管理效率是否与客户满意度有关？以巴黎精品酒店为案例外文翻译资料

Does managerial efficiency relate tocustomer satisfaction? The case of Parisian boutique hotels

Abstract

Purpose – The purpose of this study is to examine the relationship between the managerial

efficiency and the customer satisfaction of Parisian boutique hotels by using the multi-criteria

decision analysis (MCDA) methods.

Design/methodology/approach – In the first stage, hotelsrsquo; managerial efficiency is assessed by data envelopment analysis to establish which hotel has the most efficient performance. In the second stage,the customer satisfaction of these hotels is estimated by the ELECTREmethod to assess the hotelrsquo;s ability to satisfy their customers.

Findings – Empirical results show that there is an inverse relation between customer satisfaction andability to maximise the Revenue per Available Room (RevPAR). In other words, trying to improve efficiency implies a reduction in guestsrsquo; satisfaction (and vice versa).

Research limitations/implications – Therefore, through this research the authors can realise that

hotel managers should give more attention to customer service because it has a more direct and

important impact on customer satisfaction. It also positively impacts on resource management.

However, there are some limitations to this study. First, this study only focuses on 12 hotels. Because the data set is very confidential, it is very difficult to have a bigger sample.Finally, it is necessary to know the percentage of direct reservations for each hotel. For instance, if a hotel is relying too much on online travel agents (i.e. Booking.com, Expedia, etc.), it needs to pay a significant amount of commission to these companies. As a result, it could have a good RevPAR but might pay a huge commission at the end. In terms of perspectives, it is necessary to conduct a more extensive research to test the hypothesis in a different context. Additionally, the data were taken for a single period of time. It will be very interesting to create a panel of hotels and collect data over a period of time . This would enable to better understand the relationship between managerial efficiency and customer satisfaction in a long-term prospective.

Originality/value – This paper presents the relationship between the managerial efficiency and

customer satisfaction in Parisian boutique hotels context. Study suggests that in service industry,

increase of firmrsquo;s efficiency could negatively impact the guest satisfaction. Therefore, through

studying the authors can realise that why hotel managers should focus on customer satisfaction,

which attributes play the vital role in customer satisfaction and how to optimize their resources. One

of the originalities of this paper is that the authors use the customersrsquo; feedback from the UGC

websites (Trip Advisor and Booking.com) as the performance evaluation indicators for customer

satisfaction. The data are very confidential and hard to get.

Keywords MCDA, Customer satisfaction, Boutique hotels, Hotel performance, Management

efficiency

1. Introduction

France is the most visited country in the world having received 84.7 million international

tourist arrivals in 2014 with Paris being considered the most visited city .Although overall tourist arrivals have increased in France, the hotel industry is still struggling to thrive. According to the Paris Tourist Office and MKG Hospitality, during the first five months of 2015 compared to 2014, the Revenue per Available Room (RevPAR) for mid-scale and luxury hotels in Paris decreased by 1.5 and 1.9 per cent, respectively (Office du Tourisme, 2015). Therefore, hotel managers are looking forward to improving their performance by adopting best practices in revenue management.

Traditionally, performance analysis has been focused on financial evaluations (e.g.Turnover, Net income, etc.) (Haktanir and Harris, 2005). But, in the service industry, performance could be understood in two ways:

1. companyrsquo;s productivity or efficiency (for example, the ability to maximise its revenue by

considering the available resources); and

2. its capacity to satisfy their customers.

Moreover, customer satisfaction permits hotels to increase its revenue and profitability . Therefore, this paper analyses the relationship between the companyrsquo;s performance (evaluated by using the concept of efficiency) and customer satisfaction in Parisian boutique hotels to answer the following question: Does managerial efficiency relate to customer satisfaction?

From this perspective, on the one hand, managerial efficiency is evaluated by the data envelopment analysis (DEA) approach, a non-parametric method based on multiple inputs and outputs. This method has been widely used in the service industry in recent years to assess a companyrsquo;s performance because of its significant advantages . On the other hand, customer satisfaction in Parisian boutique hotels is evaluated by the ELECTRE method. Customer satisfaction is a compound concept, and it depends on multiple criteria/attributes. By taking the growing importance of user-generated content (UGC) websites (Trip Advisor and Booking.com) and electronic word of mouth (eWOM)into consideration, customer satisfaction has been evaluated from the rating of hotels on UGC websites. Six main criteria have been taken into consideration to measure the customer satisfaction performance of Parisian boutique hotels – 1: location of the hotel, 2: sleep quality/quality of bedding, 3: comfort and room furnishings, 4: quality of service delivered by staff, 5: value for money and 6: cleanliness of the hotels and the rooms.

2. Performance in the hotel industry: managerial efficiency and customer satisfaction

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附录B 外文参考文献（译文）

管理效率是否与客户满意度有关？以巴黎精品酒店为案例

摘要

目的-本文的研究目的是基于多准则的巴黎精品酒店采用决策分析（MCDA）法探讨管理者之间的关系效率与顾客满意度。

设计方法—在第一阶段，酒店的管理效率评估数据包络分析，以确定哪些酒店具有最有效的性能。在第二阶段，这些酒店的顾客满意度是由消去与选择转换法评估酒店的能力来满足顾客需求。

结果—实证结果显示，客户满意度之间的反比关系和最大限度的每间可用客房收入有关。换句话说，试图提高效率意味着减少客人的满意度（反之亦然）。

研究限制/影响—因此，通过本研究作者可以认识到酒店管理者应该更加重视顾客服务，因为它具有更直接的顾客满意度的重要影响。它也积极影响资源管理。然而，这项研究也有一些局限性。首先，本研究仅关注12家酒店。因为数据集非常机密，所以很难有更大的样本。同时，还需要要知道每个酒店直接预订的比例。例如，如果一个酒店过于依赖在线旅行社（即Booking.com、Expedia等），它就需要付出大量的这些公司的佣金。导致的结果就是它可以有一个良好的平均可出租客房收入，但最后需要支付巨额佣金。在观点方面，有必要进行更广泛的研究，以测试不同的假设语境。此外，数据被采取在一个单一的时间段。在一段时间内创建一个小组酒店并收集数据这将会非常有趣。在长期的前瞻下有助于更好地了解管理效率和客户满意度之间的关系。

独创性/价值-本文介绍了管理效率和巴黎精品酒店背景下的顾客满意度。研究表明，在服务行业，企业效率的提高会对顾客满意度产生负面影响。因此，通过研究可以认识到，为什么酒店管理者应专注于客户满意度，哪些属性在客户满意度中起着至关重要的作用，如何优化资源。本文的创新点在于利用客户反馈从UGC网站（旅行顾问和预订）作为客户的绩效评价指标满意度。这些数据非常机密，很难获得。

关键词：MCDA，顾客满意，精品酒店，酒店绩效管理效率

1.介绍

法国是世界上旅客访问最多的国家，2014年巴黎接待8470万国内外游客，是游客最多的城市之一。法国整体上旅游人数在不断增加，酒店业也在茁壮成长。根据巴黎旅游局和MKG酒店数据显示，与2014年相比，在2015年头五个月，每间可用客房收入和豪华酒店在巴黎相比较分别下降 1.5和1.9个百分点。因此，酒店管理人员期待着通过提高收入管理的最佳实践来提高他们的业绩。

传统上，性能分析一直专注于财务评价（e.g.turnover、净收益等）（Haktanir和Harris，2005）。但是，在服务行业中，性能可以解释为两种方式：

1. 公司的生产力或效率（例如，通过考虑到可用的资源）；
2. 其满足客户的能力；

此外，客户满意度允许酒店增加其收入和盈利能力。因此，本文分析了公司绩效之间的关系（除了效率）和客户满意度。从这个角度看，一方面，管理效率评价的数据包络分析（DEA）的方法，非参数方法的基础上多个输入和输出。这种方法由于其显著的优势，近年来被广泛应用于服务行业中以评估一个公司的业绩。另一方面，巴黎精品酒店的顾客满意度S是由ELECTRE法评价。客户满意度是一个复合的概念，它取决于多个标准、属性。通过增加用户生成内容（UGC）的重要性网站和电子口碑（网络口碑）考虑，顾客满意度进行评估，对UGC网站酒店进行等级评价。巴黎的精品酒店考虑到六个主要标准有 1.酒店的位置，2.睡眠质量/床上用品质量，3.舒适性和室内陈设,4.工作人员提供的服务质量，5.金钱价值,6.酒店和房间的清洁度。

2.饭店业绩效：管理效率与顾客满意度

绩效评价往往集中在公司的财务业绩净结果上，但研究表明，测量不同角度的性能来比较纽约的生产力或效率，客户满意度和企业社会责任。然而这篇文章，通过评估他们的满意度只关注公司的管理效率和客户之间的关系。

根据Donthu的理论，没有独特的方法来定义零售、服务性能和测量方法。在这方面，一个公司的性能可以衡量它的能力来优化它为客户提供优质服务的资源。一些研究人员建议，住宿业的表现可以衡量使用资产收益管理。大多数的研究使用收入作为一个输出，以评估公司的表现。布朗和Ragsdale说雷诺兹把顾客满意度的考虑作为一个输出，和巴罗斯和DiekeED的平均可出租客房收入。因此，大多数的研究集中在“收入”作为其输出。

另一方面，客户满意度一直被认为是一个公司的财务业绩的最重要的因素之一。旅行社和酒店业正试图增加他们的客户满意度，在全球市场上保持竞争力。客户满意度也被称为一个重要的营销理念和企业成功的关键。性能取决于满意顾客的需求和欲望。客户满意度的特点是积极的态度，对客人的感知服务和性能方面的期望。此外，互联网的出现极大地改变了旅游业和酒店业，研究人员已经注意到激进的变化，在客户购买行为，他们的共享信息方式和旅游分销渠道上。近年来，信息技术工具的发展，更具体地说，网络口碑决定了显著的重要性。网络口碑是通过互联网很容易接触到的，是对一个品牌、产品或服务非正式的沟通和个人感情。以前的研究表明，网络口碑影响潜在客户的决策过程。在这方面，顾客满意有两方面。首先，企业通过积极的口碑吸引新客户；二、客户满意度帮助公司提高客户保留率，市场占有率和盈利能力。然而，顾客满意度的增加并不能降低成本，而且往往会在短期内增加成本。

3.通过ELECTRE客人满意度

在旅游业，ELECTRE方法已成功地应用于给定的备选方案中选择最好的方案。对三种类型的决策问题进行分析、选择，排序。Botti和peypoch暴露如何使用ELECTRE对目的地的竞争力进行分析，选择最具竞争力的。排序问题可以通过ELECTRE TRI解决。在我们的研究中，ELECTR基于各种标准对12个巴黎的酒店从最好到最不理想进行了排序。它包括两个步骤：首先，分析的替代品之间的关系，然后利用这些关系，根据决策者的需要，并考虑到每个标准的重量。这六个标准的权重是来自扎曼等人的研究。因此，这种方法使我们能够建立一个酒店的排名，根据他们的能力，以满足他们的客户在六个标准。

1. 结果

利用赛贝克DEA Solver Pro和diviz软件，我们获得了以下结果。我们面对排名时考虑了我们的假设。线性相关系数是用来测量的强度（R）和方向O相关。伊万斯（1996）提出了R的绝对值如下：很弱（0-0.19）、弱（0.20-0.39），中度（0.40-0.59），强（0.60-0.79）和很强的（0.80-1）。

1. 结论

本文介绍了巴黎精品酒店管理效率与顾客满意度之间的关系。研究表明，在服务行业，增加公司的效率会对顾客满意度产生负面影响。因此，通过这项研究，我们可以认识到，酒店管理者应该给予更多的关注在酒店服务上，因为客户服务更直接影响客户满意度，同时它也积极影响资源管理。

然而，这项研究也有一些局限性。首先，本研究仅

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