Measurement and improvement of island B&BS customer satisfaction

Customer satisfaction is an important criterion to measure the service quality of bed and breakfasts (B&Bs). How to assess the customer satisfaction of B&Bs scientifically has always been a worthy topic. Based on the national standard, this study constructed an evaluation index system of customer satisfaction of island B&Bs consisting of 5 dimensions and 23 indicators. After SEM verification, the index system exhibited a good fit, and the dimensions of atmosphere, service, security, facilities, and characteristics had a significant positive effect on the customer satisfaction of the island B&Bs. At the same time, customer satisfaction of island B&Bs significantly and positively affected customers' post-purchase psychological perceptions, such as overall evaluation, repurchase intention, and recommendation intention. Then, the IPA method was used to analyze the importance and satisfaction of each index of customer satisfaction of Fujian island B&Bs. The results showed that island B&Bs in Fujian had strong advantages in the island atmosphere, guest services and facilities, and the most urgent index to be improved was the light and sound insulation of the guest rooms, and the featured items such as specialty food and beverage, customized activities, and specialty cultural and creative sales also needed to be improved. The index system provides a scientific method for the customer satisfaction evaluation of the island B&Bs，and it will effectively guide the operation and management of the island B&Bs operators.