Analysis the Influence of Marketing Strategy on Customer Satisfaction: A Case Study of Luxury Hotels in China
DOI:
https://doi.org/10.54691/bcpbm.v20i.926Keywords:
Chinese Luxury Hotel; Customer Satisfaction; Customer Loyalty; SWOT Analyses; 4PS; Marketing Strategy.Abstract
This study aimed to analyze the marketing strategies that influence consumer satisfaction during the pandemic. Refer to the literature related to consumer satisfaction, consumer loyalty and 4p theory. This paper used the SWOT analysis method to analyze the advantages and disadvantages of Chinese luxury hotels in detail. This study object is luxury hotels in China, which fill the gap in related fields. Combined with the market situation of Chinese hotel industry environment, this paper analyzed the opportunities and challenges of the Chinese hotel industry after the pandemic. This analysis showed that in some special periods, it is beneficial to improve customer satisfaction when Chinese luxury hotels appropriately reduce their product prices. Hotels can also carry out strategic cooperation with other industries to maintain competitiveness. In this study, the 4p theory was used to verify the conjecture, and suggestions to improve customer satisfaction were given according to the analysis.
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