酒店服务与顾客行为
| 书 名： |
酒店服务与顾客行为 |
| 英 文 名： |
A Cross-cultural Analysis of Customer Perception towards Hotel Service Quality and Behavioral Intention
|
| 作 者： |
李祗辉 著 |
| I S B N： |
978-7-5097-1629-8 |
| 关 键 词： |
饭店 商业服务 顾客行为 跨文化比较 |
| 出版时间： |
2010年09月 |
中文摘要
目前，学术界基于文化维度进行的服务质量与顾客行为意向的实证研究并不多。本书的研究目的旨在基于各国顾客的文化差异，分析文化维度与酒店服务质量和顾客行为意向的结构关系。为此，对入住北京四星级以上酒店的761名游客进行了问卷调查，其中包括 195名中国游客、189 名韩国游客、192名日本游客和185名美国游客。
调查问卷由文化属性、服务质量、行为意向和个人信息四部分构成。问卷最初设计为英语问卷。为了避免多国语言产生歧义，由掌握汉语、英语和韩国语的作者将其翻译成相应语言，由掌握日本语的研究小组其他人员将其翻译成日本语，于正式调查之前进行了预调查并对发现问题进行了修正，得到最终问卷。
研究主要由三部分构成。首先，比较4个国家顾客感知的服务质量差异。为此，应用方差分析法（ANOVA）检验基于国别的服务质量差异，具体来说，了解基于国别的有形性、可靠性、响应性、保证性和移情性差异；其次，以霍夫斯坦德理论的权力距离、个人主义/集体主义、儒家动力/长期导向与短期导向等三种文化维度为基础明确文化属性对服务质量的影响；最后，基于国别分析服务质量与顾客行为意向之间的关系。研究结果表明，首先，通过方差分析，按国别的服务质量差异得到了检验；其次，文化维度对服务质量各因子有显著影响的假说部分被接受；最后，服务质量各因子对行为意向有影响的假说部分被接受。
酒店业是最具国际化的产业之一。在全球化的今天，酒店接待的顾客是来自世界各国的游客。如何使国际化的顾客满意是酒店经营者必须要解决的首要问题，而及时准确地了解国际顾客对酒店服务质量的评价及顾客的行为意向，可以使酒店业制订的国际营销方案更科学、更有针对性。
本书基于各国顾客的文化差异，分析文化维度与酒店服务质量和顾客行为意向的结构关系，进行跨文化研究，期望能够对国际营销研究提供有价值的结论。
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