酒店服务对客户体验影响：口碑中介作用

发布时间：2018-06-23 00:56

本文选题：酒店服务 + 顾客体验　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：本研究的目的是探讨酒店服务对顾客体验的影响,在当今竞争激烈的市场环境中,顾客更倾向于拥有更好的体验。酒店业正稳步扩张,但很少有公司关注提升顾客体验的因素。本研究着重关注于能够带来更好的顾客体验以及顾客价值的因素。由于互联网技术已经改变了社交媒体,所以如今口碑在创造顾客体验的过程中发挥了重要作用。酒店需要充分利用资源,改变他们的营销策略以及优化他们的公司结构,以迎接来自目标消费者市场的挑战。当前研究较少关注于酒店创造的价值,而是更多的关注于顾客偏好创造的价值。为了保持在细分市场的竞争力,酒店必须了解他们正在为他们的目标客户提供哪类具体服务。并且分析提供给顾客的酒店服务的反馈,有助于完善服务标准。本研究的另一目的是分析酒店服务对顾客体验的作用机制中是否存在中介变量以及酒店服务对顾客体验的重要性。本研究采用了定性研究方法。调查问卷依据文献综述中的资料所设计,并发放至不同的细分市场,以获取更好的反馈。为了扩大调查范围,调查问卷被翻译为三种不同的语言:英语、中文和俄语。发放的调查问卷均取得了积极的回应,但在获取更多的受访者时仍然存在局限性,因为没有足够的资源去有效定位特定的受访者。在联系受访者时,使用了不同的社交媒体平台。同事的支持对研究目的的实现也起到了很大作用。通过查阅各种不同的期刊文章,完成了文献综述,并从中了解到酒店管理者必须明白顾客究竟想要什么服务。文献指出当顾客直接或间接地受到酒店环境的影响时,低价和高质量是顾客心目中的新趋势化概念。并且文献也解释了价格、价值和顾客体验之间的关系。此外还有一点至关重要的是,酒店业应树立共同创造、共同生产的服务理念。本研究的目的是在不同因素影响顾客偏好和体验的过程中,识别要点和技巧。研究发现服务行业的公司需要利用营销技巧以应对竞争激烈的环境。本文首先确定了不同的变量,包括自变量、中介变量和因变量,之后提出假说以解释变量之间的关系。酒店服务作为一个自变量对因变量顾客体验有影响,并且口碑是二者之间的中介变量。假设1表明酒店服务对顾客体验有显著影响,这意味着顾客体验受到酒店组织所提供的服务的影响。假设2表明口碑对顾客体验有显著影响,因为在如今的科技时代,顾客体验深受社交媒体上的口碑以及关于酒店组织的信息的影响。假设3表明酒店服务对口碑有显著影响,探讨酒店业如何控制口碑。并将自变量酒店服务进一步细分为三个子变量,依次为酒店属性、服务质量和技术,探究这些子变量是如何影响口碑的。假设4在理解变量之间的关系的基础上,推断出口碑在酒店服务和顾客体验之间起到中介作用。通过分析,以上4个假设均得到了验证,表明本研究的目的已实现。本研究旨在帮助酒店更好地理解顾客通过享受酒店服务所获得体验的动态过程。本文进行了两种类型的分析,信度分析和效度分析。信度分析基于调查问卷的数据,所有调查问卷中的变量的克隆巴赫系数均大于0.7,这表明调查问卷的信度良好,可以进行后续分析。包含24个题项的酒店服务的信度值为92.9,其中子变量酒店属性(8个题项)的信度值为82.9%,服务质量(8个题项)的信度值为86.4%,技术(8个题项)的信度值为83.1%。这表明包含在变量或子变量中的题项测量结果可靠。包含7个题项的口碑的信度值为84.7%,表明这个变量中的题项测量结果可靠。包含8个项目的舒适性/顾客体验的信度值为84.1%,表明这个变量中的题项所收集的数据信度值较高。从以上分析可推断出信度值超过80%,这意味着通过调查问卷收集的数据具有较高的可靠性,可以进行后续的效度分析。在实证分析中,使用了SPSS软件,因为它能够提供可信赖的结果以及详细的描述分析,借助SPSS主要进行了相关和回归分析。方差表中的累计百分比意味着各因子累计解释的方差百分比。方差表列出了每个不同因素所解释的方差占总方差的百分比。在方差表中,所有因素的累计方差贡献率为65.837%,这意味着能够解释大部分的原始变量信息。方差表从39个题项中提取了8个公因子。特征值指因子对原有变量总方差的解释能力。由表可得因子1的特征值为14.583,大于1,这表明因子1所解释的方差占总方差的37.393%。因子2的特征值为2.387,大于1,这表明因子2所解释的方差占总方差的6.121%。因子3的特征值为2.109,大于1,这表明因子3所解释的方差占总方差的5.407%。因子4的特征值为1.555,大于1,这表明因子4所解释的方差占总方差的3.987%。因子5的特征值为1.393,大于1,这表明因子5所解释的方差占总方差的3.571%。因子6的特征值为1.35,大于1,这表明因子6所解释的方差占总方差的3.461%。因子7的特征值为1.201,这表明因子7所解释的方差占总方差的3.080%。因子8的特征值为1.099,大于1,这表明因子8所解释的方差占总方差的2.817%。在相关分析中,自变量、因变量和中介变量两两之间均显示出较强的相关性,相关系数均大于0.6。在回归分析中,两两变量之间也显示出了较强的线性关系,所得到的决定值系数均大于0.6。并且R方值表明每个变量以及子变量均对另一个变量的变化有一定的解释程度。回归分析也表明了数据分析中的标准误较小。在中介变量的分析或假设4分析中,共有两个模型。结论为加入中介变量之后,自变量的标准化系数减小,但模型的F检验和t检验仍然显著,这表明中介变量在自变量和因变量之间起到部分中介作用。如果自变量前的标准化系数变得不显著了,则表明中介变量在自变量和因变量之间起到完全中介作用。方差分析也表明了变量之间的线性关系是显著的,Sig.值均小于0.05。以上分析均证实了所收集的数据足够可靠,假设也均成立。通过分析可得变量之间存在相关性,假设成立,因而进一步证实顾客体验对酒店提供的服务的重要性。本研究主要关注于酒店服务和和顾客体验之间的关系,酒店应将客户放在首位,因此酒店提供的服务应着眼于更好的体验。正因为酒店组织受到顾客体验的影响,酒店需要建立数据库,优先考虑顾客的喜好。基于顾客数据库中的最佳的具体的体验,酒店组织应相应调整他们的服务。并且为了更好的理解顾客体验的内容及变化,酒店应该做市场调查,充分利用机会分析研究主题。甚至可以根据顾客本身提供有价值的服务,而不是提供大量的服务清单,顾客只体验了其中的几项。对于酒店组织,为顾客提供定制化服务有利于他们的品牌形象,并将节约成本、增加收入、在服务创新方面取得更大的突破。酒店需要更新他们的服务组合,以最大限度地提高他们的收入,为顾客创造更好的服务体验。在研究模型或框架中,酒店服务对顾客体验有显著直接的影响。通过分析,模型也得以证实。因此,酒店不仅需要提供更新的服务,还需要改进以前的受欢迎的服务,以创造更大的价值,带来更好的顾客体验。因为该研究为本人在中国求学时所做,在进行研究的过程中出现了一些不确定和意想不到的问题。如发放调查问卷时,无法访问一些网站。但是在老师的支持下,研究得以顺利进行,并得出了有效的研究结果。酒店服务可以以特定的方式进行设计,以进一步增强公司的运营,改善客户体验。由于口碑对客户体验的影响,通过假设证明了这一点。那么现在,酒店企业需要在社交媒体平台上保持口碑的轨迹,并控制其对酒店服务的含义。那么,那位顾客对他所提供的服务感到高兴和满意。酒店的信息和服务也是通过分析和假设证明了专家的口碑。所以酒店企业应该在客户体验之前对口碑进行控制。酒店公司可以使客户的运营更加透明,更好地了解客户在体验酒店体验之前将会经历什么,客户可以从社交媒体平台和口碑相关的在线平台获得可靠的信息服务。
[Abstract]:The purpose of this study is to explore the impact of hotel service on customer experience. In today's competitive market environment, customers are more likely to have a better experience. The hotel industry is steadily expanding, but few companies are concerned about improving the customer experience. This study focuses on the ability to bring better customer experience and customer value. Because Internet technology has changed social media, word of mouth now plays an important role in creating a customer experience. Hotels need to make full use of resources, change their marketing strategies and optimize their company structure to meet the challenges from the target consumer market. Current research is less concerned with wine. The value created by the store is more concerned with the value created by the customer's preference. In order to maintain the competitiveness of the market, the hotel must understand what kind of specific services they are providing for their target customers. And the feedback of the hotel services provided to the customers helps to improve the service standards. The other purpose of this study is to This study adopts the qualitative research method. The questionnaire is designed according to the information in the literature review and is distributed to different segments to get better feedback. The questionnaire was translated into three different languages: English, Chinese and Russian. The questionnaires were all positive, but there were still limitations in obtaining more interviewees, because there was no sufficient resources to effectively locate specific interviewees. Support has also played a significant role in the realization of research purposes. Through consulting a variety of periodical articles, the literature is completed and the hotel manager must understand what the customer wants to serve. The literature points out that when the customer is directly or indirectly affected by the hotel environment, low price and high quality are the customers' minds. And the literature also explains the relationship between price, value and customer experience. In addition, it is crucial that the hotel industry should set up a concept of common creation and CO production. The purpose of this study is to identify key points and techniques in the process of influencing customer preferences and experiences. Business companies need to use marketing skills to cope with the competitive environment. This paper first identifies different variables, including independent variables, intermediary variables and dependent variables, and then proposes a hypothesis to explain the relationship between variables. Hotel services as a independent variable have an impact on the dependent customer experience, and the word of mouth is between the two. Suppose 1 shows that hotel service has a significant impact on customer experience, which means the customer experience is affected by the service provided by the hotel organization. Hypothesis 2 shows that word of mouth has a significant impact on the customer experience, because in this age of technology, the customer experience is well received by the social media and the information about the hotel organization. Hypothesis 3 shows that the hotel service has a significant impact on the word of mouth and how the hotel industry controls the word of mouth. The hotel service is further subdivided into three sub variables, which are Hotel attributes, service quality and technology in order to explore how these subvariables affect the word of mouth. The false set 4 is based on the relationship between the understanding of variables. The export monument plays an intermediary role between the hotel service and the customer experience. Through the analysis, all the above 4 hypotheses have been verified to show that the purpose of this study has been realized. This study aims to help the hotel to better understand the dynamic process of customer experience gained through the enjoyment of the hotel service. This paper carries out two types of analysis, reliability analysis. The reliability analysis based on the questionnaire data, the clone Bach coefficient of all the variables in the questionnaire is more than 0.7, which indicates that the reliability of the questionnaire is good and can be followed up. The reliability value of the hotel service containing 24 items is 92.9, and the reliability value of the sub variable hotel property (8 items) is 82.9%. The reliability value of the 8 items (8 items) was 86.4%, and the reliability value of the technology (8 item items) was found to indicate that the item item measurement results included in the variable or Subvariable were reliable. The credibility of the word of mouth containing 7 items was 84.7%, indicating that the item measurement results in this variable were reliable. The reliability value of the comfort / customer experience of the 8 items included the reliability value of the item. 84.1%, it shows that the data collected in this variable has a high reliability value. From the above analysis, the reliability value is more than 80%, which means that the data collected through the questionnaire has high reliability and can be followed by the follow-up validity analysis. In the empirical analysis, the SPSS software is used because it can provide reliable results. The cumulative percentage in the variance table means the percentage of variance explained by each factor. The variance table lists the percentage of the variance accounted for by each factor. In the variance table, the cumulative variance contribution rate of all factors is 65.837%, which is 65.837%, It means to explain most of the original variable information. The variance table extracts 8 common factors from 39 items. The eigenvalue refers to the explanatory ability of the factor to the total variance of the original variable. The eigenvalue of the table available factor 1 is 14.583 and is greater than 1, which indicates that the characteristic value of the variance accounted for the 37.393%. factor 2 of the total square difference of the factor 1 is 2.387, which is greater than that of the factor 1. 1, this indicates that the eigenvalue of the 6.121%. factor 3 of the variance accounted for by factor 2 is 2.109, greater than 1, which indicates that the eigenvalue of the 5.407%. factor 4 of the variance accounted for by factor 3 is 1.555 and is greater than 1, which indicates that the eigenvalue of the 3.987%. factorson 5 explained by factor 4 is 1.393, greater than 1, indicating factor 5. The eigenvalue of the 3.571%. factor 6 of the variance account for the total variance is 1.35, more than 1, which indicates that the eigenvalue of the 3.461%. factor 7 of the variance accounted for the total variance of factor 6 is 1.201, which indicates that the eigenvalue of the variance accounted for the 3.080%. factor 8 of the variance account for the factor 7 is 1.099, which is greater than 1, which indicates that the variance accounted for by factor 8 account for 2. of the total variance of 2.. 817%. in the correlation analysis, the independent variable, the dependent variable and the intermediate variable 22 showed a strong correlation, the correlation coefficient was greater than 0.6. in the regression analysis, the 22 variables also showed a strong linear relationship, the determined value coefficient was greater than 0.6. and the R square value indicated that each variable and the sub variable were all to the other. The variation of the variable has a certain degree of explanation. The regression analysis also shows that the standard error in the data analysis is smaller. There are two models in the analysis of intermediary variables or in the hypothesis 4 analysis. The conclusion is that the normalized coefficient of the independent variable is reduced after the intermediate variable is added, but the F test and t test of the model are still significant, which indicates that the intermediary variable is in If the normalization coefficient before the independent variable is not significant, it shows that the intermediate variable plays a complete intermediary role between the independent variable and the dependent variable. The analysis of variance also shows that the linear relationship between the variables is significant, and the Sig. values are both less than 0.05. proved to be accepted. The data of the set are reliable enough and the assumptions are all set up. By analyzing the correlation between the available variables, the hypothesis is set up, and the importance of the customer experience to the hotel is further confirmed. This study focuses on the relationship between the hotel service and the customer experience. The wine shop should put the customer first, so the hotel provides the service. Because hotel organizations are affected by the customer experience, hotels need to set up a database to give priority to customer preferences. Based on the best specific experience in the customer database, hotel organizations should adjust their services accordingly. In order to better understand the content and changes of the customer experience, the hotel should It is time to do market research and make full use of the opportunity to analyze the subject. It can even provide valuable services based on the customer itself, rather than providing a large list of services. Customers only experience a few of them. For the hotel organization, the customized service for the customers is beneficial to their brand image, and will save the cost and increase the income. A greater breakthrough has been made in service innovation. Hotels need to update their service portfolios to maximize their income and create a better service experience for customers. In research models or frameworks, hotel services have a significant direct impact on customer experience. To provide updated services, we also need to improve the previous popular service to create greater value and bring better customer experience. Because the research was done in China when I was studying in China, there were some uncertain and unexpected problems in the process of research. With the support of the teacher, the research was carried out smoothly and the results of the study were effective. Hotel services could be designed in a specific way to further enhance the operation of the company and improve the customer experience. Keep the track of the word of mouth on the platform and control the meaning of its service to the hotel. Then, the customer is happy and satisfied with the service he provides. The information and service of the hotel also prove the reputation of the expert through analysis and hypothesis. So the hotel company should control the word of mouth before the customer experience. The customer's operation is more transparent, better understanding what the customer will experience before experiencing the hotel experience, and customers can get reliable information services from the social media platform and the online platform related to the word of mouth.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.2

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