Strengthen China's Hotel Customer Perception Of Service Quality Management Countermeasures

One of the most important elements of service trades is letting customers perceive the quality of service. The perception guides the service businesses to enhance their competitive strength so as to achieve the priority in the keen competition. Hotels, as one branch of typical service trades, have developed greatly in recent years and the competition among them is constantly getting intense. To achieve and maintain the dominant position, hotels have to focus on the better perception of the service quality and then satisfy the needs of customers so that they can accomplish economic returns and social benefits. The thesis, based on the research results of perception service quality raised by quite a few scholars, and with a clear aim, puts forward the strategies to strengthen the management of the perception service quality in hotels in light of the factual condition, which are hoped to serve as reference for the development of hotels.This thesis consists of four chapters. Chapter One is the introduction, briefing the content and the basic information, such as the background of the topic and the comprehensive report on documents. Chapter Two analyses the necessity to strengthen the management of the perception service quality, exploring mainly from three aspects, features of hotels, performance of hotels, and demands of customers. From the analysis, we can conclude that, in order to meet the demand of the hotel development and improve the performance of the hotel and in order to meet the changing of the customers'demand, it is necessary to strengthen the management of the perception service quality. Chapter Three analyses the status quo, the still-to-be-solved problems and the root cause of them. Recently, the quality of perception service is generally not good, especially for the quality of process in which there are more problems.