CAJ | 학술논문

如果将其他正在酒店消费的顾客看作是酒店整体环境的一部分，那么，这些“其他顾客”的言行举止是否会对顾客感知服务质量产生影响？基于这种思考，文章通过查阅相关文献并结合深度访谈，设计包含22个测量题项的调查问卷，采用SPSS、AMOS统计软件进行调查问卷的统计分析，通过探索性研究，得出4个酒店消费的其他顾客行为因子和3个酒店顾客感知服务质量影响因子，然后利用结构方程模型，验证了酒店消费中的其他顾客行为对顾客感知服务质量影响的因果关系。该研究丰富了顾客感知服务质量的理论体系，对酒店进行全面质量管理有一定的现实指导意义。
여과장기타정재주점소비적고객간작시주점정체배경적일부분，나요，저사“기타고객”적언행거지시부회대고객감지복무질양산생영향？기우저충사고，문장통과사열상관문헌병결합심도방담，설계포함22개측량제항적조사문권，채용SPSS、AMOS통계연건진행조사문권적통계분석，통과탐색성연구，득출4개주점소비적기타고객행위인자화3개주점고객감지복무질량영향인자，연후이용결구방정모형，험증료주점소비중적기타고객행위대고객감지복무질량영향적인과관계。해연구봉부료고객감지복무질량적이론체계，대주점진행전면질량관리유일정적현실지도의의。
Previous research on customer perceived service quality considers that the object of customer perceived service quality is the service provided by hotel service personnel. However, customer evaluation of the quality of service is not limited to staff service. The customer has an overall concept of the environment in the process of consumption. In addition to service personnel, equipment, and facilities, other customers are also part of the integral environment. If we include other customers who are consuming hotel services as part of the hotel environment, can the behavior of these ＇other customers＇ influence the customer perceived service quality？ Based on this thinking and the related literature, this paper uses in-depth interviews to obtain research data. A questionnaire was then designed to explore ＇the impact of other hotel customers＇ behavior on customer perceived service quality＇ , which included 22 manifest indicators. Then through preliminary testing, this paper uses SPSS software for exploratory factor analysis. Factor-loading items at less than 0.6 in the pre-investigation were removed to eventually identify four dimensions and 11 items from the ＇other customer behavior＇ questionnaire data. The four dimensions are customer dress, customer words, customer deeds, and interactive behavior between customers and hotel staff. The final questionnaire for ＇ customer perceived service quality＇ was compiled, which included three dimensions of reliability, sensitivity, and empathy with 11 items to measure them. This paper then used two ways to collect data, and then used AMOS software to produce the structural equation model, which confirms the causal relationship between other hotel customer behavior and customer perceived service quality. Through empirical analysis, we found that the causal relationship of other hotel customer behaviors influencing customer perceived service quality exists with an influence coefficient of 0.26, 0.20, 0.47, and 0.24, for the four dimensions, respectively. Since our research has proven the existence of the causal relationship of other hotel customer behavior and customer-perceived service quality, the hotel should consider their customers＇ overall environmental experience. In performing service-quality management, the hotel should consider the customer as an essential part of the hotel service quality management. This paper has both a theoretical and practical significance. In theory, this paper has expanded the two-dimensional frame of the relationship between customer and service provider in the study of customer perceived service quality by constructing a three-dimensional frame from the evaluation of the main hotel customers to other hotel customers who are also consuming hotel services, and to the service providers. It has enriched the research processes for identifying customer perceived service quality. In practice, this study shows that hotel service quality management is not limited to the hotel itself, but to the scope of the quality management of the customers＇ hotel experience, which uses customer feedback to achieve comprehensive quality-management objectives. Therefore, this research has certain practical significance to guide the hotel customer＇ s perceptions of overall service quality management. Finally, these findings enable us to provide direction for our future research.