Research Of Service Quality Enhancement In SYH Hotel

As China’s economy develops rapidly, our state has put "cultivating tourism into a modern service industry which is a strategic pillar industry of state economy and the people is more satisfied" into its development planning. Lodging industry, one of the three pillars of tourism and represented by hotels, develops fast in recent years and the construction of high-star hotels results in severe regional market competition.SYH Hotel is in poor operation and low customer satisfactory and its service quality is decreasing in recent two years. Though a larger amount of capital was pumped into hardware renovation and facility upgrading, the hotel is under the operation expectation as well as advanced level in the same region, and the hotel still faces huge pressure of market competition and virtuous development. This dissertation studies on the countermeasures to improve the hotel’s service quality from the point of a frontline employee in the hotel. Service quality is the core method of market competition as well as the critical fact to enhance customer satisfactory, therefore improving service quality is crucial to the hotel.The research framework consists three parts:domestic and oversea dissertations, analysis on low customer satisfactory to services quality then giving out countermeasures on the base of MBA theories. Research methods include case analysis, qualitative analysis, and survey. The analysis of customer survey indicates that the low customer satisfactory to service quality weakens the hotel’s competitive capacity, hurts the confidence to the renovation of products and services and effects long-term development of the hotel. Poor service quality blames to following 8 aspects:1) hotel’s facility and equipment can’t bring good experiences to customers, which includes low efficiency of the renovation, bad management of facility and old functions of facilities,2) human resource management system doesn’t match the development of the hotel, which includes the mismatch of employee quality with the demand from the development of high-star hotel, high employee dropout and low employee satisfactory caused by the fast development of the hotel,3) low coordination among the departments in the hotel, 4) deviation from the management on standard service quality, which includes the deviations on the executions and the limitation on standard service quality management,5) the hotel lacks of efficient service quality management system including unclear service quality management responsibility, unreasonable service quality initiation system and incomplete service quality management system,6) decrease of service level caused by irrational competition on price,7) profit-driven nature from the consigned hotel management company,8) immaturity of local service outsourcing market.The research shows that Galaxy Hotel can improve its service quality from 8 aspects:1) improving the facility of hotel including updating facilities, improving facility management level, creating new services of facilities,2) managing human resources in long term including effective setting of human resources, employee training and long-term training of human resources,3) constructing hotel’s service culture,4) launching customer-oriented service quality management,5) constructing complete quality management system including improving the quality of service product, executing model management, employee authorization, focusing on "source quality", employee anticipation, quality assurance from suppliers,6) insisting on brand value to against unfair competition, 7) setting up long-term goal,8) innovation on service quality management. The dissertation mentions some new countermeasures of renovation service function of facilities, development from training to cultivation as well as the management of quit employees.