心理契约违背对饭店顾客忠诚的影响——服务补救策略的调节效应

针对服务企业普遍面对的服务补救低效与顾客忠诚保持的挑战,文章基于心理契约与前瞻性服务补救理论,构建了顾客心理契约违背、服务补救和顾客忠诚间关系的分析框架,实证分析了心理契约违背对顾客忠诚的作用机理,并检验了服务补救策略对这一关系的调节效应。通过对262名饭店顾客的问卷调查,采用回归分析法处理数据,研究结果表明:心理契约违背两个维度与饭店顾客忠诚两个维度均呈显著负相关关系,顾客心理契约违背程度越高,顾客忠诚度越低;服务补救在心理契约违背与饭店顾客忠诚的关系中起到部分调节作用,即当企业服务出现失误而使顾客感知心理契约违背发生时,如果能采用恰当的服务补救策略,可以降低心理契约违背对顾客忠诚的负面影响。     

How Service Quality Affects Customer Loyalty in the Travel Agency: The Effects of Customer Satisfaction,Service Recovery,and Perceived Value

This study develops a conceptual model of the effects of service quality on customer loyalty that reflects the mediating role of customer satisfaction and the moderating role of service recovery and perceived value, and applies this model to the travel industry. A survey and analysis confirm that customer satisfaction is positively influenced by service quality, and customer loyalty is positively influenced by customer satisfaction. Furthermore, customer loyalty is indirectly influenced by service quality through the mediator of customer satisfaction. The relationship between service quality and customer satisfaction is found to be stronger for customers who have a positive experience of service recovery; and the correlation between customer satisfaction and customer loyalty is stronger for customers who perceive high service value.     

Customer Loyalty under the Influence of Revenue Management: The Case of Taiwanese Hotel Customers

Revenue management (RM), a common practice for the hotel industry, has been found to be very effective in generating extra revenue. However, prior studies have shown that the implementation of RM may potentially be in conflict with customer loyalty, the basis for long-term profitability. With a view to alleviating the impact of RM on customer loyalty, this study investigates the relationship between customer loyalty and RM knowledge level, and examines the moderating effect of the fairness perception for pricing based on a survey and the related statistical analyses. The findings suggest that hotel operators should facilitate the RM knowledge and the fairness perception of their customers so as to result in a potential win-win situation, in which profit-seeking hotels increase their revenue through better resource utilization, and heterogeneous customers benefit from more diversified services.     

旅游地顾客忠诚模型及实证研究

在对国内外顾客忠诚研究进行回顾的基础上,结合旅游业的特点,构建了旅游地顾客忠诚结构方程模型,探讨旅游地顾客忠诚的度量指标和驱动因素.研究发现:(1)旅游地顾客忠诚不仅表现在重游行为上,还包括旅游者的正面口碑宣传和推荐作用;(2)顾客感知质量、顾客感知价值、旅游动机、顾客满意是旅游地顾客忠诚的4个驱动因素,对顾客忠诚均有显著的正向影响.     

The Moderating Role of Water Park Service Quality,Environment, Image,and Food Quality on Perceived Value and Customer Loyalty: A South Korean Case Study

This study empirically examined not only the relationship between perceived value and customer loyalty, but also the moderating role of service quality, environment, image, and food quality at a water park, a segment of the tourism industry. In particular, the current study, using hierarchical regression analyses, examined the direct effects of perceived value on customer loyalties—loyalty and behavioral loyalty—as well as the moderating effect of four elements. As anticipated, this study showed that perceived value has significant and positive effect on both types of loyalty. In addition, the result of the interaction effects showed that service quality and food quality acted as moderators on the relationship between perceived value and attitudinal loyalty; however, water park image acted as a moderator on the relationship between perceived value and behavioral loyalty only. Finally, these results indicated that three elements—service quality, water park image, and food quality—have significant interaction on the relationship between perceived value and attitudinal/behavioral loyalty. These findings may provide water park operators with useful and detailed guidelines for satisfying customer loyalty levels, both attitudinally and behaviorally. More detailed findings and implications are also discussed.     

饭店服务质量的测量与改进

饭店服务质量是饭店的生命。为了改进饭店的服务质量，基于Parsuraman提出的SERVOUAL方法，本文提出了饭店服务质量的满意度测量法，然后，采用鱼刺图对饭店服务质量问题进行分析并提出改进方案，新悦饭店的示例表明，本文所提出的方法是有效的。     

The Relationships Between Casino Quality,Image, Value,and Loyalty

This research builds on the idea that casino customers’ subjective, global judgments of service quality are shaped by experience of its specific attributes, and examines how casino customers form their evaluative attitudes toward the casino experience in the Macau context. Using the data collected from 525 Macau casino customers, we first identify four casino quality dimensions; namely, supporting facilities, staff service, diversity, and equitableness. We then test and validate a proposed model for the structural relationships between casino image (as a consequence of the four quality dimensions), value, and loyalty. In particular, value is shown to be a mediator of the relationship between image and loyalty from the perspective of casino customers. The results of our study can show Macau casino operators what constitutes customers’ casino experiences and aid them in enhancing their image, perceived value, and customer loyalty toward casinos.     

Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivation

This study seeks to determine which restaurant experiences influence the image of a restaurant's brand and formation of customers' loyalty. The research examines the connections among restaurant experiences, brand image, satisfaction, and loyalty in the context of full-service restaurants. This study also investigates the moderating effect of customers' dining motivations on the formation of brand image. The results of this study suggest that: (a) A restaurant's environment and food quality positively influences brand image and customers' satisfaction, (b) customers' perceptions of price fairness do not influence brand image but does affect customers' satisfaction, (c) development of customers' positive brand image does not drive satisfaction but does influence loyalty in full-service restaurants, and (d) customers' dining motivations moderate the relationship between restaurant experiences and perceptions of brand image. These results provide a basis for investigating which restaurant experiences are critical in eliciting development of a positive brand image and which have behavioral consequences. This study also offers mangers a perspective for developing marketing strategies to strengthen brand image in full-service restaurants.     

An Empirical Study of the Effect of Customer Participation on Service Quality

Abstract

Using 185 completed surveys from hotel customers in Tianjin, China, the authors conducted a multiple regression analysis of the effects of information collection, participation in service design and standard build-up, interaction with employees, and “word of mouth” communication with hotel customers. It was found that these four dimensions of customer participation had a direct relationship with service quality.     

基于细节服务的酒店形象影响因素研究

细节服务作为酒店管理多元化发展的一个分支,对挖掘、整合和利用酒店资源,发现、赢得和稳定客户,识别、利用和树立良好的酒店形象有着不可忽视的作用.本文首先从细节服务的视角出发,剖析了细节服务的关键因子及其对酒店形象的影响.在此基础上构建了基于细节服务的酒店形象影响因素模型,并提出了相应假设;然后运用统计方法对其进行了验证,实证结果基本符合本文的研究构思和假设;最后,本文就如何依托细节服务提升酒店形象提出了相应对策.     

饭店服务质量测量方法研究综述

提高服务质量是饭店企业区别于竞争对手,获得相对竞争优势的重要手段.要改善服务质量,首先需要有效和实用的测量方法对服务质量进行可靠和准确的测量.本文对服务质量的测量方法进行了综述,分析它们在饭店业中的应用现状及问题,同时阐述了饭店服务质量测量的新趋势.     

The Importance of Quality,Satisfaction, Trust,and Image in Relation to Rural Tourist Loyalty

In the past decade, tourism firms have become aware of the great benefits of maintaining a solid base of loyal customers. Because rural tourism is a relatively new phenomenon in some countries, the main antecedent of tourism loyalty remains infrequently studied in rural lodgings. In this work, a structural equations model is explored, with PLS technique, giving relevance to the interrelationships among image, quality, satisfaction, and trust and among these variables and the tourists' behavior variables. Instruments are identified and exploratory research was undertaken among rural tourists of the main rural lodgings in two border regions of Spain and Portugal. The results confirm image as a direct antecedent of perceived quality, satisfaction, trust, and loyalty for rural tourism, too. The analysis also confirmed that quality has a positive influence on satisfaction and loyalty, and trust has a positive influence on loyalty. Image is shown as a key factor to rural lodging managers. This study may help rural tourism managers to develop and implement effective relationship marketing strategies.     

基于差距模型的饭店服务质量研究

差距分析是一种服务质量的分析方法,本文在综合前人研究成果的基础上提出一个饭店服务质量综合差距模型,并以此模型为基础提出了11个研究假设。结合问卷调查所获数据．本文对该差距模型进行了实证研究。实证研究结果发现了饭店服务提供过程中存在的一些问题,并以此为基础提出了改善和提高饭店服务质量的几点建议。     

国内游客对饭店服务质量评论的文本分析 --以e龙网的网友评论为例

本研究通过采用分层抽样法和系统抽样法抽取了易龙网上的10个城市的200家三-五星级饭店,运用文本分析法(content analysis)对每一家饭店的网友评价进行分类评分,最后运用SPSS统计软件对结果进行对比和统计.研究结果表明,中国国内旅游者同国际旅游者一样富有经验,他们对于总台接待、客房服务、房间大小这些与饭店星级紧密相关的因素非常重视.本研究为如何评价中国饭店业的服务质量提供了一个可行途径和有益借鉴.     

The Role of Service Quality,Perceived Value,and Relationship Quality in Enhancing Customer Loyalty in the Travel Agency Sector

Relationship quality is crucial to enhancing a tourist’s loyalty. Little empirical research has been conducted to link service quality, perceived value, and relationship quality to customer loyalty in the travel agency sector. This study attempts to investigate the role of service quality, perceived value, and relationship quality on customer loyalty among tourists. Relationship quality consists of three components: customer satisfaction, customer trust, and customer commitment. Structural equation modeling is used to test the linkages between the six variables that have been identified. Findings reveal that service quality and perceived value of a travel package are antecedent factors to the relationship quality with a travel agency; three components of relationship quality significantly influence a customer’s loyalty to a travel agency.     

旅游企业社会责任对目的地形象及游客忠诚的影响研究

在旅游市场竞争日趋激烈的背景下,由旅游企业经营所引发的社会责任问题受到广泛关注,但学界关于旅游企业社会责任的影响研究还不够系统和深入.文章将旅游企业社会责任划分为6个方面,将目的地形象划分为认知形象和情感形象两个方面,并构建了旅游企业社会责任对目的地形象及游客忠诚的影响模型.实证研究表明,旅游企业社会责任在目的地形象及游客忠诚形成中发挥非常重要的作用,其中,经济责任、环境责任、游客责任、员工责任和法律责任对认知形象有正向影响,游客责任、员工责任和慈善责任对情感形象有正向影响;认知形象和情感形象不仅对游客忠诚产生直接影响,而且通过游客满意对游客忠诚产生间接作用.相比认知形象,情感形象对游客满意和忠诚的影响作用更大.     

旅行社顾客心理授权、顾客参与及服务质量关系研究

顾客在企业授权措施影响下产生的对服务经历的控制感被称之为顾客心理授权.文章在文献研究的基础上,提出了一个包含顾客心理授权、顾客参与、员工服务质量、顾客服务质量和顾客满意感的研究模型,并通过对旅行社顾客的调查,对模型进行了实证检验.数据分析结果表明:(1)顾客心理授权与顾客参与是两个不同的概念,且前者对后者有显著的正向影响;(2)顾客参与通过顾客服务质量间接影响员工服务质量;(3)顾客服务质量和员工服务质量都会影响顾客满意感,且与员工服务质量相比,顾客服务质量对顾客满意感的影响更大.文章研究结果可以丰富学术界对顾客授权理论的研究,同时对旅行社授予顾客权力、鼓励顾客参与,提高顾客服务质量,进而提高顾客满意度有一定的实践参考价值.     

湛江国际旅游资源开发和旅游服务质量的研究

地方国际旅游资源是珍贵的资源,但要使其充分发挥经济效益,就必须加以科学的规划和合理的开发.本文研究和分析了湛江国际旅游资源的开发利用和国际游客对我们旅游服务质量的评价及旅游业存在的问题.     

The Effect of Service Climate on Perceived Service Value and Behavioral Intentions: The Mediating Role of Service Quality

The purpose of the current study is to assess the influence of employees’ perceived service climate on customers’ perceived service value and behavioral intention. Furthermore, the paper investigates the extent to which service quality mediates the relationship among employees’ perceived service climate, customers’ perceived service value, and behavioral intention. Data were collected from convenience samples of 400 customers and 375 hotel employees. The results of structural equation modeling indicated that: (1) employees’ perceived service climate has a positive and significant influence on service quality, customers’ perceived service value, and behavioral intention and (2) service quality has a positive and significant influence on customers’ perceived service value and behavioral intention. Additionally, this study revealed that the indirect effect of employees’ perceived service climate on customers’ perceived service value and behavioral intention through service quality is more than the direct effect of employees’ perceived service climate, customers’ perceived service value, and behavioral intention.     

服务失败后自我建构与质量预期对满意和口碑的影响

当顾客遭遇由个别雇员引发的服务失败时,顾客会产生怎样的心理反应?文章基于服务失败情境探讨了顾客的自我建构倾向与服务质量预期对满意度与负面口碑传播的影响。研究运用实验法模拟(餐厅)服务情境,结果发现,当服务失败源于个别雇员的不当行为时,如果顾客对企业的服务持有相对负面的质量预期,那么自我建构类型为互依型的顾客(vs.独立型自我建构)更倾向于认为企业对雇员的服务质量具有可控性,会对企业更不满意;但在负面口碑传播上,独立型自我建构的顾客却反而更有可能通过口碑传播服务失败经历(vs.互依型自我建构)。文章在此基础上主要讨论了自我建构对服务失败研究以及企业实践的启示,并指出未来可进一步研究的内容。