主题酒店顾客感知服务质量与购后行为的关系研究——基于深圳市主题酒店的实证研究

主题酒店是未来酒店业的发展趋势,是顾客需求升级和酒店业市场竞争加剧的产物。本研究基于顾客感知服务质量的三因素模型和购后行为模式,根据主题酒店的服务特征,构建适合主题酒店服务质量与购后行为关系的计量量表,并以深圳市的六家主题酒店顾客为调查对象展开问卷调查,收集数据,采用结构方程分析软件进行数据分析。根据实证研究结果,对概念模型进行验证,分析主题酒店服务质量与其客人购后行为之间的关系,提出主题酒店改进服务质量的相关建议。

AN EMPIRICAL STUDY OF THE RELATIONSHIP BETWEEN CUSTOMER PERCEIVED SERVICE QUALITY AND POST-PURCHASE BEHAVIOR IN THEME HOTEL OF SHENZHEN

Theme hotel is a development trend of the hotel industry, and it is the outcome of the upgrading of customers' need and the furious competition of hotel market. If theme hotel wants to keep advantages in the fierce market competition, it should improve their service quality and establish good reputations in order to improve the loyalty of customers. Based on three dimension model of customer perceived service quality and the model of post-purchase behavior, this paper constructs the model of service quality and behavior in theme hotel, and the authors collect data from six theme hotels in Shenzhen by questionnaire. Then the structural equation model is applied to analyze the relationship between the service quality and post-purchase behavior. The paper establishes the measurement model of customer perceived service quality and post-purchase behavior in theme hotel. Theme product,theme delivery and theme environment construct the main three factors of customer perceived service quality to theme hotel. And two hypothesis relationships, positive or negative, are put forward to each factor between the customers' post-behavior. The dimension model is helpful to balance the service quality of the theme hotels.
The results show that theme delivery has the significant impact on post-purchase behavior of customers' and theme environment also has significant impact on post-purchase behavior. Finally, the authors put forward some suggestions for improving service quality of theme hotel. Also the authors point out the limitations of this research which are that the data are limited in Shenzhen, the results need apply to different areas to examine the universality. Moreover, the paper cannot do the comprehensive research of the factors which influence the service evaluation in theme hotel with the limitation of survey sample. Therefore, the influence of these factors during the service process in theme hotel need further examine.