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论文编号：	2155
作者编号：	2120052000
上传时间：	2010/4/28 16:42:10
中文题目：	服务质量、顾客满意、顾客忠诚与企业绩效
英文题目：	Service Quality, Customer Satisfaction, Customer Loyalty, Company Performance
指导老师：	范秀成
中文关键字：	服务质量 顾客满意 顾客忠诚 企业绩效
英文关键字：	Service Quality, Customer Satisfaction, Customer Loyalty, Company Performance
中文摘要：	改革开放以来，我国酒店行业经历了长足的发展，目前已经成为我国开放程度较高、市场化程度比较充分的行业。最近几年，酒店业面临生产过剩、竞争激烈的局面，国外大型酒店集团纷纷进入中国，造成国内酒店业竞争态势进一步激烈。因此，酒店企业如何在竞争中赢得消费者、战胜其他对手就成为了一个非常现实的问题。从竞争优势的角度来看，服务质量将是一个非常有力的武器。 本研究回顾了前人研究成果，探讨了服务质量的三个构面：结果质量、实体环境质量和交互质量，引入了顾客满意和顾客忠诚，将这些变量和企业绩效纳入到一个模型中进行考察，通过实证研究的方法探讨酒店服务质量、顾客满意、顾客忠诚和企业绩效的关系。 为深入研究在不同类型酒店中服务质量扮演的角色，本研究将四星级和五星级酒店归入高档酒店一类，而将二星级、三星级和其他类型酒店纳入到普通酒店一类。本研究运用SPSS13.0软件进行分析，实证检验了16个假设，得出了以下结论： 第一，对于高档酒店，良好的结果质量和交互质量都可以显著地提高顾客满意，而实体环境质量则不能显著地提高顾客满意，交互质量扮演了比结果质量更加重要的角色；良好的结果质量和交互质量都可以显著地提高顾客忠诚，而实体环境质量则不能显著地提高顾客忠诚,结果质量扮演了比交互质量更重要的角色。 第二，对于普通酒店，良好的结果质量和交互质量都可以显著地提高顾客满意，而实体环境质量则不能显著地提高顾客满意，结果质量扮演了比交互质量更加重要的角色；良好的实体环境质量和交互质量都可以显著地提高顾客忠诚，而结果质量则不能显著地提高顾客忠诚,交互质量扮演了比实体环境质量更加重要的角色。 第三，无论对何种酒店，顾客满意对于顾客忠诚均有显著的正面影响，顾客忠诚对企业绩效均有显著的正面影响。 实证研究结果对管理人员的启示是：服务质量的提高可以为企业带来经营绩效上的改善，酒店企业需要大力提升服务质量；对于高档酒店，需要着重提高结果质量和交互质量，而对于普通酒店，则需要全方位的提高结果质量、实体环境质量和交互质量，尤其需要重视交互质量。
英文摘要：	The hotel industry develops fast after the reform and opening up. The marketization level of the industry is very high. In recent years, the competition and overproduction in this industry is serious, and the entrance of foreign company makes the situation more serious. So it becomes a realistic question how the hotels attract customers and defeat competitors. From the view of competitive advantage, service quality is a powerful weapon. The study makes a review of the former research and makes a discussion of the three aspects of service quality: the outcome quality, the physical environment quality and the interaction quality. Then we take the three kinds of quality, customer satisfaction, customer loyalty and company performance into one model. The purpose of this study is to find the relationships among the six variables. In order to make a deep study of the role of service quality in different kinds of hotels, we divide the hotel into two kinds: high-class hotels and low-class hotels. The five star hotels and the four star hotels are high-class hotels, other hotels are the low-class hotels. We use SPSS13.0 to analyse 16 hypotheses and get the following conclusions: First of all, to high-class hotels, excellent outcome quality and interaction quality can significantly improve customer satisfaction, but the physical environment quality can’t significantly improve customer satisfaction, and the interaction quality plays a more important role; excellent outcome quality and interaction quality can significantly improve customer loyalty, but the physical environment quality can’t significantly improve customer loyalty, and the outcome quality plays a more important role. Secondly, to low-class hotels, excellent outcome quality and interaction quality can significantly improve customer satisfaction, but the physical environment quality can’t significantly improve customer satisfaction, and the outcome quality plays a more important role; excellent physical environment quality and interaction quality can significantly improve customer loyalty, but the outcome quality can’t significantly improve customer loyalty, and the interaction quality plays a more important role. Thirdly, to all kinds of hotels, customer satisfaction has positive influence on customer loyalty, and customer loyalty has positive influence on company performance. The results of empirical study tell us that the improvement of service quality can improve company performance, so all kinds of hotels should improve service quality. The high-class hotels should pay more attention to outcome quality and interaction quality. The low-class hotels should improve three aspects of service quality and pay more attention to interaction quality.
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