酒店管理外文翻譯---服務(wù)質(zhì)量對(duì)馬來(lái)西亞豪華飯店的研究

1、<p><b>　　中文3190字</b></p><p>　　標(biāo)題：Service Quality: A Study of the Luxury Hotels in Malaysia</p><p><b>　　原文：</b></p><p>　　During 1997 until 2002, the Mala

2、ysian 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, the Severe Acute Respiratory Syndrome (

3、SARS), and bird flu. All this had caused a significant impact on the travel and tourism industry in Malaysia.</p><p>　　The numbers of inbound and outbound tourists have been decreasing due to an avoidance of

4、 travel. Tourism arrivals to Malaysia dropped from 13.29 million in 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 Malaysia’s neighboring

5、 countries like Singapore and Indonesia. This was perhaps due to the aggressive promotional activities by the Malaysia Tourism Promotion Board (Tourism Malaysia). Tourism Malaysia’s aggressive</p><p>　　Howev

6、er, the hospitality industry that was still experiencing severe oversupply and occupancy rates have been severely affected by the SARS and bird flu crisis. Industry sales grew in 2002 but experienced a drastic decrease i

7、n 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 (

8、Malaysia Tourism Promotion Board, 2004). However, the y</p><p>　　The main concern for the Malaysian Association of Hotels (MAH) for year 2004 was the issue of recognition of hotel workers as professionals. T

9、he 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

10、 increase the service quality (The Star, 25 March 2004).</p><p>　　Hotel Classification</p><p>　　Historically, hotel classification systems were formed to ensure safe and reliable lodging and foo

11、d 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 unprecedented growth of international tourism. As

12、 a result, the focus of hotel classification systems has shifted from consumer protection to consumer information. Presently, standardization and competitive marketing of hotel servi</p><p>　　In Malaysia, th

13、e official hotel classification system is enforced by 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/ re

14、gistration to operate. The classification authority in Malaysia is a panel set up under the Ministry of Culture, Arts and Tourism Malaysia, which consists of ministry officials and members from non-governmental organizat

15、ions, such as hotel associations, tour operat</p><p>　　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.<

16、;/p><p>　　Influence of Service Quality in Hospitality</p><p>　　King (1995) mentioned that hospitality in the commercial setting is a specific kind of relationship between individuals, which in this

17、 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.

18、 The host will deliver with generous and flawless face-to-face interactions. The objective is to enhance guest satisfaction and develop repeat bus</p><p>　　Kandampully (2000) revealed that service quality is

19、 crucial to the success of any service organization. As the customers participate in the production and consumption of services, they interact closely with various aspects of the organization. This inside knowledge gives

20、 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 with the service they desire. Hence, service

21、 quality </p><p>　　The purpose of this study is therefore to assess the expectations and the perceptions of service quality dimensions in Malaysia’s luxury hotels from the hotel customers’ perspective by app

22、lying a modified version of the SERVQUAL model (Parasuraman, Zeithaml, and Berry, 1988). This study has the following objectives: </p><p>　　to determine the service-quality attributes that constitute fundame

23、ntal service-quality dimensions in evaluating hotel operators;</p><p>　　to examine and to compare relative importance attached by customers in terms of their expectations and perceptions by</p><p&

24、gt;　　type of hotels (four-star or five-star hotels); and</p><p>　　to identify the role of service quality towards customer satisfaction in the hospitality industry.</p><p>　　LITERATURE REVIEW<

25、;/p><p>　　Concept of Service</p><p>　　For the last two decades, economies have experienced an extensive social and economic transformation globally. One of the most significant of these changes is

26、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 sectors of the economy (Kandampul

27、ly, 2000). Services are not limited to the service industries, for example, a manufacturer like IBM can be highly involve</p><p>　　Services are generally described in terms of four unique characteristics, na

28、mely intangibility, inseparability, heterogeneity, and perishability. Intangibility can be defined as something that cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed (Groth

29、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 </p><

30、p>　　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. The conversion i

31、s 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 cause

32、s the service providers to have little or no direct control over th</p><p>　　Perishability is a characteristic of services that prevents them from being stored, warehoused, or inventoried (Lamb, Hair, and Mc

33、Daneil, 2000). Unlike manufactured goods, it is impossible to have a final check on quality. It needs to be done right at the first time (Ghobadian, Speller, and Jones, 1994).</p><p>　　Measuring Service Qual

34、ity Gaps</p><p>　　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

35、, which is defined as perceived quality, therefore we can determine the level of satisfaction. This concept is quite similar with Parasuraman’s (1985) service quality model, which applied the expectancy-disconfirmation t

36、heory. Parasuraman (1985) defined service quality in ten major dimensions that consumers us</p><p><b>　　Q = P - E</b></p><p>　　Lamb, Hair and McDaniel (2000), and Zeithaml and Bitner

37、 (2003) have also discussed that there are five key discrepancies that can influence customer evaluations of service quality:</p><p>　　Gap 1 is the gap between customer’s expectations and management’s percep

38、tions of those expectations.</p><p>　　Gap 2 is the gap between management’s perception of what the customer wants and specifications of service quality.</p><p>　　Gap 3 is the gap between service

39、 quality specifications and delivery of the service.</p><p>　　Gap 4 is the gap between service delivery and what the organization promises to the customer through external communication.</p><p>

40、　　Gap 5 is the gap between customers’ service expectations and their perceptions of service performance.</p><p>　　Therefore, it shows that customers’ expectations towards a specific hotel stay will influence

41、 their perceptions, and this will have a great effect on their satisfaction towards the service they get.</p><p>　　Zeithaml and Bitner (2003) stated that in order to manage service quality, it is important t

42、o manage the gaps between expectations and perceptions on the part of management, employers and customers. The most important gap (Gap 5) is that between customer’s expectation of service and their perception of the serv

43、ice actually delivered. Hence by referring to the gap model, it states that a service marketer must close the customer gap (Gap 5). In order to do so, the service provider must close the f</p><p>　　According

44、 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 of measuring service quality.&

45、lt;/p><p>　　出處：Pei Mey Lau; Akbar, Abdolali Khatibi; Yong Gun Fie, David. Service Quality: A Study of the Luxury Hotels in Malaysia[J].Journal of American Academy of Business.2005.07(09),pp.46-55</p><

46、;p>　　標(biāo)題：服務(wù)質(zhì)量：對(duì)馬來(lái)西亞豪華飯店的研究</p><p><b>　　譯文：</b></p><p><b>　　簡(jiǎn)介</b></p><p>　　由于全球諸多事件，諸如美國(guó)911事件，全球經(jīng)濟(jì)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(lái)西亞的經(jīng)濟(jì)發(fā)展較之前緩慢了許多。這些

47、事件的發(fā)生均對(duì)馬來(lái)西亞的旅游產(chǎn)業(yè)造成了重大影響。</p><p>　　為避免旅游期間遇到麻煩，境內(nèi)外旅客大幅減少。馬來(lái)西亞旅游人數(shù)從2002年的1329萬(wàn)下降至2003年的1058萬(wàn)（跌幅20.4%），但即使如此，跌幅仍小于其周邊國(guó)家如新加坡和印尼。這其中也許有因?yàn)轳R來(lái)西亞旅游促進(jìn)局積極宣傳的一份功勞。馬來(lái)西亞旅游當(dāng)局的積極促進(jìn)和經(jīng)濟(jì)救濟(jì)方案使旅游行業(yè)復(fù)蘇的相當(dāng)不錯(cuò)。通過(guò)伊斯蘭會(huì)議組織會(huì)議、F1大獎(jiǎng)賽等的活動(dòng)的推

48、廣工作，使馬來(lái)西亞逐漸成為一個(gè)日益強(qiáng)大的國(guó)際活動(dòng)中心，促進(jìn)了經(jīng)濟(jì)發(fā)展，確保旅游業(yè)的國(guó)際收支依舊保持樂(lè)觀。此外，由于馬來(lái)西亞國(guó)家銀行過(guò)去幾年對(duì)保持美元的匯率政策，原本較弱的馬來(lái)西亞貨幣在使境外旅游更加昂貴的同時(shí)，使境內(nèi)旅游更為便宜方面已成為一個(gè)積極的因素。與此同時(shí)，國(guó)內(nèi)旅游在此期間一直在穩(wěn)步增加，2002年達(dá)到2220萬(wàn)人次，增幅達(dá)到11%。這是因?yàn)轳R來(lái)西亞旅游局通過(guò)開展諸如Cuti-cuti馬來(lái)西亞等方案鼓勵(lì)國(guó)內(nèi)旅游發(fā)展，這無(wú)疑有助于國(guó)

49、內(nèi)旅游的增長(zhǎng)（馬來(lái)西亞旅游促進(jìn)局，2004）。</p><p>　　然而，飯店業(yè)仍面臨著嚴(yán)重的供過(guò)于求，入住率嚴(yán)重受到SARS和禽流感危機(jī)的影響。2002年行業(yè)銷售增長(zhǎng)，但在2003年經(jīng)歷了大幅度下降，該行業(yè)競(jìng)爭(zhēng)激烈，尤其是隨著越來(lái)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(lái)西亞旅游促進(jìn)局，2004）。然而，2004年是一個(gè)令人歡欣鼓舞的年份。一月

50、份，馬來(lái)西亞迎來(lái)了140萬(wàn)旅客，這是歷史月度到達(dá)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(lái)西亞的旅客人數(shù)預(yù)計(jì)將增加6.9%至1430萬(wàn)（The Star,2004.03.20）。</p><p>　　2004年馬來(lái)西亞飯店協(xié)會(huì)(MAH)關(guān)注的重點(diǎn)是工作人員作為專業(yè)人士的認(rèn)可問(wèn)題。馬來(lái)西亞飯店培訓(xùn)教育中心現(xiàn)正努力促進(jìn)和加強(qiáng)對(duì)飯店工作

51、人員的定期培訓(xùn)，使他們成為被認(rèn)可的專業(yè)人士，并以此提高服務(wù)質(zhì)量（The Star,2004.03.25）。</p><p><b>　　飯店分類</b></p><p>　　從歷史上看，飯店分類制度的形成，是為確保旅客安全可靠的食物和住宿。在過(guò)去五十多年里，國(guó)際旅游產(chǎn)業(yè)接待已經(jīng)發(fā)展到了一個(gè)成熟的地位，因此，飯店的分類系統(tǒng)的重點(diǎn)已經(jīng)從保護(hù)消費(fèi)者轉(zhuǎn)變?yōu)橄M(fèi)信息了。目前，針

52、對(duì)外國(guó)消費(fèi)者和旅游專業(yè)人士的飯店標(biāo)準(zhǔn)化和競(jìng)爭(zhēng)性市場(chǎng)表現(xiàn)為對(duì)于地方或國(guó)家實(shí)行飯店分類制度的一個(gè)驅(qū)動(dòng)力（WTO and IH&RA, 2004。據(jù)世界旅游組織（WTO）和國(guó)際酒店及餐館協(xié)會(huì)（以下簡(jiǎn)稱IH&RA）（2004）的調(diào)查研究顯示，星級(jí)是最廣泛使用的圖形符號(hào)。分類系統(tǒng)大多是由國(guó)家政府所設(shè)立，旅游局和旅游機(jī)構(gòu)僅是作為顧問(wèn)。隨后將通過(guò)旅游業(yè)的法律，國(guó)家憲法或地方憲法。</p><p>　　在馬來(lái)西亞

53、，官方飯店分類制度是由馬來(lái)西亞文化、藝術(shù)和旅游部強(qiáng)制執(zhí)行的，一家飯店必須先分類，才能取得牌照/許可/注冊(cè)資格。馬來(lái)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(jìn)行的，包括政府官員和非政府組織如飯店協(xié)會(huì)，旅游經(jīng)營(yíng)商協(xié)會(huì)和其他相關(guān)政府機(jī)構(gòu)（WTO和IH&RA, 2004）。飯店有兩種分類法，即星級(jí)（從1至5星級(jí)）和蘭花等級(jí)（從一到三蘭）。文化、藝術(shù)和旅游部介紹了馬來(lái)西亞蘭花分類計(jì)劃，以使如床和早餐，客棧，旅店和招待所等不符合

54、任何星級(jí)的住所有所適應(yīng)（文化、藝術(shù)、旅游局。無(wú)日期）。</p><p>　　在此研究中，重點(diǎn)是考慮豪華飯店，僅那些四星級(jí)（4S）或五星級(jí)（5S）酒店列入了這次的研究調(diào)查中。</p><p><b>　　服務(wù)質(zhì)量的影響</b></p><p>　　King（1995）提到，在一個(gè)商業(yè)環(huán)境下好客是個(gè)人之間的關(guān)系，在這里則是熱情周到的服務(wù)供應(yīng)商和消費(fèi)

55、者的關(guān)系。在這種關(guān)系中，主人了解消費(fèi)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(duì)面的交流。我們的目標(biāo)是提高客戶滿意度和重復(fù)業(yè)務(wù)發(fā)展。</p><p>　　Kandampully(2002)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(fèi)，他們密切與該組織的各個(gè)方面互動(dòng)，使他們有機(jī)會(huì)批判評(píng)估提供的服務(wù)，特別是服務(wù)質(zhì)量。通過(guò)比較，客戶將評(píng)估他們得到的服務(wù)與他們

56、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(yàn)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Kandampully(2003)建議，加強(qiáng)在各個(gè)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(qiáng)制性的。</p><p>　　該研究的目的是評(píng)估期望服務(wù)與通過(guò)應(yīng)用SERVQUAL模型（Parasuraman, Zeithaml, and Berry, 1988）修改后的服務(wù)質(zhì)量

57、的比較。該研究有以下目標(biāo)：</p><p>　　確定服務(wù)質(zhì)量的根本屬性，構(gòu)成飯店經(jīng)營(yíng)服務(wù)質(zhì)量評(píng)估標(biāo)準(zhǔn)</p><p>　　審查和比較客戶相對(duì)重視的飯店類型和期望</p><p>　　確定客戶對(duì)服務(wù)質(zhì)量滿意度在服務(wù)行業(yè)中的作用</p><p><b>　　文獻(xiàn)回顧</b></p><p><b

58、>　　服務(wù)理念</b></p><p>　　在過(guò)去20年，經(jīng)濟(jì)經(jīng)歷了一個(gè)廣泛的全球社會(huì)和經(jīng)濟(jì)變革。這些變化帶來(lái)的最重要的一項(xiàng)是在服務(wù)方面的支出增長(zhǎng)速度。服務(wù)行業(yè)處于經(jīng)濟(jì)的領(lǐng)先地位，服務(wù)處于社會(huì)經(jīng)濟(jì)活動(dòng)中心，與經(jīng)濟(jì)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(dòng)，過(guò)程和性能。廣泛的服務(wù)定義建議，作為決定提供是否無(wú)形的關(guān)鍵因素就

59、是服務(wù)（Zeithaml and Bitner, 2003）。</p><p>　　服務(wù)通常描述為四個(gè)獨(dú)特的特征，即無(wú)形性，不可分割性，異質(zhì)性，和易逝性。無(wú)形性即無(wú)形的東西，不能碰到，看到，嘗到，聽到，或在同一活物以何種方式可以感應(yīng)（Groth and Dye, 2000）。有人說(shuō)這是有形的產(chǎn)品和服務(wù)之間最重要的區(qū)別（Santos, 2002）。由于無(wú)形性的特點(diǎn)，該公司可能很難理解消費(fèi)者如何看待自己的服務(wù)和評(píng)估服

60、務(wù)質(zhì)量（Parasuraman, Zeithaml, and Berry, 1985）。</p><p>　　服務(wù)具有不可分割的特性，因?yàn)榉?wù)供應(yīng)商通常創(chuàng)造或執(zhí)行服務(wù)的全部或部分的同時(shí)，也進(jìn)行了消費(fèi)服務(wù)。這種轉(zhuǎn)換是非常明顯的，這是服務(wù)供應(yīng)商不能隱藏的錯(cuò)誤或質(zhì)量問(wèn)題。此外，在產(chǎn)出過(guò)程中，消費(fèi)者參與引入了一個(gè)額外的因素，導(dǎo)致服務(wù)提供者很少或失去對(duì)服務(wù)提高的直接控制。（Ghobadian, Speller, and J

61、ones, 1994）。在這樣的條件下，消費(fèi)者的輸入變?yōu)橹陵P(guān)重要的服務(wù)表現(xiàn)（Parasuraman, Zeithaml, and Berry, 1985）。服務(wù)表現(xiàn)為高度異變的效能，相比制成品難以標(biāo)準(zhǔn)化。一項(xiàng)服務(wù)的質(zhì)量可以從生產(chǎn)商到生產(chǎn)者，從消費(fèi)者到消費(fèi)者，從前一天到后一天（O’Brien and Deans, 1996）。服務(wù)提供者必須依靠自己的員工的能力了解消費(fèi)者的要求，以適當(dāng)?shù)姆绞阶龀龇磻?yīng)（Ghobadian, Speller,

62、and Jones, 1994)。</p><p>　　易逝性是服務(wù)的一種特點(diǎn)，防止被存儲(chǔ)，入庫(kù)或清點(diǎn)（Lamb, Hair, and McDaneil, 2000）。不同于工業(yè)品，服務(wù)不可能有一個(gè)質(zhì)量的最終檢查，它需要在第一時(shí)間內(nèi)做好事情（Ghobadian, Speller, and Jones, 1994)。</p><p><b>　　衡量服務(wù)質(zhì)量缺口</b>

63、</p><p>　　Lewis（1987）建議哪些可衡量抽象事物之間的差異。因此，他的邏輯是，如果我們可以衡量期望和看法的差異，那這就是知覺品質(zhì)的定義，因此我們可以判斷滿意度的程度。這個(gè)概念是相當(dāng)于Parasuraman’s (1985)的服務(wù)品質(zhì)模式，它應(yīng)用了期望、差異理論。Parasuraman’s (1985)根據(jù)消費(fèi)者在形成對(duì)服務(wù)的期望和感知，將服務(wù)質(zhì)量定義為十個(gè)主要方面。在后來(lái)的研究中，Parasur

64、aman’s (1985)修訂了并明確了服務(wù)品質(zhì)的五個(gè)方面，即可靠性，反應(yīng)性，保證性，移情性和無(wú)形性。該模式提出的服務(wù)為客戶之間的期望（E）和對(duì)他們對(duì)服務(wù)提供商的表現(xiàn)（P）的認(rèn)知差距的質(zhì)量。因此，服務(wù)質(zhì)量評(píng)分(Q)等于客戶感知評(píng)分減去客戶的期望，即：</p><p><b>　　Q=P-E</b></p><p>　　Lamb, Hair and McDaniel (

65、2000)也討論了五個(gè)關(guān)鍵的差異及它們對(duì)消費(fèi)者對(duì)服務(wù)質(zhì)量的評(píng)價(jià)的影響。</p><p>　　差距1是消費(fèi)者的期望和那些預(yù)期管理的觀念差距；</p><p>　　差距2是管理層對(duì)消費(fèi)者需求的感知和服務(wù)質(zhì)量規(guī)范的認(rèn)知差距；</p><p>　　差距3是服務(wù)質(zhì)量的規(guī)格和提供的服務(wù)的差距；</p><p>　　差距4是提供服務(wù)和組織對(duì)消費(fèi)者承諾提供的

66、服務(wù)之間的差距；</p><p>　　差距5是消費(fèi)者對(duì)服務(wù)的期望值與他們對(duì)服務(wù)的感知的差距。</p><p>　　因此，它表明了客戶對(duì)一個(gè)特定的飯店住宿的期望會(huì)影響他們的看法，這將對(duì)飯店得到滿意的服務(wù)有很大的影響。</p><p>　　Zeithaml and Bitner (2003)指出，為了管理服務(wù)質(zhì)量，最重要的是管理上的管理，即雇主和消費(fèi)者的期望和感知之間的

67、空白部分。最重要的差距（即差距5）是與消費(fèi)者之間的期望和對(duì)實(shí)際交付的服務(wù)質(zhì)量的感知。為了做到這一點(diǎn)，服務(wù)供應(yīng)商必須關(guān)閉其他四個(gè)差距（缺口1，2，3和4）。在這些情況下如何讓飯店消費(fèi)者的消費(fèi)者感知服務(wù)性能水平，滿足他們對(duì)該組織提供的服務(wù)質(zhì)量的預(yù)期，使得必須采取嚴(yán)肅的行動(dòng)。</p><p>　　Lewis (1987)指出，差距的測(cè)量是一個(gè)很重要的營(yíng)銷工具。但它也有不足，即不能完全依賴。這也大大減輕了衡量服務(wù)質(zhì)量的任

68、務(wù)重?fù)?dān)。 </p><p>　　出處：Pei Mey Lau, Akbar, Abdolali Khatibi, Yong Gun Fie, David.服務(wù)質(zhì)量：對(duì)馬來(lái)西亞豪華飯店的研究[J].美國(guó)商業(yè)雜志.2005.7(09),pp.46-55</p><p><b>　　三、指導(dǎo)教師評(píng)語(yǔ)</b></p><p>　　文獻(xiàn)主題與論文主題有緊