近年来，我国经济呈现快速发展的态势，国民人均收入水平随之持续提升，在国 民经济组成部分中，旅游业的地位日益彰显，酒店行业作为旅游业的龙头产业在我国 国民经济中的作用愈发重要。酒店产品质量特别是酒店服务质量已成为酒店争夺市场、 招揽客户的核心竞争力和赢得客户满意度、获得可持续发展的基石。酒店质量管理的 关键是如何去建立一套科学且行之有效的管理体系，主要参考的要素就是酒店服务质 量。对于酒店服务质量的具体评判，则来自于客户实际的服务感知，当前存在的一些 列问题包括所有员工（这里包括管理层和普通员工）重视程度不够，对服务质量的关 注度较低，没有健全的内部管理机制去要求服务质量，平时工作过程中较少去关注客 户缺的实际需要与服务期待，随之产生的就是酒店陷入经营不善或者管理混乱的困境， 逐渐在激烈的市场竞争中失去核心竞争力。 由于近两年国内酒店行业的格局在不断变化，绵阳市也变化很大，作为一家准四 星级的酒店，M酒店周围的经营环境发生了显著的变化。绵阳当地迎来了一轮品牌酒 店入驻的热潮，各大品牌分店雨后春笋般出现，让原本就激烈竞争的酒店市场更加白 热化，也给酒店管理带来了巨大的压力。M酒店的领导们准备探索新的方式来提升酒 店的实力，加强对客户服务质量的管理，通过提升客户的满意度来进行进一步的自我 诊断。在实际应用过程中，M酒店的服务质量改进总是慢于主要竞争对手，当前就如 何提升服务质量和市场升级成为M酒店管理者最关注的问题之一。本文将消费者作为 研究重点，结合具体情况分析M酒店各种服务需求，以客户感知服务相关理论为基础， 建立起一整套全面的系统，参照消费者以提高酒店服务质量，此外，根据对问题和客 户满意度的分析，提出针对性意见与建议并制定了一些具体措施，以解决酒店服务质 量问题，顺应市场，不断提升M酒店市场核心竞争力。 关键词：M酒店；服务质量；服务质量差距模型；回归分析；因子分子 论文类型：应用研究 西南科技大学硕士学位论文 ABSTRACT Inrecentyears,China'seconomyhasshownrapiddevelopment,andthenationalpercapitaincomelevel hascontinuedtoincrease.Amongthecomponentsofthenationaleconomy,thestatusoftourismhas becomeincreasinglyprominent.Theroleofthehotelindustryasaleadingindustryinthetourismindustry hasbecomemoreandmoreimportant.Itisimportant.Thequalityofhotelproducts,especiallythequality ofhotelservices,hasbecomethecornerstoneofhotelscompetingforthemarket,solicitingcustomers' corecompetitiveness,winningcustomersatisfaction,andachievingsustainabledevelopment.Thekeyto hotelqualitymanagementishowtoestablishascientificandeffectivemanagementsystem.Themain referenceelementisthequalityofhotelservices.Thespecificevaluationofhotelservicequalitycomes fromtheactualserviceperceptionofcustomers.Someofthecurrentproblemsincludethatallemployees (includingmanagementandordinaryemployees)donotpayenoughattentiontoit,andtheypayless attentiontoservicequalityandarenotsound.Theinternalmanagementmechanismofthecompany requiresservicequality.Intheusualworkprocess,lessattentionispaidtotheactualneedsandservice expectationsofthecustomers.Theresultingisthatthehotelfallsintothedilemmaofpoormanagementor managementchaos,andgraduallylosesitscoreinthefiercemarketcompetitionpetitiveness. Duetothechangingpatternofthedomestichotelindustryinthepasttwoyears,MianyangCityhasalso changedgreatly.Asaquasi-four-starhotel,theoperatingenvironmentaroundMHotelhasundergone significantchanges.Mianyanghasusheredinaroundofupsurgeofbrandedhotelsintheregion.The emergenceofmajorbrandbrancheshassprungup,whichhascausedthefiercelycompetitivehotelmarket tobecomemoreheated,andhasalsobroughttremendouspressuretohotelmanagement.TheleadersofM Hotelarepreparedtoexplorenewwaystoenhancethestrengthofthehotel,strengthenthemanagement ofcustomerservicequality,andconductfurtherself-diagnosisbyenhancingcustomersatisfaction.Inthe actualapplicationprocess,Mhotel'sservicequalityimprovementisalwaysslowerthanitsmain competitors.Howtoimproveservicequalityandmarketupgradehasbecomeoneofthemostconcernsof Mhotelmanagers.Thisarticletakesconsumersastheresearchfocus,analyzesthevariousserviceneeds ofMhotelsbasedonspecificsituations,andbuildsacomprehensivesystembasedoncustomer-perceived service-relatedtheories,andreferstoconsumerstoimprovehotelservicequality.Inaddition,accordingto theproblemAndcustomersatisfactionanalysis,putforwardtargetedopinionsandsuggestionsand formulatesomespecificmeasurestosolvetheproblemofhotelservicequality,conformtothemarket, andcontinuouslyimprovethecorecompetitivenessoftheMhotelmarket. KEYWORDS:MHotel;ServiceQuality;ServiceQualityGapModel;RegressionAnalysis;Factor Numerator TYPEOFTHESIS:ApplicationResearch 西南科技大学硕士学位论文 目录 I 目录 1绪论.......................................................................................................................................1 1.1研究背景.....................................................................................................................1 1.1.1M酒店处于全新的发展时期..........................................................................1 1.1.2M酒店经营环境的压力被放大......................................................................2 1.1.3M酒店的发展被服务质量影响......................................................................2 1.2研究意义.....................................................................................................................2 1.3国内外研究现状.........................................................................................................3 1.3.1国内研究现状...................................................................................................3 1.3.2国外研究现状...................................................................................................4 1.3.3国内外研究现状评述........................................................................................4 1.4研究思路及方法.........................................................................................................5 1.4.1研究思路...........................................................................................................5 1.4.2研究方法...........................................................................................................5 1.5研究创新点.................................................................................................................6 2相关理论基础.......................................................................................................................7 2.1酒店服务.....................................................................................................................7 2.2酒店服务质量.............................................................................................................8 2.2.1酒店服务质量的组成部分...............................................................................8 2.2.2酒店服务质量的评价要素.............................................................................10 2.3服务质量差距模型...................................................................................................10 2.3.1差距1—质量感知差距分析..........................................................................11 2.3.2差距2—质量标准差距分析..........................................................................12 2.3.3差距3—服务传递差距分析..........................................................................12 2.3.4差距4—市场沟通差距..................................................................................13 2.4SERVQUAL量表.....................................................................................................13 3M酒店服务质量分析.........................................................................................................15 3.1M酒店简介...............................................................................................................15 3.2M酒店客户感知服务质量模型假设.......................................................................15 3.2.1客户感知服务质量评价模型.........................................................................15 3.2.2客户感知服务质量维度假设.........................................................................16 3.3问卷设计与调查.......................................................................................................17 3.3.1调查变量定义..........