外文翻譯--肯尼亞國內(nèi)消費者對酒店服務質(zhì)量的看法和滿意度（節(jié)選）

1、<p>　　1800單詞，10500英文字符，3100漢字</p><p>　　出處：Mbuthia S, Muthoni C, Muchina S. Hotel Service Quality : Perceptions and Satisfaction among Domestic Guests in Kenya[J]. 2013, 2(8):22-32.</p><p>&

2、lt;b>　　原文 </b></p><p>　　HOTEL SERVICE QUALITY: PERCEPTIONS AND SATISFACTION AMONG DOMESTIC GUESTS IN KENYA</p><p>　　Susan Mbuthia; Caroline Muthoni ; Stephen Muchina</p><p>

3、;<b>　　Abstract</b></p><p>　　The Kenya tourism industry is a key contributor to its GDP. Hotel subsector benefits directly from growth of tourism but sustainable customer base would require polish

4、ed customer service. Domestic hotel guests to play an important role in bridging the seasonality gap that is the core of the international tourism business model. The ability to harness this capacity is dependent on the

5、extent to which they perceive the services provided as being worth their money value. This study therefore aimed </p><p>　　Keyword: Domestic guests, service quality; perceived service quality, customer satis

6、faction and emotional satisfaction</p><p>　　INTRODUCTION </p><p>　　In Kenya, tourism is the foremost earner of foreign exchange and it contributed to Ksh 100 billion of the GDP in 2011. Accordin

7、g to Republic of Kenya (2012), tourism made a direct contribution to the growth of hotel industry and other related sectors. Hotels on the other hand have to invest in managing their relationships with customers and main

8、taining quality to ensure that customers whose loyalty is in the short term will continue to be loyal in the long term. The growth in tourism is well ant</p><p>　　Kenya is home to host of five star luxury ho

9、tels most of multinational owned or franchised such as Hilton Nairobi, Serena hotels and the Fairmont. There is also a wide range of domestic hotels and hospitality enterprises whose service offering not only complements

10、 those of world class hotels but also serve the domestics guests or tourists. </p><p>　　Domestic tourism especially in the developing world has for a long time been viewed as inconsequential. Gerosa (2003) s

11、tates that domestic tourism is "often overseen", despite case studies showing a greater impact particularly on the informal sector than international tourism. Domestic tourism in Kenya has however received due

12、focus from tourism agencies for instance the Kenya Tourism Board planned to use Ksh50 million (around US$ 690 000) mainly in marketing and promoting of domestic tourism in</p><p>　　One of the ways of assessi

13、ng the impact of such efforts would be to consider the bed occupancy rates by residents. It can be seen from Fig. 1 below that domestic bed occupancy in Kenya has been on the rise since 2002. Notable also is that there w

14、as remarkable growth in occupancy for the 2007/2008 period 26.95% to 42.35%. Meaning that domestic guest have become an important customer segment that warrants attention. On the other hand, growth rates notwithstanding

15、inconsistencies are seen in the de</p><p>　　This study having appreciated the role the domestic hotel guests play in providing the necessary patronage, would like to make a case for studying perception of qu

16、ality for the services they experience at this hotels. It is important to realize that the domestic guest may not necessarily attract the same kind of attention and receive similar kind of service as a foreign guest in s

17、ome hotels as they may be treated as undeserving. Tourist class hotels are sometimes referred to as 'hotels for the w</p><p>　　Figure 1: Domestic Hotel Occupants as Percentage of total Occupancy per Year

18、</p><p>　　If domestic guests are to be encouraged to play their roles in bridging the seasonality gap that is the core of the international tourism business model, then they have to perceive the services pro

19、vided as being worth their money value. This study therefore aimed at determining the guest actual experience and evaluation from the stay hence assess how the hotel performed against perceived quality and the effect on

20、guest satisfaction. </p><p>　　LITERATURE REVIEW </p><p>　　Service quality </p><p>　　Quality concept can be viewed in various perspectives in order to fully appreciate the role it pl

21、ays in the many parts of business organization especially in the hotel industry. According to Bruhn and Manfred (2006) the concept of service quality emerged as a major challenge for service companies. This is because of

22、 the characteristics of services; especially the encounter of provider and customer in the service process, service quality is a more complex construct than product quality. Indeed th</p><p>　　Perceived serv

23、ice quality </p><p>　　Several authors through their work have tried to conceptualize perceived service quality with varying illustrations especially in reference to the dimensions applied in their studies. G

24、ronroos (1984) in his seminal paper on service quality defined the perceived quality of a given service as the result of an evaluation process, in which the consumer compares his expectations with his perception of the s

25、ervice received; in other words, he places the perceived service and the expected service oppos</p><p>　　Parasuraman et al. (1988) identified five dimensions in their SERVQUAL model. These were tangible elem

26、ents which are the physical surrounding of the place where the service is delivered for instance how the table is set or room furnishings, reliability which is seller's capability to supply the promised outputs at th

27、e stated level and responsiveness determined as capability to respond to and satisfy the customer's wishes. Others are assurance- employees' knowledge, politeness and trustworthiness</p><p>　　The SER

28、VQUAL model aroused a fair share of attention to the subject some with differing findings. Carman, (1990); Babakus and Boller, (1992) concluded that the SERVQUAL scale is not universal because the dimensionality of servi

29、ce quality apparently depends on the type of service examined. Bruhn and Manfred (2006) the suggest that quality dimension ‘reliability‘ cannot be interpreted as a quality dimension because this attribute can concern sev

30、eral quality dimensions, for example in a bank , the </p><p>　　The criticisms notwithstanding, there has been variable support for the validity of the SERVQUAL model in the hotel service industry (Wilkins et

31、 al., 2007). Akan (1995) investigated the applicability of the SERVQUAL model in the Turkish hospitality industry and identified seven dimensions thus courtesy and competence of the personnel, communication and transacti

32、ons, tangibles knowing and understanding the customer, accuracy and speed of service, solutions to problems, and accuracy of hotel rese</p><p>　　Mei et al. (1999) examined the dimensions of service quality

33、in the Australian hotel industry and developed a new scale of service quality in the hotel industry which they called “HOLSERV”. With these they identified three dimensions which are employees, tangibles and reliability.

34、 Saleh and Ryan (1991) conducted a study in the hospitality industry and reported five dimensions of service quality that differed from those in the SERVQUAL model seen as conviviality; tangibles; reassurance; avoid sar&

35、lt;/p><p>　　Customer satisfaction</p><p>　　In close connection with perceived service quality is customer satisfaction. Customer satisfaction is defined as the balancing of customer expectations ag

36、ainst the perception of services delivered by the company (Oliver 1996). The difference between the two constructs is that service quality often refers to concrete quality attributes, like friendliness and assurance, whe

37、reas customer satisfaction often refers to the service of a provider as an entity (Bruhn and Grund, 2000).</p><p>　　According to Cronin et al. (2000), satisfaction with a service provider is both an evaluat

38、ive and an emotion-based response to a service encounter. This means that two sets of items can be used to measure satisfaction: an evaluative set of satisfaction measures also referred to as cognitive measures and an em

39、otion-based set including such items as enjoyment, surprise, interest, and anger among others.</p><p>　　For the purpose of this study, satisfaction is posited as having both a cognitive component and an affe

40、ctive component. The cognitive component (referred to as“ perceived service quality”) refers to a customer’s evaluation of a series of service attributes that constitute a service performance. The emotional component (re

41、ferred to as “emotional satisfaction”) consists of such emotions as anger, contentment, happiness, pleasure, irritation, and disappointment.</p><p>　　The concept of “consumption emotion” refers to the set o

42、f such emotional responses elicited specifically during consumption experiences (Westbrook and Oliver, 1991).Consumption emotions have been conceptualised as positive emotions and negative emotions (Laros and Steenkamp,

43、2005).</p><p>　　Edvardsson (2005) concluded that knowledge about the drivers and the consequences of emotional reactions elicited during service experience facilitates better management of service quality. L

44、iljander and Strandvik (1997) contended that consumption emotions represent only one of many variables that influence satisfaction in certain contexts such as hotel and restaurant services whereas emotions experienced by

45、 consumers account for the greater part of service evaluation in other contexts such as c</p><p><b>　　譯文 </b></p><p>　　肯尼亞國內(nèi)消費者對酒店服務質(zhì)量的看法和滿意度</p><p>　　蘇珊,卡羅琳,斯蒂芬</p&g

46、t;<p><b>　　摘要</b></p><p>　　旅游業(yè)是肯尼亞國內(nèi)生產(chǎn)總值的主要貢獻者。酒店業(yè)直接得益于旅游業(yè)的增長，但可持續(xù)的客戶群需要完善的客戶服務。國內(nèi)酒店客人在縮小季節(jié)性差距方面起著重要作用，是國際旅游商業(yè)模式的核心。利用這種能力取決于他們認為提供的服務價值的程度。因此,本研究旨在確定客人的實際經(jīng)驗和評價，從而評估酒店對感知質(zhì)量的表現(xiàn)以及作為情感滿意度對客人滿

47、意度的影響。研究采用描述性調(diào)查設計。采用整群抽樣方法對客戶進行選擇的酒店進行選擇。對182位客人進行自我管理問卷調(diào)查。26個項目被用于使用7級李克特量表來衡量感知服務質(zhì)量。研究發(fā)現(xiàn)，有形性作為一項服務性評價很高。然而，質(zhì)量得分低的置信度和通信維度被評為低評級。從“服務質(zhì)量”到“情感滿意度”的路徑具有0.701系數(shù)，具有3.621的p值。因此,我們得出情感滿意度取決于服務質(zhì)量，它支持情感滿意度取決于服務質(zhì)量。本研究揭示了質(zhì)量維度的適度影響

48、，如其路徑系數(shù)中的可靠性、響應性和通信等對服務質(zhì)量的影響。研究得出的結(jié)論是情感滿足來自于服務質(zhì)量評價，并同意巴戈齊( 1992)的結(jié)論,即認知評價先于情感反應。研究建議員工在酒店的服務提供能力方面進行改善。例如，客戶可以感覺到他們的需求預</p><p>　　關鍵詞:國內(nèi)客人、服務質(zhì)量，感知服務質(zhì)量、顧客滿意度與情感滿意度</p><p><b>　　引言</b>&l

49、t;/p><p>　　在肯尼亞，旅游是最重要的外匯來源,它在2011年為肯尼亞的國內(nèi)生產(chǎn)總值貢獻了1000億。據(jù)統(tǒng)計，2012年肯尼亞共和國的旅游直接推動了其國內(nèi)酒店行業(yè)和其他相關行業(yè)的發(fā)展。另一方面，酒店投入了很大的精力來管理和維護酒店，以確保在一個長期內(nèi)的客戶忠誠?？梢灶A期的是，旅游行業(yè)的增長吸引了專家學者們對這一課題的研究。</p><p>　　肯尼亞國內(nèi)聚集了很多五星級的豪華酒店，其中

50、大部分都是跨國公司擁有或授權(quán)的酒店，比如希爾頓酒店、瑟瑞娜酒店和費爾蒙特酒店。還有許多國內(nèi)自身的酒店和酒店企業(yè)的服務，這不僅是對世界一流的酒店的補充，還服務于國內(nèi)客人或游客。</p><p>　　國內(nèi)旅游，特別是在發(fā)展中國家，很長一段時間都被視為無關緊要的。杰羅薩于2003年指出，國內(nèi)旅游業(yè)是“經(jīng)常被監(jiān)督的”,盡管如此，研究表明影響更大的是非正規(guī)部門而不是國際旅游業(yè)?？夏醽喌膰鴥?nèi)旅游，主要來源是旅行社，肯尼亞旅游

51、局計劃使用5000萬(大約69萬美元左右)用于營銷方面。</p><p>　　這些推動措施帶來的影響的評估方法之一，就是考慮酒店的游客入住率。從下面的圖1可以看出，肯尼亞國內(nèi)酒店的入住率自2002年以來一直在上升。值得注意的是，2007/2008期間的入住率也有顯著增長，分別達到了26.95%和42.35%。這意味著，國內(nèi)客人已經(jīng)成為了酒店消費者的最重要的來源，這值得引起注意。另一方面，酒店的營業(yè)收入增長在200

52、9年卻下降到34%，這需要進行特別的關注，尤其是解決酒店服務質(zhì)量的差距問題。</p><p>　　本研究意識到了國內(nèi)酒店客人的重要作用，愿為酒店消費者對酒店服務質(zhì)量的看法和滿意度進行相關研究。重要的是，要意識到國內(nèi)的客人不一定會吸引酒店同樣的關注并獲得類似的服務,酒店可能關注國外的游客多點，因為國內(nèi)的客戶可能會被視為不值得關注。旅游類酒店有時被稱為“酒店為白人的提供服務的一個此類可能包含負面含意信息”。</

53、p><p>　　圖一資料來源:肯尼亞共和國旅游局</p><p>　　如果國內(nèi)的消費者能被鼓勵在旅游淡季來入住酒店，那就可以彌補季節(jié)性旅游淡季的酒店入住率，從而發(fā)揮應有的作用，這也是國際旅游的核心商業(yè)模式，然后他們會感知酒店的服務質(zhì)量，是否與他們支付的費用項匹配，是否值得自己滿意。因此，本研究旨在確定客人的實際看法和評價，并研究酒店的服務情況對客戶的感知質(zhì)量和客人滿意度的影響。</p&g

54、t;<p><b>　　文獻綜述</b></p><p><b>　　服務質(zhì)量</b></p><p>　　質(zhì)量的概念有多種解釋，在商業(yè)組織的許多地區(qū)尤其是在酒店行業(yè)，可以從各種角度來闡述。根據(jù)布魯恩和曼弗雷德于2006年對服務質(zhì)量的定義，服務質(zhì)量對服務類公司來說是一個重大的挑戰(zhàn)。這是因為服務的特點，尤其是在供應商對客戶進行服務的過

55、程中，服務質(zhì)量是一個更復雜的結(jié)構(gòu)，相比產(chǎn)品質(zhì)量來說。事實上，一般來說，一個高質(zhì)量的產(chǎn)品能夠滿足客戶的期望。而在酒店行業(yè)，則定義為產(chǎn)品質(zhì)量要符合規(guī)范,同時還要滿足消費者的期望。因為每一個客戶都有自己的期望，酒店服務質(zhì)量是一個主觀性的問題，需要通過進行全方位的了解進行客觀評估，要研究酒店客戶的看法以及對酒店的滿意度。</p><p><b>　　對服務質(zhì)量的看法</b></p>&

56、lt;p>　　一些學者試圖通過他們的研究文章，對酒店服務質(zhì)量這一概念進行闡述。格魯諾斯于1984年，在他的論文中，對服務質(zhì)量的感知質(zhì)量定義是，鑒于服務質(zhì)量作為評估過程的結(jié)果，消費者會將他感到的酒店提供的實際服務質(zhì)量與期望酒店的服務質(zhì)量進行比較。消費者考慮的這兩個因素，在評估酒店服務質(zhì)量時候，就是所謂的功能質(zhì)量和技術(shù)質(zhì)量。后者主要是客戶的期望的服務質(zhì)量，前者是消費者實際收到的服務水平。</p><p>　　帕

57、拉休拉曼等人確定了服務質(zhì)量評價模型的五個方面。這些都是有形的元素，可以看得到的硬件設施服務，例如提供的房間的布置情況或酒店房間的家具情況，這是評估就酒店硬件質(zhì)量的重要方面，直接影響到酒店入住消費者對酒店的滿意程度。其他的因素則是：酒店服務人員的知識、禮貌和誠信等，還有對個別客戶的特別期望，例如床上的床單的特定顏色，這要按客戶要求進行提供定制服務。</p><p>　　Servqual模型引起了對一些有不同結(jié)果的主

58、題的關注。卡門(1990年)，巴巴卡和博勒( 1992 )得出的結(jié)論是,Servqual規(guī)模不是普遍的,因為服務質(zhì)量的維度顯然取決于所檢查的服務類型。布魯和曼弗雷德( 2006)建議質(zhì)量維度的“可靠性”不能被解釋為質(zhì)量維度,因為這個屬性可以涉及幾個質(zhì)量維度。例如在銀行中,員工或出納員機器都可以是可靠的一個我們完全同意的命題。</p><p>　　盡管有批評,但對酒店業(yè)服務行業(yè)servqual模式的有效性存在可變的

59、支持(威爾金斯等人)，(2007年)。阿坎人(1995年)調(diào)查了servqual模型在土耳其旅館業(yè)的適用性,并確定了人員的禮貌和能力、通信和交易、有形資產(chǎn)、了解客戶、服務的準確性和速度、問題解決辦法和酒店預訂的準確性的7個方面。</p><p>　　梅等人( 1999)考察了澳大利亞飯店業(yè)服務質(zhì)量的維度,在飯店業(yè)發(fā)展了一個新的服務質(zhì)量規(guī)模,即“holserv”。他們確定了三個維度,即員工、有形資產(chǎn)和可靠性。莎拉和

60、軟燕 (1991年)在酒店業(yè)進行了一項研究,報告了與servqual模式中的服務質(zhì)量不同的五個服務質(zhì)量維度?？伺热说难芯? 1990 )確定了評價作為可靠性的服務質(zhì)量的五個方面;保證響應性有形資產(chǎn)和同情心。在英國會議酒店的服務質(zhì)量關系中,歐白日和阿萊斯( 1990 ) ,服務質(zhì)量感知是二維的。</p><p><b>　　顧客滿意度</b></p><p>　　與

61、感知服務質(zhì)量密切相關的是顧客滿意度。客戶滿意度被定義為客戶對公司提供的服務的感知的平衡( 歐力威 1996)。兩種結(jié)構(gòu)的區(qū)別在于服務質(zhì)量通常是指具體的質(zhì)量屬性,如友好和保證,而顧客滿意度通常是指提供者作為實體的服務(布蘭和格林德, 2000)。</p><p>　　根據(jù)克羅寧等人( 2000 )，對服務提供者的滿意度是對服務的評價和基于情緒的反應。這意味著兩種評價方式可以用來測量滿意度:一組評價滿意度的措施也被稱

62、為認知措施和一組基于感性等物品包括諸如享受、驚奇、興趣和憤怒等。</p><p>　　為了本研究的目的，滿意度被假設為具有認知成分和情感成分。認知組件(稱為“感知服務質(zhì)量”)是指客戶對構(gòu)成服務性能的一系列服務屬性的評估。情感成分(稱為“情感滿足”)包括憤怒、滿足感、快樂、快樂、刺激和失望等情感。</p><p>　　“消費情感”概念是指在消費經(jīng)歷中產(chǎn)生的這種情感反應(韋斯特布魯克和歐力威,