上海市精品酒店顾客体验实证研究

发布时间：2018-02-04 22:46

本文关键词： 精品酒店顾客体验顾客行为意向上海市　出处：《上海师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：20世纪80年代精品酒店在西方国家出现，其诞生是市场需求变革体现在酒店业态的多元化和酒店市场高度细分化的产物。区别于传统标准化酒店，精品酒店是指“小而精”并注重个性化服务和顾客体验的新型酒店，“小”为规模小和小众化，“精”为提供精致的产品和精细化服务。除了基本的食宿功能，能否让顾客获得美好难忘的体验，是精品酒店经营成功的一个关键，“我们为您提供独特的住宿体验”常被运用到精品酒店体验营销中。顾客体验是指顾客在消费过程中对产品服务的感知，，以及消费趋于饱和之后产生的积极的情感反应和自我价值的实现，是能满足顾客生理和情感需求的综合体。本文基于国内外学者对于顾客体验、消费者行为学相关研究成果，结合精品酒店的特点，将顾客体验划分为功能体验、享乐体验和社会体验三个维度，并根据顾客体验关系以及消费者行为的文献梳理，构建了精品酒店顾客体验三个维度体验的相互关系和顾客体验对消费者行为意向的研究模型，之后采用相关性分析和回归分析的方法对研究模型和研究假设进行了实证研究，并用方差分析法分析了不同顾客对体验的差异化反应。研究证实了精品酒店顾客体验的多维性，同时功能体验对享乐体验和社会体验有显著影响,其中员工服务是影响享乐体验与社会体验的重要因素；功能体验、享乐体验、社会体验对行为意向都产生影响，但享乐体验对行为意向的影响最显著，功能体验对行为意向有直接影响，但主要是通过享乐体验和社会体验来实现的；享乐体验、社会体验、员工服务体验在不同人口统计特征上存在显著差异，其中年龄、职业、收入、住店原因对各变量差异化影响显著。本文深化了顾客体验对消费行为影响的相关理论，并以精品酒店这种新型的酒店类型为例探讨了精品酒店顾客体验的本质表现，为精品酒店投资者或经营者提供理论和指导。
[Abstract]:In 1980s, boutique hotels appeared in western countries. The birth of boutique hotels is the result of the diversification of hotel business and the highly differentiation of hotel market, which is different from the traditional standardized hotels. Boutique hotel is a new type of hotel with "small and fine" and pays attention to personalized service and customer experience. "small" is small and small, "fine" is to provide exquisite products and fine service. Besides the basic function of accommodation and board. Whether the customer can get a beautiful and unforgettable experience is a key to the success of the boutique hotel. "We provide you with unique accommodation experience" is often used in boutique hotel experience marketing. Customer experience refers to the customer's perception of product and service in the process of consumption. As well as the positive emotional response and the realization of self-worth after the consumption tends to saturation, it is a comprehensive system that can satisfy the physiological and emotional needs of customers. Based on the research results of domestic and foreign scholars on customer experience, consumer behavior, combined with the characteristics of boutique hotel, customer experience is divided into three dimensions: functional experience, hedonic experience and social experience. And according to the customer experience relationship and consumer behavior literature combing the relationship between the three dimensions of customer experience in boutique hotel and the research model of customer behavior intention of customer experience. Then the correlation analysis and regression analysis are used to study the research model and hypothesis, and the variance analysis is used to analyze the different customers' differential reaction to experience. The study confirms the multi-dimensional nature of customer experience in boutique hotels, and the functional experience has a significant impact on the enjoyment experience and social experience, in which employee service is an important factor affecting the enjoyment experience and social experience. Functional experience, hedonic experience, social experience have an impact on behavioral intention, but hedonic experience has the most significant impact on behavioral intention, functional experience has a direct impact on behavioral intention. But mainly through the experience of pleasure and social experience to achieve; Hedonic experience, social experience and employee service experience have significant differences in different demographic characteristics, including age, occupation and income. This paper deepens the theory of the influence of customer experience on consumer behavior. Taking boutique hotel, a new type of hotel, as an example, this paper discusses the essence of customer experience of boutique hotel, and provides theory and guidance for investors or operators of boutique hotel.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719

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