饭店服务接触对顾客感知价值和顾客忠诚的影响研究
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摘要
随着我国饭店数量的剧增,饭店业竞争日趋激烈,饭店服务人员与顾客间人际接触作为服务传递的基本平台,其重要性日益被人们所认可。服务人员与顾客交互的每一个瞬间都能让顾客产生对饭店或是服务的直观感受,因此,饭店应加强对服务接触点的管理,力争在每一个接触点上都能让顾客做出较高的评价。
本论文从狭义服务接触(即服务人员与顾客间接触)的角度出发,探讨其同顾客感知价值和顾客忠诚的关系。首先,笔者在对国内外相关文献进行梳理和归纳的基础上,构建了研究模型,提出研究假设。而后笔者设计问卷并取得数据,使用统计软件验证研究假设。最后,笔者得出研究结论,提出改进措施。
本文的主要研究结论如下:服务接触指标分布在服务人员语言能力、服务态度、仪表仪容、行为方式和行为技能五大维度;服务接触对顾客感知价值有重要的意义,但服务接触各维度对感知价值各维度的影响存在差异;服务态度对顾客价格价值影响更大,行为方式对顾客情感价值影响更大,行为方式对顾客质量价值影响更大;感知价值各维度对顾客忠诚均有显著正向影响,其中质量价值对顾客忠诚的影响最大。服务接触中所有的因子无显著直接影响顾客忠诚,均通过感知价值的中介作用影响顾客忠诚。
With the dramatic increase in the number of China's hotel, hospitality industry is facing more intensive competition. The importance of encounters between employees and customers, which is a basic service delivery platform, is increasingly being recognized by all people. Every moment that employees interacting with customers leads to pairs of hotels or services in an intuitive feelings of customers. Therefore, the hotels should strengthen the management of the points of service encounter, striving for higher assessment from customers of every point of encounter.
This thesis intends to explore the relationship between service encounter, perceived value and customer loyalty in the view of narrow service encounter (ie, the encounte between the hotel employee and customer ). First of all, on the basis of literature review, the author construct research model and put forward the hypothesis. Secondly, the author carriy out questionnaire design, get relevant data, and verify the hypothesis through statistical software. Finally, the author draw conclusions and provide suggestions of service encounter management.
The main conclusions of this study are showed as follows: Service encounter is consisted of staff language skills, service attitude, instrument appearance, behavioral manner and behavioral skills in five dimensions; Perceived value has an important meaning to service encounter, but the weights are different; Service attitude has the greatest impact on price value; behavioral manner has the greatest impact on sentimental value; behavioral manner has the greatest impact on quality value. All dimensions of perceived value significantly affect on customer loyalty which quality value has the greatest impact on. All factors of services encounter have no significantly effect on customer loyalty, but affect customer loyalty through the intermediary role of perceived value.
本论文从狭义服务接触(即服务人员与顾客间接触)的角度出发,探讨其同顾客感知价值和顾客忠诚的关系。首先,笔者在对国内外相关文献进行梳理和归纳的基础上,构建了研究模型,提出研究假设。而后笔者设计问卷并取得数据,使用统计软件验证研究假设。最后,笔者得出研究结论,提出改进措施。
本文的主要研究结论如下:服务接触指标分布在服务人员语言能力、服务态度、仪表仪容、行为方式和行为技能五大维度;服务接触对顾客感知价值有重要的意义,但服务接触各维度对感知价值各维度的影响存在差异;服务态度对顾客价格价值影响更大,行为方式对顾客情感价值影响更大,行为方式对顾客质量价值影响更大;感知价值各维度对顾客忠诚均有显著正向影响,其中质量价值对顾客忠诚的影响最大。服务接触中所有的因子无显著直接影响顾客忠诚,均通过感知价值的中介作用影响顾客忠诚。
With the dramatic increase in the number of China's hotel, hospitality industry is facing more intensive competition. The importance of encounters between employees and customers, which is a basic service delivery platform, is increasingly being recognized by all people. Every moment that employees interacting with customers leads to pairs of hotels or services in an intuitive feelings of customers. Therefore, the hotels should strengthen the management of the points of service encounter, striving for higher assessment from customers of every point of encounter.
This thesis intends to explore the relationship between service encounter, perceived value and customer loyalty in the view of narrow service encounter (ie, the encounte between the hotel employee and customer ). First of all, on the basis of literature review, the author construct research model and put forward the hypothesis. Secondly, the author carriy out questionnaire design, get relevant data, and verify the hypothesis through statistical software. Finally, the author draw conclusions and provide suggestions of service encounter management.
The main conclusions of this study are showed as follows: Service encounter is consisted of staff language skills, service attitude, instrument appearance, behavioral manner and behavioral skills in five dimensions; Perceived value has an important meaning to service encounter, but the weights are different; Service attitude has the greatest impact on price value; behavioral manner has the greatest impact on sentimental value; behavioral manner has the greatest impact on quality value. All dimensions of perceived value significantly affect on customer loyalty which quality value has the greatest impact on. All factors of services encounter have no significantly effect on customer loyalty, but affect customer loyalty through the intermediary role of perceived value.
引文
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