Research On The Influence Of Customer Perceived Service Quality On Online Reservation Decision In Star Rated Hotels

With the rapid development of information technology,the Internet has been widely popularized all over the world,and at the same time,it affects and changes the way of consumption of customers from different aspects.The integration of Internet technology and tourism enterprises accelerates the production of online business.In the star hotel reservation market,in order to reduce the risk of decision-making,customers are no longer satisfied with searching for a lot of homogenized online information.Instead,they shift the focus of consumption to the experience process of the whole booking service.Due to the change of the decision-making environment,objectively hotels are required to provide high online service quality,and better customer experience can be used to lock customer loyalty and enhance the core competitiveness of star hotels.Based on the perspective of customer perceived service quality,this paper explores the influence of customer perceived service quality on the online booking decision of star hotels based on the perspective of customer perceived service quality.In view of this,first the paper studies the mechanism of the effects of perceived service quality on online booking decision,starts from the definition of perceived service quality,based on the analysis of the composition and characteristics of perceived service quality of star hotel customers,from the two aspects of influence factors of general customer purchase decision and specific characteristics of online booking decision,the paper identifies the influence factors of online booking decision and analyses the process of online booking five stages and affect mechanism of perceived service quality in the decision-making process of online booking;then sets up the conceptual model of perceived service quality on online booking decision,and uses questionnaires through factor analysis and SEM analysis to verify the effect model,tests the effect size of seven perceived service quality dimensions of tangibles,reliability,responsiveness,assurance,empathy,safety and remedial in onliine booking decision and the mediation role of perceived service quality in online information including star hotel characteristic information,booking platform recommended information and customer online comments information in the decision-making process;on this basis,according to the analysis results from the three aspects perceived service quality,online trading platform,customer feedback the paper proposes online booking promotion strategies of star hotel,in the end selects the X Hotel for case analysis.The research results can provide references for star hotels to improve customer perceived service quality in online booking market,and help to enrich the research of star hotels' customer decision making behavior under the network environment,and finally provide reference for star hotels to improve online booking strategies.