本文選題：酒店服務(wù) + 顧客體驗　； 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：本研究的目的是探討酒店服務(wù)對顧客體驗的影響,在當今競爭激烈的市場環(huán)境中,顧客更傾向于擁有更好的體驗。酒店業(yè)正穩(wěn)步擴張,但很少有公司關(guān)注提升顧客體驗的因素。本研究著重關(guān)注于能夠帶來更好的顧客體驗以及顧客價值的因素。由于互聯(lián)網(wǎng)技術(shù)已經(jīng)改變了社交媒體,所以如今口碑在創(chuàng)造顧客體驗的過程中發(fā)揮了重要作用。酒店需要充分利用資源,改變他們的營銷策略以及優(yōu)化他們的公司結(jié)構(gòu),以迎接來自目標消費者市場的挑戰(zhàn)。當前研究較少關(guān)注于酒店創(chuàng)造的價值,而是更多的關(guān)注于顧客偏好創(chuàng)造的價值。為了保持在細分市場的競爭力,酒店必須了解他們正在為他們的目標客戶提供哪類具體服務(wù)。并且分析提供給顧客的酒店服務(wù)的反饋,有助于完善服務(wù)標準。本研究的另一目的是分析酒店服務(wù)對顧客體驗的作用機制中是否存在中介變量以及酒店服務(wù)對顧客體驗的重要性。本研究采用了定性研究方法。調(diào)查問卷依據(jù)文獻綜述中的資料所設(shè)計,并發(fā)放至不同的細分市場,以獲取更好的反饋。為了擴大調(diào)查范圍,調(diào)查問卷被翻譯為三種不同的語言:英語、中文和俄語。發(fā)放的調(diào)查問卷均取得了積極的回應(yīng),但在獲取更多的受訪者時仍然存在局限性,因為沒有足夠的資源去有效定位特定的受訪者。在聯(lián)系受訪者時,使用了不同的社交媒體平臺。同事的支持對研究目的的實現(xiàn)也起到了很大作用。通過查閱各種不同的期刊文章,完成了文獻綜述,并從中了解到酒店管理者必須明白顧客究竟想要什么服務(wù)。文獻指出當顧客直接或間接地受到酒店環(huán)境的影響時,低價和高質(zhì)量是顧客心目中的新趨勢化概念。并且文獻也解釋了價格、價值和顧客體驗之間的關(guān)系。此外還有一點至關(guān)重要的是,酒店業(yè)應(yīng)樹立共同創(chuàng)造、共同生產(chǎn)的服務(wù)理念。本研究的目的是在不同因素影響顧客偏好和體驗的過程中,識別要點和技巧。研究發(fā)現(xiàn)服務(wù)行業(yè)的公司需要利用營銷技巧以應(yīng)對競爭激烈的環(huán)境。本文首先確定了不同的變量,包括自變量、中介變量和因變量,之后提出假說以解釋變量之間的關(guān)系。酒店服務(wù)作為一個自變量對因變量顧客體驗有影響,并且口碑是二者之間的中介變量。假設(shè)1表明酒店服務(wù)對顧客體驗有顯著影響,這意味著顧客體驗受到酒店組織所提供的服務(wù)的影響。假設(shè)2表明口碑對顧客體驗有顯著影響,因為在如今的科技時代,顧客體驗深受社交媒體上的口碑以及關(guān)于酒店組織的信息的影響。假設(shè)3表明酒店服務(wù)對口碑有顯著影響,探討酒店業(yè)如何控制口碑。并將自變量酒店服務(wù)進一步細分為三個子變量,依次為酒店屬性、服務(wù)質(zhì)量和技術(shù),探究這些子變量是如何影響口碑的。假設(shè)4在理解變量之間的關(guān)系的基礎(chǔ)上,推斷出口碑在酒店服務(wù)和顧客體驗之間起到中介作用。通過分析,以上4個假設(shè)均得到了驗證,表明本研究的目的已實現(xiàn)。本研究旨在幫助酒店更好地理解顧客通過享受酒店服務(wù)所獲得體驗的動態(tài)過程。本文進行了兩種類型的分析,信度分析和效度分析。信度分析基于調(diào)查問卷的數(shù)據(jù),所有調(diào)查問卷中的變量的克隆巴赫系數(shù)均大于0.7,這表明調(diào)查問卷的信度良好,可以進行后續(xù)分析。包含24個題項的酒店服務(wù)的信度值為92.9,其中子變量酒店屬性(8個題項)的信度值為82.9%,服務(wù)質(zhì)量(8個題項)的信度值為86.4%,技術(shù)(8個題項)的信度值為83.1%。這表明包含在變量或子變量中的題項測量結(jié)果可靠。包含7個題項的口碑的信度值為84.7%,表明這個變量中的題項測量結(jié)果可靠。包含8個項目的舒適性/顧客體驗的信度值為84.1%,表明這個變量中的題項所收集的數(shù)據(jù)信度值較高。從以上分析可推斷出信度值超過80%,這意味著通過調(diào)查問卷收集的數(shù)據(jù)具有較高的可靠性,可以進行后續(xù)的效度分析。在實證分析中,使用了SPSS軟件,因為它能夠提供可信賴的結(jié)果以及詳細的描述分析,借助SPSS主要進行了相關(guān)和回歸分析。方差表中的累計百分比意味著各因子累計解釋的方差百分比。方差表列出了每個不同因素所解釋的方差占總方差的百分比。在方差表中,所有因素的累計方差貢獻率為65.837%,這意味著能夠解釋大部分的原始變量信息。方差表從39個題項中提取了8個公因子。特征值指因子對原有變量總方差的解釋能力。由表可得因子1的特征值為14.583,大于1,這表明因子1所解釋的方差占總方差的37.393%。因子2的特征值為2.387,大于1,這表明因子2所解釋的方差占總方差的6.121%。因子3的特征值為2.109,大于1,這表明因子3所解釋的方差占總方差的5.407%。因子4的特征值為1.555,大于1,這表明因子4所解釋的方差占總方差的3.987%。因子5的特征值為1.393,大于1,這表明因子5所解釋的方差占總方差的3.571%。因子6的特征值為1.35,大于1,這表明因子6所解釋的方差占總方差的3.461%。因子7的特征值為1.201,這表明因子7所解釋的方差占總方差的3.080%。因子8的特征值為1.099,大于1,這表明因子8所解釋的方差占總方差的2.817%。在相關(guān)分析中,自變量、因變量和中介變量兩兩之間均顯示出較強的相關(guān)性,相關(guān)系數(shù)均大于0.6。在回歸分析中,兩兩變量之間也顯示出了較強的線性關(guān)系,所得到的決定值系數(shù)均大于0.6。并且R方值表明每個變量以及子變量均對另一個變量的變化有一定的解釋程度。回歸分析也表明了數(shù)據(jù)分析中的標準誤較小。在中介變量的分析或假設(shè)4分析中,共有兩個模型。結(jié)論為加入中介變量之后,自變量的標準化系數(shù)減小,但模型的F檢驗和t檢驗仍然顯著,這表明中介變量在自變量和因變量之間起到部分中介作用。如果自變量前的標準化系數(shù)變得不顯著了,則表明中介變量在自變量和因變量之間起到完全中介作用。方差分析也表明了變量之間的線性關(guān)系是顯著的,Sig.值均小于0.05。以上分析均證實了所收集的數(shù)據(jù)足夠可靠,假設(shè)也均成立。通過分析可得變量之間存在相關(guān)性,假設(shè)成立,因而進一步證實顧客體驗對酒店提供的服務(wù)的重要性。本研究主要關(guān)注于酒店服務(wù)和和顧客體驗之間的關(guān)系,酒店應(yīng)將客戶放在首位,因此酒店提供的服務(wù)應(yīng)著眼于更好的體驗。正因為酒店組織受到顧客體驗的影響,酒店需要建立數(shù)據(jù)庫,優(yōu)先考慮顧客的喜好。基于顧客數(shù)據(jù)庫中的最佳的具體的體驗,酒店組織應(yīng)相應(yīng)調(diào)整他們的服務(wù)。并且為了更好的理解顧客體驗的內(nèi)容及變化,酒店應(yīng)該做市場調(diào)查,充分利用機會分析研究主題。甚至可以根據(jù)顧客本身提供有價值的服務(wù),而不是提供大量的服務(wù)清單,顧客只體驗了其中的幾項。對于酒店組織,為顧客提供定制化服務(wù)有利于他們的品牌形象,并將節(jié)約成本、增加收入、在服務(wù)創(chuàng)新方面取得更大的突破。酒店需要更新他們的服務(wù)組合,以最大限度地提高他們的收入,為顧客創(chuàng)造更好的服務(wù)體驗。在研究模型或框架中,酒店服務(wù)對顧客體驗有顯著直接的影響。通過分析,模型也得以證實。因此,酒店不僅需要提供更新的服務(wù),還需要改進以前的受歡迎的服務(wù),以創(chuàng)造更大的價值,帶來更好的顧客體驗。因為該研究為本人在中國求學(xué)時所做,在進行研究的過程中出現(xiàn)了一些不確定和意想不到的問題。如發(fā)放調(diào)查問卷時,無法訪問一些網(wǎng)站。但是在老師的支持下,研究得以順利進行,并得出了有效的研究結(jié)果。酒店服務(wù)可以以特定的方式進行設(shè)計,以進一步增強公司的運營,改善客戶體驗。由于口碑對客戶體驗的影響,通過假設(shè)證明了這一點。那么現(xiàn)在,酒店企業(yè)需要在社交媒體平臺上保持口碑的軌跡,并控制其對酒店服務(wù)的含義。那么,那位顧客對他所提供的服務(wù)感到高興和滿意。酒店的信息和服務(wù)也是通過分析和假設(shè)證明了專家的口碑。所以酒店企業(yè)應(yīng)該在客戶體驗之前對口碑進行控制。酒店公司可以使客戶的運營更加透明,更好地了解客戶在體驗酒店體驗之前將會經(jīng)歷什么,客戶可以從社交媒體平臺和口碑相關(guān)的在線平臺獲得可靠的信息服務(wù)。
[Abstract]:The purpose of this study is to explore the impact of hotel service on customer experience. In today's competitive market environment, customers are more likely to have a better experience. The hotel industry is steadily expanding, but few companies are concerned about improving the customer experience. This study focuses on the ability to bring better customer experience and customer value. Because Internet technology has changed social media, word of mouth now plays an important role in creating a customer experience. Hotels need to make full use of resources, change their marketing strategies and optimize their company structure to meet the challenges from the target consumer market. Current research is less concerned with wine. The value created by the store is more concerned with the value created by the customer's preference. In order to maintain the competitiveness of the market, the hotel must understand what kind of specific services they are providing for their target customers. And the feedback of the hotel services provided to the customers helps to improve the service standards. The other purpose of this study is to This study adopts the qualitative research method. The questionnaire is designed according to the information in the literature review and is distributed to different segments to get better feedback. The questionnaire was translated into three different languages: English, Chinese and Russian. The questionnaires were all positive, but there were still limitations in obtaining more interviewees, because there was no sufficient resources to effectively locate specific interviewees. Support has also played a significant role in the realization of research purposes. Through consulting a variety of periodical articles, the literature is completed and the hotel manager must understand what the customer wants to serve. The literature points out that when the customer is directly or indirectly affected by the hotel environment, low price and high quality are the customers' minds. And the literature also explains the relationship between price, value and customer experience. In addition, it is crucial that the hotel industry should set up a concept of common creation and CO production. The purpose of this study is to identify key points and techniques in the process of influencing customer preferences and experiences. Business companies need to use marketing skills to cope with the competitive environment. This paper first identifies different variables, including independent variables, intermediary variables and dependent variables, and then proposes a hypothesis to explain the relationship between variables. Hotel services as a independent variable have an impact on the dependent customer experience, and the word of mouth is between the two. Suppose 1 shows that hotel service has a significant impact on customer experience, which means the customer experience is affected by the service provided by the hotel organization. Hypothesis 2 shows that word of mouth has a significant impact on the customer experience, because in this age of technology, the customer experience is well received by the social media and the information about the hotel organization. Hypothesis 3 shows that the hotel service has a significant impact on the word of mouth and how the hotel industry controls the word of mouth. The hotel service is further subdivided into three sub variables, which are Hotel attributes, service quality and technology in order to explore how these subvariables affect the word of mouth. The false set 4 is based on the relationship between the understanding of variables. The export monument plays an intermediary role between the hotel service and the customer experience. Through the analysis, all the above 4 hypotheses have been verified to show that the purpose of this study has been realized. This study aims to help the hotel to better understand the dynamic process of customer experience gained through the enjoyment of the hotel service. This paper carries out two types of analysis, reliability analysis. The reliability analysis based on the questionnaire data, the clone Bach coefficient of all the variables in the questionnaire is more than 0.7, which indicates that the reliability of the questionnaire is good and can be followed up. The reliability value of the hotel service containing 24 items is 92.9, and the reliability value of the sub variable hotel property (8 items) is 82.9%. The reliability value of the 8 items (8 items) was 86.4%, and the reliability value of the technology (8 item items) was found to indicate that the item item measurement results included in the variable or Subvariable were reliable. The credibility of the word of mouth containing 7 items was 84.7%, indicating that the item measurement results in this variable were reliable. The reliability value of the comfort / customer experience of the 8 items included the reliability value of the item. 84.1%, it shows that the data collected in this variable has a high reliability value. From the above analysis, the reliability value is more than 80%, which means that the data collected through the questionnaire has high reliability and can be followed by the follow-up validity analysis. In the empirical analysis, the SPSS software is used because it can provide reliable results. The cumulative percentage in the variance table means the percentage of variance explained by each factor. The variance table lists the percentage of the variance accounted for by each factor. In the variance table, the cumulative variance contribution rate of all factors is 65.837%, which is 65.837%, It means to explain most of the original variable information. The variance table extracts 8 common factors from 39 items. The eigenvalue refers to the explanatory ability of the factor to the total variance of the original variable. The eigenvalue of the table available factor 1 is 14.583 and is greater than 1, which indicates that the characteristic value of the variance accounted for the 37.393%. factor 2 of the total square difference of the factor 1 is 2.387, which is greater than that of the factor 1. 1, this indicates that the eigenvalue of the 6.121%. factor 3 of the variance accounted for by factor 2 is 2.109, greater than 1, which indicates that the eigenvalue of the 5.407%. factor 4 of the variance accounted for by factor 3 is 1.555 and is greater than 1, which indicates that the eigenvalue of the 3.987%. factorson 5 explained by factor 4 is 1.393, greater than 1, indicating factor 5. The eigenvalue of the 3.571%. factor 6 of the variance account for the total variance is 1.35, more than 1, which indicates that the eigenvalue of the 3.461%. factor 7 of the variance accounted for the total variance of factor 6 is 1.201, which indicates that the eigenvalue of the variance accounted for the 3.080%. factor 8 of the variance account for the factor 7 is 1.099, which is greater than 1, which indicates that the variance accounted for by factor 8 account for 2. of the total variance of 2.. 817%. in the correlation analysis, the independent variable, the dependent variable and the intermediate variable 22 showed a strong correlation, the correlation coefficient was greater than 0.6. in the regression analysis, the 22 variables also showed a strong linear relationship, the determined value coefficient was greater than 0.6. and the R square value indicated that each variable and the sub variable were all to the other. The variation of the variable has a certain degree of explanation. The regression analysis also shows that the standard error in the data analysis is smaller. There are two models in the analysis of intermediary variables or in the hypothesis 4 analysis. The conclusion is that the normalized coefficient of the independent variable is reduced after the intermediate variable is added, but the F test and t test of the model are still significant, which indicates that the intermediary variable is in If the normalization coefficient before the independent variable is not significant, it shows that the intermediate variable plays a complete intermediary role between the independent variable and the dependent variable. The analysis of variance also shows that the linear relationship between the variables is significant, and the Sig. values are both less than 0.05. proved to be accepted. The data of the set are reliable enough and the assumptions are all set up. By analyzing the correlation between the available variables, the hypothesis is set up, and the importance of the customer experience to the hotel is further confirmed. This study focuses on the relationship between the hotel service and the customer experience. The wine shop should put the customer first, so the hotel provides the service. Because hotel organizations are affected by the customer experience, hotels need to set up a database to give priority to customer preferences. Based on the best specific experience in the customer database, hotel organizations should adjust their services accordingly. In order to better understand the content and changes of the customer experience, the hotel should It is time to do market research and make full use of the opportunity to analyze the subject. It can even provide valuable services based on the customer itself, rather than providing a large list of services. Customers only experience a few of them. For the hotel organization, the customized service for the customers is beneficial to their brand image, and will save the cost and increase the income. A greater breakthrough has been made in service innovation. Hotels need to update their service portfolios to maximize their income and create a better service experience for customers. In research models or frameworks, hotel services have a significant direct impact on customer experience. To provide updated services, we also need to improve the previous popular service to create greater value and bring better customer experience. Because the research was done in China when I was studying in China, there were some uncertain and unexpected problems in the process of research. With the support of the teacher, the research was carried out smoothly and the results of the study were effective. Hotel services could be designed in a specific way to further enhance the operation of the company and improve the customer experience. Keep the track of the word of mouth on the platform and control the meaning of its service to the hotel. Then, the customer is happy and satisfied with the service he provides. The information and service of the hotel also prove the reputation of the expert through analysis and hypothesis. So the hotel company should control the word of mouth before the customer experience. The customer's operation is more transparent, better understanding what the customer will experience before experiencing the hotel experience, and customers can get reliable information services from the social media platform and the online platform related to the word of mouth.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F719.2

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