基于SERVQUAL模型的乌鲁木齐县乡村民宿服务质量评价及提升策略  

Service quality evaluation and improvement strategy of rural B&B in Urumqi County based on SERVQUAL model

作　　者：汪双洪 闫志明 WANG Shuang-hong;YAN Zhi-ming(School of Public Administration,Xinjiang Agricultural University,Urumqi 830052,China;MPA Education Center,Xinjiang Agricultural University,Urumqi 830052,China)

机构地区：[1]新疆农业大学,公共管理学院,乌鲁木齐830052 [2]新疆农业大学,MPA教育中心,乌鲁木齐830052

出　　处：《湖北农业科学》2025年第2期229-237,共9页Hubei Agricultural Sciences

基　　金：国家自然科学基金项目(72164035)。

摘　　要：引入并修正SERVQUAL模型及服务质量评价方法,选取乌鲁木齐县乡村民宿作为研究对象,构建乌鲁木齐县乡村民宿服务质量6维度26个指标体系评价量表,对其服务质量进行测评。结果表明,乌鲁木齐县乡村民宿服务质量得分为-0.51,服务质量不高。在服务质量结果评价分析方面,发现各维度差距从高到低依次是保证性、响应性、安全性、移情性、有形性、可靠性。结合各维度差距及各指标差距发现乌鲁木齐县乡村民宿存在地域文化挖掘不足、民宿工作人员服务水平不高、疫情防范安全意识淡薄等诸多问题。研究结果对丰富乡村民宿服务质量相关理论具有一定理论意义,对进一步提升乌鲁木齐县乡村民宿服务质量也具有部分借鉴价值。The SERVQUAL model and service quality evaluation method were introduced and modified,the rural B&Bs in Urumqi County were token as the research object,and a 6-dimension and 26-indicator system evaluation scale of service quality of rural B&Bs in Urumqi County was constructed to measure their service quality.The results showed that the service quality score of rural B&Bs in Urumqi County was-0.51,and the service quality was not high.In terms of service quality result evaluation analysis,it was found that the disparity of each dimension was from high to low in the order of assurance,responsiveness,safety,empathy,tangibility,and reli⁃ability.Combining the disparity of each dimension and the disparity of each index,it was found that many problems existed in rural B&Bs in Urumqi County,such as insufficient excavation of regional culture,low service level of B&B staff,and weak awareness of epi⁃demic prevention and safety.The results of the study had some theoretical significance for enriching the theories related to the service quality of rural B&Bs,and also had some reference value for further improving the service quality of rural B&Bs in Urumqi County.

关 键 词：SERVQUAL模型 乡村民宿 服务质量 提升策略 乌鲁木齐县 

分 类 号：F592.7[经济管理—旅游管理] F719.2[经济管理—产业经济] F327