Empirical Study On The Relationship Of "Country Inns And Restaurants" Service Quality And Performance

With the healthy development of China's economy and the rapid advancement of urbanization, "country inns and restaurants" leisure travel emerged. In the process of "country inns and restaurants" developed and its business performance raised, at the same time, the problems of service quality, such as the lacking level of service, health and environment being ideal, the supporting facilities and equipment being incomplete and the traffic being inconvenient, has appeared. However, the quality of service was a magic weapon that "country inns and restaurants" achieved a unique competitive advantage. Besides at present researches on relationship of "country inns and restaurants" service quality and performance are rare. In view of this, this study is to explore the relationships of "country inns and restaurants" service quality and business performance as well as between the former dimensions and the latter dimensions, in order to provide theoretical guidance for further upgrading its service.On the basis of the previous studies, I extract six affecting factors of "country inns and restaurants" service quality:the physical displaying, reliable service, rapid response, quality assurance, customer caring and farm flavor, and two factors of its performance:the relative competitiveness and the profit growth. There are three components in my research model:the independent variable ("country inns and restaurants" service quality and its dimensions), the dependent variable ("country inns and restaurants" performance and its dimensions), and control variables ("country inns and restaurants" category, size, location).The research conducts a small sample of forecasts to obtain a formal survey questionnaire. On this basis, I carry out an empirical analysis by SPSS 17.0 in terms of the final 320 valid questionnaires on "country inns and restaurants" service quality and 64 valid questionnaires on its performance of the questionnaire, mainly including descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis and ANOVA.The empirical results show that:(1) "country inns and restaurants" service quality has a positive effect on its operating performance, relative competitiveness and profitability growth, showing that improving and upgrading its service quality has a positive role on the attracting tourists, raising its competitiveness and operating performance. (2) There are visible display, service reliability, fast response, quality assurance, customer caring and farm flavor of "country inns and restaurants" service quality that five dimensions (visible display, service reliability, fast response, quality assurance, and customer caring) positively affect its relative competitiveness, but this dimension of farm flavor positively doesn't; that four dimensions (service reliability, quality assurance, customer caring, and farm flavor) positively affect its profitability growth, but these two dimensions of visible display and fast response positively don't; that all six dimensions positively affect its business performance, showing a causal link between its dimensions of service quality and the relative competitiveness, profit growth, operating performance. With each dimensions of its service quality changing, relative competitiveness and profit growth also change, further so does operating performance. (3) Different types of "country inns and restaurants", its profit growth and operating performance are significantly different, but its relative competitiveness isn't, showing that its types will significantly affect the profit growth and performance improvement, but it doesn't have an impact on whether raising the competitiveness. (4) Different scales of "country inns and restaurants", its relative competitiveness, profit growth, and operating performance are all significantly different, showing its scale is an affecting factor on them. (5) Different locations of "country inns and restaurants", its relative competitiveness, profit growth and operating performance are all significantly different, showing its location is an affecting factor on them.And at the last part of this paper, discussion and analysis about the findings of the research is done, and then the management recommendations on sustainable development of "country inns and restaurants" are proposed:(1) Strengthening its service quality management, enhancing and improving its service, in order to attract tourists. (2) Playing well the role of monitoring of non-governmental organizations, supervising its service quality improved. (3) Playing well the role of government guidance, promoting its business standardized and sustained. Finally the lack of this research is summarized and further research work in the future is outlooked.