基于SERVQUAL理论的酒店服务质量评价体系构建及实证

发布时间：2018-04-11 19:46

本文选题：酒店服务质量 + 天津高星级酒店　；参考：《广西师范大学》2017年硕士论文

【摘要】：近些年来,酒店业作为我国发展速度最快的行业市场前景十分广阔,是尽管酒店业发展迅速,但是竞争也日趋剧烈。酒店业竞争本质上就是服务质量的竞争,酒店服务质量的好坏,决定了顾客是否会购买其产品,简而言之,会对顾客的选择产生决定性影响,,随之严重影响到酒店的经营成果。在诸多不同级别的酒店中,五星级酒店拥有优质高级的服务,作为酒店行业中的佼佼者,五星级酒店的存在被视作酒店业中最高档最豪华的一类酒店,因此,对五星级酒店的服务质量进行研究,对提升市场竞争力具有代表意义。如今各类酒店硬件条件都大体类似,每个酒店就要加强提高自己的服务质量,从而发展出自己酒店的特色。由此可见,建立一个系统、客观的评价酒店服务质量的体系模型,并且运用相应的措施控制其质量显得尤为重要。首先搜索关于酒店服务质量内涵、星级酒店服务质量评价与控制体系的文献,依次分析讨论对酒店服务质量的顾客评价、组织评价与第三方评价,并将其作为建立服务质量体系模型的理论基础。其次,为了让本次研究更有针对性,,结合五星级酒店的特点对SERVQUAL量表进行少许改良,并通过服务质量差距模型对其进行深入研究。最后锁定了八家天津市的五星级酒店,运用经过改良的SERVQUAL量表作为调查问卷。本次调查共发出了 175份问卷并且最终全部回收,其中有15份因其提供数据资料不完全及填写格式不规范被判为无效问卷,另外的160份则是有效的调查问卷,有效问卷的回收率是91.43%。运用EXCEL进行统计整理,分析得出每个评价指标的服务质量与相对权重,然后得出六个维度的服务质量与相对重要程度。分析结果显示:虽然得分最高的是有形性的,但是其重要程度却是最低的。在本次分析中,五星级酒店服务质量不足的重点所在呼之欲出,顾客更多在乎的是无形性而不是有形性,这提醒酒店的管理人员需要对此投入更多的关注。综上所述,文本主要采用的模式主要是访谈调研,并收集组织评价指标。参考《旅游饭店星级的划分与评定》一书,收集第三方评价指标的相关规定,为五星级酒店服务质量评价与控制体系奠定基础。该模型的评价体系与控制体系相辅相成,是一个循环的闭路系统,由三方评价指标与服务质量控制措施组成。在建立了上述模型之后,为了对该模型进行验证,本文选用天津市的八家五星级酒店作为样本,并且对这些八星级酒店的服务质量做了排名。
[Abstract]:In recent years, the hotel industry, as the fastest growing industry in China, has a very broad market prospect. Although the hotel industry is developing rapidly, the competition is becoming increasingly fierce.The competition of hotel industry is essentially the competition of service quality. The quality of hotel service determines whether the customer will buy its products. In short, it will have a decisive impact on the choice of customers, and will seriously affect the management results of the hotel.Among the many different levels of hotels, five-star hotels have high quality and high quality service. As the best in the hotel industry, the existence of five-star hotels is regarded as one of the highest and most luxurious hotels in the hotel industry, so,The research on the service quality of five-star hotel is of great significance to the promotion of market competitiveness.Now all kinds of hotel hardware conditions are similar, each hotel should strengthen their own service quality, and develop their own hotel characteristics.Therefore, it is very important to establish a system to objectively evaluate the hotel service quality and control the quality of hotel service.First of all, we search the literature about the connotation of hotel service quality, the evaluation and control system of star hotel service quality, and then analyze and discuss the customer evaluation, organization evaluation and third party evaluation of hotel service quality in turn.It is regarded as the theoretical basis of establishing service quality system model.Secondly, in order to make this study more targeted, combined with the characteristics of five-star hotels, the SERVQUAL scale is slightly improved, and the service quality gap model is used to further study it.Finally, eight five-star hotels in Tianjin were targeted and the modified SERVQUAL scale was used as the questionnaire.A total of 175 questionnaires were sent out and eventually recovered, 15 of which were found to be invalid because of incomplete data provided and irregular form of filling, and the remaining 160 were valid questionnaires.The recovery rate of valid questionnaire was 91.43.By using EXCEL, the service quality and relative weight of each evaluation index are analyzed, and then the service quality and relative importance of six dimensions are obtained.The results show that although the highest score is tangible, but its importance is the lowest.In this analysis, the focus of five-star hotel service quality is pressing, customers care more about invisibility than tangible, which reminds hotel managers to pay more attention to it.To sum up, the main model of the text is interview and research, and collect organizational evaluation indicators.Referring to the book "the Division and Evaluation of Tourism Hotel Stars", this paper collects the related regulations of the third-party evaluation index, and lays the foundation for the service quality evaluation and control system of the five-star hotel.The evaluation system and control system of the model complement each other, and it is a closed loop system, which is composed of tripartite evaluation index and quality of service control measures.In order to verify the model, eight five-star hotels in Tianjin are selected as samples, and the service quality of these eight-star hotels is ranked.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.2

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