Research On The Improvement Of Perceived Service Quality Of Hangzhou HT Hotel Based On IPA Analysis

With the gradual upgrading of residents’ spending power,our country’s tourism demand continues to expand,but at the same time,the consumer awareness of the new generation of consumers in my country is getting more higher,and the requirements for service quality are getting more higher too.stand in the competition.The same is true for HT Hotel,a well-known business hotel located in Biniang District,Hangzhou City.As the number of similar hotels around is increasing year by year,HT hotel gradually loses its competitiveness.It is urgent to halt the decline by improving its service quality,but these improvements need to invest a lot of costs,but they do not necessarily guarantee the income.Therefore,it is unwise to promote blindly.We must find out the key service factors affecting the service quality,and reasonably control costs.This thesis takes Hangzhou HT Hotel as an analysis case,aims to improve the service quality and satisfaction of the hotel,takes customer perceived service quality as the breakthrough point,applies customer satisfaction theory and customer perceived service quality theory;Using a variety of research methods,adopts SERVQUAL scale,and determine the service quality evaluation system in line with HT Hotel after expert review;select appropriate service factors as evaluation indicators,and combine with IPA analysis method to help identify and define Influencing factors of HT hotel service quality and its degree of influence;identify the key factors affecting HT hotel service satisfaction,the degree of influence and the further reasons,and formulate strategies and methods to improve the perceived service quality of HT hotels according to the evaluation and analysis results.Suggestions: Help HT Hotel establish a service concept guided by target customers,improve the hotel’s service level in a direction that customers can easily perceive,help the hotel reduce input costs and maintain a certain competitive advantage.The research of this thesis draws the following conclusions:(1)There are several key problems in the HT hotel in strengthening and improving the service quality of key areas: the hardware needs to be enhanced,the service is not efficient,and the customer complaints are not handled properly;(2)It will be necessary to focus on improvement.The service indicators of HT are divided according to the dimensions,and the countermeasures to improve the service quality of HT hotels are proposed from the dimensions of hotel service tangibility,responsiveness,empathy and reliability.In field of guest room hardware equipment,the hardware equipment of guest rooms should be improved and upgraded;In field of service quality of front desk room personnel,service content should be enriched and service level should be improved;As for the customer complaint management,attendant’s knowledge about consumer complaints should be enhanced,furthermore the employees should be authorized enough to handle customer complaints correctly.It is of great reference value for similar hotels in a similar situation as HT Hotel.