Study On Service Quality Improvement Of Sanya Conference Hotel Based On Kano-IPA Analysis Model

The conference hotel market in China has stepped into high-quality development from high-speed growth.Under this background,it is of great practical significance to take the following measures:·clarify the factors influencing the service quality of conference hotels;·determine the decision-making priority of key quality factors of conference service;·conduct performance prediction.Based on the theory of means-end chain,this paper clarifies the factors influencing the service quality of Sanya conference hotels from the perspective of customer value.It also combines the customer demand structure and conference service process.At the same time,the paper designs the Kano-IPA questionnaire,and puts forward comprehensive priority decision table and the service quality improvement process of conference hotel.The traditional principle of Kano model lacks quantitative description in view of classification accuracy and results.Therefore its ambiguity defects weaken the decision support function of enterprise management.Combing with the IPA analysis,the paper establishes the Kano-IPA analysis model,and integrates the advantages of the Kano model and IPA analysis.Then the Kano-IPA analysis model is used to empirically analyze the key influencing factors of service quality of Sanya conference-oriented hotel.The findings are as follows:(1)outdoor venues,hotel coordination,hotel brand image and other factors belong to the charm quality;politeness,guest room conditions,restaurant conditions and other elements are one-dimensional quality.(2)room conditions,service efficiency and courtesy are the most important factors for conference customers;however,the importance of outdoor venues,hotel brand image and hotel surrounding environment is relatively low.(3)when all quality factors are satisfied,conf-erence customers are most satisfied with polite attitude,service efficiency,parking space and other factors;while the factors that weaken the effect of improving satisfaction mainly include the surrounding environment of the hotel,the hotel brand image,the number of rooms etc..(4)the top three of maintenance decision-making are room conditions,venue equipment and service efficiency;the top three of the improved decision-making are the restaurant conditions,price rationality,and the degree of cooperation with the hotel.(5)when all the quality factors are satisfied,the biggest improvement in satisfaction is the outdoor venue,hotel cooperation degree and hotel brand image;when they are not satisfied,the largest drop in satisfaction is the courtesy attitude,room conditions,restaurant conditions.Finally,in order to improve the service quality of Sanya conference hotels,this paper puts forward five improvement strategies,including defining the market positioning,innovating the marketing work,improving the hardware facilities,improving the service level,attracting and educating professionals.