基于顾客满意度的中外著名经济型酒店品牌比较研究

发布时间：2018-03-01 12:06

本文关键词： 经济型酒店顾客满意度比较研究　出处：《暨南大学》2009年硕士论文　论文类型：学位论文

【摘要】： 企业的核心竞争力决定于企业的知名度和受欢迎程度,企业受欢迎程度是建立在顾客满意度基础上的,这已经是社会在共同认识。在经济全球化的今天,大批外国著名酒店集团迅速登陆中国市场,导致中国本土酒店生存和发展空间受到严重挤压,要么纷纷成为西方品牌的特许经营或委托经营的合作对象,要么发展举步维艰。目前国外经济型酒店品牌相对于豪华型酒店品牌进驻中国的速度和力度相对较弱,给国内经济型酒店发展以较好的环境。但外国经济型酒店品牌经过多年的发展和经营,已经在全球范围内铸就了良好的管理经验和品牌声誉,处于起步和发展提升过程的国内经济型酒店管理公司,在管理水平和品牌声誉上肯定与外国著名品牌存在一定差距。抓住现在良好的发展环境和机遇,迅速把企业做成具有国际竞争力的民族品牌及国际品牌是目前我国酒店业的重要任务。顾客满意度对经济型酒店的核心竞争力有着根本性的影响,本文通过收集在部分境内开业的国内外著名的有代表性的经济型酒店品牌,如法国雅高集团的宜必思、美国圣腾集团的速八、国内如家、锦江之星、七天等企业的经营管理和顾客评价资料,以及电话访问方式对曾经有经济型酒店住宿经历的顾客进行问卷调查所得到的资料,通过对这些资料进行分析对比研究,得出了国内顾客对这国内外两部分酒店的满意度情况,发现目前的经济型酒店并没有出现国外品牌满意度普遍比国内品牌高的一边倒情况。因此,分析归纳国内外品牌间相较之下顾客满意度此高彼低的原因,如何提高酒店顾客的满意度,从而提高受欢迎度,提高国内品牌国际竞争力成为本文的主要研究内容。本文并从酒店价格、服务、设施、环境等方面分析了酒店的经营管理行为对顾客酒意度的影响程度。研究结果发现外国这些经济型酒店品牌存在硬件配套设施规范、服务态度、环境布置等众多方面值得我国酒店管理公司学习。在此基础上,本文提出了我国经济型酒店应该通过弹性服务、硬件保障、实现顾客尊重等方面提高顾客满意度来加强品牌建设、提高品牌核心竞争力的建议。我们希望通过本文的比较研究能给国内酒店管理以借鉴。
[Abstract]:The core competence of an enterprise depends on its popularity and popularity. The popularity of an enterprise is based on customer satisfaction, which is already a common understanding of society. A large number of famous foreign hotel groups quickly landed in the Chinese market, resulting in a serious squeeze on the survival and development space of local hotels in China, or they have become the cooperation objects of franchising or entrusting operation of western brands one after another. At present, compared with luxury hotel brands, foreign economic hotel brands have relatively weak speed and strength in entering China. To give a better environment for the development of domestic economy hotels. But after many years of development and management, foreign economic hotel brands have built good management experience and brand reputation in the global scope. The domestic economic hotel management companies, which are in the process of starting and developing and upgrading, must have a certain gap with the famous foreign brands in terms of management level and brand reputation. It is an important task for China's hotel industry to quickly make enterprises into national brands and international brands with international competitiveness. Customer satisfaction has a fundamental impact on the core competitiveness of economy hotels. This paper collects famous domestic and foreign famous economic hotel brands, such as Ibis of Accor Group of France, which are opened in part of the territory. The Senton Group of the United States, as well as domestic enterprises such as Home, Jinjiang Star, Seven days, and other enterprises' management and customer evaluation materials, as well as the information obtained from a questionnaire survey conducted by telephone interviews among customers who have had experience of staying in economical hotels. Through the analysis and comparison of these data, the domestic customer satisfaction to the two parts of the hotel at home and abroad is obtained. It is found that there is no one-sided situation in which foreign brands' satisfaction is generally higher than that of domestic ones. Therefore, the reasons why domestic and foreign brands' satisfaction are higher or lower than those of domestic and foreign brands are analyzed. How to improve the satisfaction of hotel customers, so as to improve popularity, and improve the international competitiveness of domestic brands has become the main research content of this paper, and from the hotel prices, services, facilities, This paper analyzes the influence of hotel management behavior on the customer's wine taste from the aspects of environment and other aspects. The results show that these foreign economic hotel brands have standard hardware facilities and service attitude. The environment layout and many other aspects are worthy of our country hotel management company to learn. On this basis, this article proposed that the economy hotel of our country should pass the flexible service, the hardware safeguard, In order to enhance the brand construction and improve the core competitiveness of the brand, we hope that the comparative study in this paper can be used for reference by the domestic hotel management.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F719

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