外文翻譯--肯尼亞國(guó)內(nèi)消費(fèi)者對(duì)酒店服務(wù)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(guó)內(nèi)消費(fèi)者對(duì)酒店服務(wù)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(guó)內(nèi)生產(chǎn)總值的主要貢獻(xiàn)者。酒店業(yè)直接得益于旅游業(yè)的增長(zhǎng)，但可持續(xù)的客戶群需要完善的客戶服務(wù)。國(guó)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(guó)際旅游商業(yè)模式的核心。利用這種能力取決于他們認(rèn)為提供的服務(wù)價(jià)值的程度。因此,本研究旨在確定客人的實(shí)際經(jīng)驗(yàn)和評(píng)價(jià)，從而評(píng)估酒店對(duì)感知質(zhì)量的表現(xiàn)以及作為情感滿意度對(duì)客人滿

47、意度的影響。研究采用描述性調(diào)查設(shè)計(jì)。采用整群抽樣方法對(duì)客戶進(jìn)行選擇的酒店進(jìn)行選擇。對(duì)182位客人進(jìn)行自我管理問卷調(diào)查。26個(gè)項(xiàng)目被用于使用7級(jí)李克特量表來衡量感知服務(wù)質(zhì)量。研究發(fā)現(xiàn)，有形性作為一項(xiàng)服務(wù)性評(píng)價(jià)很高。然而，質(zhì)量得分低的置信度和通信維度被評(píng)為低評(píng)級(jí)。從“服務(wù)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(wù)質(zhì)量，它支持情感滿意度取決于服務(wù)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(yīng)性和通信等對(duì)服務(wù)質(zhì)量的影響。研究得出的結(jié)論是情感滿足來自于服務(wù)質(zhì)量評(píng)價(jià)，并同意巴戈齊( 1992)的結(jié)論,即認(rèn)知評(píng)價(jià)先于情感反應(yīng)。研究建議員工在酒店的服務(wù)提供能力方面進(jìn)行改善。例如，客戶可以感覺到他們的需求預(yù)</p><p>　　關(guān)鍵詞:國(guó)內(nèi)客人、服務(wù)質(zhì)量，感知服務(wù)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(guó)內(nèi)生產(chǎn)總值貢獻(xiàn)了1000億。據(jù)統(tǒng)計(jì)，2012年肯尼亞共和國(guó)的旅游直接推動(dòng)了其國(guó)內(nèi)酒店行業(yè)和其他相關(guān)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(hù)酒店，以確保在一個(gè)長(zhǎng)期內(nèi)的客戶忠誠(chéng)?？梢灶A(yù)期的是，旅游行業(yè)的增長(zhǎng)吸引了專家學(xué)者們對(duì)這一課題的研究。</p><p>　　肯尼亞國(guó)內(nèi)聚集了很多五星級(jí)的豪華酒店，其中

50、大部分都是跨國(guó)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(fèi)爾蒙特酒店。還有許多國(guó)內(nèi)自身的酒店和酒店企業(yè)的服務(wù)，這不僅是對(duì)世界一流的酒店的補(bǔ)充，還服務(wù)于國(guó)內(nèi)客人或游客。</p><p>　　國(guó)內(nèi)旅游，特別是在發(fā)展中國(guó)家，很長(zhǎng)一段時(shí)間都被視為無關(guān)緊要的。杰羅薩于2003年指出，國(guó)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(guó)際旅游業(yè)。肯尼亞的國(guó)內(nèi)旅游，主要來源是旅行社，肯尼亞旅游

51、局計(jì)劃使用5000萬(大約69萬美元左右)用于營(yíng)銷方面。</p><p>　　這些推動(dòng)措施帶來的影響的評(píng)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(guó)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(zhǎng)，分別達(dá)到了26.95%和42.35%。這意味著，國(guó)內(nèi)客人已經(jīng)成為了酒店消費(fèi)者的最重要的來源，這值得引起注意。另一方面，酒店的營(yíng)業(yè)收入增長(zhǎng)在200

52、9年卻下降到34%，這需要進(jìn)行特別的關(guān)注，尤其是解決酒店服務(wù)質(zhì)量的差距問題。</p><p>　　本研究意識(shí)到了國(guó)內(nèi)酒店客人的重要作用，愿為酒店消費(fèi)者對(duì)酒店服務(wù)質(zhì)量的看法和滿意度進(jìn)行相關(guān)研究。重要的是，要意識(shí)到國(guó)內(nèi)的客人不一定會(huì)吸引酒店同樣的關(guān)注并獲得類似的服務(wù),酒店可能關(guān)注國(guó)外的游客多點(diǎn)，因?yàn)閲?guó)內(nèi)的客戶可能會(huì)被視為不值得關(guān)注。旅游類酒店有時(shí)被稱為“酒店為白人的提供服務(wù)的一個(gè)此類可能包含負(fù)面含意信息”。</

53、p><p>　　圖一資料來源:肯尼亞共和國(guó)旅游局</p><p>　　如果國(guó)內(nèi)的消費(fèi)者能被鼓勵(lì)在旅游淡季來入住酒店，那就可以彌補(bǔ)季節(jié)性旅游淡季的酒店入住率，從而發(fā)揮應(yīng)有的作用，這也是國(guó)際旅游的核心商業(yè)模式，然后他們會(huì)感知酒店的服務(wù)質(zhì)量，是否與他們支付的費(fèi)用項(xiàng)匹配，是否值得自己滿意。因此，本研究旨在確定客人的實(shí)際看法和評(píng)價(jià)，并研究酒店的服務(wù)情況對(duì)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(xiàn)綜述</b></p><p><b>　　服務(wù)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(duì)服務(wù)質(zhì)量的定義，服務(wù)質(zhì)量對(duì)服務(wù)類公司來說是一個(gè)重大的挑戰(zhàn)。這是因?yàn)榉?wù)的特點(diǎn)，尤其是在供應(yīng)商對(duì)客戶進(jìn)行服務(wù)的過

55、程中，服務(wù)質(zhì)量是一個(gè)更復(fù)雜的結(jié)構(gòu)，相比產(chǎn)品質(zhì)量來說。事實(shí)上，一般來說，一個(gè)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(shí)還要滿足消費(fèi)者的期望。因?yàn)槊恳粋€(gè)客戶都有自己的期望，酒店服務(wù)質(zhì)量是一個(gè)主觀性的問題，需要通過進(jìn)行全方位的了解進(jìn)行客觀評(píng)估，要研究酒店客戶的看法以及對(duì)酒店的滿意度。</p><p><b>　　對(duì)服務(wù)質(zhì)量的看法</b></p>&

56、lt;p>　　一些學(xué)者試圖通過他們的研究文章，對(duì)酒店服務(wù)質(zhì)量這一概念進(jìn)行闡述。格魯諾斯于1984年，在他的論文中，對(duì)服務(wù)質(zhì)量的感知質(zhì)量定義是，鑒于服務(wù)質(zhì)量作為評(píng)估過程的結(jié)果，消費(fèi)者會(huì)將他感到的酒店提供的實(shí)際服務(wù)質(zhì)量與期望酒店的服務(wù)質(zhì)量進(jìn)行比較。消費(fèi)者考慮的這兩個(gè)因素，在評(píng)估酒店服務(wù)質(zhì)量時(shí)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(wù)質(zhì)量，前者是消費(fèi)者實(shí)際收到的服務(wù)水平。</p><p>　　帕

57、拉休拉曼等人確定了服務(wù)質(zhì)量評(píng)價(jià)模型的五個(gè)方面。這些都是有形的元素，可以看得到的硬件設(shè)施服務(wù)，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(píng)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(fèi)者對(duì)酒店的滿意程度。其他的因素則是：酒店服務(wù)人員的知識(shí)、禮貌和誠(chéng)信等，還有對(duì)個(gè)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(jìn)行提供定制服務(wù)。</p><p>　　Servqual模型引起了對(duì)一些有不同結(jié)果的主

58、題的關(guān)注?？ㄩT(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?yàn)榉?wù)質(zhì)量的維度顯然取決于所檢查的服務(wù)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?yàn)檫@個(gè)屬性可以涉及幾個(gè)質(zhì)量維度。例如在銀行中,員工或出納員機(jī)器都可以是可靠的一個(gè)我們完全同意的命題。</p><p>　　盡管有批評(píng),但對(duì)酒店業(yè)服務(wù)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(wù)的準(zhǔn)確性和速度、問題解決辦法和酒店預(yù)訂的準(zhǔn)確性的7個(gè)方面。</p><p>　　梅等人( 1999)考察了澳大利亞飯店業(yè)服務(wù)質(zhì)量的維度,在飯店業(yè)發(fā)展了一個(gè)新的服務(wù)質(zhì)量規(guī)模,即“holserv”。他們確定了三個(gè)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(jìn)行了一項(xiàng)研究,報(bào)告了與servqual模式中的服務(wù)質(zhì)量不同的五個(gè)服務(wù)質(zhì)量維度?？伺热说难芯? 1990 )確定了評(píng)價(jià)作為可靠性的服務(wù)質(zhì)量的五個(gè)方面;保證響應(yīng)性有形資產(chǎn)和同情心。在英國(guó)會(huì)議酒店的服務(wù)質(zhì)量關(guān)系中,歐白日和阿萊斯( 1990 ) ,服務(wù)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(wù)質(zhì)量密切相關(guān)的是顧客滿意度。客戶滿意度被定義為客戶對(duì)公司提供的服務(wù)的感知的平衡( 歐力威 1996)。兩種結(jié)構(gòu)的區(qū)別在于服務(wù)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(shí)體的服務(wù)(布蘭和格林德, 2000)。</p><p>　　根據(jù)克羅寧等人( 2000 )，對(duì)服務(wù)提供者的滿意度是對(duì)服務(wù)的評(píng)價(jià)和基于情緒的反應(yīng)。這意味著兩種評(píng)價(jià)方式可以用來測(cè)量滿意度:一組評(píng)價(jià)滿意度的措施也被稱

62、為認(rèn)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(shè)為具有認(rèn)知成分和情感成分。認(rèn)知組件(稱為“感知服務(wù)質(zhì)量”)是指客戶對(duì)構(gòu)成服務(wù)性能的一系列服務(wù)屬性的評(píng)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(fèi)情感”概念是指在消費(fèi)經(jīng)歷中產(chǎn)生的這種情感反應(yīng)(韋斯特布魯克和歐力威,