经济危机背景下的酒店服务质量管理和决策研究——以湖州长兴紫金大酒店为调研对象

经济危机背景下的酒店服务质量管理和决策研究——以湖州长兴紫金大酒店为调研对象 581企业家天地1>.-r旬刊/2ω'9/11经济危机背景下的酒店服务质量管理和决策研 究摘要:美国次贷危机最终转化为严峻的全球性金融危机，进而顾客的年龄段蔓延成全球实 体经济危机，对于属于生产元形产品的服务企业一一-酒店业来说元疑带来巨大的冲击和挑 战。本文以湖州长兴紫金大酒店为调研对象，为我国酒店业如何改善服务质量，提高服务质 量管理和决策的科学性提出建议和对策。关键词:经济危机;酒店;月民务质量;管理;决策中圄 分类号:F270文献标识码:A文章编号:CN43-1027/F(2ω9 ) 11 -058 -03 作者:浙江工商大学工商 管理学院;浙江，杭州，310018 一、调研综述长兴紫金大酒店是南京聚恒建设集团有限公司 投资兴建的30 一家按兰星级 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 设计建造的旅游饭店，座藩于长兴县雄城镇20 县前街12 号。长兴紫金大酒店于2002年7月正式开业。开业10 一年就已接待大型的金秋招商会， 中韩国际交流会，法国巴黎工。商会及国际性会议的重要代表，受到各界人士的好评，同行 业中收入具有较高的知名度。紫金大酒店主楼高12层，建筑面积达120?nf。酒店一层为 大厅和休闲吧。餐饮部拥有15?个餐席、位。其中二楼有可容纳8>6?人用餐的紫金厅， 是目前全县最大餐厅。三楼有31个风格各异的包厢，有可容纳十四人左右的就餐的豪华大 包厢。酒店四楼为康乐部，拥有全市一流的桑拿中心，设有男、女桑拿浴室，足浴等。酒店 会务中心设在五楼，拥有可容纳5?人的多功能厅。酒店六楼至十一楼是舒适整洁的客房， 标准房、单人间、普通套房、豪华套房共76间(套)。本次调研的主要目的包括识别影响湖 州长兴紫金大酒店服务质量的要素、分析长兴紫金大酒店服务质量管理方面的优劣势、为长 兴紫金大酒店服务质量管理决策的制定提供客观依据，在此基础上提出改进企业客户关系管 理水平和服务质量的建议和措施。调查对象为湖州长兴紫金大酒店的顾客，要求调查者样本 本人与酒店无直接或间接的关系，家庭成员中没有人从事酒店、餐馆等相关行业的工作。采 用的市场调查方法以采取随机抽样调研和访谈两种方法为主，根据回收的有效问卷，运用 excel软件进行分析。二、酒店服务质量调研结果分析(一)调查者基本信息分析。本次调查共 发放问卷102份，回收102份，回收率为100%。其中有效问卷l?份，有效率为98%。下面 是我针对这有效的1?份问卷所做的相关分析。被调查者为随机挑选的，其中男性顾客50 名，女性顾客50名。顾客分析:被调查者中绝大部分为35岁以上的有稳定收入的成年人， 其比例占到了69%，收入也都集中在2?0-50?.据进一步调查发现，来湖州长兴紫金大酒店 消费的顾客年纪较轻????????????B style='color:white;background-color:#004699'>6???B style='color:white;background-color:#004699'>6??B style='color:white;background-color:#004699'>6????????????B style='color:white;background-color:#004699'>6????B style='color:white;background-color:#004699'>6???????????B style='color:white;background-color:#004699'>6????B style='color:white;background-color:#004699'>6??B style='color:white;background-color:#004699'>6??????????????????B style='color:white;background-color:#004699'>6????数????????????B style='color:white;background-color:#004699'>6??????????????B style='color:white;background-color:#004699'>6???????B style='color:white;background-color:#004699'>6?????B style='color:white;background-color:#004699'>6???????????B 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style='color:white;background-color:#004699'>6?????????????ィ??????B style='color:white;background-color:#004699'>6???B style='color:white;background-color:#004699'>6??B style='color:white;background-color:#004699'>6?????????B style='color:white;background-color:#004699'>6????B style='color:white;background-color:#004699'>6?????????B style='color:white;background-color:#004699'>6??????????????????????????????B style='color:white;background-color:#004699'>6??B style='color:white;background-color:#004699'>6???B style='color:white;background-color:#004699'>6???????????????B style='color:white;background-color:#004699'>6?????????B style='color:white;background-color:#004699'>6????????????????????B style='color:white;background-color:#004699'>6?????????????????B style='color:white;background-color:#004699'>6?????B style='color:white;background-color:#004699'>6????B style='color:white;background-color:#004699'>6??????????????????????B style='color:white;background-color:#004699'>6???????B style='color:white;background-color:#004699'>6?B style='color:white;background-color:#004699'>6??????????????????????????B style='color:white;background-color:#004699'>6??????????????????????????B style='color:white;background-color:#004699'>6????????????????? 企业管理/59 中心，设有男、女桑拿浴室，足浴等。桑拿中心的干、湿蒸房以及餐厅」百多 各式包房，设备高档豪华，功能齐全，还可提供中式、泰式以及足60 底按摩、修脚、搓背 等服务，使宾客的闲暇时光倍感轻松、惬意。50 这部分的评价也往往来自于顾客的主观感 受。40 形象质量指服务企业在社会公众心目中形成的总体印象。30 20 CI = MI + BI + VI ，也 就是说组织的形象识别分为组织理念识别、10 组织行为识别和组织视觉识别三个层次。MI可以说是酒店的。核心理念，而BI是行为动作，VI是将酒店标识符号化、视觉化。渣皮周到斗L~态度衣着!l宿当然环境形象是形象质量的重要组成部分，在对餐厅环境进行原因分析:内部营销不充分，酒店对于员工的培训还不完的调查中显示:善，没有使员工掌握公司的服务理念，或者是对酒店的忠诚度不(单位:人)高，不愿尽所能地为顾客服务;员工可能对服务标准有不同的项目满意比较满意一般不太满意非常不满意意见。温度16 23 44 17 建议:第一，提高酒店的管理和监督机制;第二，加强对员工音乐22 63 13 2 的培训11，使其明确对服务标准规则和对顾客需要的认识;第三，就餐环1宽倾听员工的意见心声，不断完善服务质量标准。灯光18 25 57 2.服务质量的感知差距(差距5)指感知或经历的服务与期就餐设施20 22 53 5 望的服务不一样。真实瞬间是服务过程中顾客与企业进行服务接触的过程，在被调查的顾客中有25人为预定入住酒店的，对于预定服是服务质量展示的有限时机。作为酒店，与顾客之间的真实瞬务，14人表示较满意，11人表示一般。对于客房的感知度如下:间时时刻刻都在发生，故而要计划周密，执行有序，防止棘手的对于宫房的感知度真实瞬间的发生。(三)服务质量差距分析。由下图可知，服务质量的高低取决于服务传递过程中自然产生的这五种差距，差距越小，表明传递越充分，与顾客期望的差距越小，服务质量也就越高。|a满意.t-服滔意口咐口不太满意?非常不满意|调查显示，对于客房服务的干净、浴室备品、舒适度和房间设备四个指标达到满意的人数分别仅为14人，6人，0和12人，占被调查者的36.84CJ岛、15.79%、0、31.58% 0在38人中有14人距地房间设施有必要更换或调整。其后果是使顾客的满意度下降，带来消极的质量评价和质量问题;口碑不佳，造成酒店的负面影响，有损酒店形象;顾客忠诚度下降，丧失业务等。建议:提高服务效率，加强顾客监督，明确顾客需求和服务质量标准，不断提高酒店员工的服务意识。(四)服务质量管理上的顾客满意双因素扩展分析。双因素理论也称为"激励、保健因素理论将它进一步扩对于湖州长兴紫金大酒店，其管理层对于酒店的定位以及展到酒店管理领域:以保健因素代表基本的核心的服务功能，以酒店今后的发展都有比较明确的规划。今天，在服务竞争中，顾激励因素代表附加的服务价值，那么就可以讲这两方面的因素客感知的服务质量是成功的关键因素，因此在管理 清单 安全隐患排查清单下载最新工程量清单计量规则下载程序清单下载家私清单下载送货清单下载 上把质与顾客在接受服务过程中的感知因素联系起来。量排在前列是非常必要的。这里重点分析的是服务交易差距(五)服务质量评估的五个标准分析。(差距3)和服务质量的感知差距(差距5)0可感知性。指服务的有形部分，如各种设施、设备以及服务1.服务交易差距(差距3)指在服务生产和交易过程中员工人员的外表等，它从两方面影响了顾客对服务质量的认识，一方的行为不符合质量标准。调查显示，在房间预定时，宾客中有面它提供了有关服务质量本身有形的线索，另一方面，它又直接14人对接线员的服务表示不满意，有2人对于客房服务员不影响到顾客对服务质量的感知。比如顾客中有一半以上的顾客满，还有5人对洗衣服务表示不满。有一男士表示，结婚后经常对于酒店的用餐质量表示满意，他们称赞餐厅的卫生整洁，餐具来吃，觉得味道不错，不过，服务态度好象不怎么的。他说的很干净，服务人员衣着整沽，有85%的人愿意再次到本餐厅就餐，委婉，但是无形中也暴露了酒店员工在服务时候出现的弊端。有78CJ奇的人愿意向他人推荐本餐厅。上图显示，对于餐厅服务，只有服务员的衣着整洁这项宾可靠性。是企业准确无误地完成所承诺的服务。在湖州长客的满意度较高，其他的服务速度、周到、礼貌态度都有所欠缺.兴紫金大酒店，对于被调查者是如何选择这所酒店的调查中发尤其是服务周到一项顾客显得不太满意。?????????B style='color:white;background-color:#004699'>6??????B style='color:white;background-color:#004699'>6???捉?B style='color:white;background-color:#004699'>6?B style='color:white;background-color:#004699'>6????B style='color:white;background-color:#004699'>6?????????????????????????????????????????? ????????B style='color:white;background-color:#004699'>6??????????????????????????? ?????????B 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(")" 00 .00" 0(’" Q(J. 00" 00" 1)0.υo+vo+oo+。υ+<'O+("'.QO+。现，38位入住酒店的宾客中有13人为亲友推荐，有12人是依率，随时准备愿意为顾客提供快捷、有放的服务，这样才能增强靠自身以往的经历，有5人是冲着饭店的声誉来的，他们表示酒顾客对企业的服务质量的信心和安全感。店在预定服务过程中所做出的承诺最后都得到了兑现，因而对第二，酒店领导应扩大酒店的营销宣传力度。调查显示，多于预定服务质量的评价大多数为满意。数宾客为亲友推荐的口碑宣传或者自身的以往体验才来酒店消反应性。指企业随时准备愿意为顾客提供快捷、有效的服费的，通过广告和酒店销售经理选择的人数竟为0。在今天的务。调查显示，在酒店服务传递的过程中，顾客等候服务的时间竞争环境中，努力做好营销，提高自身的知名度和美誉度已是企比较久，尤其表现在就餐服务，有13%的顾客表示不满意，认为业成败的关键因素之一。上菜速度比较慢。其实这个因素是关系顾客对酒店形象以及满第三，实行顾客监督，运用反馈机制。"顾客就是上帝"准意度的重要因素，所以，努力提高服务传递效率，尽量缩短顾客确了解顾客的需求，并努力满足，使其感知价值接近甚至超出期的等候时间将会大大提高酒店的服务质量。望价值，这样才能不断抓住老顾客，吸引新的顾客。保证性。指服务人员的友好态度与胜任能力，它能增强顾第四，与媒体、企事业部门、政府机关建立友好关系。调查客对企业的服务质量的信心和安全感。所以作为企业，尤其是发现，入住湖州长兴紫金大酒店的宾客中有相当一部分人是出以服务为主的酒店，更应该加强员工的培训，增强员工的主人翁于商务的目的，且由公司为其预定住房的。因而为这部分宾客意识，提高自身的素质，这样才能更好地为顾客服务。提供优质的服务，能积极争取这部分的客掘。移情性。是企业要真诚地关心顾客，了解他们的实际需要第五，发挥自身优势，扬长避短。湖州长兴紫金大酒店有着并予以满足，使整个服务 过程富有人情味。作为一个三星级酒绝佳的地理优势和高标准的菜肴质量，在长兴县颇有名 气。故店湖州长兴紫金大酒店的领导们对于这点也是比较看重的，因而对于这些优势应尽量 发扬光大，并努力使其成为自身的特色。而对于我这次的专业课调研表示了关注并给予了帮 助。调查显参考文献:示，酒店的三楼有31个风格各异的包厢，满足了顾客的不同需[ 1 )郭 国庆.服务营销管理[M).中国人民大学出版社，2?5年求，且经营川菜、鲁菜、淮扬菜、粤 菜、福建菜、杭帮菜等。9月.[2)梭伦.星级宾馆酒店经营管理[M).中国纺织出版社，2?4年 三、改进酒店服务质量管理和决策的若干对策6月.第一，作为企业，尤其是以服务为主的 酒店，更应该加强员(责任编辑:谢:t) 工的培训11，增强员工的主人翁意识，提高员工的素 质和服务效????????????B style='color:white;background-color:#004699'>6???B style='color:white;background-color:#004699'>6???????B style='color:white;background-color:#004699'>6???B style='color:white;background-color:#004699'>6????B style='color:white;background-color:#004699'>6???????????????B style='color:white;background-color:#004699'>6????????????????B style='color:white;background-color:#004699'>6???B style='color:white;background-color:#004699'>6???????B style='color:white;background-color:#004699'>6?B style='color:white;background-color:#004699'>6?????澡??采????????????????B style='color:white;background-color:#004699'>6??????????????????????B style='color:white;background-color:#004699'>6????????B style='color:white;background-color:#004699'>6??????????B 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