顾客异质化满意对酒店绩效的影响研究——基于在线评论的实证检验
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摘要
通过对成都、北京、杭州、重庆、上海5个旅游热点城市开业1年以上五星级酒店评论的分析,采用逐步回归方法实证检验了构建的顾客同质化满意、异质化满意、同质化不满意和异质化不满意4个新变量对酒店绩效的影响.结果表明,以满意度均值衡量的满意同质性对酒店绩效的影响显著,但解释力有限;构建的同质化满意与异质化满意2个新变量,不仅对酒店绩效有显著的正向影响,而且与传统的满意度均值-绩效模型相比具有较好的增益效度;新增的同质化不满意与异质化不满意对酒店绩效的影响不同,同质化不满意显著负向影响酒店绩效,但异质化不满意对酒店绩效的影响并不显著.
Based on the analysis of customers' online reviews on five-star hotels in Chengdu,Beijing,Hangzhou,Chongqing and Shanghai,by using stepwise regression analysis,this paper empirically examines the impact of the four new variables on hotel performance.The four new variables are homogeneous satisfaction,heterogeneous satisfaction,homogeneous dissatisfaction and heterogeneous dissatisfaction.The results are as follows:Satisfaction homogeneity measured by mean value of satisfaction has significant impact on hotel performance,but its applicability is limited.The two new variables of homogeneous satisfaction and heterogeneous satisfaction not only have significant positive effects on hotel performance,but also have good gain validity on the basis of the traditional satisfaction-performance model.The homogeneous dissatisfaction and heterogeneous dissatisfaction have different effects on hotel performance.The homogeneous dissatisfaction has significant negative effect on hotel performance,but the impact of heterogeneous dissatisfaction on hotel performance is not significant.
Based on the analysis of customers' online reviews on five-star hotels in Chengdu,Beijing,Hangzhou,Chongqing and Shanghai,by using stepwise regression analysis,this paper empirically examines the impact of the four new variables on hotel performance.The four new variables are homogeneous satisfaction,heterogeneous satisfaction,homogeneous dissatisfaction and heterogeneous dissatisfaction.The results are as follows:Satisfaction homogeneity measured by mean value of satisfaction has significant impact on hotel performance,but its applicability is limited.The two new variables of homogeneous satisfaction and heterogeneous satisfaction not only have significant positive effects on hotel performance,but also have good gain validity on the basis of the traditional satisfaction-performance model.The homogeneous dissatisfaction and heterogeneous dissatisfaction have different effects on hotel performance.The homogeneous dissatisfaction has significant negative effect on hotel performance,but the impact of heterogeneous dissatisfaction on hotel performance is not significant.
引文
[1] 李天元,曲颖.旅游市场营销[M].北京:中国人民大学出版社,2013.
[2] 张补宏,周旋,广新菊.国内外旅游在线评论研究综述[J].地理与地理信息科学,2017,33(5):119.
[3] 向坚持.O2O模式体验价值与顾客满意度、行为意向关系研究与实证分析——以酒店业为例[J].湖南师范大学社会科学学报,2017,46(4):124.
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[13] 吕兴洋,邱玮,刘祥艳.旅游者异质性对目的地绩效的影响研究[J].旅游学刊,2016,31(9):72.
[14] 艾瑞咨询集团.2016年去哪儿用户媒体价值研究报告[EB/OL].(2016-10-18)[2018-11-17].http://report.iresearch.cn/report_pdf.aspx?id=2661.
[15] STORBACKA K,NENONEN S.Customer relationships and the heterogeneity of firm performance [J].Journal of Business & Industrial Marketing,2009,24(5):360.
[16] PAN B,LI X.The long tail of destination image and online marketing[J].Annals of Tourism Research,2011,38(1):132.
[17] 王媛,许鑫,冯学钢,等.基于文本挖掘的古镇旅游形象感知研究——以朱家角为例[J].旅游科学,2013,27(5):86.
[18] 游士兵,严研.逐步回归分析法及其应用[J].统计与决策,2017(14):31.
[19] LI X,PAN B,ZHANG L X,et al.The effect of online information search on image development:insights from a mixed-methods study [J].Journal of Travel Research,2009,48(1):45.
[20] 黄文珂.多元回归建模过程中共线性的诊断与解决方法[D].哈尔滨:哈尔滨工业大学,2012.
[21] MARTILLA J A,JANES J C.Importance-performance analysis[J].Journal of Marketing,1977,41(1):77.
[22] 吕兴洋,刘小燕,谭慧敏.奖励对顾客网络口碑的影响与替代手段的寻求——以餐饮企业的点评返现活动为例[J].旅游学刊,2018,33(10):75.
[23] RYU G,FEICK L.A penny for your thoughts:referral reward programs and referral likelihood[J].Journal of Marketing,2013,71(1):84.
[2] 张补宏,周旋,广新菊.国内外旅游在线评论研究综述[J].地理与地理信息科学,2017,33(5):119.
[3] 向坚持.O2O模式体验价值与顾客满意度、行为意向关系研究与实证分析——以酒店业为例[J].湖南师范大学社会科学学报,2017,46(4):124.
[4] CARDOZO R N.An experimental study of consumer effort,expectation,and satisfaction[J].Journal of Marketing Research,1965,2(3):244.
[5] RUST R T,ZAHORIK A J.Customer satisfaction,customer retention,and market share[J].Journal of Retailing,1993,69(2):193.
[6] ANDERSON E W,FORNELL C,LEHMANN D R.Customer satisfaction,market share,and profitability:findings from Sweden[J].Journal of Marketing,1994,58(3):53.
[7] OGUT H,TAS B K O.The influence of internet customer reviews on the online sales and prices in hotel industry[J].Service Industries Journal,2012,32(2):197.
[8] YE Q,LAW R,GU B.The impact of online users reviews on hotel room sales[J].International Journal of Hospitality Management,2009,28(1):180.
[9] YE Q,LAW R,GU B,et al.The influence of user-generated content on traveler behavior:an empirical investigation on the effects of e-word-of-mouth to hotel online booking[J].Computers in Human Behavior,2011,27(2):634.
[10] DUVERGER P.Curvilinear effects of user-generated content on hotels market share:a dynamic panel-data analysis[J].Journal of Travel Research,2013,52(4):465.
[11] DANAHER P J.Customer heterogeneity in service management[J].Journal of Service Research,1998,1(2):129.
[12] 张春晖,白凯.基于Tetra-class模型的游客目的地满意度属性要素分类研究——以陕西太白山国家森林公园为例[J].经济管理,2018,40(5):123.
[13] 吕兴洋,邱玮,刘祥艳.旅游者异质性对目的地绩效的影响研究[J].旅游学刊,2016,31(9):72.
[14] 艾瑞咨询集团.2016年去哪儿用户媒体价值研究报告[EB/OL].(2016-10-18)[2018-11-17].http://report.iresearch.cn/report_pdf.aspx?id=2661.
[15] STORBACKA K,NENONEN S.Customer relationships and the heterogeneity of firm performance [J].Journal of Business & Industrial Marketing,2009,24(5):360.
[16] PAN B,LI X.The long tail of destination image and online marketing[J].Annals of Tourism Research,2011,38(1):132.
[17] 王媛,许鑫,冯学钢,等.基于文本挖掘的古镇旅游形象感知研究——以朱家角为例[J].旅游科学,2013,27(5):86.
[18] 游士兵,严研.逐步回归分析法及其应用[J].统计与决策,2017(14):31.
[19] LI X,PAN B,ZHANG L X,et al.The effect of online information search on image development:insights from a mixed-methods study [J].Journal of Travel Research,2009,48(1):45.
[20] 黄文珂.多元回归建模过程中共线性的诊断与解决方法[D].哈尔滨:哈尔滨工业大学,2012.
[21] MARTILLA J A,JANES J C.Importance-performance analysis[J].Journal of Marketing,1977,41(1):77.
[22] 吕兴洋,刘小燕,谭慧敏.奖励对顾客网络口碑的影响与替代手段的寻求——以餐饮企业的点评返现活动为例[J].旅游学刊,2018,33(10):75.
[23] RYU G,FEICK L.A penny for your thoughts:referral reward programs and referral likelihood[J].Journal of Marketing,2013,71(1):84.
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