Cultural perspectives Chinese perceptions of UK hotel service quality.docVIP

The purpose of this paper is to assess Chinese tourists perceptions of the UK hotel service quality, and to analyze the role of Chinese culture in influencing their expectations and perceptions. An adapted SERVQUAL questionnaire for measuring hotel service quality attributes, and paired t-test and the Mann-Whitney test for data analysis were used in the study. The main findings fully support the hypotheses developed, and reveal a number of shortfalls, particularly on the empathy, reliability and tangible dimensions, in UK hotel services, which have led to negative consumers experiences. Future study requires a larger sample size with more sophisticated statistical analysis, and also additional emphasis on the price/value relationship for hotels themselves, and the hotel category. These are implications for the UK hotel marketers, managers, and employees, who may use the findings to adapt services to capitalize on the potential of Chinese outbound travel to the UK. This exploratory study provides fresh insights on the interrelationships of cultural influences and customers evaluations of service quality. 显示更少 全文文献 翻译 Introduction Chinas outbound tourism has seen rapid growth in the past decade due to its political, economic, cultural, and social development. As a result, the prospected rapid increase in the number of Chinese tourists visiting the UK will have a significant impact on the UK hotel industry. Customer satisfaction, which influences their repurchase behavior and retention, directly affects a hotels reputation, profits, and performance. Even though many hotels recognize that satisfying customers needs is critical to their success, developing the strategies to achieve that goal is becoming increasingly difficult in todays global environment due to challenges of various cultures and values. Regardless of the increasing argument of a global consumer culture, some researchers argue that consumers from different cultural backgrounds still have distinct consum