基于因子分析法的酒店顾客满意度研究——以重庆万州长江大酒店为例

随着酒店业竞争的日趋激烈,酒店如何在竞争中脱颖而出,对顾客满意度影响因素分析和研究至关重要。文章以重庆万州长江大酒店为例,通过对影响酒店顾客满意度因素的问卷调查,将影响满意度的23个变量因素运用SPSS统计软件进行整理分析,运用因子分析法将23个变量归为四大公共因子,分别是酒店宣传、酒店服务、硬件设施、员工专业素质四大类,并对其进行信度检验,随后构建了顾客满意度综合评价模型。最后对如何提高顾客满意度提出对策建议,以促进酒店服务质量的有效提高。

A Factor-Analysis-Based Research on the Customer Satisfaction in the Hotels：A Case Study of Changjiang Hotel of Wanzhou,Chongqing

With the fierce competition of hotels,it is very important to analyze the influential factors of customer satisfaction.The factors of customer satisfaction about the Changjiang Hotel are analyzed with some questionnaires.23 factors of customer satisfaction are analyzed by SPSS.Using factor analysis method to 23 variables into four common factor,four factors are extracted： hotel service,publicizing of hotel,hardware facilities,staff professional quality.Then the reliability analysis is followed and the evaluation model of customer satisfaction constructed.On the basis of empirical analysis,some suggestions to improve the service quality of hotel enterprises are proposed.