服務(wù)質(zhì)量：對馬來西亞豪華飯店的研究外文翻譯

1、服務(wù)質(zhì)量：對馬來西亞豪華飯店的研究外文翻譯 標題:service quality: a study of the luxury hotels in malaysia原文: during 1997 until 2002, the malaysian economy experienced slower growth as compared to previous years. this was due to global events such as the september 11 attacks, global economies slowdown, the bali bombings, t

2、he severe acute respiratory syndrome sars, and bird flu. all this had caused a significant impact on the travel and tourism industry in malaysia. the numbers of inbound and outbound tourists have been decreasing due to an avoidance of travel. tourism arrivals to malaysia dropped from 13.29 million i

3、n 2002 to 10.58 million in 2003 fell by 20.4%. however this decrease was not as serious as those that were experienced by some of malaysias neighboring countries like singapore and indonesia. this was perhaps due to the aggressive promotional activities by the malaysia tourism promotion board touris

4、m malaysia. tourism malaysias aggressive promotions and the economic relief package extended by the government to the players in the travel industry enabled the industry to recover quite well. the promotional efforts of tourism malaysia as well as malaysias increasingly strong reputation as a center

5、 for international events, for example the oic conference, the f1 grand prix, etc., boosted the slow economy and ensure that the balance of tourism payments still remain positive. furthermore, due to bank negara malaysias policy on keeping the us$ peg for the past few years, the relatively weaker ma

6、laysian currency has become a positive factor for inbound tourism, while making outbound tourism more expensive. at the same time, domestic tourism has been steadily increasing over the period, rising 11% in 2002 to 22.2 million trips. this is because tourism malaysia by carrying out programmes such

7、 as cuti-cuti malaysia that are aimed at encouraging domestic travel has undoubtedly contributed to the increase malaysia tourism promotion board, 2004. however, the hospitality industry that was still experiencing severe oversupply and occupancy rates have been severely affected by the sars and bir

8、d flu crisis. industry sales grew in 2002 but experienced a drastic decrease in 2003. the industry was highly competitive especially with the opening of more hotels. the number of hotels supply has increased 5.7% and the number of hotel rooms supply has increased 4.4% from year 2001 to year 2002 mal

9、aysia tourism promotion board, 2004. however, the year 2004 began on an encouraging and positive note. in january, malaysia saw the arrivals of 1.4 million tourists, which was the highest monthly arrival in the history of the industry the star, 20 march 2004. furthermore, hotels in kuala lumpur reco

10、rded an average occupancy of 61% for january 2004 the star, 25 march 2004 and tourist arrivals to malaysia are expected to increase by 6.9% to 14.3 million by 2005 the star, 20 march 2004. the main concern for the malaysian association of hotels mah for year 2004 was the issue of recognition of hote

11、l workers as professionals. the malaysian association of hotels training and education centre is now working towards promoting regular training and enhancing training programmes for hotel workers so that they would be recognized as professionals and increase the service quality the star, 25 march 20

12、04.hotel classification historically, hotel classification systems were formed to ensure safe and reliable lodging and food for travelers at a time when very few such trustworthy establishments existed. in the past fifty years, hospitality has reached the status of a mature industry with the unprece

13、dented growth of international tourism. as a result, the focus of hotel classification systems has shifted from consumer protection to consumer information. presently, standardization and competitive marketing of hotel services to foreign customers and tourist professionals have appeared as driving

14、forces for instituting a local or national hotel classification system wto and ih&ra, 2004. according to a research study by world tourism organization wto and international hotel & restaurant association ih&ra 2004, the most widely used graphical symbol in hotel classification is the star. the clas

15、sification systems are mostly set up by the countries governments, and the tourism board and establishments are only consulted. subsequently, they are adopted into the tourism law, the state constitution or regional constitutions. in malaysia, the official hotel classification system is enforced by

16、ministry of culture, arts and tourism malaysia and it is a mandatory system. it is necessary for a hotel to be classified before it can obtain license/ permission/ registration to operate. the classification authority in malaysia is a panel set up under the ministry of culture, arts and tourism mala

17、ysia, which consists of ministry officials and members from non-governmental organizations, such as hotel associations, tour operator associations and other relevant government agencies wto and ih&ra, 2004. there are two hotel classification schemes, namely the star rating from one- to five-star, an

18、d the orchid rating from one- to three-orchid. the ministry of culture, arts and tourism malaysia introduced the orchid classification scheme in order to accommodate those hotels such as beds and breakfast, inns, boarding houses, rest houses and lodging houses, which do not qualify for any star rati

19、ng ministry of culture, arts and tourism malaysia, no date. in this research, focus was given to the luxury hotels. only those hotels rated four-star 4s or five-star 5s were included in the research study.influence of service quality in hospitality king 1995 mentioned that hospitality in the commerc

20、ial setting is a specific kind of relationship between individuals, which in this context is the hospitality service provider and customer. in this relationship, the host understands the needs and wants of the customer, which give pleasure to the customer and enhance his or her wellbeing and comfort

21、. the host will deliver with generous and flawless face-to-face interactions. the objective is to enhance guest satisfaction and develop repeat business. kandampully 2000 revealed that service quality is crucial to the success of any service organization. as the customers participate in the producti

22、on and consumption of services, they interact closely with various aspects of the organization. this inside knowledge gives them the opportunity to assess critically the services provided, in particular the quality of service. customers will assess service quality by comparing the service they get w

23、ith the service they desire. hence, service quality plays a critical role in adding value to the overall service experience. since superior quality is one of the crucial factors within the control of the hospitality service provider, lee, barker, & kandampully 2003 suggested that enhancing the quali

24、ty of service at all levels of service delivery has therefore become mandatory for organization survival. the purpose of this study is therefore to assess the expectations and the perceptions of service quality dimensions in malaysias luxury hotels from the hotel customers perspective by applying a

25、modified version of the servqual model parasuraman, zeithaml, and berry, 1988. this study has the following objectives: to determine the service-quality attributes that constitute fundamental service-quality dimensions in evaluating hotel operators; to examine and to compare relative importance atta

26、ched by customers in terms of their expectations and perceptions by type of hotels four-star or five-star hotels; and to identify the role of service quality towards customer satisfaction in the hospitality industry.literature reviewconcept of service for the last two decades, economies have experie

27、nced an extensive social and economic transformation globally. one of the most significant of these changes is the increased rate of spending on services. service industries are leading the economy. services lie at the hub of the economic activity of society and are linked closely with many other se

28、ctors of the economy kandampully, 2000. services are not limited to the service industries, for example, a manufacturer like ibm can be highly involved in the service business. services are deeds, processes and performance. the broad definition of services suggested that intangibility as a key facto

29、r of deciding whether an offering is a service zeithaml and bitner, 2003. services are generally described in terms of four unique characteristics, namely intangibility, inseparability, heterogeneity, and perishability. intangibility can be defined as something that cannot be touched, seen, tasted,

30、heard, or felt in the same manner in which goods can be sensed groth and dye, 2000. it has been said that intangibility is the single most important difference between products and services santos, 2002. due to the intangibility characteristic of services, the firm may find it hard to understand how

31、 consumers perceive their service and evaluate service quality parasuraman, zeithaml, and berry, 1985. services possess the inseparability characteristic since the service provider usually creates or performs the service at the same time as the full or partial consumption of the service take place.

32、the conversion is highly visible and it is not possible for the service provider to hide any mistake or quality shortfall. furthermore, the involvement of the customer in the delivery process introduces an additional factor, which causes the service providers to have little or no direct control over

33、 the service experience ghobadian, speller, and jones, 1994. with this condition, the consumers input becomes vital to the quality of service performance parasuraman, zeithaml, and berry, 1985. there are high degrees of variability in the performance of services. services are difficult to standardiz

34、e, in contrast to manufactured goods. the quality of a service can vary from producer to producer, from customer to customer, and from day to day obrien and deans, 1996. service providers have to rely heavily on the ability of their staff to understand the requirements of the customer and react in a

35、n appropriate manner ghobadian, speller, and jones, 1994. perishability is a characteristic of services that prevents them from being stored, warehoused, or inventoried lamb, hair, and mcdaneil, 2000. unlike manufactured goods, it is impossible to have a final check on quality. it needs to be done r

36、ight at the first time ghobadian, speller, and jones, 1994.measuring service quality gaps lewis 1987 suggested that what can be measured are the differences between the abstractions. so, it is the logic that if we can measure the difference between expectations and perceptions, which is defined as p

37、erceived quality, therefore we can determine the level of satisfaction. this concept is quite similar with parasuramans 1985 service quality model, which applied the expectancy-disconfirmation theory. parasuraman 1985 defined service quality in ten major dimensions that consumers use in forming expe

38、ctations about and perceptions of services. in a later research, parasuraman 1988 revised and defined the service quality in five dimensions ? reliability, responsiveness, assurance, empathy, and tangibles. the model suggested service quality as the gap between customers expectations e and their per

39、ception of the service providers performance p. hence, the service quality score q can be measured by subtracting customers perception score from customers expectations score: q p - e lamb, hair and mcdaniel 2000, and zeithaml and bitner 2003 have also discussed that there are five key discrepancies

40、 that can influence customer evaluations of service quality: gap 1 is the gap between customers expectations and managements perceptions of those expectations. gap 2 is the gap between managements perception of what the customer wants and specifications of service quality. gap 3 is the gap between s

41、ervice quality specifications and delivery of the service. gap 4 is the gap between service delivery and what the organization promises to the customer through external communication. gap 5 is the gap between customers service expectations and their perceptions of service performance. therefore, it

42、shows that customers expectations towards a specific hotel stay will influence their perceptions, and this will have a great effect on their satisfaction towards the service they get. zeithaml and bitner 2003 stated that in order to manage service quality, it is important to manage the gaps between

43、expectations and perceptions on the part of management, employers and customers. the most important gap gap 5 is that between customers expectation of service and their perception of the service actually delivered. hence by referring to the gap model, it states that a service marketer must close the

44、 customer gap gap 5. in order to do so, the service provider must close the four other gaps gap 1, 2 3, and 4 within the organization that inhibit delivery of quality service. serious action must be taken because how the customers, in these case hotel customers, perceive the level of service perform

45、ance that meets their expectations will reflect on the quality of service provided by the organization. according to lewis 1987, the gaps measurement may be a significant marketing tool. it also has the advantage of being less abstract, even though not completely. it also considerably eases the task

46、 of measuring service quality.出處:pei mey lau; akbar, abdolali khatibi; yong gun fie, david. service quality: a study of the luxury hotels in malaysiaj.journal of american academy of business.2005.0709,pp.46-55標題:服務(wù)質(zhì)量:對馬來西亞豪華飯店的研究譯文:簡介 由于全球諸多事件,諸如美國911事件,全球經(jīng)濟疲軟,巴厘島爆炸案,sars和禽流感等的發(fā)生,致使1997年至2002年間馬來西亞的

47、經(jīng)濟發(fā)展較之前緩慢了許多。這些事件的發(fā)生均對馬來西亞的旅游產(chǎn)業(yè)造成了重大影響。 為避免旅游期間遇到麻煩,境內(nèi)外旅客大幅減少。馬來西亞旅游人數(shù)從2002年的1329萬下降至2003年的1058萬(跌幅20.4%),但即使如此,跌幅仍小于其周邊國家如新加坡和印尼。這其中也許有因為馬來西亞旅游促進局積極宣傳的一份功勞。馬來西亞旅游當(dāng)局的積極促進和經(jīng)濟救濟方案使旅游行業(yè)復(fù)蘇的相當(dāng)不錯。通過伊斯蘭會議組織會議、f1大獎賽等的活動的推廣工作,使馬來西亞逐漸成為一個日益強大的國際活動中心,促進了經(jīng)濟發(fā)展,確保旅游業(yè)的國際收支依舊保持樂觀。此外,由于馬來西亞國家銀行過去幾年對保持美元的匯率政策,原本較弱的馬來

48、西亞貨幣在使境外旅游更加昂貴的同時,使境內(nèi)旅游更為便宜方面已成為一個積極的因素。與此同時,國內(nèi)旅游在此期間一直在穩(wěn)步增加,2002年達到2220萬人次,增幅達到11%。這是因為馬來西亞旅游局通過開展諸如cuti-cuti馬來西亞等方案鼓勵國內(nèi)旅游發(fā)展,這無疑有助于國內(nèi)旅游的增長(馬來西亞旅游促進局,2004)。 然而,飯店業(yè)仍面臨著嚴重的供過于求,入住率嚴重受到sars和禽流感危機的影響。2002年行業(yè)銷售增長,但在2003年經(jīng)歷了大幅度下降,該行業(yè)競爭激烈,尤其是隨著越來越多的飯店開業(yè)。從2001年至2002年,飯店的供應(yīng)量增加了5.7%,而飯店房間的供應(yīng)數(shù)量增加了4.4%(馬來西亞旅游促進

49、局,2004)。然而,2004年是一個令人歡欣鼓舞的年份。一月份,馬來西亞迎來了140萬旅客,這是歷史月度到達的最高行業(yè)記錄。此外,2004年1月吉隆坡飯店的平均入住率為61%(the star,2004.03.25),到2005年馬來西亞的旅客人數(shù)預(yù)計將增加6.9%至1430萬(the star,2004.03.20)。 2004年馬來西亞飯店協(xié)會mah關(guān)注的重點是工作人員作為專業(yè)人士的認可問題。馬來西亞飯店培訓(xùn)教育中心現(xiàn)正努力促進和加強對飯店工作人員的定期培訓(xùn),使他們成為被認可的專業(yè)人士,并以此提高服務(wù)質(zhì)量(the star,2004.03.25)。飯店分類 從歷史上看,飯店分類制度的形成

50、,是為確保旅客安全可靠的食物和住宿。在過去五十多年里,國際旅游產(chǎn)業(yè)接待已經(jīng)發(fā)展到了一個成熟的地位,因此,飯店的分類系統(tǒng)的重點已經(jīng)從保護消費者轉(zhuǎn)變?yōu)橄M信息了。目前,針對外國消費者和旅游專業(yè)人士的飯店標準化和競爭性市場表現(xiàn)為對于地方或國家實行飯店分類制度的一個驅(qū)動力(wto and ih&ra, 2004。據(jù)世界旅游組織(wto)和國際酒店及餐館協(xié)會(以下簡稱ih&ra)(2004)的調(diào)查研究顯示,星級是最廣泛使用的圖形符號。分類系統(tǒng)大多是由國家政府所設(shè)立,旅游局和旅游機構(gòu)僅是作為顧問。隨后將通過旅游業(yè)的法律,國家憲法或地方憲法。 在馬來西亞,官方飯店分類制度是由馬來西亞文化、藝術(shù)和旅游部強制執(zhí)

51、行的,一家飯店必須先分類,才能取得牌照/許可/注冊資格。馬來西亞飯店的分類是按照文化、藝術(shù)和旅游部門的權(quán)威文化所進行的,包括政府官員和非政府組織如飯店協(xié)會,旅游經(jīng)營商協(xié)會和其他相關(guān)政府機構(gòu)(wto和ih&ra, 2004)。飯店有兩種分類法,即星級(從1至5星級)和蘭花等級(從一到三蘭)。文化、藝術(shù)和旅游部介紹了馬來西亞蘭花分類計劃,以使如床和早餐,客棧,旅店和招待所等不符合任何星級的住所有所適應(yīng)(文化、藝術(shù)、旅游局。無日期)。 在此研究中,重點是考慮豪華飯店,僅那些四星級(4s)或五星級(5s)酒店列入了這次的研究調(diào)查中。服務(wù)質(zhì)量的影響 king(1995)提到,在一個商業(yè)環(huán)境下好客是個人之

52、間的關(guān)系,在這里則是熱情周到的服務(wù)供應(yīng)商和消費者的關(guān)系。在這種關(guān)系中,主人了解消費者的需求,使其愉悅,提高他或她的幸福指數(shù)。主辦單位提供優(yōu)厚的和完美的面對面的交流。我們的目標是提高客戶滿意度和重復(fù)業(yè)務(wù)發(fā)展。 kandampully2002顯示,服務(wù)質(zhì)量是任何服務(wù)組織成功的至關(guān)重要的因素。正如客戶參與服務(wù)的生產(chǎn)和消費,他們密切與該組織的各個方面互動,使他們有機會批判評估提供的服務(wù),特別是服務(wù)質(zhì)量。通過比較,客戶將評估他們得到的服務(wù)與他們期望的服務(wù)的質(zhì)量,因此,服務(wù)質(zhì)量在整體的增值經(jīng)驗中發(fā)揮了關(guān)鍵作用。由于上乘的服務(wù)質(zhì)量是提供商控制的關(guān)鍵因素之一,lee.barker和kandampully200

53、3建議,加強在各個層面提供的服務(wù)質(zhì)量已成為組織生存的關(guān)鍵,因此應(yīng)是強制性的。 該研究的目的是評估期望服務(wù)與通過應(yīng)用servqual模型(parasuraman, zeithaml, and berry, 1988)修改后的服務(wù)質(zhì)量的比較。該研究有以下目標: 確定服務(wù)質(zhì)量的根本屬性,構(gòu)成飯店經(jīng)營服務(wù)質(zhì)量評估標準 審查和比較客戶相對重視的飯店類型和期望 確定客戶對服務(wù)質(zhì)量滿意度在服務(wù)行業(yè)中的作用文獻回顧服務(wù)理念 在過去20年,經(jīng)濟經(jīng)歷了一個廣泛的全球社會和經(jīng)濟變革。這些變化帶來的最重要的一項是在服務(wù)方面的支出增長速度。服務(wù)行業(yè)處于經(jīng)濟的領(lǐng)先地位,服務(wù)處于社會經(jīng)濟活動中心,與經(jīng)濟直接掛鉤(kandampully,2000)。服務(wù)并非僅限于服務(wù)行業(yè),例如像ibm制造商也可高度參與服務(wù)業(yè)務(wù)。服務(wù)是行動,過程和性能。廣泛的