The Impact of Customer Experience, Brand Image and Brand Trust on Customer Perceived Value, Satisfaction and Loyalty of Chinese Budget Chain Hotels

Abstract

As the economy hotel market continues to grow, the competition among enterprises is becoming increasingly fierce. In order to obtain sustainable competitive advantages, enterprises have launched a fierce battle for customer resources. Creating excellent value for customers, creating satisfied customers, and transforming customers into loyal customers has become a competitive advantage of budget hotel enterprises. In this paper, in the realistic background of the development of economy hotel market, in the domestic and foreign scholars about the study of the theory of the customer perceived value, satisfaction and loyalty is summarized on the basis of reference to the corresponding theoretical research results, customer value as the breakthrough point, to build the economy hotel customer value influence factors of scale, on this basis to discuss customer experience, brand image and trust, The relationship between customer perceived value, satisfaction and loyalty, and put forward related hypotheses. From the results, the perceived value and customer experience of budget hotels have a significant impact. Through the regression analysis of customer perceived value and customer behavioral intention, it can be seen that there are four components of customer perceived value that have an impact on loyalty, and the impact degree is in order: cognition, perception, action and emotion. In terms of the impact of customer satisfaction, there are three components of customer perceived value that have an impact on customer satisfaction, and the impact degree is functional, emotional and social. Therefore, budget hotels should constantly improve the quality of guest rooms and service level. From the perspective of the mediating effect, the social, emotional and functional aspects of brand image are significantly positively correlated with the perceived value of customers. Meanwhile, brand trust can also improve the perceived value of customers. Therefore, budget hotels also need to promote brand value through advertising, customer relationship maintenance and other means.