基于在线点评的顾客感知服务质量对顾客重复购买意向的影响研究——以福州、厦门、泉州星级酒店为例  

The research on the customers perceived service quality to the influence of customers' repurchase intention based on online review ——Take star hotels in Fuzhou,Quanzhou,Xiamen as examples

作　　者：庞兆玲[1] 林美珍[1] 郑向敏[1] 

机构地区：[1]华侨大学旅游学院

出　　处：《旅游研究》2013年第1期67-72,共6页Tourism Research

摘　　要：文章采用关键事件分析法,以福州、厦门、泉州地区30家酒店顾客在携程网上的在线点评为研究样本,分析顾客感知服务质量五维度对顾客购买意向的影响,并对不同地区、不同星级、不同管理模式、不同经营年限、不同类型的酒店顾客感知的服务质量维度作了对比分析。研究发现:有形性对顾客重复购买意向的影响最大;度假型酒店的有形性、保证性和移情性对顾客重复购买意向的影响最大,而商务型酒店的响应性和可靠性则是顾客最关注的因素;不同管理模式、不同经营年限的酒店因顾客类型不同,影响顾客重复购买意向的影响因素也会存在差异。就此,提出了酒店提高服务质量、增加顾客重复购买意向的相关建议。The article adopts the critical incident analysis method to analyze the five dimensions of customers perceived serv- ice quality to the influence of customers＇ purchase intention, taking thirty hotel customers in Fuzhou, Xiamen and Quanzhou as re- search samples based on their online reviews in ctrip, corn website. The article also makes comparative analysis of service quality dimensions of customers＇ perception of different regions, different star hotels, different management models, and different operat- ing periods. The result shows that the higher the star hotels are, the more the dimension of empathy can affect the customer repur- chase intention; physical dimensions have greatest impact on repurchase intention for business type hotel guests, and empathy di- mensions have maximum impact on repurchase intention for resort hotel guests. Therefore, some related suggestions of improving the hotel service quality and increasing the customers repurchase intentions are advanced.

关 键 词：酒店 在线点评 重复购买意向 服务质量 关键事件分析 

分 类 号：F719[经济管理—产业经济] F274F224