The Influence Of Hotel Service Encounter To Customer Perceived Value And Customer Loyalty

With the dramatic increase in the number of China's hotel, hospitality industry is facing more intensive competition. The importance of encounters between employees and customers, which is a basic service delivery platform, is increasingly being recognized by all people. Every moment that employees interacting with customers leads to pairs of hotels or services in an intuitive feelings of customers. Therefore, the hotels should strengthen the management of the points of service encounter, striving for higher assessment from customers of every point of encounter.This thesis intends to explore the relationship between service encounter, perceived value and customer loyalty in the view of narrow service encounter (ie, the encounte between the hotel employee and customer ). First of all, on the basis of literature review, the author construct research model and put forward the hypothesis. Secondly, the author carriy out questionnaire design, get relevant data, and verify the hypothesis through statistical software. Finally, the author draw conclusions and provide suggestions of service encounter management.The main conclusions of this study are showed as follows: Service encounter is consisted of staff language skills, service attitude, instrument appearance, behavioral manner and behavioral skills in five dimensions; Perceived value has an important meaning to service encounter, but the weights are different; Service attitude has the greatest impact on price value; behavioral manner has the greatest impact on sentimental value; behavioral manner has the greatest impact on quality value. All dimensions of perceived value significantly affect on customer loyalty which quality value has the greatest impact on. All factors of services encounter have no significantly effect on customer loyalty, but affect customer loyalty through the intermediary role of perceived value.