外文文献-东方酒店服务失误与补救策略的研究

ANEXPLORATIONOFSERVICEQUALITYPRACTICESINTHECHINESEHOTELINDUSTRYACOMPARISONBETWEENCMHSANDFMHSABSTRACTCHINAISALATESTARTERINTOURISMTHEGOVERNMENTADOPTED“OPENDOORPOLICY”INTHELATE1970SANDBEGANWELCOMINGINTERNATIONALVISITORSTHEWORLDHASWITNESSEDABOOMINTOURISMINCHINAOVERTHEENSUINGTHREEDECADESALONGWITHTHEINCREASEOFVISITORS,THECHINESEHOTELINDUSTRYDEVELOPEDWITHHIGHSPEEDTOMEETTHESEDEMANDSTHECHINESEHOTELINDUSTRYDEVELOPEDFASTHOWEVER,FROM1994TOPRESENT,THECHINESEHOTELINDUSTRYKEEPSONLOSINGOCCUPANCYRATEANDPROFITSCHINESEHOTELMANAGEMENTATTRACTEDMOREANDMOREACADEMICRESEARCHINTERESTSHOWEVER,ANUMBEROFRESEARCHGAPSEXISTEDINTHISRESEARCH,THEAUTHORTRIESTOGAINABETTERUNDERSTANDINGOFSERVICEQUALITYGAPSBETWEENCMHSANDFMHSINMAINLANDOFCHINABYEXAMININGTHATIFTHEREARESERVICEQUALITYDIFFERENCESVIATWOCRITICALDIMENSIONSTECHNICALANDFUNCTIONALKEYWORDSSERVICEQUALITYCHINESEHOTELINDUSTRYFUNCTIONALANDTECHNICALFONTSIINTRODUCTIONTHECHINESEHOTELINDUSTRYDEVELOPEDFASTUPTO2006,CHINASSTOCKOFHOTELSSTOODAT12751HOTELSCOMPRISINGABOUT1,459,800ROOMSTHEYEARBOOKOFCHINATOURISMSTATISTICS,2007HOWEVER,FROM1994TOPRESENT,THECHINESEHOTELINDUSTRYKEEPSONLOSINGOCCUPANCYRATEANDPROFITSACCORDINGTOTHECHINESENATIONALTOURISMADMINISTRATIONCNTADATACNTAYEARBOOK1995,1996,1998,1999,2000,2004,IN1995AND1996OCCUPANCYRATESWENTDOWNTOUNDER60IN1998CHINASHOTELINDUSTRYSUFFEREDFROMITSFIRSTLOSSRMB4656BILLIONCHINASHOTELINDUSTRYSHOWEDSEVERELOSSESIN1999RMB5364BILLIONIN2000RMB2643BILLIONWHENTHECHINESEHOTELINDUSTRYMADELOSSES,THERELEVANTDATASHOWTHATINTHECHINESEHOTELMARKET,FOREIGNERMANAGEDHOTELSFMHSPERFORMEDMUCHBETTERTHANCHINESEMANAGEDHOTELSCMHSTHEPOORPERFORMANCEOFTHECHINESEHOTELMARKETHASATTRACTEDALOTOFEXPERTSATTENTIONTHECURRENTDISCUSSIONSONTHECHINESEHOTELINDUSTRYSPOORPERFORMANCERELATETOOVERCAPACITYOROVERSUPPLYOFHOTELROOMSWITHMOREANDMOREBUILDINGSGOINGUP,INSOMEDESTINATIONSTHEROOMSUPPLYEXCEEDSTHEDEMANDLEADINGTOADRAMATICDROPOFROOMRATESANDPROFITKEULENANDHUMAN,1999ZHANG,2003ZHANG2004HOWEVER,OVERCAPACITYOROVERSUPPLYISNOTABLETOEXPLAINWHYTHEPERFORMANCEOFFOREIGNMANAGEDHOTELSFMHSISBETTERTHANCHINESEMANAGEDHOTELSCMHSALSO,THEOVERCAPACITYOROVERSUPPLYISNOTABLETOEXPLAINWHYMOREANDMOREFMHSDEVELOPTHEIRBUSINESSINCHINESEMARKETINGFOREXAMPLE,RITZCARLTON,MARRIOTT,ACCOR,STARWOOD,HYATTANDSHANGRILAALLANNOUNCEDTOEXPANDTHEIRBUSINESSINMAINLANDOFCHINASOMEEXISTINGRESEARCHSUGGESTSTHATPOORSERVICEQUALITYISTHEREASONFORPOORPERFORMANCEOFCHINESEHOTELINDUSTRYCULLEN,1994CAIANDWOODS,1993TSANGANDQU,2000HOWEVER,THEEXISTINGRESEARCHDOESNOTOFFEREMPIRICALEVIDENCETOILLUSTRATETHEPERCEIVEDSERVICEQUALITYDIFFERENCEBETWEENCMHSANDFMHSITDOESNOTISSUERESEARCHDATATOSHOWWHETHERTHEREARESERVICEQUALITYDIFFERENCESBETWEENCMHSANDFMHSINTHEAREAOFFUNCTIONALQUALITYORTECHNICALQUALITYORINBOTHITONLYIDENTIFIEDINTERNATIONALTOURISTSPERCEPTIONOFSERVICEQUALITYANDIGNOREDCHINESENATIVETOURISTSITDIDNOTEXPLOREREASONSWHYCHINESENATIVECHOSETOSTAYINFMHSTHEMAINPURPOSEOFTHISSTUDYISTOGAINABETTERUNDERSTANDINGOFSERVICEQUALITYGAPSBETWEENCMHSANDFMHSINMAINLANDOFCHINABYEXAMININGTHATIFTHEREARESERVICEQUALITYDIFFERENCESVIATWOCRITICALDIMENSIONSTECHNICALANDFUNCTIONALIILITERATUREREVIEWPRACTITIONERSANDACADEMICIANSALLACKNOWLEDGEDTHEDIFFERENCESBETWEENPRODUCTSANDSERVICESTHEYALSORECOGNIZEDTHATQUALITYASITPERTAINSTOSERVICESMAYBEDEFINEDDIFFERENTLYTHANPRODUCTQUALITYHARRINGTONANDLENEHAN1998REMARKED,“THEGENERALCONSENSUSWASTHATSERVICEQUALITYWASAFUNCTIONOFTHECOMPARISONWHICHCUSTOMERSMAKEBETWEENEXPECTATIONSOFWHATANORGANIZATIONSHOULDPROVIDEANDPERCEPTIONSOFACTUALPERFORMANCEANDINTHISSENSE,SERVICEQUALITYWASAMEASUREOFHOWWELLTHEORGANIZATIONSSERVICELEVELMATCHEDCUSTOMEREXPECTATIONS”THEEXISTINGRESEARCHALLSHOWEDTHATSERVICEQUALITYISDETERMINEDBYCUSTOMERSTHEFUNCTIONOFTHECOMPARISONBETWEENTHECUSTOMERSEXPECTATIONSANDPERCEPTIONSCANHELPUSTOMEASURETHESERVICEQUALITYTWOCRITICALDIMENSIONSOFSERVICEQUALITYGRONROOS1984EXTENDEDTHEDEFINITIONOFSERVICEQUALITYTOINCLUDETWODIMENSIONS,TECHNICALANDFUNCTIONALANEVALUATIONOF“WHATTHECONSUMERRECEIVESININTERACTIONSWITHTHESERVICEFIRMISTECHNICALQUALITY“HOW”THECUSTOMERRECEIVESASERVICEISCALLEDFUNCTIONALQUALITYFUNCTIONALQUALITYEQUATESTOTHEEXPRESSIVEPERFORMANCEOFASERVICEHEUSESTHECONCEPTOFCORPORATEIMAGEINTOHISQUALITYMODELCORPORATEIMAGERESULTSFROMHOWCONSUMERSPERCEIVETHEFIRMTECHNICALQUALITYANDFUNCTIONALQUALITYINADDITIONTOEXTERNALFACTORSTRADITION,IDEOLOGY,WORDOFMOUTH,ANDMARKETINGACTIVITIESADVERTISING,PRICING,PUBLICRELATIONSKOTLERETAL2003SUGGESTTHATINTHECASEOFHOTELS,TECHNICALQUALITYREFERSTOWHATTHECUSTOMERISLEFTWITHAFTERTHECUSTOMEREMPLOYEEINTERACTIONSHAVEBEENCOMPLETEDFOREXAMPLE,INTHEHOSPITALITYINDUSTRY,TECHNICALQUALITYRELATESTOTHEGUESTROOMINTHEHOTEL,ANDTHEMEALINTHERESTAURANTOFTHEHOTELFUNCTIONALQUALITYISTHEPROCESSOFDELIVERINGTHESERVICEORPRODUCTWHILETHESERVICEISBEINGDELIVERED,CUSTOMERSGOTHROUGHMANYINTERACTIONSWITHTHEFIRMSEMPLOYEESAGUESTMAKESARESERVATION,ISGREETEDBYTHEDOORATTENDANT,ISESCORTEDTOTHEFRONTDESKBYABELLPERSON,CHECKINWITHTHEDESKCLERK,ANDISESCORTEDTOTHEROOMTHEEXPERIENCEOFCHECKINGINTOAHOTELISANEXAMPLEOFFUNCTIONALQUALITYMEASURINGSERVICEQUALITYIN1988,PARASURAMANETALPUBLISHEDSERVQUAL,ASCALETHEYDEVELOPEDTOMEASURETHECONSTRUCTOFPERCEIVEDSERVICEQUALITYPERCEIVEDQUALITYISTHECONSUMERSIMPRESSIONREGARDINGOVERALLEXCELLENCEORSUPERIORITYZEITHAML,1987SERVQUALRESEARCHWASCONDUCTEDINTWOPHASESPARASURAMANETAL,1988THEFIRSTPHASEFOCUSEDONCONDENSINGTHEINSTRUMENTANDESTABLISHINGTHERELIABILITYOFTHEDIMENSIONALCOMPONENTSOFTHESCALECONFIRMATORYINNATURE,THESECONDPHASETESTEDTHEREFINEDSCALEUSINGFRESHDATAUSING7POINTSCALESFROMSTRONGLYAGREETOSTRONGLYDISAGREETHEORIGINALVERSIONOFTHESERVQUALASKEDSUBJECTSTOINDICATETHESERVICETHATSHOULDBEOFFEREDBYAFIRMDENOTEDASEXPECTATIONSEANDTHEPERCEPTIONSPTHATAFIRMHASTHEDESCRIBEDFACETTHEAUTHORSSUBSEQUENTLYDEFINESERVICEQUALITYQ,ASQPE,WHICHCOULDBESUMMEDACROSSFACETSFORAMEASUREOFSERVICEQUALITYCRONINANDTAYLOR1992QUESTIONEDTHESERVQUALSOPERATIONALIZATIONOFSERVICEQUALITYTHEYPOINTOUTTHATITCONFUSESSATISFACTIONANDATTITUDETHEIRRESEARCHFURTHERINDICATED1PERFORMANCEBASEDMEASURESAREBETTERPREDICTORSOFSERVICEQUALITYTHANGAPPERCEPTIONSMINUSEXPECTATIONSMEASUREMENTS,2SERVICEQUALITYISANANTECEDENTTOSATISFACTION,ASOPPOSEDTOTHEOTHERWAYAROUNDASSUGGESTEDBYBITNER1990,AND3SATISFACTIONISBETTERTHANSERVICEQUALITYATPREDICTINGCUSTOMERPURCHASEINTENTIONSBASEDUPONINPUTFROMOTHERRESEARCHERS,PARASURAMANETAL1991,1994PUBLISHEDTWOREASSESSMENTSOFSERVQUAL1NEGATIVELYWORDEDITEMSWERECHANGEDTOAPOSITIVEFORMAT2ONENEWITEMWASADDEDUNDERTANGIBLESANDONEWASADDEDUNDERASSURANCETOMOREFULLYCAPTURETHEDIMENSIONTHEREFINEMENTSCAUSEDTHENEWSCALETOHAVEAGREATERDEGREEOFOVERLAPAMONGTHEDIMENSIONSTANGIBLESBECAMEDICHOTOMIZEDINTOPHYSICALFACILITIES/EQUIPMENTANDEMPLOYEES/COMMUNICATIONMATERIALSRESPONSIVENESSANDASSURANCE,VIRTUALLYINDISTINGUISHABLEINTHEFIVEFACTORANALYSIS,WEREDISTINCTINTHESIXFACTORSOLUTIONANDTHUSALLOWEDDIMENSIONSOTHERTHANTANGIBLESTOEMERGEASUNIQUE“COLLECTIVEREPLICATIONSBYANDLARGEPROVIDECONSISTENTSUPPORTFORTHERELIABILITY,FACEVALIDITYANDPREDICTIVE/CONCURRENTVALIDITYFORTHESERVQUALSCORESONTHEFIVEDIMENSIONS”PARASURAMANETAL,1991THEREFINEDSERVQUALGENERATEDAFLURRYOFINTERESTINSERVICEQUALITYANDSOMERESEARCHERSTESTEDTHISINSTRUMENTFORMEASURINGQUALITYINTHESERVICEINDUSTRYIIIMETHODOLOGYTHEPURPOSEOFTHISRESEARCHISTOEXAMINETHECUSTOMERPERCEPTIONSOFTHESUBJECTFMHSANDCMHSANDFINDWHETHERTHEREAREDIFFERENCESTHREEHYPOTHESESWEREGENERATEDASABASISFORINTERROGATINGTHEDATAFROMTHESURVEYHYPOTHESES1THECORRELATIONOFTHEGAPSCOREPEINFMHACROSSTECHNICALQUALITYDIMENSIONASDETERMINEDBYAVERAGINGTHEMEANSCOREFOREACHDIMENSIONSISLESSTHANTHECORRELATIONOFTHEGAPSCOREPEINCMHACROSSTECHNICALQUALITYDIMENSIONASDETERMINEDBYAVERAGINGTHEMEANSCOREFOREACHDIMENSIONSTOOVERALLSERVICEQUALITYHYPOTHESES2THECORRELATIONOFTHEGAPSCOREPEINFMHACROSSFUNCTIONALQUALITYDIMENSIONSASDETERMINEDBYAVERAGINGTHEMEANSCOREFOREACHDIMENSIONSISHIGHERTHANTHECORRELATIONOFTHEGAPSCOREPEINCMHACROSSFUNCTIONALQUALITYDIMENSIONSASDETERMINEDBYAVERAGINGTHEMEANSCOREFOREACHDIMENSIONSHYPOTHESES3THECORRELATIONOFTHEGAPSCOREPEINCMHACROSSALLDIMENSIONSASDETERMINEDBYAVERAGINGTHEMEANSCOREFOREACHDIMENSIONSTOOVERALLSERVICEQUALITYISHIGHERTHANTHECORRELATIONOFTHEGAPSCOREPEINFMHACROSSALLDIMENSIONSASDETERMINEDBYAVERAGINGTHEMEANSCOREFOREACHDIMENSIONSTOOVERALLSERVICEQUALITYSERVQUALISACONCISEMULTIPLEITEMSCALEWITHGOODRELIABILITYANDVALIDITYTHATCOMPANIESCANUSETOBETTERUNDERSTANDTHESERVICEEXPECTATIONSANDPERCEPTIONSOFTHEIRCUSTOMERSTHESERVQUALINSTRUMENTINCLUDES22STATEMENTSTHESERVQUALSTATEMENTSINBOTHTHEEXPECTATIONSANDPERCEPTIONSSECTIONSAREGROUPEDINTOTHEFIVEDIMENSIONSASSESSINGTHEQUALITYOFSERVICEUSINGSERVQUALINVOLVESCOMPUTINGTHEDIFFERENCEBETWEENTHERATINGSCUSTOMERSASSIGNTOTHEPAIREDEXPECTATION/PERCEPTIONSTATEMENTSSPECIFICALLY,AGAPOFCUSTOMERSEXPECTATIONANDPERCEPTIONFOREACHCUSTOMERISCOMPUTEDASFOLLOWSSERVQUALSCOREPERCEPTIONSCOREEXPECTATIONSCOREMATHEMATICALLY,THEEQUATIONOFTOTALSERVICEQUALITYISEXPRESSEDASTQ_PIEIWHERE“I”ISASERVICEQUALITYATTRIBUTEFOREXAMPLE,GIVENTHENUMBEROFDIMENSIONSOFSERVICEQUALITYANDTHENUMBEROFATTRIBUTESTHATDEFINESEACHDIMENSION,THENTHEPIEIFOREACHDIMENSIONOFATTRIBUTESCANBEAVERAGEDTOUNDERSTANDSERVICEQUALITYTOTALSERVICEQUALITYWILLBEDETERMINEDASANAVERAGEDIFFERENCESCOREACROSSALLDIMENSIONSPARASURAMANETAL,1988FORTHEPURPOSEOFTHISSTUDY,AMINIMUMNECESSARYSAMPLEOF300CUSTOMERSFMHS150CMHS150WASIDENTIFIEDTHESURVEYSINCLUDED1CHINESENATIVETRAVELERSANDINTERNATIONALTRAVELERSSTAYINGINCMHS2CHINESENATIVETRAVELERSANDINTERNATIONALTRAVELERSSTAYINGINFMHSTHESURVEYWASRANDOMCHOICEFROMINTERNATIONALCUSTOMERSANDCHINESECUSTOMERSHOWEVER,RESPONDENTSMUSTHAVEREALEXPERIENCEOFSTAYINGINBOTHCMHSANDFMHSTHERESPONDENTSWERECOLLECTEDFROM5CHINESEMANAGEDHOTELSCMHAND4FOREIGNMANAGEDHOTELSFMHINBEIJINGTHESEHOTELSWERECHOSENASTHEYHAVEBEENINOPERATIONFORAPPROXIMATELYTHESAMELENGTHOFTIMETHESEHOTELSAREQUITESIMILARINSIZEANDTHEAMOUNTOFSTAFFTHATTHEYEMPLOYEDTABLE1PROFILESOFRESPONDENTSTHISCOMPARATIVEANALYSISEXAMINESWHETHERTHEREARESERVICEQUALITYDIFFERENCEBETWEENCMHSANDFMHSANDGIVESEMPIRICALEVIDENCETOILLUSTRATETHEPERCEIVEDSERVICEQUALITYDIFFERENCEBETWEENCMHSANDFMHSFURTHERMORE,THISCOMPARATIVEANALYSISALSOEXAMINESWHETHERTHEREARESERVICEQUALITYDIFFERENCESBETWEENCMHSANDFMHSINTERMSOFFUNCTIONALQUALITYORTECHNICALQUALITYPARTORBOTHTHERESULTSAREPRESENTEDINFULLINNEXTPARTIVRESULTSSERVQUALSCOREPERCEPTIONSCOREEXPECTATIONSCOREIFPE0,SERVICEQUALITYISGOODIFPE0,SERVICEQUALITYISFAIRIFPE0,SERVICEQUALITYISPOORIFTHESERVQUALSCORE0,THESERVICEQUALITYOFDATAWHICHISCLOSETO0ISBETTERTHANTHESERVICEQUALITYOFDATAWHICHISAWAYFROM0THERELIABILITYANALYSISWASADOPTEDINTOTHISRESEARCHTHESURVEYRESULTSFORCMHSANDFMHSAREALLEXAMINEDWITHCRONBACHSALPHAINSPSSCRONBACHSNUMBERSFORVARIATIONAREALLMORETHAN080CMHS0813FMHS0829ITSHOWEDTHATTHERESULTSOFSURVEYSARERELIABLEBASEDONTHEINTRODUCTIONOFSERVQUALSYSTEMINLITERATUREREVIEW,THEFIRSTFOURFACTORSAREUSEDTOEXAMINETHETECHNICALQUALITYOFHOTELS,ANDTHEFOLLOWING18FACTORSAREUSEDTOEXAMINETHEFUNCTIONALQUALITYOFHOTELSINTHETECHNICALSECTION,THETABLE1SHOWSTHATTHEREARETHREESERVQUALDATAAREHIGHERTHANZERONO1,2AND4THEREISONEDATANO3ISBELOWZEROBUTITISVERYNEARTOZERO0039THESUMOFFIRSTFOURDATAINTABLE1IS0281THEAVERAGENUMBERIS0070281DIVIDEBY4THEDATA007ISLARGERTHANZEROWHICHMEANSTHATTHETECHNICALQUALITYOFCMHSISGOODINTHEFUNCTIONALQUALITYSECTION,THEFIGURESFROMNO5TONO22SHOWTHATTHEREARE4SERVQUALDATAAREHIGHERTHANZERONO11,15,19AND20THEREIS14DATAAREBELOWZEROTHESUMOFTHESE18DATAIS397THEAVERAGENUMBERIS022397DIVIDEBY18ITISBELOWZEROWHICHMEANSTHATTHEFUNCTIONALQUALITYOFCMHISPOORINTOTAL,THESUMOF22SERVQUALSTATEMENTSOFCMHIS369ANDTHEAVERAGENUMBERIS017WHICHIMPLIESTHATTHESERVICEQUALITYINCMHSISPOORVCONCLUSIONOVERALL,THERESULTSSHOWEDTHATTHEPERCEIVEDSERVICEQUALITYOFTHESUBJECTFMHISBETTERTHANTHESUBJECTCMHINTHETECHNICALQUALITYSECTION,QUALITYINCMHSISPERCEIVEDTOBEBETTERTHANFMHSBUTINTHEFUNCTIONALQUALITYSECT