基于顾客感知质量的国内本土五星级饭店品牌价值研究
发布时间：2018-08-02 12:44
【摘要】： 品牌经营已成为当今世界饭店业竞争的基本战略,而品牌经营的关键是提高品牌的价值,其中品牌的顾客价值则是品牌价值的基础。因此,从顾客感知质量的角度,研究饭店品牌价值的提升策略,具有重要的理论与现实意义。 本研究以国内本土的五星级饭店为研究对象,综合运用文献研究法、内容分析法和SPSS15.0数理统计分析方法对顾客感知质量与饭店品牌价值的关系进行研究,得出了如下结论:国内本土的五星级饭店顾客感知质量包含5个维度,按照重要性从高到低的排序依次为:可靠性、保证性、有形性、响应性和移情性;保证性、移情性、可靠性、有形性与品牌形象之间有显著的正相关关系;可靠性和保证性与品牌知晓之间存在显著的正相关关系;可靠性、保证性、响应性和移情性与品牌忠诚之间存在显著的正相关关系;品牌知晓对品牌忠诚有显著的正向影响;品牌忠诚对品牌形象并没有显著的影响作用。基于上述结论,本研究提出了相应的管理对策,包括:树立品牌价值观,强化品牌意识;关注可靠性因素,建立顾客信任;注重保证性因素,提升员工素质;无形服务有形化,打造竞争优势;改善响应性因素,提高服务效率;借助移情性因素,增加附加价值;扩大品牌知名度,培育品牌忠诚。 本研究的创新点主要有:以中国顾客的评价作为数据来源,对国外学者在该国情境下进行的相关研究进行了检验,得出了在中国文化大背景下的不同结论;构建了基于网络评论的顾客感知质量评价体系;提出了国内本土五星级饭店顾客感知质量各维度的重要性排序。
[Abstract]:Brand management has become the basic strategy of hotel competition in the world today, and the key of brand management is to improve the value of brand, in which the customer value of brand is the foundation of brand value. Therefore, it is of great theoretical and practical significance to study the promotion strategy of hotel brand value from the perspective of customer perceived quality. This research takes the domestic five-star hotel as the research object, synthetically uses the literature research method, the content analysis method and the SPSS15.0 mathematical statistics analysis method to study the relationship between the customer perceived quality and the hotel brand value. The conclusions are as follows: domestic five-star hotel customer perceived quality includes five dimensions, according to the order of importance from high to low order is: reliability, assurance, tangible, responsive and empathy, assurance, empathy, There is a significant positive correlation between reliability, visibility and brand image; between reliability and assurance and brand awareness; reliability, assurance, There is a significant positive correlation between responsiveness and empathy and brand loyalty; brand awareness has a significant positive impact on brand loyalty; brand loyalty has no significant impact on brand image. Based on the above conclusions, this study put forward the corresponding management countermeasures, including: establishing brand values, strengthening brand awareness; paying attention to reliability factors, building customer trust; paying attention to assurance factors, improving the quality of staff; invisible services visible, To build competitive advantage; to improve responsive factors and improve service efficiency; to increase added value with empathy; to expand brand awareness; to foster brand loyalty. The innovations of this study are as follows: taking the Chinese customer evaluation as the data source, this paper tests the relevant studies carried out by foreign scholars in the context of this country, and draws different conclusions under the background of Chinese culture; This paper constructs the evaluation system of customer perceived quality based on network comment, and puts forward the importance ranking of each dimension of customer perception quality in domestic five-star hotel.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F719.2
本文编号：2159479
[Abstract]:Brand management has become the basic strategy of hotel competition in the world today, and the key of brand management is to improve the value of brand, in which the customer value of brand is the foundation of brand value. Therefore, it is of great theoretical and practical significance to study the promotion strategy of hotel brand value from the perspective of customer perceived quality. This research takes the domestic five-star hotel as the research object, synthetically uses the literature research method, the content analysis method and the SPSS15.0 mathematical statistics analysis method to study the relationship between the customer perceived quality and the hotel brand value. The conclusions are as follows: domestic five-star hotel customer perceived quality includes five dimensions, according to the order of importance from high to low order is: reliability, assurance, tangible, responsive and empathy, assurance, empathy, There is a significant positive correlation between reliability, visibility and brand image; between reliability and assurance and brand awareness; reliability, assurance, There is a significant positive correlation between responsiveness and empathy and brand loyalty; brand awareness has a significant positive impact on brand loyalty; brand loyalty has no significant impact on brand image. Based on the above conclusions, this study put forward the corresponding management countermeasures, including: establishing brand values, strengthening brand awareness; paying attention to reliability factors, building customer trust; paying attention to assurance factors, improving the quality of staff; invisible services visible, To build competitive advantage; to improve responsive factors and improve service efficiency; to increase added value with empathy; to expand brand awareness; to foster brand loyalty. The innovations of this study are as follows: taking the Chinese customer evaluation as the data source, this paper tests the relevant studies carried out by foreign scholars in the context of this country, and draws different conclusions under the background of Chinese culture; This paper constructs the evaluation system of customer perceived quality based on network comment, and puts forward the importance ranking of each dimension of customer perception quality in domestic five-star hotel.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F719.2
【引证文献】
相关期刊论文 前1条
1 何芸;杨晓霞;;内容分析法在我国旅游学研究中的应用及述评[J];西南农业大学学报(社会科学版);2012年04期
，本文编号：2159479
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