顾客导向的中高档饭店服务创新研究
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摘要
服务创新是饭店企业不可或缺的一种经营管理活动。饭店服务创新能够丰富饭店服务产品,改善服务效率,提升饭店服务质量。不同档次的饭店由于其市场、设施及人员素质等资源处于不同水平,有必要根据自身实际状况选择不同的服务创新策略。论文从顾客需求角度出发,研究饭店服务创新以及顾客对创新后服务的体验满意度。论文对中高档饭店服务创新要素进行差别分析,通过实证分析这种差异存在的科学性,得出不同档次饭店应根据自身状况把握服务创新重点,克服创新障碍,确保创新有效性的依据。
论文在综述国内外相关理论的基础上,将饭店服务创新的内涵界定为五个维度,指出顾客需求是影响服务创新成功的重要因素。基于这一观点,论文研究从需求拉动创新模式出发,分两个部分进行阐释。第一部分探讨目前饭店顾客对服务创新各要素重要程度的期望认知状况,中高档饭店服务创新要素差别所在以及具有不同个人属性和旅游特征的顾客对服务创新项目的期望认知是否存在显著差异;第二部分探讨服务创新各因素与顾客体验满意度之间的关系,研究服务创新项目的顾客期望重要程度与顾客实际感受之间存在的差异,通过回归分析探讨中高档饭店服务创新各因素与顾客体验满意之间的函数关系。
实证研究中,通过描述性统计和因子分析对数据进行初步分析,提出修正模型与假设,通过单因素方差分析和回归分析等方法检验修正模型和假设,通过配对样本T检验得出中高档饭店部分服务创新项目的顾客期望与实际感受间存在显著性差异,基于此分析结论对这些创新项目作了期望一实际感受的IPA分析。论文的案例研究选取了两家不同档次的饭店,分别代表了同类企业中较高的服务创新水平,通过对这两家饭店的案例分析总结现实经验,与数据分析结论形成对照。
根据理论与数据分析结果,论文提出了中高档饭店开展服务创新的区别性策略及普适性策略。明确的市场定位、加强客史档案的管理、创造顾客体验价值系统、构建持续竞争优势与实施顾客体验管理等,区别性的策略依据“和而不同”的逻辑层次来进行阐释;普适性策略主要包括建立面向体验主体的服务创新文化、形成有效的创新机制以及做好服务创新的组织、实施等等。
Being an indispensable managerial function of hotel operations, service innovation has a profound influence on the enhancement of customer experience and satisfaction by enriching hotel service products and improving service quality and efficiency. Because of different environmental conditions among hotels regarding market, facilities, and human resources, it is necessary for hotels of different classes to choose service innovation strategies that are suitable to their operation. This thesis, approaching service innovation from the angle of customer demand, probes into the relationship of hotel service innovation to customer satisfaction, identifies different elements of service innovation for middle and upper class hotels through an empirical study.On the basis of literature review and applying the Pull Theory of service innovation, the thesis brings forward five dimensions of hotel service innovation and points out that customer demand is the most important influencing factor for successful hotel service innovation,. The empirical study consists of two parts. The first part concentrates on the relationship of customer demand to hotel service innovation, while the second part focuses on the relationship of elements of service innovation to customer satisfaction. The thesis uses descriptive statistics and factor analysis in its preliminary analysis, which leads to the research model and hypotheses. One-way ANOVA, regression analysis, and IPA are applied to validate the model and hypotheses. The case study of this research analyses two hotels of different classes in Hangzhou city to demonstrate the success of the hotel service innovation.Research findings indicate that while there are general strategies of service innovation for both middle and upper class hotels, there are distinct strategies of service innovation for hotels of different classes. Distinct strategies include innovation in areas of empathy, tangible, reliable, conceptual, and technological service elements for middle class hotels, and innovation in areas of empathy, variety, and techonological service elements for upper class hotels.General strategies are customer-oriented innovation culture ,effective innovation mechanism, and well-inplementation.
论文在综述国内外相关理论的基础上,将饭店服务创新的内涵界定为五个维度,指出顾客需求是影响服务创新成功的重要因素。基于这一观点,论文研究从需求拉动创新模式出发,分两个部分进行阐释。第一部分探讨目前饭店顾客对服务创新各要素重要程度的期望认知状况,中高档饭店服务创新要素差别所在以及具有不同个人属性和旅游特征的顾客对服务创新项目的期望认知是否存在显著差异;第二部分探讨服务创新各因素与顾客体验满意度之间的关系,研究服务创新项目的顾客期望重要程度与顾客实际感受之间存在的差异,通过回归分析探讨中高档饭店服务创新各因素与顾客体验满意之间的函数关系。
实证研究中,通过描述性统计和因子分析对数据进行初步分析,提出修正模型与假设,通过单因素方差分析和回归分析等方法检验修正模型和假设,通过配对样本T检验得出中高档饭店部分服务创新项目的顾客期望与实际感受间存在显著性差异,基于此分析结论对这些创新项目作了期望一实际感受的IPA分析。论文的案例研究选取了两家不同档次的饭店,分别代表了同类企业中较高的服务创新水平,通过对这两家饭店的案例分析总结现实经验,与数据分析结论形成对照。
根据理论与数据分析结果,论文提出了中高档饭店开展服务创新的区别性策略及普适性策略。明确的市场定位、加强客史档案的管理、创造顾客体验价值系统、构建持续竞争优势与实施顾客体验管理等,区别性的策略依据“和而不同”的逻辑层次来进行阐释;普适性策略主要包括建立面向体验主体的服务创新文化、形成有效的创新机制以及做好服务创新的组织、实施等等。
Being an indispensable managerial function of hotel operations, service innovation has a profound influence on the enhancement of customer experience and satisfaction by enriching hotel service products and improving service quality and efficiency. Because of different environmental conditions among hotels regarding market, facilities, and human resources, it is necessary for hotels of different classes to choose service innovation strategies that are suitable to their operation. This thesis, approaching service innovation from the angle of customer demand, probes into the relationship of hotel service innovation to customer satisfaction, identifies different elements of service innovation for middle and upper class hotels through an empirical study.On the basis of literature review and applying the Pull Theory of service innovation, the thesis brings forward five dimensions of hotel service innovation and points out that customer demand is the most important influencing factor for successful hotel service innovation,. The empirical study consists of two parts. The first part concentrates on the relationship of customer demand to hotel service innovation, while the second part focuses on the relationship of elements of service innovation to customer satisfaction. The thesis uses descriptive statistics and factor analysis in its preliminary analysis, which leads to the research model and hypotheses. One-way ANOVA, regression analysis, and IPA are applied to validate the model and hypotheses. The case study of this research analyses two hotels of different classes in Hangzhou city to demonstrate the success of the hotel service innovation.Research findings indicate that while there are general strategies of service innovation for both middle and upper class hotels, there are distinct strategies of service innovation for hotels of different classes. Distinct strategies include innovation in areas of empathy, tangible, reliable, conceptual, and technological service elements for middle class hotels, and innovation in areas of empathy, variety, and techonological service elements for upper class hotels.General strategies are customer-oriented innovation culture ,effective innovation mechanism, and well-inplementation.
引文
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