基于SERVQUAL模型的乌鲁木齐县乡村民宿服务质量评价及提升策略

doi:10.14088/j.cnki.issn0439-8114.2025.02.036

湖北农业科学 ›› 2025, Vol. 64 ›› Issue (2): 229-237.doi: 10.14088/j.cnki.issn0439-8114.2025.02.036

基于SERVQUAL模型的乌鲁木齐县乡村民宿服务质量评价及提升策略

汪双洪^a, 闫志明^b

新疆农业大学,a.公共管理学院; b.MPA教育中心,乌鲁木齐 830052

收稿日期:2023-01-03 出版日期:2025-02-25 发布日期:2025-03-07
通讯作者: 闫志明（1987-）,男,河南焦作人,副教授,博士,主要从事农林经济管理、公共管理、公共政策分析研究,（电话）15292433685（电子信箱）378342671@qq.com。
作者简介:汪双洪（1995-）,男,贵州普定人,硕士,主要从事农村资源与环境管理研究,（电话）17690002706（电子信箱）1024428233@qq.com。
基金资助:
国家自然科学基金项目（72164035）

Service quality evaluation and improvement strategy of rural B&B in Urumqi County based on SERVQUAL model

WANG Shuang-hong^a, YAN Zhi-ming^b

a.School of Public Administration; b.MPA Education Center,Xinjiang Agricultural University,Urumqi 830052,China

Received:2023-01-03 Published:2025-02-25 Online:2025-03-07

摘要/Abstract

摘要： 引入并修正SERVQUAL模型及服务质量评价方法,选取乌鲁木齐县乡村民宿作为研究对象,构建乌鲁木齐县乡村民宿服务质量6维度26个指标体系评价量表,对其服务质量进行测评。结果表明,乌鲁木齐县乡村民宿服务质量得分为-0.51,服务质量不高。在服务质量结果评价分析方面,发现各维度差距从高到低依次是保证性、响应性、安全性、移情性、有形性、可靠性。结合各维度差距及各指标差距发现乌鲁木齐县乡村民宿存在地域文化挖掘不足、民宿工作人员服务水平不高、疫情防范安全意识淡薄等诸多问题。研究结果对丰富乡村民宿服务质量相关理论具有一定理论意义,对进一步提升乌鲁木齐县乡村民宿服务质量也具有部分借鉴价值。

关键词: SERVQUAL模型, 乡村民宿, 服务质量, 提升策略, 乌鲁木齐县

Abstract: The SERVQUAL model and service quality evaluation method were introduced and modified, the rural B&Bs in Urumqi County were token as the research object,and a 6-dimension and 26-indicator system evaluation scale of service quality of rural B&Bs in Urumqi County was constructed to measure their service quality. The results showed that the service quality score of rural B&Bs in Urumqi County was -0.51,and the service quality was not high. In terms of service quality result evaluation analysis,it was found that the disparity of each dimension was from high to low in the order of assurance, responsiveness, safety, empathy, tangibility, and reliability.Combining the disparity of each dimension and the disparity of each index,it was found that many problems existed in rural B&Bs in Urumqi County,such as insufficient excavation of regional culture,low service level of B&B staff,and weak awareness of epidemic prevention and safety. The results of the study had some theoretical significance for enriching the theories related to the service quality of rural B&Bs,and also had some reference value for further improving the service quality of rural B&Bs in Urumqi County.

Key words: SERVQUAL model, rural B&B, service quality, improvement strategy, Urumqi County

中图分类号:

汪双洪, 闫志明. 基于SERVQUAL模型的乌鲁木齐县乡村民宿服务质量评价及提升策略[J]. 湖北农业科学, 2025, 64(2): 229-237.

WANG Shuang-hong, YAN Zhi-ming. Service quality evaluation and improvement strategy of rural B&B in Urumqi County based on SERVQUAL model[J]. HUBEI AGRICULTURAL SCIENCES, 2025, 64(2): 229-237.

参考文献

[1] 李俊杰,李云超.关于民族地区民宿产业高质量发展的思考[J].云南民族大学学报(哲学社会科学版),2019,36(3):70-75.
[2] 赖斌,杨丽娟,李凌峰.精准扶贫视野下的少数民族民宿特色旅游村镇建设研究——基于稻城县香格里拉镇的调研[J].西南民族大学学报(人文社科版),2016,37(12):154-159.
[3] 蔡江莹,王永强,王鑫瑞,等.居民对乡村民宿的旅游影响感知和态度研究——以海南的5个民宿村为例[J].中国农业资源与区划,2019,40(9):235-243.
[4] PARASURAMAN A,ZEITHAML V A,BERRY L L.A conceptual model of service quality and its implications for future research[J].Journal of marketing,1985,49(4):41-50.
[5] GARVIN D A.Quality on the Line[J].Harvard business review, 1983(61):65-73.
[6] LEVITT T.Production-line approach to service[J].Harvard business review,1972(5):41-52.
[7] GRONROOS C.Strategic management and marketing in the service sector[R].Helsinki:Swedish school of economics and administration,1982.68-72.
[8] BOLTON R N,DREW J H.A multistage model of customers’ assessments of service quality and value[J].Journal of consumer research,1991,17(4):375-384.
[9] 陈学军. 服务质量和企业形象关系的实证研究[J].人类工效学,2001(1):33-35,70.
[10] 范秀成. 服务质量管理:交互过程与交互质量[J].南开管理评论,1999(1):8-12,23.
[11] GRONROOS C.A service quality model and its marketing implications[J].European journal of marketing,1984,18(4):36-44.
[12] PARASURAMAN A,ZEITHAML V A,BERRY L L.SERVQUAL:A multiple-item scale for measuring consumer perceptions of service quality[J].Journal of retailing,1988,64(1):12-40.
[13] BROGOWICZ A A,DELENCE L M,LYTH D M.A Synthesised service quality model with managerial implications[J].International journal of service industry management,1990,1(1):27-45.
[14] 步会敏,魏敏,林娜.基于SERVQUAL模型的旅游景区服务质量问题研究——以鼓浪屿为例[J].中国农业资源与区划,2018,39(9):190-198.
[15] 杨懿,李秋艳.基于SERVQUAL模型的旅行社产品质量影响因素分析[J].中国人口·资源与环境,2018,28(S1):221-226.
[16] 伍婵提. 旅游网站用户满意度影响因素研究——以同程网为例[J].企业经济,2017,36(11):136-141.
[17] KOMPPULA R.The role of individual entrepreneurs in the development of competitiveness for a rural tourism destination -A case study[J].Tourism management,2014(2):361-371.
[18] DANIEL G.Airbnb:Disruptive innovation and the rise of an informal tourism accommodation sector[J].Current issues in tourism,2015(12):1192-1217.
[19] CHEN L C,LIN S P,KUO C M.Rural tourism:Marketing strategies for the bed and breakfast industry in Taiwan[J].International journal of hospitality management,2013,32(2):278-286.
[20] NIETO J,HERNÁNDEZ-MAESTRO R M,MUÑOZ-GALLEGO P A.Marketing decisions,customer reviews,and business performance:The use of the Toprural website by Spanish rural lodging establishments[J].Tourism management,2014,45:115-123.
[21] YE S,XIAO H G,ZHOU L Q.Small accommodation business growth in rural areas:Effects on guest experience and financial performance[J].International journal of hospitality management,2019,76:29-38.
[22] CHOO H,PETRICK J F.Social interactions and intentions to rrevisit for agritourism service encounters[J].Tourism management, 2014,40:372-381.
[23] 孙九霞. 旅游中的主客交往与文化传播[J].旅游学刊,2012, 27(12):20-21.
[24] 王建芹. 主客互动的维度厘定与实证检验——以中国民宿行业为例[J].统计与信息论坛,2018,33(11):118-124.
[25] 吴军. 生态旅游区室内装饰设计运用体现[J].建筑结构,2022,52(24):194-195.
[26] 闫晓燕. 乡土文化中的民俗性在民宿中的设计[J].建筑结构,2022,52(23):183.
[27] 贺栋. 民宿餐饮、休憩空间设计[J].建筑经济,2022,43(11):106.
[28] 李兆华,金兴礼.乡村振兴视角下长三角地区乡村民宿产业发展研究[J].农业经济,2022(12):141-144.
[29] 金灵,任育锋.国外乡村民宿发展研究及其对中国的启示[J].中国农业资源与区划,2023,44(11):247-254.
[30] 戴其文. 中国乡村民宿高质量发展的策略研究[J].西南民族大学学报(人文社会科学版),2022,43(10):41-50.
[31] 吴宜夏,田禹.“民宿+”模式推动乡村振兴发展路径研究——以北京门头沟区百花山社民宿为例[J].中国园林,2022,38(6):13-17.
[32] PARASURAMAN A, BERRY L L,ZEITHAML V A.Refinement and reassessment of the SERVQUAL scale[J].Journal of retailing,1991,67(4):420-450.

基于SERVQUAL模型的乌鲁木齐县乡村民宿服务质量评价及提升策略

Service quality evaluation and improvement strategy of rural B&B in Urumqi County based on SERVQUAL model

PDF

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 9

编辑推荐

Metrics

本文评价

[1]	杨奕然, 刘新民. 农民创业意愿的影响因素及提升策略[J]. 湖北农业科学, 2024, 63(3): 222-230.
[2]	陈文辉, 王昌君, 顾艳, 王珍. 湖北省农业科技进步贡献率趋势、特征与提升研究[J]. 湖北农业科学, 2023, 62(7): 206-212.
[3]	刘志有, 魏冉, 曲秀武, 郝潘潘. 乡村振兴背景下农村公共文化服务设施调查研究——以新疆乌鲁木齐县为例[J]. 湖北农业科学, 2023, 62(5): 241-246.
[4]	吴键, 李秀军. 基于文本挖掘的特色农产品网络零售满意度影响因素与提升策略研究——以随州香菇为例[J]. 湖北农业科学, 2022, 61(24): 236-242.
[5]	戚荷琳, 马德新. 基于SERVQUAL模型的农业服务平台服务质量评价研究——以寿光市农业信息化服务平台为例[J]. 湖北农业科学, 2022, 61(14): 159-164.
[6]	吴兰桂. 文旅融合背景下乡村民宿的新乡土表达——基于长兴县的实践思考[J]. 湖北农业科学, 2021, 60(4): 61-63.
[7]	罗魁, 周丽, 郭彩, 付雪薇. 四川省贫困县农民幸福指数实证研究[J]. 湖北农业科学, 2021, 60(4): 129-133.
[8]	库力曼然·乌热阿孜拜, 海力且木·斯依提, 阿依吐尔逊·沙木西. 乌鲁木齐县定居牧民生计影响因素分析[J]. 湖北农业科学, 2021, 60(12): 140-147.
[9]	范文慧, 孟梅, 王志强, 李佳宁, 张明珠, 巩慧. 乌鲁木齐县农户休耕意愿及影响因素分析[J]. 湖北农业科学, 2020, 59(22): 199-203.