A Study On The Mechanism Of Customer Perception Of B&B Service Quality On Word-of-mouth Communication

With the advancement of the science and technology,the research about psychology has sprung up,and the related theories of psychology have also developed by leaps and bounds.The application of these theories in combination with practice is an urgent problem to be solved.Based on the perspective of social identity theory in the field of social psychology,this paper hopes to explore how the quality of homestay service will affect the identity of customers after they stay in the homestay,so as to promote their word-of-mouth communication,that is,to explore psychology.From the perspective of customer perception,the influence mechanism of homestay service quality on customer word-of-mouth communication.This study reviews the relevant literature at home and abroad,makes a series of reviews and combing the relevant theories of social identity theory,service quality,and customer's word-of-mouth communication.Parasuraman,Zeithaml and Berry's perceived service quality model in 1985 and Tajfel's social identity theory in 1978,which lays a theoretical foundation for subsequent empirical research.Then,the operational definition and dimension division of the variables in the study are subdivided into the tangibility of the service,the reliability of the service,the responsiveness of the service,the guarantee of the service and the empathy of the service.Finally,five sets of hypotheses are proposed to explore the relationship between customer perceived service quality and customer homestay identity and customer word-of-mouth communication.In this paper,464 valid questionnaires were recovered in the process of research,and the empirical analysis was carried out by SPSS data analysis software.The following conclusions were obtained:(1)Customer perception there are positive correlations between the five dimensions of service quality and word-of-mouth communication,and the customer's perception of the empathy of the homestay service has the strongest positive correlation with the word-of-mouth communication,followed by the reliability of the service,the tangibility of service,the guarantee of the service,the responsiveness of the service.(2)The five dimensions of customer perception of B&B service quality have positive correlation with customer-B&B identity and the customer perceives the empathy of the homestay service to the customer-bathroom identification with the strongest degree of correlation,followed by the reliability of the service,the tangibility of service,the guarantee of the service,the responsiveness of the service.(3)Customer homestay recognition has a positive correlation with customer word-of-mouth communication;(4)Identity has a mediating effect on customer perceived B&B service quality and customer word-ofmouth communication.Based on the psychological identity,this study explores the impact of customer perception of B&B service quality on customer-beach identity,and then has an impact on customer word-of-mouth communication.It has certain theoretical and practical value.Based on the conclusions of this paper,three management inspirations are proposed for the B&B operators:(1)pay attention to empathy of service quality;(2)pay attention to the five dimensions of service and refine it;(3)enhance customer's sense of identity and strengthen communication.