Customer satisfaction and customer loyalty towards the Green Hotel: Based on cases studied in Ken-ding area in Taiwan

Abstract

The purpose of this research is to discuss the customer satisfaction and customer loyalty towards the Green Hotel, and through the depth interviews with the local Green Hotel traders in Ken-ding area, knowing what the local traders can do to promote the customer satisfaction and customer loyalty to drive the customers participating in the project of environmental protection actively. From the research, it's obviously to know that the local traders think the government should do more efforts to advertise and educate customers about the concept of environmental protection in order to lead them take the initiative in caring and loving the natural environment. Although most of the customers have certain cognition of the idea environmental protection, they still lack a clear concept about it. Owning to this defect, a lot of customers are unable to fulfill the idea of protecting the environment. Basically, people choose to stay at hotels to get comfortable and convenient living surroundings that hotels can offer, and that's the different concept from what the local Green Hotel traders think about “implementing” the idea about environmental protection. The local Green Hotel traders can only put signs in their hotels to remind the customers to know the difference between staying at hotels and Green Hotels, hoping to reduce the frequency of the customers' complaint. Besides, the research also shows that either the hotel owners or the guest-house owners in Ken-ding area always try their best to do a good job in the field of environmental protection, and on the premise that the customers' rights will be highly taken care of, local traders have done everything they can to make customers satisfied with their service. In addition, the local traders use the opportunity to educate their customers, help them realize the trend and benefit of “Green Consumption.” So, in order to achieve the goal of good performance of environmental management, the Green Hotel needs traders, employees, and customers to participate and cooperate together. By doing so, the Green Hotels can not only have higher customer loyalty but can also get better result about marketing environmental protection through their customers' word of mouth to their friends and relatives to achieve their goal of environmental protection.