Research On Measures To Improve Service Quality Of SYLM Hotel Based On IPA Analysis

China’s economy has transitioned from rapid growth to high-quality development,and the industrial restructuring has brought new opportunities and challenges to the service industry.The hotel industry,as an integral part of the service sector,has experienced significant setbacks during the past three years of the pandemic,with substantial revenue declines and companies facing difficulties.To cope with the pandemic,the hotel industry has implemented various measures to lower operational costs,such as layoffs,cost reduction,and expenditure control.While these measures have helped businesses weather the storm,they have also led to a decline in service quality and affected guest satisfaction.As the pandemic comes under control and domestic tourism expands,the hotel industry is gradually recovering,encountering a surge of revenge consumption from tourists.To meet the growing demand for better living standards,the hotel industry must continuously improve service quality.This study focuses on SYLM Hotel,utilizing the SERVQUAL scale(Service Quality Scale),published in 1988 by American market researchers PZB,as the foundation for our research,after reviewing and organizing related studies.In conjunction with the hotel’s basic operational service situation,we have identified six dimensions of service quality evaluation indicators for the questionnaire,including tangibility,reliability,responsiveness,assurance,empathy,and recovery,with a total of 25 evaluation criteria.Each evaluation item is rated on both importance and satisfaction.Electronic questionnaires were created using Questionnaire Star and data were collected from respondents through a combination of online and offline approaches.The data was processed using software such as Excel and SPSS 26.0,and analyzed using traditional IPA and modified IPA methods.Based on the evaluation of hotel service quality and guest satisfaction,several targeted suggestions for improving hotel service quality are proposed: in the key improvement areas,adjusting restaurant menu variety and quality,enhancing interdepartmental coordination,and strengthening professional skills training;in the proactive improvement opportunity areas,perfecting hotel service quality management systems and implementing effective service recovery and summary measures;in the continuous attention and maintenance areas,adhering to food safety and hygiene,and enhancing the quality of hotel staff;and in the sustained competitive advantage areas,persisting in providing personalized services for guests and strictly maintaining infrastructure and equipment safety.These conclusions hold guiding value for the enhancement of SYLM Hotel’s service quality and offer reference significance for service quality management in other hotels.