酒店与民宿的服务质量要素属性比较研究--整合SERQUAL和Kano模型  

A Comparative Study on the Service Quality Attributes of Hotels and Homestays——Integrating SERQUAL and Kano Models

作　　者：彭磊义[1] PENG Lei-yi(Tourism Faculty,Zhejiang Business College,Hangzhou 3100532,Zhejiang)

机构地区：[1]浙江商业职业技术学院旅游系,浙江杭州310053

出　　处：《江苏商论》2024年第5期16-20,共5页Jiangsu Commercial Forum

摘　　要：目前,住宿业服务质量研究多集中在体系构建和影响因素研究,对住宿业及其业态在服务质量要素的深入认识方面不足。文章以SERVQUAL模型量表为基础,借助Kano模型对酒店和民宿两种业态的服务质量要素的属性进行实证分析。结果显示:(1)民宿与酒店服务质量指标属性一致化情况仅为36.36%,差异化却达63.64%,指标属性差异大。(2)酒店与民宿中最能增加满意度的指标均集中在完备的服务设施方面,属于有形性维度。同时二者最能消除不满意的指标虽不一致,但是都属于可靠性维度。(3)酒店服务质量指标属性中较为突出的必备属性和魅力属性,二者占比高于民宿中的占比,而民宿服务质量指标属性中较为突出的是必备属性和无差异属性。对各业态服务质量指标属性的划分,深化了服务质量的认识,并为改进提供了方向。同时,进一步挖掘与各属性相对应的消费者相关需求,针对不同业态服务质量指标属性的特征,在形成细分市场的基础上为满足消费者需求偏好开辟了道路。Currently,research on service quality in the accommodation industry mainly focuses on system construction and influencing factors,with insufficient in-depth understanding of service quality elements in the accommodation industry and its formats.The article is based on the SERVQUAL model scale and uses the Kano model to empirically analyze the attributes of service quality elements in the hotel and homestay industries.The results show that:(1)The consistency of service quality indicators between homestays and hotels is only 36.36%,while the difference is 63.64%,indicating a significant difference in indicator attributes.(2)The most satisfying indicators in hotels and homestays are concentrated in the aspect of complete service facilities,which belong to the tangible dimension.At the same time,although the two indicators that can best eliminate dissatisfaction are not consistent,they both belong to the reliability dimension.(3)The essential and charismatic attributes that are more prominent in hotel service quality indicators account for a higher proportion than those in homestays,while the essential and indifference attributes are more prominent in homestay service quality indicators.The classification of service quality indicator attributes for various formats has deepened our understanding of service quality and provided direction for improvement.At the same time,further exploration of consumer related needs corresponding to each attribute,targeting the characteristics of service quality indicators for different formats,has opened up a path to meet consumer demand preferences on the basis of forming segmented markets.

关 键 词：民宿 酒店 服务质量 KANO模型 SERVQUAL量表 

分 类 号：F59[经济管理—旅游管理]