotel chains At present, most domestic hotel chains do not fully understand the importance of "customer loyalty" in their operations, and prefer to conduct marketing activities in the form of traditional transactions. Under this traditional management concept, the goal of chain hotels is only to maximize the current interests, and hotels have not actively analyzed what customers really need. This kind of transaction leads to low customer satisfaction and insufficient customer loyalty, and hotels are forced to constantly find new customers to maximize their benefits.

2 factors affecting customer loyalty of chain hotels

2. 1 The location advantage is not obvious. For economical hotel chains, customers mainly evaluate the hotel's location from the following four aspects: availability, accessibility, visibility and proximity. The so-called availability means that good external facilities and teams are needed to support the outsourcing of hotels; The so-called accessibility means that chain hotels should be in a convenient geographical location; The so-called visibility means that the hotel should have a good visual design for those random consumers; The so-called proximity means choosing to be as close as possible to the place where you need to stay. When the geographical location of chain hotels can't meet the needs of customers, even if customers are highly satisfied with this hotel, it will lead to low customer loyalty.

2.2 Chain hotels with different prices are usually national chain hotels, mainly attracting consumers with low prices. However, not only the price gap of general chain hotels in the same city is too big, but also the prices of chain hotels in different cities are very different. In contrast, the housing prices in the prosperous areas of the same city are much higher than those in remote areas, and the housing prices in developed cities are also higher than those in other cities. This kind of pricing will often reduce customer satisfaction, make customers feel unfair, and lead customers to choose different hotel brands next time, thus reducing customer loyalty.

2.3 Lack of brand building If a hotel chain has a good brand image, customer loyalty will be greatly improved. Good hotel brand building mainly includes three aspects: First, good brand value. If the hotel chain has a good brand image, it can attract more customers through the attraction of the hotel brand. Secondly, it is the customers that the hotel brand faces. Compared with other types, the customers of chain hotels are more complicated, including business people, working-class people and even students. Identify the customer groups facing the hotel, provide corresponding services for different customers, and enhance customer loyalty. Third, the characteristics of the brand. When domestic chain hotels sell well, differentiated brand strategy can make brands stand out in the chain hotel market, win customer recognition and improve customer loyalty.

3 Countermeasures to improve customer loyalty of chain hotels

3. 1 Choosing the best location In addition to choosing economically developed areas, China chain hotels should also consider the following three aspects: choosing a bustling business district, including shopping centers, conference centers and large entertainment centers; Or where government agencies or universities are concentrated; Or near railway stations, airports, long-distance bus stations and so on. At the same time, hotels must choose relatively perfect service facilities to provide customers with efficient and high-quality services and improve customer loyalty.

3.2 Realizing the transparency of pricing methods Because the price of chain hotels in different regions and cities fluctuates greatly, which leads to the decline of customer satisfaction, hotels should adopt corresponding pricing methods according to market conditions, introduce and publicize hotels to consumers through various publicity methods, and let the public know and be familiar with hotels. Hotels can also disclose the price details and pricing standards to customers through the official WeChat account and the Internet, so that customers can understand the different pricing methods of the same hotel chain in different cities and impress customers by making the pricing methods transparent. The hotel combines sincere price and good external image to create a perfect hotel image.

3.3 Elaborate Brand Building Due to the lack of clear positioning of many domestic hotel chains, the brand image is unclear and the service is homogeneous. Therefore, chain hotels in China hope to compete with other hotels and gain advantages. First of all, chain hotels in China should consciously establish a systematic brand system from the aspects of brand value, interests, image, culture, personality and customers. Form a good hotel image and build a profound hotel brand; Secondly, if you want to build an excellent brand image, a unique corporate culture is also essential. Therefore, only by creating different characteristics and making great progress can the brand of chain hotels be better. Source: holiday travel