A Study On The Improvement Of Service Quality In YD Hotel Based On SERVQUAL Model

From the development situation of the domestic hotel market in recent years,the quality of the service provided by the hotel has gradually changed from the order winning factor to the order qualification factor,service marketing is more and more attention by the hotel industry managers,improving the quality of hotel service has become the key to the hotel to gain sustainable competitive advantage.This thesis takes YD hotel as the research object.Firstly,through interviews,it preliminarily summarizes the shortcomings of YD hotel in tangible display,personalized service demand,response speed of hotel service personnel,service efficiency and other aspects.Secondly,based on SERVQUAL model,this thesis designed the service quality evaluation scale of YD hotels,and carried out a comprehensive evaluation and analysis of the service quality of YD hotels.The research results show that YD hotels have a certain degree of service quality gap in the six dimensions of service quality,among which the service quality gap in the dimension of responsiveness is the largest,followed by empathy,availability,tangibility,guarantee and reliability.Then,this thesis uses AHP analytic hierarchy process and IPA analysis method to identify the indicators in the slow improvement area of YD hotel service quality evaluation,including T1: beautiful or distinctive hotel decoration design,T2: modern and intelligent facilities and equipment,T3: complete hotel facilities and equipment required to provide services,X3: X4: Service staff will take the initiative to provide service for customers;x4: service staff will give priority to meet customer needs even if they are busy;E3: hotel will care about customers and provide help for customers in difficulty;E4: service staff can provide personalized service;F2: APP is fully functional;The indicators in the priority improvement area are X1: service personnel have high service efficiency;X2: service personnel can provide services in a timely manner;X5:customers can obtain services through various channels;E5: service personnel can understand customers’ real needs.Finally,in order to improve the service quality of YD hotel,this thesis,based on the IPA analysis results,put forward countermeasures and suggestions for the indicators of priority improvement area and slow improvement area,such as cultivating high-quality professional service team,creating multi-channel call service,perfecting and upgrading hotel hardware and software facilities,and establishing active service consciousness and cultivating customer-oriented service concept among hotel service personnel.In order to improve the service quality of YD hotel in a more comprehensive way,this thesis also puts forward suggestions on establishing the comprehensive quality management of hotel service,managing customer expectations and doing a good job in service recovery,hoping that this study can contribute to the improvement of service quality of YD hotel.