中國經(jīng)濟型連鎖酒店的多市場接觸與服務(wù)質(zhì)量

摘要： 本文通過手工收集整理2017年17家中國經(jīng)濟型連鎖酒店在49個地理市場的截面數(shù)據(jù),探討了多市場接觸與企業(yè)服務(wù)質(zhì)量之間的關(guān)系,以及制度環(huán)境的調(diào)節(jié)作用。研究表明:(1)總體來說,多市場接觸與酒店服務(wù)質(zhì)量呈現(xiàn)顯著負相關(guān)關(guān)系。將服務(wù)質(zhì)量分為總體評價與分項評價(位置評價、設(shè)施評價、服務(wù)評價和衛(wèi)生評價),多市場接觸與總體評價和分項評價均呈現(xiàn)顯著的負相關(guān)關(guān)系。(2)進一步將樣本分為高市場化程度與低市場化程度兩組,發(fā)現(xiàn)僅在低市場化程度下多市場接觸對酒店服務(wù)質(zhì)量的總體評價和分項評價表現(xiàn)為顯著的負相關(guān)關(guān)系,表明多市場接觸的服務(wù)質(zhì)量降低效應(yīng)主要發(fā)生在低市場化程度地區(qū)。本文的研究結(jié)果不僅支持了"相互克制"假說,豐富了多市場接觸和服務(wù)質(zhì)量的相關(guān)理論研究,而且為企業(yè)高層決策者在多市場接觸情境下進行戰(zhàn)略選擇提供決策參考,也為政府部門對企業(yè)服務(wù)質(zhì)量的監(jiān)管提供了實證借鑒和理論支持。
Multimarket contact is a common phenomenon in enterprises' competitive activities. Many empirical studies have shown that multimarket contact leads to mutual forbearance and reduces the competitiveness of enterprises in the market. However, enterprise service quality is a key dimension of enterprise competition strategy, and very important for the development of the enterprises. However, few scholars pay more attention to the relationship between multimarket contact and enterprise service quality. Based on the needs of practical and theoretical research, and economic chain hotels with high multimarket contact spreading throughout the country, we collect the cross sectional data of 17 Chinese economic hotel chains in 82 geographical markets in 2017. In this paper, we analyze the relationship between multimarket contact and service quality, as well as the mediating effect of institutional environment on this impact. We get the following results:(1) we propose to evaluate the service quality by overall evaluation and sub-item evaluation(e.g., geographic evaluation, facility evaluation, service evaluation and health evaluation), and observe that the multimarket contact has a significant negative impact on the overall evaluation and sub-item evaluation.(2) Further research indicates that the institutional environment is a key factor affecting the relationship between multimarket contact and service quality. The samples are divided into two groups: high marketization degree and low marketization degree. Only in low marketization degree, multimarket contact has a significant negative impact on the overall evaluation and sub-item evaluation,which indicates that the service quality reduction effect of multimarket contacts mainly occurs in low marketization degree areas. It also shows that the improvement of external institutional environment is very important for the improvement of enterprise service quality.By linking multimarket contact with service quality, we explain the reason of negative relationship between multimarket contact and service quality. The main contributions of this paper are as follows: Firstly, few authors have discussed and analyzed the relationship between multimarket contact and service quality, both theoretically and empirically. Our research results not only provide strong support for the mutual forbearance hypothesis, but also advance the research on multimarket contact and enrich the related theories on service quality. Secondly, we propose to integrate institutional environment into multimarket contact framework, which better reveals the different impact of multimarket contact on service quality in different institutional environment, and it is a beneficial attempt to enrich and develop multimarket contact theory. Thirdly, since the data of service quality is difficult to collect in general, there are few results on empirical studies to the relationship between multimarket contact and service quality. In our knowledge, there are only two articles using the American aviation industry as the research sample, but in this paper, we extend the empirical research by using the economic chain hotels of china as research samples. Therefore, this paper has a certain breakthrough in sample selection. Finally, Prince and Simon(2009)and Reeven and Penning(2016) are both based on the mature economy of the United States, but we do this study in the emerging economic market. Due to two kinds of economy have a big difference in institutional environment,our study provides empirical analysis of different economies. This kind of empirical research not only has important theoretical significance, but also has important practical significance, which can not only provide decision making reference for the Senior management of the enterprise to make strategic choices in the context of multimarket contact, but also provide empirical evidence for the supervision of the service quality of the government. The government should pay more attention not only to the enterprise itself, but also to the market structure and external environment of the enterprise. The senior management should avoid the negative effects of multimarket contacts, not aiming at losing consumers' welfare, and consider the long-term development of enterprises.