Research on the Influence of After-sale Service on Customer Loyalty -- A Case Study of Budget Hotels
DOI:
https://doi.org/10.54691/bcpbm.v20i.1069Keywords:
Customer Loyalty; Service Quality; After-sale ServiceAbstract
Customer loyalty is very important to the hotel’s survival and development, so the hotel will maintain and improve customer loyalty in all aspects. The same is true in budget hotels. In this paper, budget hotels were selected as the research object, and college students as the research object, through the way of a questionnaire survey to study how after-sale service affects customer loyalty. In the survey, additional services are used to refer to after-sales services. According to the service quality model, additional services were divided into five aspects: responsiveness, caring, compensatory, reliability, and assurance. Through regression analysis, only caring and assurance of additional services had a positive impact on customer loyalty. Therefore, based on the characteristics of college students, it was suggested that budget hotels should be customized in the design and arrangement of additional services. Evaluate the quality of customized services and make service corrections. At the same time, the influence of selected variables on customer loyalty can be verified in other groups.
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