基于质量差距模型的旅游服务提升研究-参考资料.doc

基于质量差距模型的旅游服务提升研究 摘要：运用服务质量差距模型，从顾客期望与顾客感知的服务之间的差距入手，描述了旅游服务质量差距的现状，并对其产生的原因进行了分析，最后提出了提高旅游服务质量的对策建议。 关键词：质量差距模型；旅游服务；顾客差距 Research on Upgrading Tour Service Based on Quality Gaps Model Abstract: Based on Gaps Model of Service Quality, this paper starts with the gaps of services expected and perceived by the customers, and describes the status quo of gaps of service quality of tourism, and then makes an analysis of its causes and puts forward some suggestions to improve the quality of tour service. Key words: Quality Gaps Model, tour service, customer gaps 1.绪论 1. Introduction 由于旅游服务具有无形性、不可分割性、不可储存性和不可转移性等特征，对旅游服务质量的管理就具有明显的特殊性—旅游服务质量的多变性。尽管很多企业都制定了服务质量标准，但旅游服务是通过服务人员与顾客相互接触进行的，不同的服务人员与不同的顾客接触会有不同的服务质量，旅游企业很难提供标准化的服务。 Because of characteristics of the service industry such as intangibility, inseparability, instorability, and intransferability, it makes the service management have obvious particularity—variability of tour service quality. Although many enterprises stipulate the standards of service quality, the tour service is carried out through the contact between the service staff and customers, therefore, there will be different service quality between different service providers and different customers, and the tour agencies are hard to provide the standardized service. 究其原因，首先是因为服务质量难以被消费者评价，消费者往往凭自己的主观感受评判服务质量的高低，主观随意性较大；不同的旅游者对服务的要求也不同，即使是同一旅游者在不同情况下对服务也有不同的需求，尽管服务标准是统一的，不同顾客对旅游服务的评价结果往往存在一定的差异。其次，从旅游企业的角度来说，旅游服务人员由于不同的性格、个人素养、受教育程度等，同一服务过程由于不同员工操作可能会给顾客带来不同的感觉。 To find out its cause, first of all, the service quality is hard to evaluate by the consumers. Generally, the consumers judge the quality according to their own subjective experience, so it has much discretionary subjectivity. The different tourists have different demands on the service, even if the same tourist has different needs on the service under the different conditions. Although the service standards are the same, there exist certain gaps among the evaluations of the customers towards t