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| AN EMPIRICAL STUDY OF THE RELATIONSHIP BETWEEN CUSTOMER PERCEIVED SERVICE QUALITY AND POST-PURCHASE BEHAVIOR IN THEME HOTEL OF SHENZHEN |
| WEN Ji, ZENG Ting-ting |
| Management School, Jinan University, Guangzhou 510632, China |
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Abstract Theme hotel is a development trend of the hotel industry, and it is the outcome of the upgrading of customers' need and the furious competition of hotel market. If theme hotel wants to keep advantages in the fierce market competition, it should improve their service quality and establish good reputations in order to improve the loyalty of customers. Based on three dimension model of customer perceived service quality and the model of post-purchase behavior, this paper constructs the model of service quality and behavior in theme hotel, and the authors collect data from six theme hotels in Shenzhen by questionnaire. Then the structural equation model is applied to analyze the relationship between the service quality and post-purchase behavior. The paper establishes the measurement model of customer perceived service quality and post-purchase behavior in theme hotel. Theme product,theme delivery and theme environment construct the main three factors of customer perceived service quality to theme hotel. And two hypothesis relationships, positive or negative, are put forward to each factor between the customers' post-behavior. The dimension model is helpful to balance the service quality of the theme hotels.
The results show that theme delivery has the significant impact on post-purchase behavior of customers' and theme environment also has significant impact on post-purchase behavior. Finally, the authors put forward some suggestions for improving service quality of theme hotel. Also the authors point out the limitations of this research which are that the data are limited in Shenzhen, the results need apply to different areas to examine the universality. Moreover, the paper cannot do the comprehensive research of the factors which influence the service evaluation in theme hotel with the limitation of survey sample. Therefore, the influence of these factors during the service process in theme hotel need further examine.
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Received: 05 July 2010
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2011, Vol. 26 
