Research On Hotel Service Quality Based On Customer Expectation And Managers' Cognitive Comparison

Though the hotel service quality has been gaining more and more hotels’ and scholars’ attention in China, The research has been constrained in the following areas, such as the importance of hotel service quality, concept of the hotel service quality and how to measure the hotel service quality, etc. The research which is with good academic and practice value is very rare. Through reviewing the hotel service quality research home and abroad, the paper found some week points, and determined the research goals accordingly:First, in the view of GM group, through the comparison between "customers’ expectations" and "managers’ perceptions of the customers’ expectations", the paper found out the dimensions of hotel service quality to customers and managers respectively and also compared them. Second, in use of the adjusted IPA Matrix, namely CE-MP Matrix, the paper compared the detail differences in hotel service quality between "customers’ expectations" and "the managers’ perceptions of the customers’ expectations" to improve the managers’ perceptions and scientifically use hotel resources. In order to complete the two-fold goals, used the questionnaire survey method to obtain the first-hand data, and had carried on the data analysis. Through data comparative analysis, concluded that the customers and managers have many differences in understanding service quality and their respective characteristics are prominent. Also this article processed comparative analysis about service quality items between customers and managers. Accordingly the paper provided suggestions on improving managers’ perceptions and management: e.g. superintendent has settled on "the hotel atmosphere","the customer personalized treatment" excessively by the management team, but should strengthen "food security","to understand the customers’ demand","the easiness for the customers to obtain service information", etc.