Study On The Relationship Of Differentiated Service Quality Perception And Reconsuming Intension Of Home-stay

Tourism industry has gradually become an important pillar industry of China's economic growth.As the pension of this new industry,Home-stays have presented polarization at the same time.Innovative products,attractive personality characteristics of the service,novel and comfortable experience is an important reason for customer to choice home-stay.In view of these differentiated services for which different from the traditional hotel provides,this paper hopes to know which differentiated service quality will be percepted by customers and the behavior of the customers after the perception through summarying differentiated service in home-stay.The purpose of this paper is to study the relationship of differentiated service quality perception and reconsuming intention.Before the empirical analysis,this paper combed relevant theories of perceived service quality,customer satisfaction and reconsuming intention through reading the literature at home and abroad.Using the three factors model of service quality which Rust and Oliver proposed and social exchange theory which George·Homans proposed construct the theoretical model of this study.Then,defining the concept and dimension of the variables in the study.Differentiated service quality is subdivided into differentiated service products,differentiated service communication,differentiated service environment and differentiated management.At the last,five sets of hypotheses were proposed in order to exploring the relationship among perceived service quality,customer satisfaction and reconsuming intention.In this study,the questionnaire pretest was conducted to improve the content of the questionnaire and got the formal questionnaire.There were 544 valid questionnaires recovered.Through the empirical analysis of Spss19.0,the following conclusions are drawn:(1)There are positive correlation between the four dimensions of perceived differentiation service quality to customer satisfaction.And differentiated service communication is the strongest positively correlated to customer satisfaction.Differentiated service product is the second,differentiated service environment is the third.There is no cause and effect relationship between differentiated service management and customer satisfaction.(2)There are positive correlation between the four dimensions of perceived differentiation service quality to reconsuming intention.And differentiated service environment is the strongest positively correlated to reconsuming intention.Differentiated service communication is the second,differentiated service management is the third,differentiated service product is the fourth.(3)Customer satisfaction has a positive correlation to reconsuming intention.(4)Customer satisfaction has a partial mediating effect on the relationship between differentiated service product/differentiated service communication and reconsuming intention.Customer satisfaction has a complete mediating effect on the relationship between differentiated service environment and reconsuming intention.Customer satisfaction has no intermediary effect on the difference of service management and reconsuming intention.(5)Customers with different monthly income levels have a significant impact on reconsuming intention.This research has certain theoretical significance and practical value by revealing the relationship between differentiated perceived service quality and reconsuming intention in the role of customer satisfaction factors.On the basis of the research conclusion,this paper put forward management implications to improve repeat consume intention for home-stay's owners:(1)Creating innovative and special service product.(2)Strengthening the communication between the host and guest in order to enhance service delivery diversity.(3)Creating a "home" and a warm feeling of comfort in order to make service environment full of topicalization.(4)Using Internet marketing methods to simplify service management.