How to improve service quality to increase customer satisfaction in Shanghai Everbright International Hotel-,酒店管理论文.doc

How to improve service quality to increase customer satisfaction in Shanghai Everbright International Hotel?,酒店管理论文How to improve service quality to increase customer satisfaction in Shanghai Everbright International Hotel?Student: Jinna CaiTutor； Peter RuepertName of Module: Independent Business Research ProjectCourse: Master in managementGreenwich student nr: 000594405Date: 25-August-2010Executive Summary Tourism has become the promotion of Chinese economy growth in recent years in a new way, with the increase in purchasing power, rapid economic liberalization and favorable government policy. According to the forecasting by the World Tourism Organization (WTO) that Chinas tourism industry will take up to 8.6% of world market share to become the worlds top tourism industry by 2020. (WTO, 2004) According to the CNTA (China National Tourism Administration), China will be the No.1 source of tourism in the world in 2015. By 2020 this figure is predicted to be 100 million travelers per year. (CNTA, 2010)With the growing of tourism industry in China, the hotel industry also a great increase. Hotel industry as one of the most important infrastructures of tourism is playing a very significant role in Chinas economy increasing.The research hotel in this dissertation is Shanghai Everbright International Hotel. It is a 4 star international hotel in China. As an international hotel, the main aim is to give the domestic and the inbound travelers a comfortable environment, let them feel satisfy with their travel and the hotel services. But as a state-owned hotel, Shanghai Everbright International Hotel exist lot problems which lead to the customer not very satisfied with the services. Thought, how to improve the service quality in order to increase the customer satisfaction is become the main aim in this research.Consequently, SERVQUAL model will be applied in this research to investigate the customer satisfaction. To achieve this end, a field-descriptive survey will be designed. A questionnaire developed by research will be as the instrument for collecting the data. In order to use SERVQUAL gap analysis, the questionnaire has divided into two parts, customer satisfaction and employee satisfaction. Computer-assisted questionnaires design will be used here, which is a software programs. After the computer-assisted questionnaire about the customer satisfaction and employee satisfaction, the online questionnaire will be send to Shanghai Everbright International Hotel, they will be distributed to customers and employees in total 150 questionnaires.After the data is obtained, the Statistical Package for the Social Science (SPSS) can import automatically with the help computer-assisted questionnaire. SPSS software was used to analyze the data at both descriptive and inferential statistical levels. The finding revealed that the customer satisfaction of Shanghai Everbright Internationa 支付后，我们将在24小时内发到您的邮箱，请支付后通知我们发送论文，谢谢。 购买论文，汇款确认信邮箱。l Hotel is lower than the employee satisfaction, which indicate that the customers in Shanghai Everbright International Hotel are not very satisfied with the hotel, and on the other hand, it indicate that the hotel do not have an optimal service quality./mbathesis.htmlFrom the research, the staff performing plays a very important role in Shanghai Everbright International Hotel. Customers reflected a lot of problems on this staff performance. And after the research, some recommendations have given to Shanghai Everbright International Hotel, the top three factors are staff performing, restaurant and services. To improve the staff performing, some feasible ways have been given, such as, training staffs knowledge, training their service skills and training their attitude. To improve the restaurant services, improving the staff attitude and establish the relationship with customers have been recommended to Shanghai Everbright International Hotel. About how to improve services in Shanghai Everbright International Hotel, this research has used SERVQUAL-gap analysis to analyze what are the reasons leading to the customer satisfaction so low, and some solutions have been give to improve the services in Shanghai Everbright International Hotels.ACKNOWLEDGEMENTI would like to give my thankfulness to some people who help me a lot during my study.First of all, thank you very much for my tutor Dr. Peter; he gives me a lot of guidance and valuable comments for my dissertation. With his supervising, I overcame many obstacles when I was writing my dissertation. Without his kindly supports, I I can not finish my dissertation successfully.I also would like to express my thanks to Dr. Brenda Groen, for her valuable comments and suggestions on the proposal; they give me the basic logical thinking to start my research project.I would like to take this opportunity to give thankfulness to all teachers who gave me helpful lessons and supported to complete with my study period.And most important of all, I am very grateful to express my sincere thanks to my wonderful family: my father Yubo Cai, my mother Haiying Wang and my young brother Jinrong Cai who always support unconditional, encouragement, pray for my progress and love me in any ways.Many thanks to all of my friends and colleagues who were always behind me to give confidence a 支付后，我们将在24小时内发到您的邮箱，请支付后通知我们发送论文，谢谢。 购买论文，汇款确认信邮箱。nd courage accomplish this dissertation project.Deventer, 25, August, 2010Table of Content:Chapter 1: Introduction 1-1 Introduction81-2 Research Objectives.91-3 the Hypotheses9Chapter 2: Literature review2-1 An Overview of Hotel Chain in China.92-2 Services Quality102-2-1 Definition of Services102-2-2 Characteristics of Services.112-2-3 the Provided Services in Shanghai Everbright International Hotel112-2-4 Definition of Quality.122-3 Customers.132-3-1 Definition of Customer.132-3-2 Customers Requirements.132-3-3 Elements Affecting Customers Expectations132-3-4 the Customer of Shanghai Everbright International Hotel.142-4 Customer Satisfaction.152-5 Service Quality Model.162-6 the Relationship between SERVQUAL model and Hotel Business182-7 SERVQUAL-Gap Analysis.182-8 the problems exist in Shanghai Everbright International Hotel.19Chapter 3: Methodology3-1 Research methodology.203-2 Population.203-3 sampling size.203-4 Data collection tools.20Chapter 4: The Analysis about the Characteristics of Customers in Shanghai Everbright International Hotel 4-1 the Total Analysis about the Characteristics of Customers.214-2 the Separate Analysis about Characteristics of customers.22 4-2-1-How was the customers distribution due to their nationality in this research? .224-2-2-How was the customers distribution of the hotel, based on their purpose of travel in this research? 224-2-3-How was the customers distribution of the hotel based on the number of the people? 23Chapter 5: the Data Analysis about Customer Satisfaction.23Chapter 6: the Data Analysis about Employee Satisfaction.24Chapter 7: the Data Analysis about Customer Satisfaction versus Employee Satis 支付后，我们将在24小时内发到您的邮箱，请支付后通知我们发送论文，谢谢。 购买论文，汇款确认信邮箱。faction in Shanghai Everbright International Hotel24Chapter 8: Conclusion and Recommendations8-1 Conclusion368-2 Recommendations378-2-1 Staff Performing. 378-2-2 Restaurant.39 8-2-3 Services.40List of References.42 Appendix: questionnaires and Interview.46List of Tables /mbathesis.htmlTable 2-1: Different hotel chain10Table 2-2: Customers requirements chain.13Table 2-3: Customers expectations from service supplier14Table 2-4: SERVQUAL MODEL 19Table 4-1: Characteristics of Customers.21Table 4-2 Customers distribution based on their nationality.22Table 4-3: Customers distribution based on the purpose of travel.22Table 4-4: customers distribution on the basis of the number of the people.23 Table 5-1: The hotel met the customers expectation.23Table 6-1: The hotel met the employees satisfaction.24Table 7-1: the customer satisfaction with location of Shanghai Everbright International Hotel25Table 7-2: the employee satisfaction with location of Shanghai Everbright International Hotel25Table 7-3: the customer satisfaction with facilities of Shanghai Everbright International Hotel26Table 7-4: the employee satisfaction with facilities of Shanghai Everbright International Hotel.26Table 7-5: the customer satisfaction with services of Shanghai Everbright International Hotel27Table 7-6: the employee satisfaction with services of Shanghai Everbright International Hotel27Table 7-7: the customer satisfaction with staff performing of Shanghai Everbright International Hotel28Table 7-8: the employee satisfaction with staff performing of Shanghai Everbright International Hotel.28Table 7-9: the customer satisfaction with hygiene of Shanghai Everbright International Hotel29Table 7-10: the employee satisfaction with hygiene of Shanghai Everbright International Hotel.30Table 7-11: the customer satisfaction with breakfast of Shanghai Everbright International Hotel.30Table 7-12: the employee satisfaction with breakfast of Shanghai Everbright International Hotel.31Table 7-13: the customer satisfaction with receip 支付后，我们将在24小时内发到您的邮箱，请支付后通知我们发送论文，谢谢。 购买论文，汇款确认信邮箱。ts of Shanghai Everbright International Hotel.31Table 7-14: the employee satisfaction with receipts of Shanghai Everbright International Hotel.32Table 7-15: the customer satisfaction with rooms of Shanghai Everbright International Hotel.32Table 7-16: the employee satisfaction with rooms of Shanghai Everbright International Hotel.33Table 7-17: the customer satisfaction with house keeping of Shanghai Everbright International Hotel.33Table 7-18: the employee satisfaction with house keeping of Shanghai Everbright International Hotel.34Table 7-19: the customer satisfaction with restaurant of Shanghai Everbright International Hotel.34Table 7-20: the employee satisfaction with restaurant of Shanghai Everbright International Hotel.35Table 8-1: the existing gap based on the customer satisfaction and employ satisfaction.36List of ReferenceAkan, P. 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