The Study On The Relationship Of Hotel Service Quality And The Post-purchase Behaviours Of Customer

With the steady improvement of social conditions and people's living standard, there has been a prevailing boom in mass-tourism in China in recent years. This tourist boom has brought enormous impact to the domestic hotel industry, which has previously exerted most of its energy in serving business travelers. But now it has to meet the demands of the expending tourist population, in order to seek more profits. However, with the upgrading of the tourists' living standard, they become more demanding in the quality of hotel service, which asks for the hotel to intensify its consuming taste and specialty. Therefore, the pivotal factor for a hotel to succeed is to upgrade its serving quality to attract tourists through winning their trust.Over an all-rounded survey of previous studies by others, the thesis summarizes the status quo of domestic hotel service quality and post-purchase behaviors of customers. Then it clarifies its research value of studying the important relationship between hotel service quality and customers' post-purchasing behaviors, which has been scarcely touched upon by other scholars in this field.The body part of the thesis introduces a preliminary concept model for the study in this field, and accordingly proposes six research hypotheses. With regard to others' research findings and the characteristics of hotel industry, the thesis establishes its research design of questionnaire, and clarifies the methods of data acquisition and processing. By employing SPSS and LISREL to testify and revise the model, the paper not only establishes a standard model for the relationship of hotel service quality and customers' post-purchasing behaviors, but also analyzes the influence of the three factors of hotel service quality on customers' post-purchasing behaviors.From the above analysis, three main findings can be spotted, as follows:(1)Hotel service quality is evaluated by three primary factors: (a)interaction quality--evaluated by attitude, behavior and professional knowledge; (b)substantialenvironment quality--evaluated by ambient atmosphere, design and tangibility;and (c)outcome quality-- evaluated by social factors, waiting time, andappraisement. (2) Interaction quality has a notably negative impact on negative post-purchasing behaviors of customer, while substantial environment quality and outcome quality have a positive impact on positive post-purchasing behaviors of customers. (3) The three decisive factors of hotel service quality differs in the degree that they influence customers' post-purchasing behaviors: outcome quality ranks first; then comes interaction quality; the last is substantial environment quality.Based upon the above theoretical and practical research results, the thesis concludes with several constructive suggestions towards the amelioration and upgrading of hotel service quality, including: the awareness of the importance of hotel service quality, especially its dual-incentive-factor theory, the reinforcement of the all-rounded training of hotel staff and proper means of awards and punishments, the construction of an integrated comfortable environment with humanistic designs, constant concerns with and acquisition of customers' post-purchasing behaviors, to compensate if they are dissatisfied, in order to acquire customers' everlasting trust and favor.