SERVQUAL在中外旅游业中应用的比较研究

文章从时空分布、研究方法、方向、内容和技术路径等方面就SERVQUAL在中外业界中的应用进行比较研究,并针对国内相关研究表现出的时间上的滞后性、方法上的单一性、研究方向上的不全面性、研究内容上的肤浅性以及研究技术路径上的不科学性等问题,指出中国旅游业服务质量评价的方向。

COMPARISON OF SERVQUAL IN TOURISM INDUSTRY AT HOME AND ABROAD

Service quality is one of the hot issues which both tourism industries and tourism academes are paying attention to. Of all the evaluation ways overseas of service quality, SERVQUAL is the most prevailing one, which by the aspects not only of the service performance of the servants, but also of the customers' expectation, and SERVQUAL is the gap of the customers' expectation and the service performance of the servant. Tourism study abroad is characterizes by its innovation, strong pertinence and thoroughness; while the research at home is still at the phase of introduction due to its late starting. The paper does some comparison researches to the application of the evaluation system from the aspects of distributions, methods, objects and content, etc. Compared with the research abroad, not only does the study of SERVQUAL in China can not keep up with the development, but also the method is simplex, the realm is narrow, the research content is shallow and the technical route is not scientific. From the comparison, some conclusions can be drawn from which it is anticipated that some inspirations to the development of the tourism SERVQUAT in China can be got. The first is to establish the service evaluation system according to the characteristics of the tourism industry in China. The second is to set up the service evaluation mode that can be used in various tourism sections and industries. The third is to build the service compensation mode to guide the practice of service remedy, delivery and quality evaluation.