酒店顾客情感与顾客满意度之间关系的实证研究--以深圳亚朵QQ超级会员酒店为例

An Empirical Research on the Relationship between Customer Affect and Customers’ Satisfaction in Hospitality--A Case Study of ATOUR QQ SVIP HOTEL (Shenzhen)

在酒店业中,顾客满意度是极其重要的概念,与忠诚度成正相关关系。目前,对满意度的研究主要基于期望不一致模型,定量测量产品物理属性及服务质量与满意度的关系。然而满意度受感知与情感的综合影响,因此研究顾客情感变化如何影响酒店满意度具有重要意义。文章基于Russell提出的二维度情感模型,通过深度访谈及文本分析法,以深圳亚朵QQ超级会员酒店为研究对象展开实证研究。研究发现,期望不一致模型并不完全适用于衡量酒店顾客满意度;顾客情感的产生具有多元化特征,与互动相关,且自我意识情感与满意度关系更密切;顾客情感变化也与酒店满意度之间存在不一致性,消极情感也能产生满意,且满意度的极性受不同效价的情感总强度影响。

Nowadays, the post-industrial society boosts the diversified consumption, which results in a great revolution in Hospitality Industry. Therefore, new market segments must be developed by innovating products and service in order to gain a competitive advantage. Based on the customers’ needs, the strategies link to the customers’ satisfaction, a vital concept in Hospitality Industry for its positive correlation with loyalty. Thus, it is important to ensure the measuring model is valid and in good condition. However, most previous researches are based on Expectancy Disconfirmation Model, discussing the relationship between product physical attributes and service quality through quantitative analysis. Nevertheless, satisfaction is influenced by both value and affect. To the extent, solely measuring satisfaction is unilateral. Therefore, it is significant to study how affect has an impact on satisfaction, which is also the purpose of this article. The research is based on the two dimensions of emotion raised by Russell and takes ATOUR QQ SVIP HOTEL(Shenzhen) as a case to conduct an empirical study. Through in-depth interviews, non-participant observation and test analysis, the results show that Expectancy Disconfirmation Model is not always correct and suitable for measuring customers’ satisfaction in hospitality. Some customers may check-in and begin their hotel experience without any expectation when they know nothing about the hotel before their trip. Besides, the source of customers’ affect is diverse and related to interaction. The research finds that there are many triggers stimulating the affect generation and different triggers can cause different levels of affect. Totally five factors, including geography layout, product physical attributes, service quality, comparison value and hotel policy, can generate evaluation emotion and basic emotion. On this basis, the interaction with products or people and emotional connection irritate a deep development of affect to self-consciousness emotion but this stage is not necessary. However, any kinds of these emotions can cause behavioral emotion, an inherent expression of loyalty. Also, the self-consciousness emotion has a closer relationship with satisfaction because it is a high-level emotion. In addition, the research verifies that the affect variation and satisfaction are lack of consistency, which means customers with negative affect can also be satisfied with their stay in some particular situations. When customers feel pleasant, regardless of whether the affect is arousal or sleepiness, they are satisfied with their stay. In contrast, when customers are mad at the terrible experience, they are dissatisfied with their stay. However, if the negative affect is in the Sleepiness Zone, such as disappointment, customers may be satisfied or dissatisfied with their stay. When the total intensity of negative affect is weaker than that of positive affect, customers may also be satisfied with their stay. In short, that means the polarity of satisfaction is influenced by the intensity of affect with different valence.