酒店前厅服务质量影响因素研究

Service Quality of Hotel Front Desk:An Exploratory Study

顾客满意度是影响顾客今后消费行为的重要因素,而服务质量又是影响顾客满意度的主要因素之一,前厅服务和餐厅服务是顾客总体满意度的重要影响因素,现有文献缺乏对前厅服务质量本身影响因素的研究。运用扎根理论方法,通过焦点小组和深度访谈收集相关数据,经过3个阶段的编码,发现信息、时间、服务/态度、规章制度和硬件/环境这5个因素是影响酒店前厅服务质量的主要因素,并且这5个因素之间存在着一定的逻辑关系,从而归纳出"服务质量因素"理论模型,并对该模型的理论及实践贡献进行了深入的讨论。

Customer satisfaction is a crucial factor influencing consumer behavior, and service quality is one of the primary factors affecting customer satisfaction. The front office service and restaurant service are important influential factors of customer satisfaction; however, the existing research has rarely investigated the influential factors associated with service quality of hotel front desk. This study adopted a grounded theory approach. The data were collected through focus groups and in- depth interviews and analyzed through three phases of coding. The influential factors of service quality of hotel front desk were retrieved from the perspectives of(a) the service provider(waiters),(b) service manager(hotel),(c) service recipients(customer), and(d) outsiders(focus group members). It was found that information, time, service and attitudes, rules and regulations, and hardware and environment are the main five factors that influence the service quality of hotel front desk. These 5factors consist of 17 items. The variable time has 2 items; the variable information has 3 items; the variable service and attitude has 4 items; the variable rules and regulations has 4 items; and the variable hardware and environment has 4 items. It was also found that two factors, rules and regulations and hardware and environment, not only directly affect quality of service, but also indirectly affect the other three factors-information, time, and service and attitudes.This study also analyzes the influential factors of service quality from the perspective of service quality itself, and investigates the relationship between non- customer orientation, service quality and customer satisfaction. This study provides suggestions for improving the service quality of hotel front desk and offers guidance for improving hotel operation; at the meanwhile, it also constructs'the model of service quality factors'. However, the results of this study are only limited to the front desk service.Empirical quantitative studies are further needed to validate the theoretical model.