摘要
我国的快捷酒店在过去十年间迅速发展,规模扩大的同时也陷入了激烈的市场竞争。在严格的成本控制背景下,快捷酒店应该从哪些方面提升服务质量以改善顾客体验,获取长期竞争优势,这方面的研究还鲜见。文章以携程网上已经消费的顾客对成都、北京、广州三个城市的1403家快捷酒店的各项网络评分为研究对象,使用方差分析法,从位置、卫生、设施、服务和印象评分等五个项目,研究消费者对快捷酒店服务质量的感知。结果显示卫生评分最高,印象评分最低,说明消费者对酒店卫生还是比较满意的,但酒店整体的服务质量与消费者预期有一定差距。现阶段快捷酒店应专注产品品质,加强对加盟店的监管,将严格的卫生标准和服务水准落实到实处,以弥补位置和设施的不足。从长期来看,快捷酒店集团应逐步降低旗下经济型酒店的占比,拓展利润空间更大的中档酒店比重,通过质的优化走出恶性价格竞争的泥潭。
With the rapid development of the express inn sector in China in the past decade, there is a fierce market competition. Based on strict cost control, it is of great importance for express inns how to improve the quality of service, obtain the long -term competitive advantage. The article takes the scores from Online customer in The Ctrip for 1403 express inns＇satisfaction ratings in Chengdu, Guangzhou and Beijing for examples, and studies the consumer of express inns service quality perception from position, Hygiene, facilities, services and impression score five dimensions through variance analysis method. Results show that the Hygiene is the highest rated and the impression score is the lowest. It is easy to get that consumers are satisfied with Hygiene, hut there is a long way to go for the whole service quality of express inns to meet consumer expectations. Express inns should pay more atten- tion to product quality, supervision of its franchisees, the strict hygiene standards and the service level to make up for the inadequacy of location and facilities. In the long run, express inn groups should gradually reduce the proportion of its budget inns, expand more profitable mid - range hotel. Only in this way, can they get out of the mire of the malignant price competition through qualitative optimization.
出处
《绵阳师范学院学报》
2017年第1期38-42,共5页
Journal of Mianyang Teachers＇ College
基金
四川省旅游发展研究中心项目"景区产品在线预订影响因素与四川省高等级景区网络营销评价研究"(LYC15-11)
绵阳市社科联项目"旅游景区产品网络团购研究"(MYS2014ZC05)
关键词
快捷酒店
服务质量
顾客评分
方差分析
express inn, service quality, customer score, variance analysis
