Research On Hotel Service Quality Evaluation And Improvement Based On SERVPERF Model

China's hotel industry is one of the earliest service industries that has been in line with the international standards.In recent years,it has also been determined by the government as a competitive industry for foreign investment.China's hotel industry,in terms of scale and quality,has gradually approached the international level,after more than 40 years of development.At present,most of the major international hotel groups have entered the Chinese market in succession.These hotel groups have not only entered the developed regions of China,but also expanded from the first-tier cities to the second and third-tier cities.China's hotel industry has realized the internationalization of domestic competition.Since the reform and opening up,China has realized a historic leap from a country with short tourism to a major tourism country.As a pillar industry of tourism,the hotel industry will also face new opportunities and challenges as the domestic tourism situation is booming and the government further promotes the supply-side structural reform.Service quality of hotels lies at the heart of hotel operational management.To survive and prosper in a competitive market,hotels must increase the service quality to build their reputation,differentiate their business from competition,and eventually,maximize the profits/wealth/value/cash flow/stockholders' benefits....Compared with countries or regions with developed tourism,there are still many problems that need to be solved urgently in the star-level hotel industry of Zhengzhou.On the basis of literature research in related fields,this paper uses SERVPERF evaluation method to measure the customer perceived service quality of 7 star hotels in Zhengzhou city,and uses SPSS22.0 software to collate and analyze the data.The following conclusions can be drawn from this study.Firstly,customers have low recognition of star hotels in Zhengzhou.Secondly,at present,customer perceived the service quality of star-rated hotels in Zhengzhou is affected by the two dimensions — — guest room,catering service and personalized service.Thirdly,establishing a regression model of the overall quality of customer perceived service and finding that guest room and catering factors have the greatest impact on the overall customer satisfaction.After the empirical analysis,the author puts forward solutions to the problems found from the two angles of star-rated hotels and the government respectively.At the end of the paper,the author summarizes the research and looks forward to the future research work.