顾客感知的重庆火锅连锁企业服务质量评价实证研究
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摘要
随着重庆火锅业的快速发展,重庆火锅连锁企业竞争力提升,成为了与洋快餐抗衡的重要力量。然而,在服务标准与服务提供方面,重庆火锅连锁企业较竞争对手仍有很大差距。而如今社会正逐渐步入以服务为导向的新纪元。服务无处不在、无时不在,服务已经成为企业的竞争优势所在。服务质量问题越来越引起人们广泛关注,服务质量评价问题也成为学术界的研究热点。因此,如何通过提高服务质量来提升企业竞争力成为了重庆火锅连锁企业的当务之急。本文的研究目的是构建重庆火锅连锁企业服务质量的评价模型,并通过实证分析得出顾客对重庆火锅连锁企业服务质量的评价结果,在此基础上提出经营管理启示,为发展壮大重庆火锅连锁企业提供参考依据。
本文首先对国内外关于服务、服务质量、服务质量评价等相关内容进行了文献综述,然后比较分析了服务质量的评价模型,接着对重庆火锅的特点以及行业发展现状进行了概述,结合重庆火锅业的特点,将SERVQUAL模型的五个维度以及补救性、功能性和文化性作为构建模型维度的原因进行了介绍。在上述的理论基础上,提出了本文的研究假设,构建了重庆火锅连锁企业服务质量评价模型,并通过调查问卷收集相关数据,运用统计软件SPSS17.0中文版进行数据分析处理。本文通过实证研究,对提出的假设模型进行了验证与修改,构建了重庆火锅连锁企业服务质量的评价模型,并验证了模型的有效性。该模型有助于重庆火锅连锁企业了解顾客需求,改进服务质量,提高服务水平,提升市场竞争力。
通过论文的研究,得到以下研究结果：
一、本文在SERVQUAL模型的基础上提出的重庆火锅连锁企业服务质量评价模型得到了验证。将补救性、文化性指标加入服务质量评价体系,通过因子分析、相关分析与回归分析,发现补救性、文化性对于重庆火锅连锁企业的服务质量评价有着较强的影响。
二、重庆火锅连锁企业服务质量总体评价不高。本文通过顾客对服务质量期望与感知的差距方法来评价重庆火锅连锁企业的服务质量,结果发现重庆火锅连锁企业的服务质量指标评分均为负数,这说明重庆火锅连锁企业服务质量各方面均存在着达不到顾客预期服务水平的各种问题,需要改善和提高。
三、本文通过实证研究,最终确定了影响顾客评价重庆火锅连锁企业服务质量的7个维度,分别是有形性、可靠性、响应性、保证性、移情性、补救性和文化性。这7个因素累计的方差贡献率达到86.33%,并通过回归分析的方法对这7个维度的重要性进行了分析,各个维度与总体服务质量的回归系数分别0.108,0.327,0.175,0.216,0.298,0.272和0.309。重庆火锅连锁企业的经营者可以根据这七个因素的重要性程度来决定提升服务质量的优先顺序。
通过本文的研究,提出重庆火锅服务质量改善建议：
一、加强对服务人员的培训与管理。只有不断加强对服务人员的培训与管理,提升服务人员的素质,才能提高服务质量。
二、营造舒适整洁的就餐环境。随着人们消费品位的提升,在选择火锅店消费时更加注重舒适整洁的就餐环境；
三、创造重庆火锅文化知识体验环境。重庆火锅已成为重庆一张烫金的城市名片,蕴含着丰富的文化内涵。重庆火锅企业在提供美食和优质服务的同时,还应为顾客创造一个重庆火锅文化知识的体验环境。
四、加强对服务质量的测评和动态监测。企业的服务质量是在不断变化的,重庆火锅连锁企业需要定期对服务质量进行测评,以做到对服务质量水平的动态监控。
With the rapid development of Chongqing hot pot industry and the promotion of the competitiveness, Chongqing hot pot has become a major power in the competition with foreign fast-food. However, the service standards and service supply of Chongqing hot pot chain is still a big gap over its competitors. Now the community is gradually entering a new service-oriented era. Service exists everywhere and at all times, and service has become the competitive advantage. Quality of service issues have aroused wide attention, service quality evaluation has become a hot academic research problem. Therefore, how to improve service quality to enhance the competitiveness of Chongqing hot pot chain has become a top problem. Purpose of this paper is to build service quality evaluation model of Chongqing hot pot chain, and obtain customer service quality evaluation results of Chongqing hot pot chain through the empirical analysis. Based on the proposed management enlightenment, provide reference to improve the competitiveness of Chongqing hot pot chain enterprise.
This article first conducts a literature review about the content of service, service quality, service quality evaluation home and abroad, and comparative analysis of the service quality evaluation model, then generalizes the characteristics and gives development status of the Chongqing hot pot industry, and introduce the cause that the five dimensions of SERVQUAL model as well as remedial, functional and cultural dimensions become the dimensions of Chongqing hot pot service evaluation model. Based on the above theory, put forward the hypothesis and build Chongqing hot pot chain service quality evaluation model, then through a questionnaire survey to collect relevant data, using statistical software SPSS17.0 Chinese version to analyze and process data. The empirical study results show:the Chongqing hot pot chain service Quality evaluation model is created and modified, and the model is validated. The model can help Chongqing hot pot chain know customer needs, improve service quality and enhance market competitiveness.
Through the thesis, obtain the following findings:First, based on the SERVQUAL model, the Chongqing hot pot chain service quality evaluation model is created and proved. Will remedy, and cultural indicators join the service quality evaluation system, through factor analysis, correlation and regression analysis found that remedial, cultural Chongqing hot pot chain for the customer service quality has a strong impact.2, Chongqing hot pot chain service quality rating is not high. In this paper, customer service quality gap between expectations and perception of Chongqing hot pot method to evaluate the quality of service chain. Chongqing hot pot chain found the quality of service indicator score are negative, indicating that the quality of services in Chongqing hot pot chain exists in all aspects of expected customer service levels reach the issue, the need to improve. Third, empirical research, the final evaluation to determine the impact of customer service quality in Chongqing hot pot chain of seven dimensions, namely tangibles, reliability, responsiveness, assurance, empathy, remedial, and culture.7 factors that contribute to the cumulative rate of 86.33% of variance and by regression analysis the importance of these seven dimensions analyzed, all dimensions and overall service quality of regression coefficients were 0.108,0.327,0.175,0.216, 0.298,0.272 and 0.309. Chongqing hot pot chain operators can the importance of these seven factors to determine the extent to enhance the quality of service priorities.
Chongqing hot pot chain of management has the following revelation:First, create a clean and comfortable dining environment. Consumer spaces as people upgrade, the choice of hot pot restaurants pay more attention to the time consumption of clean and comfortable dining environment; second, strengthen personnel training and management services. Only by constantly strengthening the training of staff and management, improve service quality in order to improve service quality. Third, create the cultural knowledge and experience environment of Chongqing hot pot. Chongqing hot pot has become a tipping of the city's calling card, with rich cultural connotations. Chongqing hot pot enterprises provide food and service here, but also for the customer to create a culture of knowledge and experience of Chongqing hot pot environment. Fourth, strengthen the quality of service measurement and dynamic. Quality of service is changing. Chongqing hotpot chain requires regular evaluation of service quality in order to achieve dynamic control.
本文首先对国内外关于服务、服务质量、服务质量评价等相关内容进行了文献综述,然后比较分析了服务质量的评价模型,接着对重庆火锅的特点以及行业发展现状进行了概述,结合重庆火锅业的特点,将SERVQUAL模型的五个维度以及补救性、功能性和文化性作为构建模型维度的原因进行了介绍。在上述的理论基础上,提出了本文的研究假设,构建了重庆火锅连锁企业服务质量评价模型,并通过调查问卷收集相关数据,运用统计软件SPSS17.0中文版进行数据分析处理。本文通过实证研究,对提出的假设模型进行了验证与修改,构建了重庆火锅连锁企业服务质量的评价模型,并验证了模型的有效性。该模型有助于重庆火锅连锁企业了解顾客需求,改进服务质量,提高服务水平,提升市场竞争力。
通过论文的研究,得到以下研究结果：
一、本文在SERVQUAL模型的基础上提出的重庆火锅连锁企业服务质量评价模型得到了验证。将补救性、文化性指标加入服务质量评价体系,通过因子分析、相关分析与回归分析,发现补救性、文化性对于重庆火锅连锁企业的服务质量评价有着较强的影响。
二、重庆火锅连锁企业服务质量总体评价不高。本文通过顾客对服务质量期望与感知的差距方法来评价重庆火锅连锁企业的服务质量,结果发现重庆火锅连锁企业的服务质量指标评分均为负数,这说明重庆火锅连锁企业服务质量各方面均存在着达不到顾客预期服务水平的各种问题,需要改善和提高。
三、本文通过实证研究,最终确定了影响顾客评价重庆火锅连锁企业服务质量的7个维度,分别是有形性、可靠性、响应性、保证性、移情性、补救性和文化性。这7个因素累计的方差贡献率达到86.33%,并通过回归分析的方法对这7个维度的重要性进行了分析,各个维度与总体服务质量的回归系数分别0.108,0.327,0.175,0.216,0.298,0.272和0.309。重庆火锅连锁企业的经营者可以根据这七个因素的重要性程度来决定提升服务质量的优先顺序。
通过本文的研究,提出重庆火锅服务质量改善建议：
一、加强对服务人员的培训与管理。只有不断加强对服务人员的培训与管理,提升服务人员的素质,才能提高服务质量。
二、营造舒适整洁的就餐环境。随着人们消费品位的提升,在选择火锅店消费时更加注重舒适整洁的就餐环境；
三、创造重庆火锅文化知识体验环境。重庆火锅已成为重庆一张烫金的城市名片,蕴含着丰富的文化内涵。重庆火锅企业在提供美食和优质服务的同时,还应为顾客创造一个重庆火锅文化知识的体验环境。
四、加强对服务质量的测评和动态监测。企业的服务质量是在不断变化的,重庆火锅连锁企业需要定期对服务质量进行测评,以做到对服务质量水平的动态监控。
With the rapid development of Chongqing hot pot industry and the promotion of the competitiveness, Chongqing hot pot has become a major power in the competition with foreign fast-food. However, the service standards and service supply of Chongqing hot pot chain is still a big gap over its competitors. Now the community is gradually entering a new service-oriented era. Service exists everywhere and at all times, and service has become the competitive advantage. Quality of service issues have aroused wide attention, service quality evaluation has become a hot academic research problem. Therefore, how to improve service quality to enhance the competitiveness of Chongqing hot pot chain has become a top problem. Purpose of this paper is to build service quality evaluation model of Chongqing hot pot chain, and obtain customer service quality evaluation results of Chongqing hot pot chain through the empirical analysis. Based on the proposed management enlightenment, provide reference to improve the competitiveness of Chongqing hot pot chain enterprise.
This article first conducts a literature review about the content of service, service quality, service quality evaluation home and abroad, and comparative analysis of the service quality evaluation model, then generalizes the characteristics and gives development status of the Chongqing hot pot industry, and introduce the cause that the five dimensions of SERVQUAL model as well as remedial, functional and cultural dimensions become the dimensions of Chongqing hot pot service evaluation model. Based on the above theory, put forward the hypothesis and build Chongqing hot pot chain service quality evaluation model, then through a questionnaire survey to collect relevant data, using statistical software SPSS17.0 Chinese version to analyze and process data. The empirical study results show:the Chongqing hot pot chain service Quality evaluation model is created and modified, and the model is validated. The model can help Chongqing hot pot chain know customer needs, improve service quality and enhance market competitiveness.
Through the thesis, obtain the following findings:First, based on the SERVQUAL model, the Chongqing hot pot chain service quality evaluation model is created and proved. Will remedy, and cultural indicators join the service quality evaluation system, through factor analysis, correlation and regression analysis found that remedial, cultural Chongqing hot pot chain for the customer service quality has a strong impact.2, Chongqing hot pot chain service quality rating is not high. In this paper, customer service quality gap between expectations and perception of Chongqing hot pot method to evaluate the quality of service chain. Chongqing hot pot chain found the quality of service indicator score are negative, indicating that the quality of services in Chongqing hot pot chain exists in all aspects of expected customer service levels reach the issue, the need to improve. Third, empirical research, the final evaluation to determine the impact of customer service quality in Chongqing hot pot chain of seven dimensions, namely tangibles, reliability, responsiveness, assurance, empathy, remedial, and culture.7 factors that contribute to the cumulative rate of 86.33% of variance and by regression analysis the importance of these seven dimensions analyzed, all dimensions and overall service quality of regression coefficients were 0.108,0.327,0.175,0.216, 0.298,0.272 and 0.309. Chongqing hot pot chain operators can the importance of these seven factors to determine the extent to enhance the quality of service priorities.
Chongqing hot pot chain of management has the following revelation:First, create a clean and comfortable dining environment. Consumer spaces as people upgrade, the choice of hot pot restaurants pay more attention to the time consumption of clean and comfortable dining environment; second, strengthen personnel training and management services. Only by constantly strengthening the training of staff and management, improve service quality in order to improve service quality. Third, create the cultural knowledge and experience environment of Chongqing hot pot. Chongqing hot pot has become a tipping of the city's calling card, with rich cultural connotations. Chongqing hot pot enterprises provide food and service here, but also for the customer to create a culture of knowledge and experience of Chongqing hot pot environment. Fourth, strengthen the quality of service measurement and dynamic. Quality of service is changing. Chongqing hotpot chain requires regular evaluation of service quality in order to achieve dynamic control.
引文
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[3]Stanton William, Buskirk Richard. Management of the Sales Force,1974:201.
[4]Lehtinen U, Lehtinen J. Service Quality:A Study of Quality Dimensions. Research Report. Helsinki, Finland:Service Management Institute,1982
[5]克里斯廷.格罗鲁斯.服务管理与营销——基于顾客关系的管理策略.韩经论.第二版.北京：电子工业出版社,2002,32-41
[6]瓦拉瑞尔.A.泽丝曼尔,玛丽.乔.比特纳著,张金成,白长虹译.服务营销.第二版.北京：机械工业出版社,2002
[7]Gronroos C. Marketing in Service Companies. Malmo Libber,1983
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