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Drivers of guest loyalty in the hotel industry in New Zealand: The role of staff loyalty, service quality, guest satisfaction and commitment, and the influence of loyalty programmes

机译:新西兰酒店业客人忠诚度的驱动力:员工忠诚度,服务质量,客人满意度和承诺的作用以及忠诚度计划的影响

摘要

This study focused on investigating the drivers of guest loyalty in the hotel industry. Specifically, the study further explored the role of staff loyalty, service quality, guest satisfaction and commitment, and the influence of loyalty programmes. The research methodology used both qualitative and quantitative methods in a two-step process comprising focus groups and self-administered surveys. Data collected from the focus groups were analyzed using CATPAC. The survey was developed from the information collected from the focus groups and a review of the literature. Data collected from the survey were analyzed using both regression and structural equation modeling. A model of guest loyalty drivers (GLDM) was proposed and validated in the study. The study contributes to the present body of knowledge in hospitality management theory as it investigated the drivers of guest loyalty. Results from the survey showed that loyalty programmes have a significant impact on guest loyalty more than staff loyalty and staff interaction, but guest satisfaction and guest affective commitment had more significant impact on guest loyalty than loyalty programmes. This study suggests some implications for hotel managers to consider before introducing or developing a loyalty programme. For example, the research shows that there are some gender differences in relation to loyalty programmes. Male guests look for better service, special treatment and collecting points, while female guests look mainly for price incentives and experiencing a unique stay. These findings indicate that hotel managers need to consider the use of different loyalty schemes for different guests. The model proposed in the study (GLDM) provided a new insight for academics and practitioners. Although, it was evident from the study that staff loyalty, staff interaction (as a dimension of service quality), guest satisfaction and commitment, and loyalty programmes are directly linked to and are capable of predicting guest loyalty in the hotel industry as drivers for guest loyalty. The study also indicates that hotel managers should not overlook staff attitude in preference to loyalty programmes; in the sense that, hotels should focus on developing interpersonal relationships between staff and guests. This study demonstrates that hotels should allocate more resources to relational marketing at both the beginning and throughout the relational exchange. The new model is of considerable interest to both academics and practioners alike; as it gives a new dimension to the interelationship between service, staff, satisfaction and guest loyalty, and lends itself to further research which will help gain a greater understanding of this interrelationship.
机译:这项研究的重点是调查酒店业客人忠诚度的驱动因素。具体来说,该研究进一步探讨了员工忠诚度,服务质量,客人满意度和承诺的作用以及忠诚度计划的影响。该研究方法在定性和定量两步过程中使用了定性和定量方法,包括焦点小组和自我管理的调查。使用CATPAC分析了从焦点小组收集的数据。该调查是根据从焦点小组收集的信息和对文献的回顾而得出的。使用回归和结构方程模型分析了从调查收集的数据。提出了访客忠诚度驱动因素(GLDM)模型,并在研究中对其进行了验证。这项研究有助于调查客人忠诚度的驱动因素,从而有助于酒店管理理论的最新知识。调查结果表明,忠诚度计划对客人忠诚度的影响远大于员工忠诚度和员工互动,但与忠诚度计划相比,客人满意度和客人情感承诺对客人忠诚度的影响更大。这项研究提出了一些建议,供酒店管理者在引入或制定忠诚度计划之前考虑。例如,研究表明,在忠诚度计划方面存在一些性别差异。男性宾客寻求更好的服务,特殊待遇和积分兑换点,而女性宾客则主要寻求价格优惠和体验独特的住宿。这些发现表明,酒店管理者需要考虑对不同的客人使用不同的忠诚度计划。研究中提出的模型(GLDM)为学者和从业者提供了新的见解。尽管从研究中可以明显看出,员工忠诚度,员工互动(作为服务质量的一个维度),客人的满意度和承诺以及忠诚度计划与酒店行业直接相关,并能够预测作为客人推动力的酒店行业的客人忠诚度忠诚。该研究还表明,酒店管理者不应忽略员工的态度,而倾向于忠诚度计划;从某种意义上说,酒店应专注于发展员工与客人之间的人际关系。这项研究表明,酒店应该在关系交换的开始和整个过程中,将更多资源分配给关系营销。这种新模式引起了学者和从业者的极大兴趣。因为它为服务,员工,满意度和客人忠诚度之间的相互关系提供了新的维度,并且有助于进行进一步的研究,这将有助于加深对这种相互关系的了解。

著录项

  • 作者单位
  • 年度 2012
  • 总页数
  • 原文格式 PDF
  • 正文语种 en
  • 中图分类
  • 入库时间 2022-08-20 20:53:23

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