Abstract
The tourism industry is in the important state in the national economy, and the hotel industry is the important part of the tourism industry, and the medium and small sized hotels occupy certain market share because of the numerous quantity. Because the service qualities of medium and small sized hotels are different, so the service quality of the hotel is the nuclear content of hotel management. At present, the supply exceeds the demand in the global hotel market, and the competitions among hotels are very intense, and who can supply excellent service for customers, who can obtain predominance in the market and attract more customers and get good benefits, and so the service quality is the life of hotel. In China hotel industry, especially for medium and small sized hotels, their management methods are draggled and there service qualities are relatively low, so many problems exist in this industry. As viewed from customers, this article discusses the satisfactory degree measurement about medium and small sized hotels based on the SERVQUAL method put forward by Parsuraman and the domestic scholars’ opinions about hotel service research, and analyzes the service quality problem of medium and small sized hotels and puts forward the project of improvement.
Highlights
The model of service quality evaluation: SERVQUAL 2.1 The theoretic basis of SERVQUAL scale In 1985, US scholars Parasuraman, Zeithaml and Berry established a sort of new service quality evaluation scale, SERVQUAL, and constructed the five-points difference theory based on Gronroos’s research, i.e. manager service quality perception difference, service quality rule standard difference, service process difference, market communication difference and customer service quality perception difference
Including 22 problems in 1988, which was called as the SERVQUAL scale afterward
The SERVQUAL method put forward by Parsuraman can be applied in China medium and small sized hotels, but it should be implemented some adjustments according to Chinese actuality, for example, the national current investigation scale is 7 point scale and the medium value is 4, but in China, most groups have not clear recognitions to these concepts, and the 7 point scale is difficult to be differentiated clearly, which will influence the reality of the investigation, so the reasonable investigation scale is 5 point scale in China, which is differentiated and accepted by the public and which result will more reflect actual situation
Summary
SERVQUAL 2.1 The theoretic basis of SERVQUAL scale In 1985, US scholars Parasuraman, Zeithaml and Berry established a sort of new service quality evaluation scale, SERVQUAL, and constructed the five-points difference theory based on Gronroos’s research, i.e. manager service quality perception difference, service quality rule standard difference, service process difference, market communication difference and customer service quality perception difference. The questionnaire includes the customer expectation for service quality and the customer actual perception for service quality. In these 22 problems containing 5 dimensions, every dimension contains 4-5 problems, and the answer of every problem is denoted by the method of 7 point Likert scale, where 1 represents very disaccording and 7 represents very according. The questionnaire must implement two times investigation to same one informant, and require him answer two parts of problems in the questionnaire in order to respectively measure the expectation and the actual perception of customer service quality, and the result of two times evaluations will decide whether the difference exists in the service quality
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