经济型酒店服务质量对顾客公民行为的影响研究

发布时间：2018-03-14 18:01

本文选题：经济型酒店　切入点：服务质量　出处：《湖北大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着服务业,尤其是旅游业的迅速发展,饭店业的竞争也越发激烈。近年来,经济型酒店更是异军突起,得到了迅猛发展。同时,消费者对服务质量的敏感程度也逐步提升,越来越多的消费者开始呼吁较高的服务质量。服务产品不仅包含着有形的物质产品,而且更多的灌注了无形的服务,服务质量的好坏更多地决定了顾客的质量感。基于关系营销,服务产品的特性又增加了消费者的消费风险,于是消费者往往会通过各种途径来降低这种风险。在此过程中,消费者更加倾向于搜集和相信来自亲人或朋友或其他消费者的类似经验的信息,而不是饭店业自身的营销信息。与此同时,有研究者发现,消费者在饭店消费的过程中,在某种程度上也会扮演者饭店“员工”的角色,与饭店形成某种关系,有学者沿用了组织公民行为的概念提出了“顾客公民行为”这一概念。鉴于此,笔者揣摩能否通过提高酒店的服务质量来引导和激发顾客公民行为,使消费者成为酒店的营销者,以此来增加酒店的利润。但目前,关于服务质量是否会直接影响顾客公民的研究还比较欠缺。因此,关于服务质量与顾客公民行为的关系研究就变得十分必要。本研究以期望不一致理论和社会交换理论为支撑,以服务质量为前因变量,以顾客公民行为为结果变量,探讨服务质量与顾客公民行为间是否存在直接的因果关系。本研究采用问卷调查法进行实证研究,以入住过经济型酒店的顾客为研究主体,并运用Spss对数据进行效度分析和信度分析,运用AMOS对变量的影响路径进行分析,得出以下研究结论： (1)经济型酒店的服务质量包括有形性、可靠性、响应性、保证性、移情性和便捷性六个维度。 (2)中国经济型酒店顾客公民行为的维度同样可以划分为推荐、帮助其他顾客和反馈信息三个维度。 (3)有形性、响应性、保证性和便捷性只影响顾客公民行为的部分维度；可靠性、移情性对顾客公民行为各个维度的正向影响显著； (4)经济型酒店的服务质量会直接影响顾客公民行为,但影响的路径系数普遍偏低。
[Abstract]:With the rapid development of the service industry, especially the tourism industry, the competition in the hotel industry is becoming more and more fierce. In recent years, the economy hotel has developed rapidly. At the same time, consumers' sensitivity to the service quality has been gradually increased. More and more consumers are calling for higher service quality. Service products not only include tangible material products, but also more intangible services. The quality of service determines the customer's sense of quality. Based on the relationship marketing, the characteristics of the service product increase the consumer's consumption risk, so consumers tend to reduce the risk through various ways. Consumers are more likely to collect and believe information about similar experiences from relatives or friends or other consumers, rather than marketing information from the hotel industry itself. At the same time, some researchers have found that consumers are spending in restaurants. To some extent, it also plays the role of "employee" in the hotel and forms a certain relationship with the hotel. Some scholars have adopted the concept of organizational citizenship behavior and put forward the concept of "customer citizenship behavior." in view of this, I wonder if we can improve the service quality of the hotel to guide and stimulate the customer citizenship behavior, make the consumer become the hotel marketer, so as to increase the hotel profit. But at present, The research on the relationship between service quality and customer citizenship behavior is not enough. Therefore, it is necessary to study the relationship between service quality and customer citizenship behavior. This study is supported by the expectation inconsistency theory and the social exchange theory, takes the quality of service as the pre-dependent variable, and the customer citizenship behavior as the result variable. To explore whether there is a direct causal relationship between service quality and customer citizenship behavior, this study uses questionnaire method to carry out an empirical study, taking the customers who have stayed in the economy hotel as the main body of the study. Spss is used to analyze the validity and reliability of the data, and AMOS is used to analyze the influence path of variables. The following conclusions are obtained:. The service quality of economy hotel includes six dimensions: tangible, reliability, response, assurance, empathy and convenience. 2) the dimensions of customer citizenship behavior in economic hotels in China can also be divided into three dimensions: recommendation, helping other customers and feedback. (3) materiality, responsiveness, assurance and convenience only affect some dimensions of customer citizenship behavior, reliability and empathy have a significant positive impact on each dimension of customer citizenship behavior. 4) the service quality of economy hotel will directly affect customer citizenship behavior, but the path coefficient is generally low.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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