Study On The Consumers And Employees’Perception Differences Of Service Quality In Hotels

The growth of the service industry is vital to that of the overall economic growth of a country. The competing focus of the hotels lies in their service quality. Hotels cannot survive and grow unless they improve their service quality, which determines the satisfaction of the customers, their reputation, image and the market chare. Nowadays, in Chinese hotel business, supply exceeds demand generally. Foreign funded hotel groups make the situation more severe. Thus it is quite necessary to improve the service quality and competitiveness of the hotels.Hotel managers generally seek how to improve the service quality of the hotels and take a position of advantage. Managers hold a common knowledge that service is the only thing a hotel can provide to its customers and that the service quality is the lifeline of the hotel and the core of competitiveness. To improve the service quality means more manpower, more material and financial resources. It is essential to optimize the resources allocation and put limited power into the most important session in a quality management.The thesis mainly aims at the conceiving gap of the service quality felt by the customers and staff in starred hotels. Firstly, the paper studies and analyzes the elements, evaluation mode and relevant research of hotel service quality and proposes the hypothesis of the paper. Secondly, the paper precedes a comparative study of the conceiving gap of the service quality felt by the customers and staff in the way of empirical study, which takes a theoretical basis of PZB Service Quality Gap Model, develops a SERVQUAL scale and constructs a Check Model of Hotel Service Quality Gap. Thirdly, the study finds out the factors causing gap of the expect and satisfaction of customers and staff to the service quality of a hotel by checking the conceiving gap of the customers and staff and some relevant factors influencing the general satisfaction of the consumers to the hotels. At last, the paper explores the items that consumers are eager to improve the hotel service quality in the way of Importance-performance Analysis.Consequence:there is apparent conceiving gap in the consumers’ expect to the service quality of the hotel and the hotel staff’s expect to consumers. There also exists big gap in the consumers’expect and satisfaction to the service quality of the hotel. Conclusion:if it intends to improve its competitiveness, a hotel, as a supplier, should have a full understanding of the gap of the consumers’expect to the service quality of the hotel and their satisfaction. The managers are expected to take an Importance-performance Analysis, starting with the service items that need to be improved urgently in the hope to reach a level of satisfactory service quality.The research attempts to be of some help to the improvement of service quality in starred hotels and contribute a little to the enrichment of the study of service quality management in the hotel business.