Case 1: Servqual model analysis of star hotels in Zhejiang Province, the world's leading hotel brands pay great attention to the quality of service, highlighting the characteristics of the service, as a basis for the establishment of the hotel brand in the minds of consumers a good image. Holiday, Marriott, Hyatt, Sheraton, these famous hotel brands behind the success of a *** with the same characteristics is the hotel service quality of the diligent pursuit. Such as the Holiday Inn Group through the pursuit of service quality and service program innovation and other details of the efforts to reflect the characteristics of the hotel brand and connotation, to maintain the development of the brand. Ritz-Carlton has positioned its brand to become the best supplier of luxury travel and hotel products and services worldwide".
China's hotels in the cultivation of the brand has made great progress, has formed some quite competitive strength of the hotel brand, but on the current development of the status quo there are some problems worth studying: compared with the international hotel brand, the quality of service of China's hotels has become an important obstacle to the competitiveness of the brand to enhance the reason. Throughout the domestic and foreign hotel brands, we find that the domestic hotel brands focus on investment in hardware, while the international hotel brands are investing in software. It can be said that some of our Chinese brand hotels in the construction of hardware facilities and the gap between them has not been very large but in the software investment. Most of the brand hotels are still in a rather backward state. Service quality research can bring great economic and social benefits, can comprehensively improve the service quality of China's hotels, enhance the competitiveness of the hotel brand. Through the study, we try to find out some relevant elements affecting service quality, and then provide favorable references for China's star-rated hotels to improve service quality.
For the evaluation research of service quality, the Servqual model firstly proposed by Parasurama, Zeithama1 and Bery in 1988 has been recognized by many marketing experts, and is regarded as a typical method applicable to the measurement of various types of service quality.The Servqual measurement model ** includes 22 items. ** Includes 22 items. It is used to evaluate service quality. With the PZB proposed service quality model. They also proposed five major factors affecting service quality, namely, reliability, responsiveness, assurance, emotionality and tangibility. It is called the five dimensions". The proposal of these five attributes has been widely recognized by field experts in the international service quality research community (PZB, 1998, P12-40). Measurement*** There are two sets of scales, one measuring service expectations and the other measuring service perceptions; in the scale, customer expectations are defined as "Should", meaning "what the service should be"; all the items*** contain 9 negative items; Measurement takes seven values, "7" means very satisfied, "1" means very dissatisfied, the middle scale is "very satisfied", "satisfied ", "general", "dissatisfied", "very dissatisfied", the score in descending order; the measurement method is to measure customer expectations, which are mainly affected by their own experience, advertising, promotions, corporate image and customer reputation and other factors; and then measure the customer perception The measurement method is to first measure customer expectations, which are mainly affected by their own experience, advertising, promotion, corporate image and customer word-of-mouth. This is a kind of experience quality. Finally calculate the difference between the two, that is, the basis for judging the level of service quality.
Based on the Q value of positive and negative and the size of the service enterprises can judge their own level of service quality: Q is positive. Service quality is higher than the previous level or higher than the general level; Q is negative, indicating that the services provided do not meet customer requirements, must be improved as soon as possible; Q tends to be close to zero, which means that the enterprise provides a normal service, just to meet the needs of customers. And then through the comparison of the specific score of each indicator, can be based on it to find out the reasons for their own service quality problems, that is, the problem is in which area, so as to improve and enhance the quality of service. 1994, on the basis of the 1988, 1991 study, PZB once again on the Servqual to expand the customer's expectations are divided into the just-in-time service and the ideal service " and reducing the number of questions to 21.
Research has confirmed that Servqual, especially the modified Servqual and the extended Servqual, can provide valuable diagnostic information for service companies and is simple to use at a low cost, showing great superiority in measuring service quality Since it was first proposed by the PZB, it has been widely utilized in various service industries, such as banking, retailing, insurance, tourism, etc. Since it was first proposed, PZB has been widely used in various service industries such as banking, retail, insurance, tourism, etc., and has become the tool of choice for measuring service quality. By comparing the gap between customers' expectations and perceptions, service enterprises try to find out where the defects lie and make effective improvements, so as to continuously improve service quality and enhance the competitiveness of enterprises. It is derived after a long period of research and through a large number of practices, and it is a better tool for service quality measurement, both from the theoretical roots and from the results of empirical research. It has been tested that Servqual can be applied to the hotel industry in China. For service quality improvement has a guiding role.
October 2005 on the 16 located in Hangzhou, Ningbo City, the famous brand hotel customers using the Servqual model for large-scale sampling over a period of three weeks *** issued 480 copies of the questionnaire 460 copies of the recovery of which the effective questionnaire 378 copies, the effective questionnaire rate of 82.17%. SPSS11.5 statistical software was used to analyze the results of the descriptive statistics of the survey data to calculate the mean and standard deviation of the 33 measures in this study. In order to improve the stability of each parameter in the model analysis we take the average of items measuring several subscales of the indicator scale as a measure of the corresponding concept. Service quality is measured on a 5-level scale, where the score for the equal level is 2.5. The average level of the factors from the mean of each indicator of service quality is above the medium level. From the standard deviation scores, the dispersion of the service quality factors is not high, indicating that there is not much difference between individuals in the service quality of this sample. The 21 items assessing service quality dimensions are more than 3.5 points, indicating that these hotel quality dimensions to the customer perception is relatively high while the standard deviation of the dimensions do not vary much.
The reliability of the questionnaire was analyzed and it was found that the alpha coefficient value of the total scale in this study was 0.9260, which is high according to Bryman and Gramer. The reliability Q-coordinate value of the service quality measurement part is . The alpha coefficient values of the other subscales are greater than 0.70, which are 0.8892, 0.8681, 0.7997, and 0.7127, respectively, which indicates that the data of this study have good consistency and good internal structure. The validity of the data obtained from the research sample meets the requirements of the study.