Analysis On Service Quality Of SJ Hotel Based On Service Quality Disparity Model

Service quality control is the core of hotel management and decides profit, competitiveness and customer's satisfaction. Service is abstract, diverse, invisible, transient and inseparable. Service quality is quite different from visible produce quality in conception and service quality reflects some characteristics such as: more difficult for producer and consumer to evaluate; assessment from customer concerns not only result but also process; service quality is intensely reflected at the instantaneity when producer provides it to customer; hard to keep service quality stable and consistent; the perception of service quality by customer depends on the comparison between customer's expectation and actual feeling.Hotel service quality refers to an integrated concept and should be based upon the total efforts and coordination from the whole staff. Not only frontier workers such as producer, sale and assistant personnel, but also management, logistics and some other visible factors would influence service quality. It concretely consists of hotel facilities quality, hotel service level, total image quality and interactive instantaneity. The gap between customer's expectation about service quality and customer's actually acquired service quality reflects hotel's real service quality. The bigger this gap is, the worse hotel service quality is.This essay clarifies 22 factors based on service quality disparity model andServqual form which could successfully measure service quality of service-oriented enterprises, combined with basic condition of SJ hotel and analyzed from two aspects, visible factor (hotel facilities quality) and invisible factor (service level, image quality, real instantaneity), which are two major aspects in the formation of hotel service quality. These factors basically include reliability, response, assurance, disposition moving and visibility. A questionnaire is designed for SJ hotel to investigate customer's perception and expectation about SJ hotel service quality so as to acquire the result, and a fishbone diagram is employed to analyze existing problems and root causes concerning hotel service. As a result, the corrective action proposal and suggestion are put forward to help SJ hotel to better service quality in order that customer's satisfaction and loyalty could be promoted and competitiveness could be reinforced. The thesis is directed at existing problems and really has some significance.