Hotel Service Moment Of Truth Analysis And Improve Customers Perception Countermeasures Quality Approach

Richard Normann, the scholar of Sweden who imports moment of truth to the theory of service quality control considers service quality should be defined by interaction of moment of truth. Subsequently, a good many scholars discuss and study it deeply. Among them, Christian Gronroos, the marketing master of service, brings forward his attitude:the core in service process is true instant of interaction between sellers and buyers; that is opportunity.Now, along with sudden increase of hotels and entrance of foreign management groups, hotel industry competes more and more intensely. However, compare with developed country, hotel industry in china has many problems which cry for being revolved. Such as, attaching importance to hardware but looking down on software; some hotels lack image, bad service attitude, and low efficiency. Currently, improving service quality of hotel has been one of the key to build up competition of corporation and to develop healthily. During this course, as the experience of intercourse between customs and service organization, true instant being paid more and more attention by operator, employee of hotel and customs. But we just center on operation, the real discussion on moment of truth in intercourse has not been developed.On the basis of literature review of moment of truth and hotel servicemanagement, this thesis begins with the investigation in three hotel departments of sixhotels in Qinhuangdao:the front office, guest room, and dining room service. And chooses the workers and customers as basic subjects investigated,hoping to find out which behavior impact on customers' degree of satisfaction inservice encounter in hotels on earth.Research data and information are obtained through critical incident technique and questionnaires. EXCEL 2003 is applied for validating the research information and data. After comparing the critical incidents which choosing the moment of truth which the moment of truth influence customers'degree of satisfaction most easily, research findings indicate that:reception, inquiry, Checking Out, individual service, housekeeping, dinning service.And influences the service quality is that Service Consciousness, service atitude, skill, communication ability. Last the paper provide more supports and sugestion how to improve moment of truth service quality.By doing research on how to understand moment of truth to improve service quality deeply, the paper provide more supports for advance service quality of hotel.