Demonstration Study On How The Service Quality Of Hotel Trade Influences The Repeating Perchase Intent Of Clients

The degree of development of the service industry has become an important indicator to measure the economic development of the country. And the hotel industry is having been on the major position in the service industry. Due to the over-supply situation in the market, the hotel's competition is more intensive. Good service quality is the most important issue for enhancing the competitiveness. Therefore, this research studies on the relationship between two structure variables and expects to figures out the mechanism which the service quality how to affect the customers' repurchasing intention to enhance the hotels' competitiveness and promote the development of our hotel industry.In this article, a service is defined as someone provide some invisible work or benefits which can satisfy customers' needs and get pay from customers. Services do not transfer the property and may be sold with products or have nothing to do with the products. Service has some characteristics such as it is intangible, fades away easily, can not be stored, customers involved in the producing processes, have fluctuant service quality, do not have property rights, time is important, has special distribution channels.The famous Finland's scholar Gronroos(1982) proposed the concept of customer perceived service quality, and defined it as "the differences between the customer expected and the actual accepted quality of the service". And the five major dimensions of PBZ service quality theory (Parasuraman, Berry, Zeithaml,1988) is accepted widely.In this paper, hotel service quality is the differences between the hotel customer expected and the actual accepted quality of the service. And it needs all the staff participating as an integrated service. Based on the PZB (1998) SERVQUUAL scale, the author adjusts it in accordance with the different situation in restaurant industry, measures the hotel service quality from five dimensions followed by (l)Tangibles: the physical facilities, taste of food, equipment, and appearance of personnel. They are external details hotel service quality to monitor;(2)Reliability: reliability is the ability to perform the promised service dependably and accurately;(3)Responsiveness: willingness to help customers and provide prompt service;(4)Assurance: knowledge and courtesy of employees and their ability to inspire trust and confidence;(5)Empathy: caring, individualized attention the hotel provides its customersReviewing the literatures about the correlation among service quality and repurchasing intention, the majority of scholars believed that service quality has impact on customers' repurchasing intention with customer satisfaction as a mediator. However, in this thesis, repurchasing intension is a psychological tendency of customers. The main factors affecting this intention are: customer perceived value, customer satisfaction, switching costs, brand preferences and diversified needs. And the psychological perceptions are from the customer perceived service quality. Therefore, author believes service quality have directly impact on repurchasing intention.Based on these theories, this article establishes a research model. Accordingly the following five 5 hypotheses are presented.H1: Service quality will have a positive impact on customer perceived value and customer repurchasing intention. It represents that the better service quality is, the higher customer perceived the value and customer repurchasing intention is.H2: Customer satisfaction will have a positive impact on customer perceived quality and customer repurchasing intention. It refers thatH3: Service quality will have a positive impact on switching costs and customer repurchasing intention. That is the better service quality is, the higher customers' switching costs and customer repurchasing intention is.H4: Service quality will have a positive impact on brand preferences and customer repurchasing intention. That is the better service quality is, the higher customers' brand preference and customer repurchasing intention is. H5: Service quality will have a negative impact on diversitified needs. It refers that the better service quality is, the less diversitified needs customers have, thus the higher customer repurchasing intention is.With regard to SERVQUAL (PZB) scale and other empirical researches, the author adjusted the scale according to the realities and designed a questionnaire, then analyzed the collected data. Firstly, the author made descriptive statistics on the data; secondly, made use of factor analysis method, and tested the reliability and validity of the extracted factors; at last, unitary linear regression was used to test the research hypotheses with service quality as the independent variable, customer perceived value, customer satisfaction, switching costs, brand preferences and diversified needs as the dependent variables. And then make regression respectively to verify whether service quality influences the factors of repurchasing intention directly and test the degree of impact.The results of the regression analysis showed that: service quality had significant effects on customer perceived value(r=0.565), providing support for H1; service quality had significant effects on customer satisfaction(r=0.653), providing support for H2. Only when customers think companies providing a higher service quality than they expected, they satisfied; service quality had significant effects on customer brand preference(r=0.663), it shows good service quality is critical to improving customers' experience and brand preference; service quality had a nonsignificant effect on customer switching costs (r=0.293), switching costs affected not only by the service quality but also by other factors; service quality had a weak negative effect on customer diversified needs (r=0.272), and it due to customer diverse needs affected more by other factors. All the results represent that service quality influences the factors of repurchasing intention directly.Based upon the above theoretical and practical research results, the thesis concludes with several constructive suggestions for the hotels' service management, including: understand customers' expected service accurately; provide specific services to improve customers' perceived value and form repurchasing intention; survey the customers' satisfaction to hotels by interviewing and questionnaires, adjust operating ways and species, provide customers with service quality between ideal and expected service quality so that customers will feel very satisfied to the hotel service and trust the hotel and purchase again; and analyze dynamically that switching costs, brand preferences and diverse needs have different impact on customer repurchasing intention and reduce the decreasing intention; make use of media properly to promote the image of the hotel, increase the popularity in customers; design and bring in more hi-tech service projects; strengthen the awareness of cooperation in the industry, develop group operations as the company's strategy goal.