Empirical Analysis Of Star Hotel Service Quality And Customer Satisfaction Of Yanbian Area

Now, with the vigorous development of China's hotel industry and its role in the economy growing, how to improve service quality of hotel to a dominant position in market competition is the fundamental pursuit of hotel managers. In the fierce competition how to improve hotel service quality and enhance customer satisfaction to obtain a comparative advantage is the most for the star hotel. The degrees of emphasis of customer to hotel service quality elements is different, so finding the key impacted factor of hotel service quality to improve the quality of service and enhance customer satisfaction is based on how to measure the level of hotel service quality in an effective way can. Therefore, the research of star hotel service quality and customer satisfaction is became an important subject in the study of the management of tourism enterprises.In this paper, the first part related theoretical concepts of service and customer satisfaction were defined in odder to found the base of raising the level of hotel service quality. Secondly, the status quo of Yanbian Tourism was analyzed simply. Then, based on the former text, the relation of star hotel service quality and customer satisfaction was analyzed with the using of empirical analysis. Empirical study is consisted by two parts. In the first part 28 questionnaire items was made for Yanbian star hotel basing on the SERVQUAL model study of Zeithaml, Rerry and Parasurama and the questionnaire were distributed and recycled. In the second part the collected data were analyzed with the using of SPSS software including descriptive statistical analysis, factor analysis, reliability analysis, correlation analysis and regression analysis. The empirical results show that:(1) there is significant correlation between the hotel service quality and customer satisfaction, indicating improving the quality of hotel services is valued to improving customer satisfaction and thus can bring economic value to hotels; (2) Service quality of Yanbian star hotels is relatively large at the hotel service quality of empathy dimension, responsiveness dimension degrees and the reliability dimension. These are part of the hotel "software" building, therefore, the hotel manager should be changed from the previous emphasis on "hardware" to "software" building, The work focus of improving hotel service quality should be on improving these three dimensions.By the above study, based on the actual situation of Yanbian star hotel industry this paper presents several specific policy proposals about how to improve service quality and customer satisfaction of the star hotel in Yanbian area. There are five advices:the first is improving the level of personalized service; the second is establishing a people-oriented service concept; the third is strengthening staff management to improve staff quality level; the forth is improving service quality management system to improve service reliability; the fifth is establishing service efficiency.