【摘要】： 品牌經(jīng)營已成為當今世界飯店業(yè)競爭的基本戰(zhàn)略,而品牌經(jīng)營的關鍵是提高品牌的價值,其中品牌的顧客價值則是品牌價值的基礎。因此,從顧客感知質(zhì)量的角度,研究飯店品牌價值的提升策略,具有重要的理論與現(xiàn)實意義。 本研究以國內(nèi)本土的五星級飯店為研究對象,綜合運用文獻研究法、內(nèi)容分析法和SPSS15.0數(shù)理統(tǒng)計分析方法對顧客感知質(zhì)量與飯店品牌價值的關系進行研究,得出了如下結(jié)論:國內(nèi)本土的五星級飯店顧客感知質(zhì)量包含5個維度,按照重要性從高到低的排序依次為:可靠性、保證性、有形性、響應性和移情性;保證性、移情性、可靠性、有形性與品牌形象之間有顯著的正相關關系;可靠性和保證性與品牌知曉之間存在顯著的正相關關系;可靠性、保證性、響應性和移情性與品牌忠誠之間存在顯著的正相關關系;品牌知曉對品牌忠誠有顯著的正向影響;品牌忠誠對品牌形象并沒有顯著的影響作用�；谏鲜鼋Y(jié)論,本研究提出了相應的管理對策,包括:樹立品牌價值觀,強化品牌意識;關注可靠性因素,建立顧客信任;注重保證性因素,提升員工素質(zhì);無形服務有形化,打造競爭優(yōu)勢;改善響應性因素,提高服務效率;借助移情性因素,增加附加價值;擴大品牌知名度,培育品牌忠誠。 本研究的創(chuàng)新點主要有:以中國顧客的評價作為數(shù)據(jù)來源,對國外學者在該國情境下進行的相關研究進行了檢驗,得出了在中國文化大背景下的不同結(jié)論;構(gòu)建了基于網(wǎng)絡評論的顧客感知質(zhì)量評價體系;提出了國內(nèi)本土五星級飯店顧客感知質(zhì)量各維度的重要性排序。
[Abstract]:Brand management has become the basic strategy of hotel competition in the world today, and the key of brand management is to improve the value of brand, in which the customer value of brand is the foundation of brand value. Therefore, it is of great theoretical and practical significance to study the promotion strategy of hotel brand value from the perspective of customer perceived quality. This research takes the domestic five-star hotel as the research object, synthetically uses the literature research method, the content analysis method and the SPSS15.0 mathematical statistics analysis method to study the relationship between the customer perceived quality and the hotel brand value. The conclusions are as follows: domestic five-star hotel customer perceived quality includes five dimensions, according to the order of importance from high to low order is: reliability, assurance, tangible, responsive and empathy, assurance, empathy, There is a significant positive correlation between reliability, visibility and brand image; between reliability and assurance and brand awareness; reliability, assurance, There is a significant positive correlation between responsiveness and empathy and brand loyalty; brand awareness has a significant positive impact on brand loyalty; brand loyalty has no significant impact on brand image. Based on the above conclusions, this study put forward the corresponding management countermeasures, including: establishing brand values, strengthening brand awareness; paying attention to reliability factors, building customer trust; paying attention to assurance factors, improving the quality of staff; invisible services visible, To build competitive advantage; to improve responsive factors and improve service efficiency; to increase added value with empathy; to expand brand awareness; to foster brand loyalty. The innovations of this study are as follows: taking the Chinese customer evaluation as the data source, this paper tests the relevant studies carried out by foreign scholars in the context of this country, and draws different conclusions under the background of Chinese culture; This paper constructs the evaluation system of customer perceived quality based on network comment, and puts forward the importance ranking of each dimension of customer perception quality in domestic five-star hotel.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F719.2

【引證文獻】

相關期刊論文 前1條

1 何蕓;楊曉霞;;內(nèi)容分析法在我國旅游學研究中的應用及述評[J];西南農(nóng)業(yè)大學學報(社會科學版);2012年04期

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本文編號：2159479