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论文编号：	721
作者编号：	20022472
上传时间：	2008/6/20 16:37:39
中文题目：	饭店业服务质量与顾客行为意向关
英文题目：	A Study on the Relationships B
指导老师：	张金成
中文关键字：	饭店业 服务质量 顾客价值 顾
英文关键字：	Hotel industry Service quali
中文摘要：	摘 要 中国旅游业的大发展始于1978年的改革开放，饭店作为旅游业接待能力的重要标志，已历经了30年的发展历程，从1978年全国仅有200余家饭店的供不应求状况，发展到2006年的12751家，宏观规模上有了质的飞跃；但是微观方面企业经营绩效不佳。饭店是我国旅游业中与国际接轨最早和最全面的部门，国外酒店自八十年代初登陆中国大陆以来，迄今为止国际知名酒店集团均已进入中国。而伴随中国加入世贸组织，更加速了这一步伐，更多的国外品牌从豪华到经济档的酒店纷纷登陆中国市场，中国的饭店业市场出现了国内竞争国际化和国际竞争国内化的局面。面对激烈的市场竞争，如何提高服务质量、提升顾客感知价值和满意度，以期留住老顾客并吸引更多的新顾客，将是饭店企业实现经济效益之根本。 在服务管理领域，对于服务质量、顾客价值、顾客满意、顾客行为意向的研究已经进行了较多的探索，并取得了一定的成果。但是我们也注意到，不同的学者基于不同行业的研究却得出了不同、甚至是相互矛盾的结论。因此，如何基于一般服务行业已有的研究成果，结合饭店业的特点，提出适合该行业的服务质量变量和行为意向变量的测量维度，并探索服务质量对顾客行为意向的直接和间接影响路径，成为本研究的目的之一。 以往的研究更多地停留在变量层面探讨几个变量之间的关系，深入到维度层面的并不多见；或者在维度层面展开研究，但涉及的变量较少，一般为两个。因此结合饭店业特点的深入系统研究还存在一定的空间。本研究将不仅在变量层面，探讨以顾客满意作为中间变量的服务质量与顾客行为意向之间的关系；并在多个变量的维度层面上，展开深入系统的研究，探讨影响饭店企业顾客行为意向的路径。这是本文的另一主要研究目的所在。 基于以上分析，本文在以往一般服务行业已有研究成果的基础上，构建了饭店业服务质量与顾客行为意向关系的概念化模型并提出了研究假设，正式调研以天津市的20家饭店企业为调研对象，发放问卷450份，收回有效问卷364份。通过SPSS和LISREL统计分析，验证了饭店企业影响顾客行为意向的路径。 在论文框架结构上，全文分为八章。第一章，绪论。阐述本文的选题背景、研究意义，介绍研究的思路、论文结构以及本文的研究方法。 第二章，相关文献回顾与评析。 针对本文出现的相关变量的概念和理论分别进行文献回顾。 第三章，研究对象的特征分析。针对论题涉及到的主要变量，探讨了饭店企业产品的特性，饭店业务运作流程，对饭店的顾客特征进行了分析。第四章，研究的变量与理论模型。本章为概念化模型的开发、设计与发展过程。通过对一般行业相关变量概念、变量关系的研究，构建了饭店业服务质量与顾客行为意向关系的概念化模型。第五章，研究的理论假设与测量模型。本章探讨了变量间及变量各维度间的相互关系，提出了本文的研究假设。第六章 定量研究设计。本章主要讨论本文所使用的结构方程模型分析方法，问卷设计过程，数据分析方法以及预调研分析。第七章，模型与假设的实证检验。按照前述的定量分析流程，涵盖了问卷正式调研的描述统计分析，问卷的效度、信度检验，数据的LISREL统计分析，验证所提假设是否成立。第八章，研究发现与结论。总结主要的研究结论及对饭店企业管理实践的启示，同时阐述本研究的创新点和局限性，提出对后续研究的建议。 本研究的主要贡献集中在以下几个方面。 1．服务质量的测量方面：借鉴PZB等学者在服务领域的研究成果，并综合考虑了已有的LODGQUAL, HOESERVE, LODGSERV，LQI等饭店业服务质量测量工具，通过对天津市20家星级饭店的实证分析，构建了具有饭店行业特点的包括自信性、沟通性、有形性、可靠性、响应性等的饭店企业服务质量的测评维度，我们用自信性和沟通性两个维度替换了原SERVQUAL中的保证性和移情性，并开发了各构成维度的表征。 2．综合运用服务企业已有的研究成果，提出了与饭店企业服务质量相关的含推荐意愿、价格容忍、抱怨意向、重购意愿四个子变量的顾客行为意向的测量维度，并对各子变量的内涵和表征进行了开发设计。 3．本研究吸纳了相关学者的研究成果，应用理论推演的研究方法，以顾客满意为调节变量，提出了饭店服务质量与顾客行为意向相关的理论假设，应用调查问卷和结构方程分析方法，验证了在饭店企业服务质量各维度对顾客行为意向各维度的直接影响，以及服务质量各维度通过调节变量顾客价值和顾客满意间接影响顾客行为意向的路径。 4．将该模型应用于饭店行业的系统研究方面 （1）在变量层面上，以往的研究对某些变量间的关系仍存争议，本文进一步在饭店业验证各变量之间的关系； （2）在变量测量的维度层面上，将各变量维度进行细分，将调节变量顾客满意分为顾客情感和顾客评价两个子变量；将因变量顾客行为意向分为态度意向和行为意向两个子变量，并探讨了各子变量之间的影响路径。 关键词：饭店业 服务质量 顾客价值 顾客满意 顾客行为意向
英文摘要：	Abstract Tourism industry fast development in China initiated from the open policy in 1978. Hotel sector, as the tourism industry reception capacity indicator, has already experienced 30 years development. It has great change in terms of hotel quantity from only about 200 hotels in 1978 to 12751 ones in 2006. But the performance of these hotel enterprises does not keep pace with the quantity change. Since the first international hotel stepped into China in early 1980s, almost all the famous international hotel chains from the luxury to the economy ones have already entered into China mainland. This trend is speed up by China entry into WTO. These hotels compete each other seriously within China and also abroad. The current situation in the hotel market makes it very important to improve the hotel service quality, the customer perceived value and customer satisfaction in order to retain the existed customer and attract new customers to realize the hotel economic goals. In the service management field, some scholars have already finished some researches and gotten achievements on the relationship between service quality, customer satisfaction and behavioral intention. Meanwhile I also noticed that different scholar got different, even conflict conclusions when they did their research in different industry. Based on the achievements in the common service field and also considering the hotel industry characteristics, how to develop the hotel service quality and customer behavioral intention dimensions and to identify the direct and indirect impact paths of service quality on the behavioral intention will be the main purposes of this research. Some of the past literatures conducted researches at the variable level instead of at the dimension level; and some other literature did researches at the dimension level but discussed only a few variables, usually two but not four. So there are still some space existed for the comprehensive research in the hotel industry. This dissertation will not only discuss the relationship of service quality and behavioral intention at the variable level with customer satisfaction as a mediator, but also further explore this relationship at the dimension level of multi-variables in order to find impact path in hotel industry. Based on the literature review and research achievements in common industries, this dissertation constructs the theoretical concept model and the hypothesis test model. The survey was conducted in 20 hotels in Tianjin with the assistant of tourism administration department of Tianjin municipal tourism bureau. I distributed 450 questionnaires and got 364 of them back. Using the SPSS and LISREL (Linear Structural Relationships) statistics tools, this dissertation tests the impact paths of hotel service quality of customer behavioral intention at both the variable level and the dimension level. The whole dissertation includes 8 chapters. The first chapter introduces the research background, theoretical and realistic significance, the logic clue and the outline of the dissertation. The second chapter is the relative literatures review. It includes 5 parts with each part focuses on one variable and the last part addresses the further research space existed. The third chapter is the research objective analysis which covers the hotel enterprises operation, hotel products and hotel customer analysis. Chapter 4 develops the theoretical concept model of the variables. Chapter 5 is about the hypotheses and test model. Chapter 6 explains the design of empirical study. It focuses on the research method used in this dissertation, the questionnaire developing process and the pilot study analysis. Chapter 7 is the empirical test process of the hypotheses and conceptual model. It includes descriptive statistical analysis, questionnaire validity and reliability test analysis, and the LISREL statistic analysis process to test each hypothesis accepted or rejected. Chapter 8 is the findings discussion and conclusion. It is the summary of the whole research, and also presents the management implication, the research limitation, and future research directions. The contributions of this research fall into following aspects. 1. Integrating the PZB research achievement together with LODGQUAL, HOESERVE, LODGSERV and LQI, this dissertation develop the hotel service quality dimensions and the indicators in each dimension. 2. Developed the hotel customer behavioral intention dimensions and indicators. 3. This research constructed the concept model of the hotel service quality dimension and customer behavioral intention dimension with the customer perceived value and customer satisfaction as mediators. Hypotheses of direct impacts and indirect impacts at both the variable level and the dimension level are tested via the hotel survey and empirical test. 4. The application of the comprehensive model in the hotel industry in Tianjin contributes management implications to local hotel industry practices. Key Words： Hotel industry Service quality Customer perceived value Customer satisfaction Customer behavioral intention
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