The management environment in the hotel industry is becoming more and more competitive due to the globalization of big hotel chains world-wide, and responsiveness to customers' various requirements is more emphasized than before. Hotels are companies that provide customers with services as their pro...
The management environment in the hotel industry is becoming more and more competitive due to the globalization of big hotel chains world-wide, and responsiveness to customers' various requirements is more emphasized than before. Hotels are companies that provide customers with services as their products and can grow into going concerns only by understanding customers' desires and providing services that can effectively satisfy them. However, hotel managers are not aware of this situation and the importance of the service quality and only focus on exploiting economy of scale and improving short-term profitability. In other words, many hotels are not active in responding to the changes in the market environment and demands. There have been many studies on how to respond to changes in the hotel industry in term of hotel services. These studies mainly focused on examining individual customers' perception and evaluations on the quality of hotel services to provide frameworks for formulating effective strategies for individual customer services. On the other hand, there have been a limited number of studies on the quality of hotel services for customer relationship maintenance in term of business hotels' main customers - corporate customers. This study is aimed at analyzing how service quality provided by hotels can affect their relationship marketing for corporate customers and to suggest a strategic implication on the customer relationship marketing based on the analysis. This study tried to; first, look at components that affect hotel service quality; second, analyze the way each component of hotel service quality affects corporate customers; lastly, suggest characteristics of hotel services that can e used for formulating effective marketing strategies for corporate customers by examining the impact that the quality of hotel services has on their relationship marketing activities for corporate customers. Based on earlier studies, this study defined the components of service quality as independent variables, customer loyalty (customer commitment) as parameters, and long-term cooperative relationship as the dependent variable, and analyzed their correlation. This survey was conducted for 2 weeks from January 29, 2007 to February 11, 2007. The total of 250 questionnaire sheets were prepared and distributed, 159 of which were accepted as valid samples and used for the study. The analysis results are as follows; First, it was shown that factors of hotel service quality that affect the customer loyalty in a positive (+) way include empathy and tangibility, in order of importance. Second, the examination of the impact of those factors on long-term cooperative relationship showed that the customer loyalty is related positively (+) to customers' revisit and negatively (-) to ending of relationship. The implications these results of the analysis give are as follows; First, the fact that empathy was shown to be the quality factor that influence customers' loyalty the most suggest that customers become more loyal when hotel employees understand them and provide services from their standpoint. A customer who stayed in am expensive hotel received a service that suited his needs. He said he never considered moving to another hotel because the hotel prepared everything according to his tastes - a hard pillow, fruit service, a paduk game board and lighting adjustments, etc. The Customer Relationship Management used by the Ritz Carton hotel, the Shilla hotel, the Sheraton Walkerhill hotel are good examples of efforts of impressing customers through the establishment of empathy. Customer Relationship Management help hotels provide customers with better services by sharing each customer's records and personal preferences. Second, the second most important factor that affects customers' loyalty is tangibility, which implies that the excellence of physical facilities that customers can like is important. It will be important to put continuous efforts to improve physical facilities such as improving the appearance of the hotel's entry hall and updating its interior design. Third, according to the study result, the higher the customers' loyalty, the more likely they are to return. As much as it is important to create new customers, it is also meaningful to promote the existing customers' loyalty through various promotional offers. Lastly, hotel companies need to introduce Customer Relationship Marketing programs for the establishment of reciprocal relationship with customers to stabilize their long-term profit prospects, and the management should try to improve their hotel's attractiveness to boost the customers' loyalty. In order to improve the attractiveness of the hotel, they will have to pay continuous attention to improving the two hotel service factors, empathy and tangibility.
The management environment in the hotel industry is becoming more and more competitive due to the globalization of big hotel chains world-wide, and responsiveness to customers' various requirements is more emphasized than before. Hotels are companies that provide customers with services as their products and can grow into going concerns only by understanding customers' desires and providing services that can effectively satisfy them. However, hotel managers are not aware of this situation and the importance of the service quality and only focus on exploiting economy of scale and improving short-term profitability. In other words, many hotels are not active in responding to the changes in the market environment and demands. There have been many studies on how to respond to changes in the hotel industry in term of hotel services. These studies mainly focused on examining individual customers' perception and evaluations on the quality of hotel services to provide frameworks for formulating effective strategies for individual customer services. On the other hand, there have been a limited number of studies on the quality of hotel services for customer relationship maintenance in term of business hotels' main customers - corporate customers. This study is aimed at analyzing how service quality provided by hotels can affect their relationship marketing for corporate customers and to suggest a strategic implication on the customer relationship marketing based on the analysis. This study tried to; first, look at components that affect hotel service quality; second, analyze the way each component of hotel service quality affects corporate customers; lastly, suggest characteristics of hotel services that can e used for formulating effective marketing strategies for corporate customers by examining the impact that the quality of hotel services has on their relationship marketing activities for corporate customers. Based on earlier studies, this study defined the components of service quality as independent variables, customer loyalty (customer commitment) as parameters, and long-term cooperative relationship as the dependent variable, and analyzed their correlation. This survey was conducted for 2 weeks from January 29, 2007 to February 11, 2007. The total of 250 questionnaire sheets were prepared and distributed, 159 of which were accepted as valid samples and used for the study. The analysis results are as follows; First, it was shown that factors of hotel service quality that affect the customer loyalty in a positive (+) way include empathy and tangibility, in order of importance. Second, the examination of the impact of those factors on long-term cooperative relationship showed that the customer loyalty is related positively (+) to customers' revisit and negatively (-) to ending of relationship. The implications these results of the analysis give are as follows; First, the fact that empathy was shown to be the quality factor that influence customers' loyalty the most suggest that customers become more loyal when hotel employees understand them and provide services from their standpoint. A customer who stayed in am expensive hotel received a service that suited his needs. He said he never considered moving to another hotel because the hotel prepared everything according to his tastes - a hard pillow, fruit service, a paduk game board and lighting adjustments, etc. The Customer Relationship Management used by the Ritz Carton hotel, the Shilla hotel, the Sheraton Walkerhill hotel are good examples of efforts of impressing customers through the establishment of empathy. Customer Relationship Management help hotels provide customers with better services by sharing each customer's records and personal preferences. Second, the second most important factor that affects customers' loyalty is tangibility, which implies that the excellence of physical facilities that customers can like is important. It will be important to put continuous efforts to improve physical facilities such as improving the appearance of the hotel's entry hall and updating its interior design. Third, according to the study result, the higher the customers' loyalty, the more likely they are to return. As much as it is important to create new customers, it is also meaningful to promote the existing customers' loyalty through various promotional offers. Lastly, hotel companies need to introduce Customer Relationship Marketing programs for the establishment of reciprocal relationship with customers to stabilize their long-term profit prospects, and the management should try to improve their hotel's attractiveness to boost the customers' loyalty. In order to improve the attractiveness of the hotel, they will have to pay continuous attention to improving the two hotel service factors, empathy and tangibility.
주제어
#호텔서비스 관계마케팅
※ AI-Helper는 부적절한 답변을 할 수 있습니다.