文档介绍：基于服务利润链的饭店服务质量研究报告
研究报告
(Research Paper)
基于服务利润链的饭店服务质量研究
A Study of Hotel Service Quality: Based on Service Profit Chain
作者:侯方贵(Hou Fang-Gui)
南开大学企业管理系
摘要
目前全球饭店业市场总体供大于求,饭店业的竞争异常激烈,谁能够向客人提供全面优质的服务,谁就能在市场上取得优势,招徕更多的宾客,取得良好的效益。因此,服务质量是决定饭店企业营销效果、经济收益和竞争实力的重要因素,是饭店的生命线。如何有效地测评饭店服务质量水平,并对服务质量进行持续改进是饭店服务质量管理的关键。顾客是服务质量的最终评委,所以饭店应根据顾客的需要做好服务质量改进工作,如果顾客对各类服务质量要素的重视程度明显不同,饭店的服务质量改进就应有所侧重。
本文首先对饭店服务产品、服务质量及其评价的相关理论文献进行了全面梳理与分析,我国饭店服务质量在服务准确情况、服务承诺履行情况、服务反应、员工服务态度、服务速度、个性化关怀、服务主动性、员工的专业知识和技能等方面的质量差距是比较大的。顾客评价饭店服务质量时考虑的要素共有六个,按其重要程度依次为:服务态度、服务环境及设施、安全性、服务效率、服务技能、价格。
在上述研究的基础上,针对我国饭店服务质量管理中存在的一些主要问题,该文从服务利润链角度研究出发,提出了提高饭店服务质量的具体对策建议:完善服务质量管理体系、认真挑选并培训员工、管理顾客期望、成功的服务补救。
关键词:服务利润链、服务质量、差距分析模型
Abstract
At the present day, the supply exceeds the demand in global hotel market, which bring on petition of the hotel industry. Those hotels that can provide the high-quality service for the guests will obtain the advantage on the market, drum for more guests and achieve the good performance. Therefore, service quality is the crucial factor to improve the marketing effect, increase the profit and strengthen petence. It is the life-line of hotels. The crux of service quality management in hotels is how to evaluate and proceed to improve the service quality of hotels. Customer is the final evaluator to the service quality of hotels, so the hotel managers should do well in the service quality improvement according to the customer. If the customer value the various service quality factors differently, the service quality improvement should be done differently.
On the basis of literature review and an analysis of the hotel service product, service quality and quality evaluation, there exists quite an obvious gap between hotel performance and guests' expectation in terms of service veracity, responsiveness, delivering the goods, attitude, speed, individual care, initiative, professional ledge and skills etc. The factors that the guest uses to evaluate the service q