Empirical Research On The Impact Of Personalized Service Quality Of Hotels On Customer Loyalty

The fast development of the tertiary industry makes “service quality” become a central issue focused by business circle and academic circle.Because of the rise of the level of people's lives and consumptions,nowadays,it's pretty hard for corporations to satisfy the increasing personalized demands of consumers by promoting the level of standardized and popular service quality.A growing number of corporations begin to pay attention to tailor and provide personalized service.So,it's imperative to research and study personalized service quality of corporations and it also accords with the development of the society.Under the background of hospitality industry in this article,the variable of customer perceived value is used as the intermediate variable to explore the impact of personalized service quality on customer loyalty.On the basis of analysis of their internal operational mechanism and the reality,advices and measures about the promotion of personalized service quality of hotels are presented in this paper.At first,some relevant theories and studies at home and abroad are summarized and commented in this article and based on this,the preliminary study designs are finished which consist of dimensions,scales,hypotheses and models.Secondly,the preliminary study designs are amended and improved according to a small-scale pilot study and after this,the collections and analyses of formal study samples are began.According to the result of the statistics and analyses to formal study samples,it is found out that personalized service quality impacts evidently and positively through customer perceived value on customer loyalty.Customer perceived value plays a complete intermediary role between personalized service quality and customer loyalty.Besides,the research also finds that one of the quality characteristics of personalized service named “completeness” has the most obvious impact on hotels to acquire and keep customer loyalty.At last,combined with these studies and some related management theories,in this article,some advices and measures on the promotion of personalized service quality of hotels are provided.It is mentioned that managers should make projections about customer individualized demands and think highly of innovations,and focus on creating the completeness of personalized service.Besides,managers should also pay attention to add customer perceived value and can promote personalized service quality overall by introducing the quality management mode of TQM.The introduction of personalization into service quality and the summary of the three dimensions of personalized service quality of hotels are this paper's innovative points.The research of this paper can provide an operational thought for kinds of hotels of our country to provide competitive personalized services for customers.