酒店问题顾客行为及对服务人员的影响研究

北京第二外国语学院学报2010年第3期（总第179期）67胥　郁１,２14100812410124从员工角度去思考酒店问题顾客的行为，意义重大。本文通过对长沙市高星级酒店一线服务人员的访谈、调研，运用因子分析法得出酒店服务中的6种问题顾客类型，用回归分析发现不同类型问题的顾客行为对服务人员有不同的影响效果，同时服务人员在应对问题顾客策略方面也表现了明显的差异，由此获得了有关酒店服务管理的启示。问题顾客；关键事件法；因子分析；回归分析［中图分类号］F59［文献标识码］A［文章编号］1003-6539(2010)03-0067-06AStudyoftheProblematicCustomers’BehaviorsanditsEffectsontheEmployeesXuYu1,21TourismDepartmentHunanNormalUniversitychangsha410081china2ChangshaAeronauticalVocationalandTechnicalCollegechangsha410124chinaAbstract：Itisimportanttothinktheproblematiccustomersbehaviorbythepointofemployees’view.Withthebasicdetafrominterviewandmarketresearchtofront-lineEmployeesofhigh-starhotelsinchangshacity,thispaperdividesthesampleintosixtypesofproblematiccustomersbehaviorwithfactoranalysis,andfindsdifferenttypesofproblematiccustomersbehaviorshavedifferenteffectsontheemployeeswithregressionanalysis,andaremarkabledifferencesbetweentheemployees’copingstrategiesinthewhile,thengetssomeenlightenmentonhotelservicemanagement.Keywords：problematiccustomerscriticalincidenttechniquefactoranalysisregressionanalysisPetersandWaterman[12]CustomersfromHell2090ZemkeandAnderson[1]BitnerBoomsandMohrProblematicCustomers[2]LovelockandWirtzJayuseJayconsumerJaydisposeJaycustomers[3]北京第二外国语学院学报2010年第3期（总第179期）68CriticalIncidentTechniqueCTTBitnerBoomsandMohr4[2]Belding9[4]KnutsonBorchgrevinkandWoods5[5]CNKI1·JohnC.FlanaganBaras19546303625155153112009840038233180.28%56.24%33.61%10.15%35.6%64.4%2023.45%202961.82%303911.63%40492.14%500.96%78.16%15.53%5.39%0.92%6.72%19.75%38.35%北京第二外国语学院学报2010年第3期（总第179期）6946.82%9.52%3.48%1.83%324.16%3628.45%6119.28%1213.72%238.37%36.02%11304435表1　问题顾客背景特征%%%44.2840.2715.452020~2930~4445~60600.4111.2551.8234.472.053~557.2812.5545.5234.65%%%3.4628.1256.1512.2725.186.7913.6554.3812.4135.8742.453.166.11表2　KMO检验及Bartlett球度检验结果Kaiser-Meyer-OlkinMeasureofSamplingAdequacy0.723Bartlett’sTestofSphericityApproxChi-Square4579.278df358Sig0.0002SPSS15.036KMOKMO0.7230.7Bartlett’s=4579.278358p0.0002PrincipalComponentMethodVarimaxRotation0.50.5251633Bitner[2]Knutson[5]43.953.573.162.790.8920.8860.8北京第二外国语学院学报2010年第3期（总第179期）70表3　问题顾客行为类型因子分析表Cronbach’s10.8413.24912.9160.8210.7910.7530.6740.6470.6280.58020.8223.11511.7400.8270.7650.7360.71030.8052.88610.5620.7450.6820.62340.7962.63710.0450.7860.7240.6350.5830.54250.7541.7838.2390.7870.6680.6770.57260.7121.6268.1230.8230.76461.625表4　各类问题顾客行为与其影响效果的相关系数X1X2X3X4X5X6Y10.5410.6320.7980.5790.4690.367Y20.5580.6210.6170.4240.3350.472Y30.4630.6100.3420.3130.2110.557Y40.4250.5830.5340.2370.2710.284北京第二外国语学院学报2010年第3期（总第179期）71Y1Y2Y3Y4X1X2X3X4X5X66SPSS45Y14X1X2X3X4Y23X1X2X3Y32X2X6Y42X2X3Y1=17.971+0.092X1+0.360X2+0.479X3+0.121X4Y2=10.822+0.117X1+0.314X2+0.210X3Y3=2.474+0.276X2+0.098X6Y4=0.916+0.192X2+0.085X36461/31/3表6　服务人员对问题顾客行为的应对策略%%%3.7835.6224.5536.0545.2532.4122.3434.6539.6025.75表5　问题顾客行为与其影响效果的多元回归分析RRRFBBetatY1X1X2X3X40.7270.5450.536212.6740.0920.3600.4790.1210.0870.3840.5210.1352.9138.04917.6363.4760.0240.0010.0000.012Y2X1X2X30.6640.4230.412176.3410.1170.3140.2100.1280.3540.2692.8547.2105.2290.0180.0010.005Y3X2X60.5650.3280.324135.5290.2760.0980.2830.0875.5363.1470.0040.018Y4X2X30.5230.2900.282112.1390.1920.0850.2270.0714.8142.6750.0080.035北京第二外国语学院学报2010年第3期（总第179期）721130~443~52633641/32121ZemkeRandAndersonKCustomerfromhellJ.Training199027223~252BitnerMJBoomsBHandMohrLACriticalserviceencounterstheemployee’sviewpointJ.JournalofMarkting1994105895~106.3LovelockCandWirtzJServicesMarketing:People,Technology,StrategyMUpperSaddleRiverNJPearsonPrenticeHall20044M200143~465KnutsonBJBorchgrevinkCandWoodsB.ValidatingatypologyofthecustomerfromhellJJournalofHospitality&LeisureMarketing1999635~22