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MBA毕业论文_于IPA模型青岛尚客优酒店顾客满意度研究PDF

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汇编 出版。保密的学位论文在解密后适用本规定。 研究生签名: 时间: 年 月 日 导师签名: 时间: 年 月 日 I 摘 要 经济型酒店是国内借鉴发达国家酒店业的经验发展起来的一种新型酒店。目前国内已经有本土 的锦江集团、尚客优、城市便捷酒店、都市118酒店以及外资宜必思、速8等运营成功的经济型酒 店。经济型酒店价格低廉,越来越受到理论界和实业界的关注。尚客优酒店是青岛尚美生活集团有 限公司下属的经济型连锁酒店,总部位于青岛,近年来在全国范围内得到了较快的发展。 论文以青岛地区尚客优连锁经济型酒店为对象,运用IPA对其顾客满意度进行了研究,以此管 窥其服务情况。研究结果表明,青岛尚客优在住宿、交通、尚客优及周围环境三个方面已经形成明 显的优势。早餐及周边餐饮、周边购物、周边娱乐方面存在不同程度的问题,需要投入资源进行改 进。针对存在的问题,论文提出青岛尚客优连锁经济型酒店服务提升措施。(1)尚客优酒店顾客 满意度提升基本路径是:以IPA分析所得出的位于机会区和修补区的各个一级指标为基本提升面, 即早餐及周边餐饮、周边购物、周边娱乐三个一级指标。对位于优势区的住宿、尚客优及周围环境 维度、交通三个一级指标进行IPA分析所得出的位于修补区的各个二级指标为辅助提升面,即住宿 一级指标之下的舒适便利二级指标,尚客优及周围环境一级指标之下的安静程度二级指标,交通一 级指标之下的舒适性二级指标。(2)优化尚客优酒店选址,满足顾客食、购、娱需求。青岛尚客 优酒店选址方案的确定要综合考虑商流、人流、店面成本、周边配套餐饮、周边配套娱乐、周边景 点、交通等因素。(3)改善住宿、环境、交通中的相对薄弱环节,包括提升住宿舒适便利性,提 升环境安静程度,提升交通舒适性。 在理论方面,IPA分析是一种经典的顾客满意度分析工具,在旅游业中有着广泛的应用,随着 酒店业的快速发展,一些新的食宿形态加速出现,IPA分析有待增加其应用场景。经济型酒店是一 种新型的酒店,运用IPA分析,具有理论的典型性,延伸了经典理论的应用场景。在实践方面,调 查经济型酒店顾客的满意度,是了解经济型酒店服务成效的重要手段,进而提出服务提升优化措施 具有现实价值。 关键词:经济型酒店;顾客满意度;IPA分析;选址 II Abstract Economy hotel is a new type of hotel developed from the experience of hotels in developed countries. At present, there are already successful economy hotels in China such as Jinjiang Group,Shangkeyou, City Convenient Hotel, City 118 Hote,Ibis, Super 8.Economy hotels are low prices, which have attracted more and more attention from the theoretical and business circles. Shangkeyou hotel is an economic chain hotel under Qingdao Shangmei Life Group Co., Ltd. with its headquarters in Qingdao, it has developed rapidly in recent years. This paper takes Shangkeyou chain economy hotels in Qingdao as the object, and uses IPA to study their customer satisfaction, so as to have a limited view of their service. The results show that Qingdao has obvious advantages in accommodation, transportation, guest preference and the surrounding environment. Breakfast and surrounding food and beverage, surrounding shopping, and surrounding entertainment have problems to varying degrees, requiring investment of resources for improvement. In view of the existing problems, the paper has issued measures to improve the service of Qingdao Shangkeyou chain economy hotel. (1) The basic path to improve the customer satisfaction of Shangkeyou Hotel is to take the first-level indicators in the opportunity area and repair area obtained by IPA analysis as the basic improvement surface, namely breakfast and surrounding catering, surrounding shopping and surrounding entertainment. Based on IPA analysis of the three first-level indicators of accommodation, guest preference and surrounding environment, and traffic in the advantageous area, each second-level indicator located in the repair area is taken as the auxiliary lifting surface, i.e. the comfort and convenience second-level indicator below the first-level indicator of accommodation, and the quietness second-level indicator below the first- level indicator of guest preference and surrounding environment. Comfort secondary index under traffic primary index. (2) Optimizing the location of Shangkeyou Hotel to meet the needs of customers for food, purchase and entertainment. The site selection plan of Qingdao Shangkeyou Hotel should comprehensively consider factors such as business flow, pedestrian flow, store cost, surrounding supporting catering, surrounding supporting entertainment, surrounding scenic spots, transportation, etc. (3) Improve the relative weak links in accommodation, environment and transportation, including improving the comfort and convenience of accommodation, improving the quiet environment and improving the traffic comfort. The research of this paper has positive significance. In theory, IPA analysis is a classic customer satisfaction analysis tool, which is widely used in tourism industry. With the rapid development of hotel industry, some new accommodation forms are accelerating, and IPA analysis needs to increase its application scenarios. Economy hotel is a new type of hotel. IPA analysis is typical of theory and extends the application scene of classical theory. In practice, investigating the customer satisfaction of economy hotels is an important means to understand the service effectiveness of economy hotels, and then it is of practical value to propose measures to improve and optimize the service. Keywords:economy hotel;Customer satisfaction;IPA analysis;Site selection III 目 录 摘 要 .... I Abstract .............................. II 第一章 绪论 ........................ 1 1.1 研究背景与意义 .. 1 1.1.1研究背景 .. 1 1.1.2研究意义 .. 1 1.2国内外研究现状 .. 2 1.2.1国外研究现状 ......................... 2 1.2.2国内研究现状 ......................... 3 1.2.3研究述评 .. 4 1.3研究内容 .............. 4 1.4研究方法与技术路线 ......................... 5 1.4.1研究方法 .. 5 1.4.2技术路线 .. 5 1.5论文创新点 .......... 7 第二章 理论基础 ................ 8 2.1服务营销理论 ...... 8 2.1.1服务营销界定 ......................... 8 2.1.2服务营销要素 ......................... 8 2.1.3服务营销特点 ......................... 8 2.2顾客满意度理论 .. 9 2.2.1顾客满意度理论概述 ............. 9 2.2.2基于顾客期望的顾客满意度理论 ........................ 9 2.2.3基于产品绩效的顾客满意度理论 ...................... 10 2.3 IPA分析 ............ 10 2.4区位理论 ............ 11 第三章 青岛尚客优酒店服务运营现状 ......... 13 3.1尚客优酒店简介 13 3.2青岛尚客优酒店分布与服务人员状况 .......................... 13 3.2.1酒店分布 13 3.2.2服务人员配置 ....................... 14 3.3青岛尚客优酒店服务运营与管理现状 .......................... 15 3.3.1酒店服务运营状况 ............... 15 3.3.2酒店服务管理情况 ............... 16 第四章基于IPA的尚客优酒店顾客满意度调查与分析 ............. 17 4.1调查问卷设计及调查实施 ............... 17 4.1.1调查问卷设计 ....................... 17 4.1.2信度与效度检验 ................... 17 4.1.3调查问卷发放与回收 ........... 17 4.2调查结果统计 .... 17 IV 4.2.1顾客人口学特征统计 ........... 17 4.2.2重要性与满意度调查结果 ... 18 4.3总体满意度IPA分析 ....................... 22 4.4不同调查维度顾客满意度IPA分析 .............................. 22 4.4.1住宿维度IPA分析 ............... 22 4.4.2尚客优及周围环境维度IPA分析 ...................... 23 4.4.3交通维度IPA分析 ............... 23 4.4.4早餐及周边餐饮维度IPA分析 .......................... 24 4.4.5周边购物维度IPA分析 ....... 24 4.4.6周边娱乐维度IPA分析 ....... 25 4.5其他视角顾客满意度IPA分析 ....... 26 4.5.1不同性别顾客满意度IPA分析 .......................... 26 4.5.2不同地域顾客满意度IPA分析 .......................... 26 4.5.3不同收入顾客满意度IPA分析 .......................... 26 4.5.4不同门店顾客满意度IPA分析 .......................... 26 4.6顾客满意度IPA分析总结 .............. 26 第五章 提升青岛尚客优酒店顾客满意度的路径及措施 ............ 28 5.1青岛尚客优酒店顾客满意度提升基本路径 .................. 28 5.2优化青岛尚客优酒店选址满足顾客食购娱需求 .......... 29 5.2.1青岛尚客优酒店科学选址方案选择 .................. 29 5.2.2科学选址,满足顾客餐饮需求 .......................... 31 5.2.3科学选址, 满足顾客购物需求 ......................... 32 5.2.4科学选址,满足顾客娱乐需求 .......................... 33 5.2.5发挥科学选址优势,与餐饮业、购物业、娱乐业合作 ................. 34 5.3改善住宿