5结论
餐饮行业是一个竞争非常激烈的行业,企业要想立足和发展,必须注重服务质量和顾客满意度的提升,而服务氛围能够影响顾客满意度已经成为一种共识。
本文以长沙火宫殿为例研究了餐饮企业中管理因素、服务氛围和顾客满意度的关系。我们的研宄不仅考虑到了餐饮企业的特点,而且也顾及了一部分中国文化特色的因素。研究不限于服务氛围对顾客满意度的影响,考虑到为企业管理提供指导意义,我们的研究模型以服务氛围为中心,引入了管理因素的影响,从而研宄了管理因素对服务氛围的影响以及服务氛围对顾客满意度的影响。这样服务氛围这个原本抽象的概念就成为了企业管理因素对顾客满意度影响的关键性纽带和桥梁。
研究结果显示,餐饮企业中管理因素对服务氛围有显着的正向作用,而服务氛围又对顾客满意度有着显着的正向作用。其中总体服务氛围、顾客至上氛围和公平性因素对顾客满意度的影响最为显着,显示了餐饮企业中以顾客为中心的理念以及能够保证员工工作公平性的评价体系的重要性。而要想提升服务氛围,企业管理者则需要注重建立健全企业规章制度、帮助员工培训技能、给员工在工作中提供必要的帮助,完善企业部门之间的协作。同时企业也应该关注员工的情感问题,让员工在工作中有归属感。除了研究这种正向的影响之外,我们还研究了反馈效应。一个具有持续发展潜力的企业还应该存在顾客满意度对服务氛围的反馈效应以及服务氛围对管理因素的反馈效应,这样才能适时的根据外部环境的变化做出政策调整。但是由于研究的限制一研宄时间较短,覆盖范围较窄等——我们并没有发现这种反馈效应的显着性。
我们的研究成果对餐饮企业的管理者具有一定的指导意义:首先,服务氛围是餐饮企业的核心竞争力,餐饮企业管理者应该重视建立服务氛围,从而提升企业的服务质量和顾客满意度,维持稳定客源。其次,服务氛围是联系顾客满意度和餐饮企业管理政策的纽带,因此餐饮企业的管理者应该在制定政策时需要更多的关注企业的员工,站在员工的立场考虑如何激发员工的积极性和创造力,通过服务氛围的提升来提高企业竞争力。第三,企业管理者应该重点关注能够显着影响服务氛围的管理因素,例如规章制度的健全、对员工的工作提供帮助和支持、对员工情感的关注等,从而在改善服务氛围方面事半功倍。
目前我们的研究取得了一定的成果,但是还需要进一步完善。未来我们的研宄将从以下几个方面展开:首先,在调查中增加更多的调查对象,覆盖一定的地域特点;第二,增加调查时间跨度,从而能更好的了解企业服务氛围在中长期中的影响和变化。第三,用类似的方法对其他相似的服务性行业(如酒店业)做检验,以便形成对比研究。
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