引起饭店商务旅客不满的服务接触研究_对携程网上北京酒店顾客评论的

:20061220;:20070423:黎冬梅(1982-),女,中山大学管理学院2006级硕士生朱沆(1974-),男,中山大学管理学院讲师,2004级博士生研究方向:战略管理服务营销F719.2A1006575(2007)02004606对携程网上北京酒店顾客评论的CIT分析黎冬梅朱沆(,510275)本次研究搜集了携程网上商务散客对北京地区饭店的点评,采用关键事件定性分析法,对引起顾客不满的服务接触进行了分类,从而分析导致顾客不满的原因研究结果发现服务操作系统的差错及服务组合设计的缺陷是导致顾客不满意的重要原因关键事件法;服务接触;服务质量;CITResearchofHotelBusinessTravelersDissatisfaction:ACITAnalysisofCTRIPWebsiteCustomersCommentsonBeijingHotelLIDongmei,ZHUHang(SchoolofBusiness,SunYatSenUniversity,Guangzhou510275,China)Abstract:ThispapercollectedcustomerscommentsonhotelsinBeijingfromCtripswebsite,appliedcriticalincidenttechniquetoclassifytheservicesthatledtocustomersdissatisfaction,andmadeananalysisofthepossiblereasons.Theresultsshowthatservicedeliverysystemfailuresandimproperservicedesignarethetwofatalcauses.Keywords:criticalincidenttechnique;serviceencounter;servicequality;CIT,,,,,,Parasuraman[1-3],CIT(CriticalIncidentTechnique),,CIT,,,1.SurprenantSoloman(1987)[4]Bitner(1990),[5]Shostack(1985)20074212TourismScienceApril,2007Vol.21No.2()[4]LewisEntwistle(1990)[6]Shostack,LewisEntwistle,2.,,Parasuraman,Zeithaml,Berry(PZB1985,1988)SERVQUAL[7]Parasuraman,,FrederickReichheld(1996):,[8],,,,,,CIT(CriticalIncidentTechnique,),[9]CITFlanagan(1954),(Copas,1984)(Tax,BrownChandrashekaran,1998)(WhiteLock,1981)[10]:,CIT(Edvardsson,1992)[11],;,CIT,,()()[9]22320041120051130,,,,,,,4:(1);(2);(3);(4),AnderssonNilsson(1964)CIT,CIT[5]RonanLatham(1974)WhiteLocke(1981)[5]Flanagan(1954),,[12],4,,,(Flanagan,1954;RonanLatham,1974)[5],35,,188,,,,,4,,,,TourismScience旅游科学47,,,,,,1:表1关键事件分类()(%)G1:G1-A:G1-A1:G1-A2:1725711525.18.316.810.43.46.9G1-B:G1-B1:G1-B2:G1-B3:G1-B4:514119352867474.917.35.141.710.831.07.22.117.24.5686100.041.3G2:G2-A:G2-A1:G2-A2:G2-A3:G2-A4:G2-A5:3521125872317958.118.59.611.95.113.021.26.73.54.31.94.8G2-B:11118.36.7G2-C:10617.56.4G2-D:376.12.2606100.036.5G3:G3-A:6662.94.0G3-B:1918.11.1G3-C:2019.01.2105100.06.3G4:G4-A:21079.812.7G4-B:5320.23.226310015.81660100.0100.0注:关键事件分为4组(G1,G2,G3,G4),每组别里又具体分为子类别如G1组别中分为G1-A和G1-B两个子类别,G1-A中包括G1-A1和G1-A2两个小子类别CIT,,4:(41.3%);(36.5%);(6.3%);48引起饭店商务旅客不满的服务接触研究(15.8%),,:1.,,,,:(G1-A,10.4%)(G1-B,31.0%),,,:(1),,,,:,,,,34(G1-A230%),,:!,,!∀,!!!∀,,(G1-A1),44%:!,∀:!,,∀,,,,,,,!,,##∀(2),,,,,,,,(G2-B)68%,,,,,:,,;;,!DOS∀2.,,,,Keaveney(1995)[13],:TourismScience旅游科学49(1),,,222,(G2)37%,145,65%,:!,,∀,!,,∀(G2,36.5%),(G3,63%),,,(2):,276,(G2)46%86,31%,,,,:!8,2,∀Hart(1990),[4],(Kelley,1993)[4]3.,,,,,,,,(G4-A)65%,:!∀,!∀,4.,,,(30,G4-B57%):!,34,,,,,∀,,,,:,,,,,,,,,,50引起饭店商务旅客不满的服务接触研究,:,,,,,,,,,,:,,CIT,,,,,:[1]Parasuraman,A.,Zeithaml,ValarieA.,Berry,LeonardL..AConceptualModelofServiceQualityandItsImplicationsforFutureResearch[J].JournalofMarketing1985,49:41-50.[2]Parasuraman,A.,Zeithaml,ValarieA.,Berry,LeonardL..SERVQUAL:AMultipleItemScaleforMeasuringConsumerPerceptionsofServiceQuality[J].JournalofRetailingSpring1988:12-40.[3]Parasuraman,A.,Berry,LeonardL..MarketingServices:CompetingThroughQuality[M].NewYork,NY:TheFreePress,1991.[4].[J].,2005,18(4):63-70.[5]Bitner,M.J.,Booms,B.H.,Tetreault,M.S..TheServiceEncounter:DiagnosingFavorableandUnfavorableIncidents[J].JournalofMarketing,1990,54:71-84.[6]Lewis,B.R.,Entwistle,T.W..ManagingtheServiceEncounter:AFocusontheEmployee[J].InternationalJournalofServiceIndustryManagement,1990,1(3):41-52.[7]Zeithaml,ValarieA.,Bitner,M.J.,,.(3)[M].:,2004.[8]Reichheld,FrederickF..LearningfromCustomerDefections[J].HarvardBusinessReview,1996,74,56-68.[9].CIT[J].,1999(11):106-107.[10],.[J].,2004,(1):98-102.[11]Edvardsson,B..ServiceBreakdowns:AStudyofCriticalIncidentsinanAirline[J].InternationalJournalofServiceIndustryManagement,1992,3(4):17-28.[12]Flanagan,JohnC..TheCriticalIncidentTechnique[J].PsychologicalBulletin1954,51(4),327-359.[13]Keaveney,S.M..CustomerSwitchingBehaviorinServiceIndustries:anExploratoryStudy[J].JournalofMarketing1995,59:71-82.(责任编辑:朱绿梅)(上接第16页)[5],.[J].,2002(6):91-96.[6].[J].,2004(5):688-671.[7].[J].,2005(1):121-125.[8].!∀[J].,2002(5):531-535.[9].[J].,2003(1):45-48.[10].21[J].,2002(2):71-76.[11],,,.[J].,2002(3):31-33.[12],.[J].,2002,3:58-60.(责任编辑:朱绿梅)TourismScience旅游科学51