From：P. Kotler , J . Bowen , J . Makens. Marketing for Hospitalityand Tourism ( Third Edition) [M] . Upper Saddle River ,NJ : Pren2 tice - Hall ,2002.
Marketing theory suggests that the premise is satisfied with customer loyalty, customer satisfaction, quality service from the customers on the quality of experience, so to develop a scientific and effective quality of service management strategy, to maintain quality and consistent service quality, as hotel companies to shape the core competitive service force the key.
The hotel service quality and customer perceived service quality constitute.
Hotels provide integrated accommodation, catering, recreational and business activities as one of the services, hotel services, quality of service they provide the features and characteristics combined. The reason why customer's hotel of choice sentiment in favor of because the hotel from the product characteristics to meet customer demand for a break or business interests, but also the characteristics of hotel services (Such as comfort and efficient) just to meet the customer service grades and grade requirements. Service products inseparability of production and consumption, determines the customers interaction with the staff to complete the hotel service features and characteristics (quality of service) experience: they are the appointed time and their related facilities within the room have a right to use the hotel at the same time feel service delivery service means, such as attitude, demeanor, work efficiency. The former is the result of the experience of hotel services, which is to obtain the results of the process of experience, the hotel service quality, including the results of quality and process quality in two parts. Customers measure of the quality of results are usually objective and manageable, because the rooms and other hardware facilities are visible, and its quality, the customer had been prior to use in accordance with national and industry standards are under control, while the process of the quality of hotel services is because it is In the hotel staff and customer interaction behavior and emotional interaction to generate, as measured by both subjective and complex, and therefore can not ignore the hotel service quality management of service process quality management.
And physical quality of the product a different formation mechanism, the hotel service staff and customers interact with a process related facilities, the hotel customers are facing is not \but in the delivery and consumption generates. Hotel customers will be personally involved in the formation of the quality of service, and by comparing the expected service quality and body Inspection of service quality gap, the formation of the hotel's perceived quality of service. When the customer experience of the process and results of better quality than even more than expected level, the customer will be recognized service quality, and thus satisfactory performance, loyalty and repurchase. The quality of customer expectations of the hotel and hotel marketing, publicity, customer past experiences, word of mouth dissemination of mass And personal differences in such factors as the demand is closely related to the hotel manager by managing customer expectations should be to improve the perceived quality of service.
2 The hotel service quality causes of the problem analysis
Formation process from the hotel service quality point of view, the hotel quality hotel services, a series of internal decision-making and results of the activities: the management of customer expectations of cognitive resolved that the hotel will be the implementation of service standards; staff will be based on standards of service delivery to the customer service; Customer then according to their own perception of hotel service experience and outcome of the process of passing quality. The quality of the formation of links in one or more errors, it will lead to a decline in customer perceived service quality.
First of all, if the hotel is not an accurate understanding of customer expectations of service, such as hotel managers do not realize that customers are networked, intelligent devices and electronic management needs, the hotel management had failed to attach importance to the effective management of front-line service, or to reflect \is to reduce the lobby check-in and checkout time\customer expectations, will reduce the customer's perceived service quality, leading hotel management to improve the quality of service to other efforts, \
Secondly, if the hotel fails to address customer expectations of service quality
standards for a right, even if the hotel was full and the customer expectations are accurate, also make the quality of service, \apart.\Such as hotel occupancy rates managers often are most concerned about quality management are not given the highest priority; or hotel service quality standards set bias-oriented rather than focus on customer-oriented operations will reduce the customer's expectations. Another example is to reduce the cost of the hotel from time to time to replace simple counter, the food and beverage refrigerator, hotel management, bureaucracy led to front-line service staff views of quality of service standards do not get enough attention and so on, will cause the decline in the quality hotel services.
Again, if the hotel management and poor supervision, the staff did not diligently enforce service quality standards, even if the quality standard of accuracy, the final quality of service would be \management, quality management, lack of awareness of internal marketing to mislead the staff for the smiles and greetings as a task is completed; another example, human resources hotel source management is unable to periodic training of service staff awareness and skills to develop employee performance appraisal system and incentive policies, the lack of service quality evaluation indicators will result in lower quality hotel services.
Finally, if the hotel's marketing, publicity and the actual provision of services to inconsistent service delivery process does not reflect the market, the promotion of communication quality of service standards, the hotel's service quality will \naught.\horizontal communication, the two sides went their own ways, such as foreign propaganda is only one day in advance you can book train tickets, but the real must be three days in advance, or the marketing department exaggerated, over-commitment, will cause the hotel services, features and characteristics of unable to meet target customer needs.
3 Improving the quality of hotel service
’ concept and strategy
Through the above-mentioned factors affecting the causes of hotel service quality analysis, combined with the characteristics of hotel business itself, you can
explore ways to solve the following three aspects of the idea of hotel service quality issues.
(A)Improving the quality of hotel services in the hotel business process to create a critical competitive advantage.
The hotel's competitive advantage comes from superior quality of service, but it must be clear what kind of factors determine the quality of competitive advantage, is the result of the quality of hotel services, or process quality? Customers, \in three minutes to clear arrival formalities,\said satisfied with the reasons for not \is out of the hotel door Tong soon as the door, \Zhang, please take care,\pleasantly surprised because the doors boy memorize customer names to their work. Hotel service is person to person service, quality of results usually have been written in the hotel industry standards for the management, and service can not form the differences between hotel companies, high-quality process of the quality of service can only come from experience, process quality is to create core competence Hotel force the key. To this end, the hotel managers should do the following work:
First, establish a \(rather than the quality of results) is a hotel lifeline\focus on objects, and further refine the quality standard system and service program system to ensure that front-line employees pay more attention to service standards process, but also indicators of these processes should be the employee performance appraisal and reward or punish an important basis.
Second, establish a \employees are an important component of product\product concept, to urge the department of human resources management, staff recruitment gateway to good publicity \all the work, hotel staff must have the quality of services and skills, \concept, through the implementation of training programs to maximize employee service concept and service skills, so that customers perceived service from the well-trained staff from the heart of service.
Third, the establishment of external quality control mechanism, a \
shopper research method\to improve the process of hotel service quality. That is, from an external investigator (such as hotel star ratings a member of industry veterans, etc.) to ordinary customer's identity, experience the surveyed hotels, in a real environment for consumption in the perspective of a professional perception hotel contact with customers every step, and to their consumption experiences, feelings, evaluation and other information in order to \experience report%under investigation in the form of feedback to the hotel. Compared to the internal quality check with the hotel, \quality to enable managers to accurately grasp the status of hotel service quality process, thus take appropriate corrective measures to be improved.
(B) Do a good job of marketing management is an important means of improve the quality of hotel services.
Hotel services production, transmission and consumption, synchronization, making the hotel front-line employees automatically become a part-time marketing staff, marketing department is no longer a hotel the only sector to communicate with customers. And physical product marketing management and quality management of each separate and distinct, the hotel most of the marketing efforts and quality of service with the formation of synchronized in time and space: to satisfy customer needs a certain extent dependent on hotel quality of service real-time front-line staff, the same line excellent quality of service staff will also help hotels to carry out an external marketing. Therefore, we can think from a marketing point of view to further narrow the gap between the idea of hotel service quality. Should be clear, the relationship between characteristics of the endogenous characteristics of the service, hotel marketing, not merely to seek new customers for the ultimate goal, the marketing department should also undertake and their customer relationship management functions. Marketing to attract the customer to the hotel, but whether these customers become regular customers, to a certain extent depends on the quality of service front-line employees. Therefore, marketing department should carry out customer satisfaction survey in due course to identify the reasons for customer dissatisfaction with the quality of hotel front-line staff to take corrective measures to
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