CUSTOMER-ORIENTED SERVICE IN HOTEL BUSINESS: THEORETICAL ASPECTS
Journal Title: Економічна стратегія і перспективи розвитку сфери торгівлі та послуг - Year 2017, Vol 1, Issue
Abstract
The purpose of the article is to clarify conceptual apparatus of marketing management for the enterprises of the hotel and restaurant industry in terms of disclosure of the essence of client-oriented service of the hotel. The article describes the essence of the hotel service and services in the hotel, analyzes different points of view on the concept of customer orientation. The study revealed that the concept of customer orientation is a key feature of the hotel business and reflects the combination of understanding strategic business vectors, its essential characteristics and vision of the organization through the eyes of the client. From the marketing point of view, hotel service is considered as a product including the core of the service, its customized options, the atmosphere, architecture and contact staff. Customer-oriented service focuses on the external and internal client by adjusting all business processes, technologies and offered hotel products to meet the needs of the guests, which manifests itself in creating a unique consumer value in a particular segment of the hotel services market. Client-oriented strategy allows to increase profitability; competitiveness at the expense of the company's compliance with modern trends and market rules; build a system of relations with the client aimed at forming their loyalty and long-term interaction, promotion of business; to balance the company interests and customer satisfaction (based on the study of consumer demand and benefits, the competitors’ behavior, customer loyalty programs). The main directions of the client-oriented strategy of the hotel are customer loyalty (customer satisfaction increases the frequency and volume of orders); creation of products with added consumer value; increase in sales due to the sales of products with added consumer value; motivation of the internal client. The revealed characteristics of the conceptual apparatus of marketing management can become the basis for further theoretical explorations and practical recommendations for marketing planning of customer-oriented customer service activities of the hotel business.
Authors and Affiliations
Наталія Джгуташвілі
Keywords
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- EP ID EP247810
- DOI 10.5281/zenodo.1109704
- Views 151
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