基于质量差距模型的旅游服务提升研究-.docx

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 ModelAbstract: 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 gaps1. 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一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 the tour service. Secondly, from the angle of the tour enterprises, different employee may bring different feelings towards the customers in the same process because different service employee has different characters, personal attainment and education background, etc.2. 旅游服务质量的内涵与特点2. Connotation and Characteristics of tour service quality狭义的旅游服务质量指单纯的旅游从业人员提供的劳务服务质量;广义的旅游服务质量 则包含旅游企业提供的有形设施设备、实物产品及无形劳务服务的质量。

后者无疑是更为完 整意义上的服务质量，也是本文研究的对象，这是首先要说明的一个问题有形与无形的结 合，决定了旅游服务质量的综合性;服务的根本在于顾客满意，决定了旅游服务质量评价的 主观性;服务的不可储存性，决定了旅游服务质量显现的短暂性;旅游产品生产、销售、消费 的同时性(或几乎同时性)，决定了旅游服务质量对员工素质的依赖性;顾客的情感诉求又决定 了旅游服务质量的情感性诸多特性，使得旅游服务质量的控制较一般制造业产品质量更为 复杂困难，“制造企业的质量控制目标是将产品缺陷减到最少，有效的质量控制方案能减少 差错,而且可以确保存货中瑕疵产品在出售之前被维修或排除旅游服务企业却要另当别论， 服务不可以退还，一旦服务出现差错就不可能被撤回，因为服务差错发生在顾客实际体验服 务的过程中旅游企业只能够通过争取“第一次就把事情做好”，通过服务的“过程控制” 来打造优质旅游服务产品In a narrow sense, the tour quality refers to the pure labour service quality provided by tour employees. In a broad sense, the tour service quality includes the quality of the tangible equipment, material products and intangible labour service provided by the tour enterprises. The latter is without doubt the service quality in a full sense, and it is also the research object of this paper, which is the first question to clarify. The combination of the tangibility and intangibility decides the integrity of tour service quality. The basis of service consists in the satisfaction of the customers, which decides the subjectivity of the evaluation of tour service quality. The instorability of the service decides the transience of the tour service quality. The simultaneity(or almost simultaneous) of production, marketing and consumption of the tour products decides the reliability of tour service quality upon the staff quality. The emotional appeal of the customers then decides the emotionality of the tour service quality. Such many features makes the control of service quality more complicated than the production quality of the ordinary manufacturing business. uThe quality control of manufacturing business aims to produce the fewest products with faults, and the effective quality control planning can decrease the flaws, it makes sure the flawed products can be repaired or excluded before selling. The tour service is another cup of tea, because the service is irrevokable. Once the service is wrong, it can not be withdrawed, because the service faults happen in the actual experience of the service.^^ The tour enterprises only tries its best to make the things best for the first time and creates the high-quality tour service products through '"process control".3 •服务质量差距模型3. Service Quality Model服务质量差距模型)，也称5GAP模型是20世纪80年代中期到90年代初，美国营销学 家帕拉休拉曼(A.Parasuraman)，赞瑟姆(ValaTieAZeithamal)和贝利(LeonardL.Berry)等 人提出的,5GAP模型是专门用来分析质量问题的根源。

顾客差距(差距5)即顾客期望与顾 客感知的服务之间的差距——这是差距模型的核心要弥合这一差距，就要对以下四个差距 进行弥合：差距1——不了解顾客的期望；差距2——未选择正确的服务设计和标准；差距 3——未按标准提供服务；差距4——服务传递与对外承诺不相匹配详见图1Service Quality Model, which is also called 5GAP, is put forward by American。