关键词: 顾客好评率, 快捷酒店, 酒店品牌, 网络口碑

Abstract: Express hotels， often appearing in chains， are a primary supplier in the lodging market. As an indicator of internet word of mouth that reflects the degree of customer satisfaction， customers favorable rate significantly influences product sales， product strategy， and market competition of enterprises. Therefore， based on the assumption of factors affecting customers favorable rate and the sample data of 2582 chain hotels of 5 brands that was obtained from ctrip.com， a multiple regression model was built in this paper to test the assumption through permutation testing and crossvalidation. The results show that room prices have no effect on customers favorable rate， while positive impression on hotel facilities， services， and hygiene， as well as proximity to the city center contribute to a higher customers favorable rate. In addition， the greater the total number of comments， the higher customers favorable rate. The brand factor also has a significant effect on the customers favorable rate. This paper also discusses the implications of the above conclusions for the operation and management of express hotels and the direction of future research.

Key words: customers favorable rate, express hotels, hotel brands, electronic wordofmouth