The Research On The Structure Of Interaction Quality Evaluation Model Of Hotel And Application

Service has permeated through each aspect of social life worldwidely, thus the research on Service Marketing and Service has risen, and Service Quality becomes one of the hot topics. With accelerated competition of the global tourism, the hotel industry, which is important and special in service, so its service quality has been paid more and more attention. And the research on hotel service quality has become a rising research area. How to evaluate the hotel service quality has become a problem that scholars and enterprises domestic and overseas are eager to solve. The existing methods evaluate the hotel service quality on the side of customers or hotels respectively, but few integrate the two sides effectively. Based on the emendatory SERVPERF Model, this paper evaluates the hotel service quality from the above-mentioned two sides, and builds up an interactive quality evaluation model for instructing hotels' management effectively. Such research shall play a significant role academically and practically in this field. At first, this paper introduces the research background and the current studies domestic and overseas briefly, points out their shortcomings and deficiency, and explains the technical course and main research contents. Then, this paper establishes an interactive quality evaluation model for hotels on the theoretical basis of the service quality gap model, SERVQUAL model and SERVPERF model. In demonstration, this paper adopts the convenient sampling to make the questionnaire, uses the statistical analysis software of EXCEL, SPSS11.5 and LISREL8.54 to test the reliability and validity of the scale effectively. Using the formula of Service quality evaluation at the same time, it comes to the conclusion that the total score of service quality isn't high, while the service quality evaluation of the customers and hotels differs remarkably in tangibility, reliability and empathy. At last this paper puts forward some idiographic countermeasures and advices to strengthen the service quality management of hotels.