Guestroom Comfort, Perceived Value and Customer Satisfaction: Survey from Chinese Customers of High-star Hotels

This dissertation empirically analyzes the effect of guestroom comfort on perceived value and Chinese customer satisfaction with high-star hotels. Through literature review, guestroom comfort is summarized into three aspects: potential factor comfort, design factor comfort and service factor comfort. Customer perceived value contains two aspects: functional value and affective value. By applying questionnaire survey, the researcher collects 161 valid samples from Chinese people who have lived in high-star hotels (including four star and five star hotels). Statistical instruments of descriptive statistical analysis, reliability test and factor analysis, correlation analysis and regression analysis are employed to process data. After discussing hypothesis testing result, conclusions are as bellows. Firstly, Chinese customer perceived guestroom comfort of high-star hotels including three aspects: potential factor comfort, design factor comfort and service factor comfort. Further, the design factor comfort contains four sub-dimensions: room space comfort, living condition comfort, entertainment comfort and decoration comfort. Secondly, guestroom comfort of high-star hotels has significantly positive effect on perceived value of Chinese customers. In aspect of functional value, environment comfort, living condition comfort and service comfort have significantly positive effect but decoration comfort, entertainment comfort and space comfort do not have significant effect on functional value. In aspect of affective value, all six dimensions of guestroom comfort have significantly positive impact on affective value. Thirdly, all six dimensions of guestroom comfort of high-star hotels has significantly positive effect on Chinese customer satisfaction. Finally, both functional value and affective value significantly and positively impact on Chinese customer satisfaction of high-star hotels