本文關(guān)鍵詞： 精品酒店 顧客體驗(yàn) 顧客行為意向 上海市　出處：《上海師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：20世紀(jì)80年代精品酒店在西方國(guó)家出現(xiàn)，其誕生是市場(chǎng)需求變革體現(xiàn)在酒店業(yè)態(tài)的多元化和酒店市場(chǎng)高度細(xì)分化的產(chǎn)物。區(qū)別于傳統(tǒng)標(biāo)準(zhǔn)化酒店，精品酒店是指“小而精”并注重個(gè)性化服務(wù)和顧客體驗(yàn)的新型酒店，“小”為規(guī)模小和小眾化，“精”為提供精致的產(chǎn)品和精細(xì)化服務(wù)。除了基本的食宿功能，能否讓顧客獲得美好難忘的體驗(yàn)，是精品酒店經(jīng)營(yíng)成功的一個(gè)關(guān)鍵，“我們?yōu)槟峁┆?dú)特的住宿體驗(yàn)”常被運(yùn)用到精品酒店體驗(yàn)營(yíng)銷中。顧客體驗(yàn)是指顧客在消費(fèi)過(guò)程中對(duì)產(chǎn)品服務(wù)的感知，，以及消費(fèi)趨于飽和之后產(chǎn)生的積極的情感反應(yīng)和自我價(jià)值的實(shí)現(xiàn)，是能滿足顧客生理和情感需求的綜合體。 本文基于國(guó)內(nèi)外學(xué)者對(duì)于顧客體驗(yàn)、消費(fèi)者行為學(xué)相關(guān)研究成果，結(jié)合精品酒店的特點(diǎn)，將顧客體驗(yàn)劃分為功能體驗(yàn)、享樂(lè)體驗(yàn)和社會(huì)體驗(yàn)三個(gè)維度，并根據(jù)顧客體驗(yàn)關(guān)系以及消費(fèi)者行為的文獻(xiàn)梳理，構(gòu)建了精品酒店顧客體驗(yàn)三個(gè)維度體驗(yàn)的相互關(guān)系和顧客體驗(yàn)對(duì)消費(fèi)者行為意向的研究模型，之后采用相關(guān)性分析和回歸分析的方法對(duì)研究模型和研究假設(shè)進(jìn)行了實(shí)證研究，并用方差分析法分析了不同顧客對(duì)體驗(yàn)的差異化反應(yīng)。 研究證實(shí)了精品酒店顧客體驗(yàn)的多維性，同時(shí)功能體驗(yàn)對(duì)享樂(lè)體驗(yàn)和社會(huì)體驗(yàn)有顯著影響,其中員工服務(wù)是影響享樂(lè)體驗(yàn)與社會(huì)體驗(yàn)的重要因素；功能體驗(yàn)、享樂(lè)體驗(yàn)、社會(huì)體驗(yàn)對(duì)行為意向都產(chǎn)生影響，但享樂(lè)體驗(yàn)對(duì)行為意向的影響最顯著，功能體驗(yàn)對(duì)行為意向有直接影響，但主要是通過(guò)享樂(lè)體驗(yàn)和社會(huì)體驗(yàn)來(lái)實(shí)現(xiàn)的；享樂(lè)體驗(yàn)、社會(huì)體驗(yàn)、員工服務(wù)體驗(yàn)在不同人口統(tǒng)計(jì)特征上存在顯著差異，其中年齡、職業(yè)、收入、住店原因?qū)Ω髯兞坎町惢绊戯@著。本文深化了顧客體驗(yàn)對(duì)消費(fèi)行為影響的相關(guān)理論，并以精品酒店這種新型的酒店類型為例探討了精品酒店顧客體驗(yàn)的本質(zhì)表現(xiàn)，為精品酒店投資者或經(jīng)營(yíng)者提供理論和指導(dǎo)。
[Abstract]:In 1980s, boutique hotels appeared in western countries. The birth of boutique hotels is the result of the diversification of hotel business and the highly differentiation of hotel market, which is different from the traditional standardized hotels. Boutique hotel is a new type of hotel with "small and fine" and pays attention to personalized service and customer experience. "small" is small and small, "fine" is to provide exquisite products and fine service. Besides the basic function of accommodation and board. Whether the customer can get a beautiful and unforgettable experience is a key to the success of the boutique hotel. "We provide you with unique accommodation experience" is often used in boutique hotel experience marketing. Customer experience refers to the customer's perception of product and service in the process of consumption. As well as the positive emotional response and the realization of self-worth after the consumption tends to saturation, it is a comprehensive system that can satisfy the physiological and emotional needs of customers. Based on the research results of domestic and foreign scholars on customer experience, consumer behavior, combined with the characteristics of boutique hotel, customer experience is divided into three dimensions: functional experience, hedonic experience and social experience. And according to the customer experience relationship and consumer behavior literature combing the relationship between the three dimensions of customer experience in boutique hotel and the research model of customer behavior intention of customer experience. Then the correlation analysis and regression analysis are used to study the research model and hypothesis, and the variance analysis is used to analyze the different customers' differential reaction to experience. The study confirms the multi-dimensional nature of customer experience in boutique hotels, and the functional experience has a significant impact on the enjoyment experience and social experience, in which employee service is an important factor affecting the enjoyment experience and social experience. Functional experience, hedonic experience, social experience have an impact on behavioral intention, but hedonic experience has the most significant impact on behavioral intention, functional experience has a direct impact on behavioral intention. But mainly through the experience of pleasure and social experience to achieve; Hedonic experience, social experience and employee service experience have significant differences in different demographic characteristics, including age, occupation and income. This paper deepens the theory of the influence of customer experience on consumer behavior. Taking boutique hotel, a new type of hotel, as an example, this paper discusses the essence of customer experience of boutique hotel, and provides theory and guidance for investors or operators of boutique hotel.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F719

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