本文選題：經(jīng)濟(jì)型酒店　切入點(diǎn)：服務(wù)質(zhì)量　出處：《湖北大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著服務(wù)業(yè),尤其是旅游業(yè)的迅速發(fā)展,飯店業(yè)的競(jìng)爭(zhēng)也越發(fā)激烈。近年來(lái),經(jīng)濟(jì)型酒店更是異軍突起,得到了迅猛發(fā)展。同時(shí),消費(fèi)者對(duì)服務(wù)質(zhì)量的敏感程度也逐步提升,越來(lái)越多的消費(fèi)者開(kāi)始呼吁較高的服務(wù)質(zhì)量。服務(wù)產(chǎn)品不僅包含著有形的物質(zhì)產(chǎn)品,而且更多的灌注了無(wú)形的服務(wù),服務(wù)質(zhì)量的好壞更多地決定了顧客的質(zhì)量感�；陉P(guān)系營(yíng)銷(xiāo),服務(wù)產(chǎn)品的特性又增加了消費(fèi)者的消費(fèi)風(fēng)險(xiǎn),于是消費(fèi)者往往會(huì)通過(guò)各種途徑來(lái)降低這種風(fēng)險(xiǎn)。在此過(guò)程中,消費(fèi)者更加傾向于搜集和相信來(lái)自親人或朋友或其他消費(fèi)者的類(lèi)似經(jīng)驗(yàn)的信息,而不是飯店業(yè)自身的營(yíng)銷(xiāo)信息。與此同時(shí),有研究者發(fā)現(xiàn),消費(fèi)者在飯店消費(fèi)的過(guò)程中,在某種程度上也會(huì)扮演者飯店“員工”的角色,與飯店形成某種關(guān)系,有學(xué)者沿用了組織公民行為的概念提出了“顧客公民行為”這一概念。鑒于此,筆者揣摩能否通過(guò)提高酒店的服務(wù)質(zhì)量來(lái)引導(dǎo)和激發(fā)顧客公民行為,使消費(fèi)者成為酒店的營(yíng)銷(xiāo)者,以此來(lái)增加酒店的利潤(rùn)。但目前,關(guān)于服務(wù)質(zhì)量是否會(huì)直接影響顧客公民的研究還比較欠缺。因此,關(guān)于服務(wù)質(zhì)量與顧客公民行為的關(guān)系研究就變得十分必要。 本研究以期望不一致理論和社會(huì)交換理論為支撐,以服務(wù)質(zhì)量為前因變量,以顧客公民行為為結(jié)果變量,探討服務(wù)質(zhì)量與顧客公民行為間是否存在直接的因果關(guān)系。本研究采用問(wèn)卷調(diào)查法進(jìn)行實(shí)證研究,以入住過(guò)經(jīng)濟(jì)型酒店的顧客為研究主體,并運(yùn)用Spss對(duì)數(shù)據(jù)進(jìn)行效度分析和信度分析,運(yùn)用AMOS對(duì)變量的影響路徑進(jìn)行分析,得出以下研究結(jié)論： (1)經(jīng)濟(jì)型酒店的服務(wù)質(zhì)量包括有形性、可靠性、響應(yīng)性、保證性、移情性和便捷性六個(gè)維度。 (2)中國(guó)經(jīng)濟(jì)型酒店顧客公民行為的維度同樣可以劃分為推薦、幫助其他顧客和反饋信息三個(gè)維度。 (3)有形性、響應(yīng)性、保證性和便捷性只影響顧客公民行為的部分維度；可靠性、移情性對(duì)顧客公民行為各個(gè)維度的正向影響顯著； (4)經(jīng)濟(jì)型酒店的服務(wù)質(zhì)量會(huì)直接影響顧客公民行為,但影響的路徑系數(shù)普遍偏低。
[Abstract]:With the rapid development of the service industry, especially the tourism industry, the competition in the hotel industry is becoming more and more fierce. In recent years, the economy hotel has developed rapidly. At the same time, consumers' sensitivity to the service quality has been gradually increased. More and more consumers are calling for higher service quality. Service products not only include tangible material products, but also more intangible services. The quality of service determines the customer's sense of quality. Based on the relationship marketing, the characteristics of the service product increase the consumer's consumption risk, so consumers tend to reduce the risk through various ways. Consumers are more likely to collect and believe information about similar experiences from relatives or friends or other consumers, rather than marketing information from the hotel industry itself. At the same time, some researchers have found that consumers are spending in restaurants. To some extent, it also plays the role of "employee" in the hotel and forms a certain relationship with the hotel. Some scholars have adopted the concept of organizational citizenship behavior and put forward the concept of "customer citizenship behavior." in view of this, I wonder if we can improve the service quality of the hotel to guide and stimulate the customer citizenship behavior, make the consumer become the hotel marketer, so as to increase the hotel profit. But at present, The research on the relationship between service quality and customer citizenship behavior is not enough. Therefore, it is necessary to study the relationship between service quality and customer citizenship behavior. This study is supported by the expectation inconsistency theory and the social exchange theory, takes the quality of service as the pre-dependent variable, and the customer citizenship behavior as the result variable. To explore whether there is a direct causal relationship between service quality and customer citizenship behavior, this study uses questionnaire method to carry out an empirical study, taking the customers who have stayed in the economy hotel as the main body of the study. Spss is used to analyze the validity and reliability of the data, and AMOS is used to analyze the influence path of variables. The following conclusions are obtained:. The service quality of economy hotel includes six dimensions: tangible, reliability, response, assurance, empathy and convenience. 2) the dimensions of customer citizenship behavior in economic hotels in China can also be divided into three dimensions: recommendation, helping other customers and feedback. (3) materiality, responsiveness, assurance and convenience only affect some dimensions of customer citizenship behavior, reliability and empathy have a significant positive impact on each dimension of customer citizenship behavior. 4) the service quality of economy hotel will directly affect customer citizenship behavior, but the path coefficient is generally low.
【學(xué)位授予單位】：湖北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F719

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