A Study On Service Quality Evaluation Of Bed And Breakfast Based On Customer Perceived Value

Along with the development of experience economy and leisure time,back-pack tour,full independent tour and self-driving travel are becoming a trend.Due to its family atmosphere,humanistic care,rural environment and experience,Bed and Breakfast(B&B)is the hottest thing in tourism.Despite of the rapid development of B&B,there are still so many problems,especially the low level of service of quality,which can't meet the needs of tourists.Based on the personal demand of tourists,B&B not only provides tourists accommodation place,but also concentrates on providing experienced products with humanistic care,therefore,the quality of service becomes the priority among priorities B&B is a central issue now,but the domestic academic research on the B&B is still in the initial stage,especially for the research of service quality.Domestic B&B is in the primary stage of development,there are lots of efforts needed to make.In terms of Jiangsu Province,locates in the Yangtze River Delta,B&B is developing rapidly and the market prospect is prosperous,but there are also some aspects which should be improved,such as regulating the operation of B&B,protecting interests of tourists and so on.In this situation,how to improve the quality of B&B service,guide and regulate the development of B&B have become important questions.Based on the above problems,this article does research on the evaluation of the B&B service quality from the perspective of customer perceived value,and selects the Hufu fence B&B as the research case,which locates in Yixing,Jiangsu Province.This paper picks up the customer perceived value theory and the service quality gap model as theory basis.By summarizing documents,interviewing experts,doing questionnaire survey and using mathematical statistics methods,this paper adjusts the service quality gap model and the SERVQUAL scale according to characteristics of the B&B service and experts suggestions,and finally constructs the evaluation system of the B&B service quality to compare the expected service quality and perceived service quality of tourists,analysis the gap of service quality and make evaluation of B&B.The results are as follows:There is a significant difference between the expectation and perception of B&B service quality.By using SPSS20.0 software,this paper finds out six main factors that affect Hufu fence B&B service quality through factor analysis.The five factors are named"Tangible"?"Assurance"?"Empathy"?"Reliability"?"Rurality"?"Responsiveness".Among six factors,the largest gap of service quality is rurality;The regression analysis result shows that each factor has a significant impact on the whole service quality of B&B and the degree of impact is different.The highest degree of impact is tangible,the lowest degree of impact is responsiveness;Result of ANOVA(one way)shows that there are individual differences in the perceived service quality of different tourists.Through IPA analysis,the improvement order of each factor is determined.On the basis of research results,this paper puts some suggestions to improve the quality of B&B service:(1)Learn more about tourists expectations and reduce the gap of service quality;(2)Strengthen construction of B&B hardware facilities and highlight the personality characteristics;(3)Pay attention to the rurality and improve rural features of the B&B;(4)Increase community integration and focus on humanistic care;(5)Give publicity to B&B and improve the B&B booking system.