外文文献翻译酒店服务质量管理.docx
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外文文献翻译酒店服务质量管理.docx
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外文文献翻译酒店服务质量管理
毕设附件外文文献翻译原文及译文(3500字)原文
StudyofServiceQualityManagementinHotelIndustry
Borkar;Sameer
Abstract
Itisanattempttounderstandtheroleofqualityimprovementprocessinhospitalityindustryandeffectivenessinmakingitsustainablebusinessenterprise.Itisasurveyofthepresentlyadoptedqualitymanagementtoolswhicharemakingthehotelsoperationsbetterfocusedandreliableandmeetthecustomerexpectations.Descriptiveresearchdesignisusedtoknowtheparametersofservicequalitymanagementinhospitalityindustry.Exploratoryresearchdesignisundertakentodigouttheservicequalitymanagementpracticesanditseffectiveness.Data
analysisisdoneandpresented;hypothesisistestedagainstthecollecteddata.Sineetheindustrycontinuouslytriestoimproveupontheirservicestomeetthelevelsofcustomersatisfaction;Studypresentstoolsforcontinuousimprovementprocessandhowitbenefitsallthestakeholders.
Itcanbeinferredfromthestudythatthehotelimplementcontinuousimprovementprocessandqualitymanagementtoolstoremaincompetitiveinthemarket.ThestudyinvoIveshotelsofhighlycompetitivemarketwithlimitednumberofrespondents.Thislimitsthestudytohotelindustry
andhasscopeofincludingotherhospitalityserviceprovidersaswell.
Keywords:
CustomerSatisfaction,Perception,PerformaneeMeasurement.
Continuous,ImprovementProcess.
Introduction
Ithasbroughtparadigmshiftsintheoperationsofhospitality
industry.Theoverallperspectiveoftheindustryischangeddueto
introductionofnewtechniquesandmethodsofhandlingvariousprocesses.
Awarenessamongthehoteliersandtheguestshasfuelledtheinventionsfocusedonoperations.Theincreasedsagacityofcustomersatisfactionledtotheuseofhighstandardsofserviceinindustry.Thenewserviceparametersmadethehotelierstoimplementqualitymanagementasan
effectiveaid.Ithassignificantlyaffectedhotels'abilitytocontrolandadapttochangingenvironments.Theuseofnewtechniquesbeganwiththesimplemotiveofsophisticationandpreciseactivitiesinthegivenfieldofoperationwhichmayresultinhighstandardsofserviceinglobaleconomyandhasallowedtheriseofaleisureclass.
ConceptualFrameworkThisstudyofServicequalitymanagementinhospitalityindustryisanattempttounderstandthepreseneeofqualityimprovementprocessinhospitalityindustryandeffectivenessinmakingitsustainablebusinessenterprise.Itisasurveyofthepresently
adoptedqualitymanagementtoolswhicharemakingthehotelsoperationssafer,focusedandreliableandmeetthecustomerexpectations.
Asthehospitalityindustrybecomesmorecompetitivethereisanobviousneedtoretainclienteleaswellasincreasingprofitabilityand
hencemanagementprofessionalsstrivetoimproveguestsatisfactionandrevenues.Themanagementprofessionalswhomarestrivingforthese
resultshoweveroftenhavelimitedunderstandingofresearchsurrounding
theparadigmsofguestsatisfactionandloyaltyandfinancialperformanee.
Thisresearchpapershallenlightensomeofthevariablesandimportantfactsofservicequalityresultingintoguestsatisfaction.
ReviewofLiterature
Customersofhospitalityoftenblamethemselveswhendissatisfiedfortheirbadchoice.Employeesmustbeawarethatdissatisfiedcustomersmaynotcomplainandthereforetheemployeesshouldseekoutsourcesofdissatisfactionandresolvethem.(ZeithamlV.,1981,p.186-190)ltissaidthatservicequalityiswhatdifferentiateshospitalitysector,howeverthereisnotanagreeddefinitionofwhatservicequalityis.Thereishoweverafewdifferentsuggestionsofhowtodefineservicequality.Dividingitintotechnical,functionalandimagecomponents;(Greenrooms
C.,1982)anotheristhatservicequalityisdeterminedbyitsfitnessforusebyinternalandexternalcustomers.Itisacceptedthatservicequalityisdependsuponguest'sneedsandexpectations.Adefinitionof
servicequalitystatethatqualityissimplyconformaneeto
specifications,whichwouldmeanthatpositivequalityiswhenaproduct
orservicespecificqualitymeetorexceedpresetstandardsorpromises.Thishoweverseemslikeaneasyviewwithinthehospitalityindustry.Thealternativedefinitionsreadasfollows:
1)qualityisexcellenee;2)qualityisvalueformoney;3)qualityismeetingorexceedingexpectations.Thisappearsbetteralignedwithideaswhichexistwithinhospitalitymanagementthanthefirstmentionedsimplisticapproach.
Servicequalityandvalueisratherdifficulttocalculate,companiesmust
thereforerelyonguest'squalityperceptionsandexpectationstogetconsistentresultswhichisbestachievedbyaskingguest'squestionsrelatedtoexpectationsandtheirperceptionsoftheservicequality,whichcaneffectivelybeachievedthroughcarefullydesignedsurveys.
Amajorproblemwithservicequalityisvariabilityandlimitedcapabilityandrobustnessoftheserviceproductionprocess.(Gummesson
E.,1991)Hotelsconsumershavewell-conceivedideasaboutservice
qualityandqualityattributesareconsideredimportantformosttypesofservices,theabseneeofcertainattributesmayleadconsumerstoperceiveservicequalityaspoor.Thepreseneeoftheseattributesmaynotsubstantiallyimprovetheperceivedqualityoftheservice.Mostcustomerswouldbewillingtotradesomeconvenienceforapricebreak,andthatthebehavior,skilllevelandperformaneeofserviceemployees
arekeydeterminantsofperceivedqualityofservices.Thisisamajorchallengeinimprovingormaintainingahighlevelofservicequality.
(TiginehM.etal1992)Studiesfocusingonservicequalitymanagementsuggestthatservicefirmsspendtoolittleeffortonplanningforservicequality.Theresultantcostsofpoorservicequalityplanningleadtolowerprofitabilityaspartoftheservicefailures.(StuartF.,etal1996)Whendiscussingsatisfaction,itisimportanttounderstandthatguest'sevaluationofservicecompriseoftwobasicdistinctdimensions:
servicedeliveryandserviceoutcome(Mattila,1999).Researchindicatesthathowtheservicewasdelivered(perceivedfunctionalquality)ismore
importantthantheoutcomeoftheserviceprocess(technicalquality).
(ParasuramanA.2002)Akeyactivityistoconductregularlyscheduled
reviewofprogressbyqualitycouncilorworkinggroupandmanagementmustestablishasystemtoidentifyareasforfutureimprovementandtotrack
performaneewithrespecttointernalandexternalcustomers.Theymustalsotrackthechangingpreferencesofcustomer.Continuousimprovementmeansnotonlybeingsatisfiedwithdoingagoodjoborprocess.Itis
accomplishedbyincorporatingprocessmeasurementandteamproblem
solvinganallworkactivities.Organizationmustcontinuouslystriveforexcelleneebyreducingcomplexity,variationandoutofcontrolprocess.Plan-D-Study-Act(PDSA)developedbyShewhartandlateronmodifiedbyDemingisaneffectiveimprovementtechnique.FirstPlancarefully,thencarryoutplan,studytheresultsandcheckwhethertheplanworkedexactlyasintendedandactonresultsbyidentifyingwhatworkedasplannedand
whatdidn'twork.ContinuousprocessimprovementistheobjectiveandthesephasesofPDSAaretheframeworktoachievethoseobjectives.
(BesterfieldD.etal2003)
The'servicescape'-isageneraltermtodescribethephysical
surroundingsofaserviceenvironment(Reimer2005,p.786)suchasahotelorcruiseship.Guestsaresometimesunconsciouslytryingtoobtainasmuchinformationaspossiblethroughexperiencestodecreaseinformation
asymmetriesThiscausesgueststolookforqualitysignalsorcueswhichwouldprovidethemwithinformationabouttheservice,whichleadsusto
'cueutilizationtheory'.Cueutilizationtheorystatesthatproductsor
servicesconsistofseveralarraysofcuesthatserveassurrogate
indicatorsofproductorservicequality.Therearebothintrinsicandextrinsiccuestohelpguestsdeterminequality.Consequentially,dueto
thelimitedtangibilityofservices,guestsareoftenlefttoacceptthe
priceoftheexperieneeandthephysicalappearaneeorenvironmentofthe
hotelorcruiseshipitselfasqualityindicators.Thoughtherearemany
tradeandacademicpapersdiscussingguestsatisfactionhasbeen
published,onecannotethatlimitedattentionhasbeenpaidtothevalue
perceptionandexpectationsguestshavetowardsproductdeliveryandinflueneepriceguestspayforanexperieneehasonsatisfactionandfuturespending.Furthermoreitisalsoknownthattheroleofpricinginrelationtoguestdeterminantsofperceivedqualityofservices.Thisisamajorchallengeinimprovingormaintainingahighlevelofservicequality.(TiginehM.etal1992)
Studiesfocusingonservicequalitymanagementsuggestthatservicefirmsspendtoolittleeffortonplanningforservicequality.
Theresultantcostsofpoorservicequalityplanningleadtolowerprofitabilityaspartoftheservicefailures.(StuartF.,etal1996)Whendiscussingsatisfaction,itisimportanttounderstandthatguest's
evaluationofservicecompriseoftwobasicdistinctdimensions:
service
deliveryandserviceoutcome(Mattila,1999).Researchindicatesthathow
theservicewasdelivered(perceivedfunctionalquality)ismore
importantthantheoutcomeoftheserviceprocess(technicalquality).
Thisresearchclearlyindicatesthateffortbystaffhaveastrongeffectonguest'ssatisfactionjudgments.Companiesdeliveringservicesmustbroadenthe
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- 关 键 词:
- 外文 文献 翻译 酒店 服务 质量管理
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