外文翻译服务质量对马来西亚豪华饭店的研究毕业论文外文文献翻译中英文对照翻译Word文件下载.docx

外文翻译服务质量对马来西亚豪华饭店的研究毕业论文外文文献翻译中英文对照翻译Word文件下载.docx

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标题：

ServiceQuality:

AStudyoftheLuxuryHotelsinMalaysia

During1997until2002,theMalaysianeconomyexperiencedslowergrowthascomparedtopreviousyears.ThiswasduetoglobaleventssuchastheSeptember11attacks,globaleconomiesslowdown,theBalibombings,theSevereAcuteRespiratorySyndrome（SARS）,andbirdflu.AllthishadcausedasignificantimpactonthetravelandtourismindustryinMalaysia.

Thenumbersofinboundandoutboundtouristshavebeendecreasingduetoanavoidanceoftravel.TourismarrivalstoMalaysiadroppedfrom13.29millionin2002to10.58millionin2003（fellby20.4%）.HoweverthisdecreasewasnotasseriousasthosethatwereexperiencedbysomeofMalaysia’sneighboringcountrieslikeSingaporeandIndonesia.ThiswasperhapsduetotheaggressivepromotionalactivitiesbytheMalaysiaTourismPromotionBoard（TourismMalaysia）.TourismMalaysia’saggressivepromotionsandtheeconomicreliefpackageextendedbythegovernmenttotheplayersinthetravelindustryenabledtheindustrytorecoverquitewell.ThepromotionaleffortsofTourismMalaysiaaswellasMalaysia’sincreasinglystrongreputationasacenterforinternationalevents,forexampletheOICConference,theF1GrandPrix,etc.,boostedthesloweconomyandensurethatthebalanceoftourismpaymentsstillremainpositive.Furthermore,duetoBankNegaraMalaysia’spolicyonkeepingtheUS$pegforthepastfewyears,therelativelyweakerMalaysiancurrencyhasbecomeapositivefactorforinboundtourism,whilemakingoutboundtourismmoreexpensive.Atthesametime,domestictourismhasbeensteadilyincreasingovertheperiod,rising11%in2002to22.2milliontrips.ThisisbecauseTourismMalaysiabycarryingoutprogrammessuchasCuti-cutiMalaysiathatareaimedatencouragingdomestictravelhasundoubtedlycontributedtotheincrease（MalaysiaTourismPromotionBoard,2004）.

However,thehospitalityindustrythatwasstillexperiencingsevereoversupplyandoccupancyrateshavebeenseverelyaffectedbytheSARSandbirdflucrisis.Industrysalesgrewin2002butexperiencedadrasticdecreasein2003.Theindustrywashighlycompetitiveespeciallywiththeopeningofmorehotels.Thenumberofhotelssupplyhasincreased5.7%andthenumberofhotelroomssupplyhasincreased4.4%fromyear2001toyear2002（MalaysiaTourismPromotionBoard,2004）.However,theyear2004beganonanencouragingandpositivenote.InJanuary,Malaysiasawthearrivalsof1.4milliontourists,whichwasthehighestmonthlyarrivalinthehistoryoftheindustry（TheStar,20March2004）.Furthermore,hotelsinKualaLumpurrecordedanaverageoccupancyof61%forJanuary2004（TheStar,25March2004）andtouristarrivalstoMalaysiaareexpectedtoincreaseby6.9%to14.3millionby2005（TheStar,20March2004）.

ThemainconcernfortheMalaysianAssociationofHotels（MAH）foryear2004wastheissueofrecognitionofhotelworkersasprofessionals.TheMalaysianAssociationofHotelsTrainingandEducationCentreisnowworkingtowardspromotingregulartrainingandenhancingtrainingprogrammesforhotelworkerssothattheywouldberecognizedasprofessionalsandincreasetheservicequality（TheStar,25March2004）.

HotelClassification

Historically,hotelclassificationsystemswereformedtoensuresafeandreliablelodgingandfoodfortravelersatatimewhenveryfewsuchtrustworthyestablishmentsexisted.Inthepastfiftyyears,hospitalityhasreachedthestatusofamatureindustrywiththeunprecedentedgrowthofinternationaltourism.Asaresult,thefocusofhotelclassificationsystemshasshiftedfromconsumerprotectiontoconsumerinformation.Presently,standardizationandcompetitivemarketingofhotelservicestoforeigncustomersandtouristprofessionalshaveappearedasdrivingforcesforinstitutingalocalornationalhotelclassificationsystem（WTOandIH&

RA,2004）.AccordingtoaresearchstudybyWorldTourismOrganization（WTO）andInternationalHotel&

RestaurantAssociation（IH&

RA）（2004）,themostwidelyusedgraphicalsymbolinhotelclassificationisthestar.Theclassificationsystemsaremostlysetupbythecountries’governments,andtheTourismBoardandestablishmentsareonlyconsulted.Subsequently,theyareadoptedintotheTourismLaw,theStateConstitutionorregionalconstitutions.

InMalaysia,theofficialhotelclassificationsystemisenforcedbyMinistryofCulture,ArtsandTourismMalaysiaanditisamandatorysystem.Itisnecessaryforahoteltobeclassifiedbeforeitcanobtainlicense/permission/registrationtooperate.TheclassificationauthorityinMalaysiaisapanelsetupundertheMinistryofCulture,ArtsandTourismMalaysia,whichconsistsofministryofficialsandmembersfromnon-governmentalorganizations,suchashotelassociations,touroperatorassociationsandotherrelevantgovernmentagencies（WTOandIH&

RA,2004）.Therearetwohotelclassificationschemes,namelytheStarRating（fromone-tofive-star）,andtheOrchidRating（fromone-tothree-orchid）.TheMinistryofCulture,ArtsandTourismMalaysiaintroducedtheOrchidClassificationSchemeinordertoaccommodatethosehotelssuchasbedsandbreakfast,inns,boardinghouses,resthousesandlodginghouses,whichdonotqualifyforanyStarRating（MinistryofCulture,ArtsandTourismMalaysia,nodate）.

Inthisresearch,focuswasgiventotheluxuryhotels.Onlythosehotelsratedfour-star（4S）orfive-star（5S）wereincludedintheresearchstudy.

InfluenceofServiceQualityinHospitality

King（1995）mentionedthathospitalityinthecommercialsettingisaspecifickindofrelationshipbetweenindividuals,whichinthiscontextisthehospitalityserviceproviderandcustomer.Inthisrelationship,thehostunderstandstheneedsandwantsofthecustomer,whichgivepleasuretothecustomerandenhancehisorherwellbeingandcomfort.Thehostwilldeliverwithgenerousandflawlessface-to-faceinteractions.Theobjectiveistoenhanceguestsatisfactionanddeveloprepeatbusiness.

Kandampully（2000）revealedthatservicequalityiscrucialtothesuccessofanyserviceorganization.Asthecustomersparticipateintheproductionandconsumptionofservices,theyinteractcloselywithvariousaspectsoftheorganization.Thisinsideknowledgegivesthemtheopportunitytoassesscriticallytheservicesprovided,inparticularthequalityofservice.Customerswillassessservicequalitybycomparingtheservicetheygetwiththeservicetheydesire.Hence,servicequalityplaysacriticalroleinaddingvaluetotheoverallserviceexperience.Sincesuperiorqualityisoneofthecrucialfactorswithinthecontrolofthehospitalityserviceprovider,Lee,Barker,&

Kandampully（2003）suggestedthatenhancingthequalityofserviceatalllevelsofservicedeliveryhasthereforebecomemandatoryfororganizationsurvival.

ThepurposeofthisstudyisthereforetoassesstheexpectationsandtheperceptionsofservicequalitydimensionsinMalaysia’sluxuryhotelsfromthehotelcustomers’perspectivebyapplyingamodifiedversionoftheSERVQUALmodel（Parasuraman,Zeithaml,andBerry,1988）.Thisstudyhasthefollowingobjectives:

todeterminetheservice-qualityattributesthatconstitutefundamentalservice-qualitydimensionsinevaluatinghoteloperators;

toexamineandtocomparerelativeimportanceattachedbycustomersintermsoftheirexpectationsandperceptionsby

typeofhotels（four-starorfive-starhotels）;

and

toidentifytheroleofservicequalitytowardscustomersatisfactioninthehospitalityindustry.

LITERATUREREVIEW

ConceptofService

Forthelasttwodecades,economieshaveexperiencedanextensivesocialandeconomictransformationglobally.Oneofthemostsignificantofthesechangesistheincreasedrateofspendingonservices.Serviceindustriesareleadingtheeconomy.Serviceslieatthehuboftheeconomicactivityofsocietyandarelinkedcloselywithmanyothersectorsoftheeconomy（Kandampully,2000）.Servicesarenotlimitedtotheserviceindustries,forexample,amanufacturerlikeIBMcanbehighlyinvolvedintheservicebusiness.Servicesaredeeds,processesandperformance.Thebroaddefinitionofservicessuggestedthatintangibilityasakeyfactorofdecidingwhetheranofferingisaservice（ZeithamlandBitner,2003）.

Servicesaregenerallydescribedintermsoffouruniquecharacteristics,namelyintangibility,inseparability,heterogeneity,andperishability.Intangibilitycanbedefinedassomethingthatcannotbetouched,seen,tasted,heard,orfeltinthesamemannerinwhichgoodscanbesensed（GrothandDye,2000）.Ithasbeensaidthatintangibilityisthesinglemostimportantdifferencebetweenproductsandservices（Santos,2002）.Duetotheintangibilitycharacteristicofservices,thefirmmayfindithardtounderstandhowconsumersperceivetheirserviceandevaluateservicequality（Parasuraman,Zeithaml,andBerry,1985）.

Servicespossesstheinseparabilitycharacteristicsincetheserviceproviderusuallycreatesorperformstheserviceatthesametimeasthefullorpartialconsumptionoftheservicetakeplace.Theconversionishighlyvisibleanditisnotpossiblefortheserviceprovidertohideanymistakeorqualityshortfall.Furthermore,theinvolvementofthecustomerinthedeliveryprocessintroducesanadditionalfactor,whichcausestheserviceproviderstohavelittleornodirectcontrolovertheserviceexperience（Ghobadian,Speller,andJones,1994）.Withthiscondition,theconsumer’sinputbecomesvitaltothequalityofserviceperformance（Parasuraman,Zeithaml,andBerry,1985）.Therearehighdegreesofvariabilityintheperformanceofservices.Services