服务质量及其对顾客购后行为意向的影响研究--以经济型饭店为例

Study on the Service Quality of Budget Hotel and Its Impact on the Post-Purchase Behavioral Intentions of Customer

在对SERVQUAL量表进行定制化改造的基础上,采用探索性因子分析构建了经济型饭店服务质量模型(BHSQ),该模型由六个质量维度组成,分别是:移情与响应性、必要性、保证性、安全与便利性、有形证据和价值性。多元回归分析发现必要性维度对经济型饭店总体服务质量和顾客重购意向的影响最大,而移情与响应性对顾客的推荐意向影响最大。总体服务质量对顾客的重购意向和推荐意向都有显著影响。

A model for measuring service quality of budget hotel was identified by using the methods of factor analysis, which comprises six dimen- sions, i.e. empathy and responsiveness, requisites, assurance, security and convenience, tangibles and value for money. Multiple linear regression anal- ysis using of six dimensions as the independents and overall service quality of budget hotel, likeliness to return to the same hotel in future and willingness to recommend the hotel of customers as the dependents respectively was conducted to identify the relative importance of each dimension. The result indica- ted that among six dimensions the requisites had the most important impact on both overall service quality of budget hotel and likeliness to return to the same hotel in future of customers, while the empathy and responsiveness had the most important impact on willingness to recommend the hotel. Linear re- gression also showed that overall service quality of budget hotel had significant impact on both likeliness to return to the same hotel in future and willing- ness to recommend the hotel of customers.