The Investigation of Customer Perception of Satisfaction on Brand Loyalty of the Bo Man Qing She Hotel, Xichang, China

Cao Wei; Pongsiri Kamkankaew; Suteera  Sribenjachot

doi:10.60027/ijsasr.2023.2982

Authors

Cao Wei Faculty of Business Administration, North-Chiang Mai University, Thailand https://orcid.org/0009-0009-9681-4570
Pongsiri Kamkankaew Faculty of Business Administration, North-Chiang Mai University, Thailand https://orcid.org/0000-0002-5885-4805
Suteera Sribenjachot Faculty of Business Administration, North-Chiang Mai University, Thailand https://orcid.org/0000-0002-4843-1972

DOI:

https://doi.org/10.60027/ijsasr.2023.2982

Keywords:

Customer Perception; , Customer Satisfaction; , Brand Loyalty; , Hotel

Abstract

Background and Aim: Competitive consumption creates competition in the tourism industry. Improve client satisfaction and repeat business by improving the hotel brand. This paper aims to study the level of customer perception of satisfaction and brand loyalty of the Bo Man Qing She Hotel, Xichang, China, and to study the guideline of customer perception of satisfaction on brand loyalty of the Bo Man Qing She Hotel, Xichang, China.

Materials and Methods: This research is a quantitative research method; the total sample size for the research will be 385 customers who used the service of Bo Man Qing She Hotel, Xichang, China. The questionnaire was used as a tool to collect data in this study. To present the first research objective, the calculation of the mean and standard deviation was utilized to investigate the customer perception regarding their level of customer satisfaction and brand loyalty.

Results: The study's findings revealed that each of the variables demonstrated a high level, with a mean score of 3.93 and a standard deviation of 0.50. Hotel managers must nurture customer loyalty by providing high-quality service and a favorable brand image. Attitudinal, emotional, and conative loyalty form attitude, and managers should deliver high-quality service and offer training and awards to motivate staff.

Conclusion: Hotel managers must provide high-quality service and a favorable brand image to nurture customer loyalty and create a positive attitude. 5-star hotels should focus on a beautiful environment, warm service, friendly staff, brand loyalty, Chinese-style services, and traditional nationality styles.

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