Summary of doctoral thesis in economics: Research on customer loyalty in Hanoi hotel industry

The studies on customer loyalty presented different views and definitions of customer loyalty from different fields such as tourism; online shopping; homestay service or convenient shops system at the same time, these studies also show factors affecting loyalty such as service quality; satisfaction; tourist experience; switching costs,… However, most studies have not mentioned customer loyalty in the business performance of enterprises.
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Summary of doctoral thesis in economics: Research on customer loyalty in Hanoi hotel industry MINISTRYOFEDUATIONANDTRAINING THUONGMAIUNIVERSITY NGUYENMINHTUAN RESEARCHONCUSTOMERLOYALTY INHANOIHOTELINDUSTRYMAJOR:BusinessadministrationCODE:934.01.01 SummaryofdoctoralthesisineconomicsHanoi,2021 TheworkwascompletedatThuongmaiUniversity Supervisor: Dr.LucThiThuHuong Dr.NguyenThiTu Reviewer1:……………………………………………………………….. ……………………………………………………………….. Reviewer2:……………………………………………………………….. ……………………………………………………………….. Reviewer3:……………………………………………………………….. ……………………………………………………………….. ThethesiswillbedefendedbeforeSchoollevelthesisevaluationcouncilmeetingat ThuongmaiUniversity. At…….hour……date……….month……….year…………. Thethesiscanbefoundat:NationalLibraryofVietnam LibraryofThuongmaiUniversity 1 INTRODUCTION1.Urgencyofthetopic In terms of practice, the market for accommodation business in Vietnam isincreasinglycompetitive.Inrecentyears,manylargecorporationsinthehotelindustrysuchasHilton,Intercontinental,Marriott,etc.continuetotargettheHanoimarketinparticularandVietnamingeneral.Atthesametime,manyfamousdomesticcorporationssuchasFLC,VinGroup,MountThanalsoconstantlyupgradeandexpandbranches. Theentryofleadingcompanies,alongwiththewayofmanagement,operation,andprofessionalservicehascreatedcompetitionamongenterprisesinthehotelindustrywhichdemandtochangetheoperationmethodtoimproveservicequality,increasetheirposition,attractcustomers,andbuildcustomerloyalty.Ontheotherhand,scientificandtechnicalprogressespecially4.0technology,isappliedinallfields,andthehotelisnoexception. Domesticorinternationaltouriststendtosearchforhotels,prices,andservices,etc.ontheinternetfortheirtripbeforedecidingwhichenterprisechosetoprovidetheirservices.Socialnetworks,onlinetravelagencies,andwebsitesareallbridgesbetweencustomersandthehotel. Intheperiodfrom2015to2019,alongwiththeupwarddevelopmentofVietnamshotel business, the number of tourist accommodation establishments in Hanoi increasedrapidly. In 2015, the number of accommodation establishments in Hanoi was 2,871accountingforabout9%,and45,769roomsaccountedforabout10%comparedtothewholecountry.In2019,thetotalnumberofaccommodationestablishmentsinthecityis3,546,increasingby1.24timescomparedto2015.Thenumberofaccommodationestablishmentsintheareaaccountsforahighratecomparedtothewholecountryreached15.2%.Many5starhotelshavecomeintooperationsuchasJWMarriottHotel,LotteCenter,GrandPlaza,InterContinentalWestlake,etc.Inaddition,thedemand,tastes,andqualityrequirementsofcustomersaregettinghigherwithmorechoices.ManyhotelprojectsinHanoithathavebeenbuiltorarenearingcompletionhavefacedstiffercompetition.Atthesametime,undertheimpact of the Covid19 pandemic, the Hanoi tourism industry in general and the hotelservicebusiness,inparticular,wereseriouslyaffectedbythedecreaseininternationalanddomestictourismdemand. Fromthisreality,whatdohotelmanagersneedtodotosatisfycustomers,andatthe 2sametimeachievesales,growth,andcustomerretentiongoals?Therearemanyoptionstoanswertheabovequestion,butcurrently,mostmanagersdonotunderstandtherealwantsand needs of customers. Therefore, to make tourists continue to use the products andservicesatthehotel,themanagersneedtofindoutthefactorsthataffectthecustomersloyalty. Building customer loyalty will create many benefits to the tourism industry ingeneral and the hotel business in particular. Specifically, customer loyalty makes animportantcontributiontoincreasingtheprofitabilityofthehotels,andthecostofretainingcustomers is much lower than the cost of finding new customers. With the loyalty ofcustomer ...