The Influence of Service Quality and Perceived Value on Customer Loyalty of Smart Hotels in Yunnan, China

This research aims to study the influence of service quality and perceived value on customer loyalty to smart hotels in Yunnan, China. The researcher used the questionnaire as the research tool and collected data from 400 customers who had stayed at Smart Hotels in Yunnan, China. Descriptive statistics were used to analyze data, including Frequency, Percentage, Mean, Standard Deviation, and inferential statistics, including Independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression, at the 0.05 significance level. The results showed that most respondents were over 61 years old, primarily male, had a high school or technical secondary education, had a monthly income of more than 12,001 yuan, and had other occupations. The first hypotheses were tested, and the results found that Age, Gender, Income Level, Education, and Occupation significantly influence smart hotel customer loyalty in Yunnan, China. The results of the second hypothesis tested found that service quality (reliability, responsiveness, assurance, empathy, and tangibles) significantly influences customer loyalty. For the last hypothesis tested, the service quality (functional, emotional, and social value) also positively and significantly influences customers.