酒店实施收益管理对顾客满意度影响的实证研究

发布时间：2018-03-09 01:21

本文选题：酒店　切入点：收益管理　出处：《青岛大学》2012年硕士论文　论文类型：学位论文

【摘要】：到目前为止,收益管理在酒店业的研究和应用已经较为成熟,一些国际酒店集团针对自身实际情况开发了收益管理系统,还在组织结构中设立了收益管理部门。一方面,酒店应用收益管理增加了收益,但在实施过程中出现了一些问题,导致顾客不满甚至投诉,损害了酒店的长期利益。另一方面,国内外学者对酒店顾客满意度的研究多是单方面强调提高顾客满意度,较少考虑酒店提高顾客满意度的成本问题和可操作性,在一定程度上忽视了酒店的利益。因此对酒店实施收益管理影响顾客满意度的研究不仅对收益管理理论的研究进行了有益补充,为以后对收益管理影响顾客满意度的研究提供了参考,而且对促进酒店更好的应用收益管理具有实践价值。本文以大量的收益管理理论和顾客满意度理论为研究基础,重点研究酒店实施收益管理对顾客满意度的影响。首先,结合相关理论和酒店实施收益管理的具体策略,构建了基于收益管理的酒店顾客满意度研究模型,并提出相应的研究假设。然后采用问卷调查的方式收集数据,运用多种分析方法对数据进行归纳整理和统计分析,从而得出如下结论：酒店实施收益管理对顾客满意度和顾客忠诚度都有显著影响；在收益管理的实施策略中,超额预订对顾客满意度和顾客忠诚度都有显著影响,差异定价和库存控制对顾客满意度和顾客忠诚度没有显著影响,但它们都与顾客满意度和顾客忠诚度有显著性相关；因此,酒店实施收益管理应重点改进超额预订策略,它的改进能直接提高顾客满意度；差异定价和库存控制策略也应适时改进,它们的改进虽然不能直接提高顾客满意度但会有利于顾客满意度的提高。最后,从需求预测、差异定价、库存控制和超额预订四个方面提出了酒店实施收益管理对顾客满意度影响的应对策略,也指出了研究结论和展望。
[Abstract]:Up to now, the research and application of revenue management in hotel industry has been more mature. Some international hotel groups have developed revenue management system according to their own actual situation, and have also set up revenue management department in the organizational structure. The hotel application revenue management increases the revenue, but in the process of implementation, there are some problems, which lead to customer dissatisfaction or even complaints, and harm the long-term interests of the hotel. On the other hand, Domestic and foreign scholars' researches on hotel customer satisfaction are mainly focused on improving customer satisfaction, less on the cost and maneuverability of hotel customer satisfaction. Therefore, the research on the effect of revenue management on customer satisfaction is not only a useful supplement to the study of revenue management theory, It provides a reference for the future research on the impact of revenue management on customer satisfaction, and has practical value for promoting the better application of revenue management in hotels. Based on a large number of revenue management theory and customer satisfaction theory, this paper focuses on the impact of hotel revenue management on customer satisfaction. The research model of hotel customer satisfaction based on revenue management is constructed, and the corresponding research hypotheses are put forward. Then the data are collected by questionnaire, and the data are summarized and analyzed by various analysis methods. As a result, the following conclusions are drawn: hotel revenue management has a significant impact on customer satisfaction and customer loyalty, and in the implementation strategy of revenue management, over-booking has a significant impact on customer satisfaction and customer loyalty. Differential pricing and inventory control have no significant influence on customer satisfaction and customer loyalty, but they are significantly related to customer satisfaction and customer loyalty. Its improvement can directly improve customer satisfaction, differential pricing and inventory control strategies should be improved timely, although their improvement can not directly improve customer satisfaction, but will be conducive to the improvement of customer satisfaction. Finally, from four aspects of demand forecasting, differential pricing, inventory control and overbooking, the paper puts forward the strategies to deal with the impact of revenue management on customer satisfaction, and also points out the research conclusions and prospects.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F274;F224

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