客戶滿意度在酒店業(yè)的工作

1、原稿題目畢業(yè)設計（論文）譯文及原稿譯文題目二二客戶滿意度在酒店業(yè)的工作：一個從西西里部署的研究案例Customer Satisfaction in the Hotel Industry: A CaseStudy from Sicily原稿出處 International Journal of Marketing Studies V)l. 2, No. 2; Nov2010_客戶滿意度在酒店業(yè)的工作：一個從西西里部署的研究案例摘要為了在市場成功是能吸引新客戶是遠遠不夠的，客戶經理也必須集中精神， 實施有效政策維護現(xiàn)有客戶滿意度和忠誠度。在旅館業(yè)客戶的滿意是很大程度上掛鉤在服務的質量上。管理方法要

2、把重心集中在客戶滿意度提高顧客忠誠度上，從而增加了旅游的正面形象的目的。因此，探索客戶的重要性在酒店屬性選擇是 必不可少的。本文研究的題目是如何讓客人滿意、 并達到考慮是否客戶將回到旅 館或建議到其他的游客，這是至關重要的款待成功的業(yè)務。忽視注意那些酒店客 人重要的考慮最多屬性，可能導致的消極評價酒店的機會，由此限制重復惠顧。我 們進行定性分析一家大旅館的西西里島，體育俱樂部在城里Cefal酒店,。通過分 析這個例子中，我們評論或采訪客戶滿意度水平。我們的結論討論結果，提出改進 客戶滿意度的管理方法以做好酒店。一，簡述客戶滿意度?？蛻舻臐M意是一種商業(yè)哲學傾向創(chuàng)造的價值，為客戶準備好自己的資料、

3、設想和管理他們的期望，并且論證能力和責任，以滿足他們的 需求。質量服務，顧客滿意,是成功的關鍵因素。作者指出：企業(yè)存在是因為他們 并具有良好的客戶服務。關鍵實現(xiàn)可持續(xù)的優(yōu)勢在于提供高品質服務，其結果在滿意的顧客。服務品質與顧客滿意度在戰(zhàn)斗中關鍵因素獲得競爭優(yōu)勢與客戶潴 留。為了實現(xiàn)客戶滿意度，重要的是你得認識和預期客戶所需，并能夠滿足他們。 企業(yè)可以快速理解和滿足不同客戶的需求，使更大的利潤比那些未能理解并滿足 他們（Barsky和納什,2003）。由于航油價格吸引新客戶的成本高于保留,在現(xiàn)有 的要成為成功的管理者必須集中精力于維護現(xiàn)有客戶實施有效政策的客戶滿意 度和忠誠度。這是真實的對在酒店

4、業(yè)工作現(xiàn)在最大的挑戰(zhàn)之一，主要是在酒店業(yè) 提供和維持客戶滿意?？蛻舻囊筇峁﹥?yōu)質產品和服務在旅游業(yè)已成為什么樣的 人日益明顯。客人的關系是一個戰(zhàn)略資產的組織（格倫、蘇達權等,2000）和顧客滿意是決定了業(yè)務的起點目標。在這種情形下，積極的關系會創(chuàng)造客戶？收盤更高 的承擔義務，增強收益率。長期互為有利的客戶和酒店之間的關系是合宜的逐步 很重要的，因為很多高度的正相關關系總體滿意度客人回到他們的可能性同樣的 酒店（彩和楚,2001）。酒店增加投資來提高服務質量，為客人知覺價值，提高客戶 滿意度忠誠,從而導致與客戶良好的關系、蘇達權等。關系品質有顯著的正影響 飯店的客人嗎？行為：它創(chuàng)造良好的口碑（厘

5、清）和常住客率。二、西西里酒店的調查與分析。在我們的分析中我們集中在一個大型酒店Cefal西西里在意大利南部海岸。在 2008年的夏天我們做了調查，在我們的調 查中,我們使用這兩個領域的文獻研究的方法論。 我們就開始按時間先后順序來。 分析公司的交流并參觀的位置，以驗證信息的真實性提供給客戶；面試酒店的管 理，以便確定是否有以客戶為導向的哲學。管理一個問卷調查，管理100位客人問 卷調查這些滿意項目然后被用于檢測至關重要客戶的質量要求。使用緊急事件的處理方法,我們采訪了 100客戶提供保留，要求他們每個人都來描述五方面正負 面的整體服務的旅館。5積極的方面是孩子們，組織；汪力成俱樂部機構所提供

6、的 服務;家庭氣氛;好娛樂。5負面發(fā)現(xiàn)有：游覽價格（一些旅行）、沙灘海景、整潔 航天飛機服務Cefal酒店方面不足；客房服務;房間的整潔和舒適。然后我們使用 的問卷調查，為保留的質量，我們每個服務給予了同樣的目標。三、分析結果從非結構化的采訪帶到管理，當時體育俱樂部酒店的目標是家 庭。家庭被認為是由酒店管理的理想目標，因為他們比較敏感顧客忠誠的政策。 酒店擁有一個良好的重復惠顧率20%勺客人已經在旅館度過假期過去。酒店工作 特別是在夏天，國定假日提出了幾種去訪問的可能性的主要旅游景點在西西里。到2008年，它有35.000客人。企業(yè)遠景的分析結果顯示，尤指客戶滿意度。分析 和非結構化的采訪，以

7、管理表明，顧客的忠誠度項目是提升和管理的管理，特別在 頭的營銷辦公室。主要推廣通道是：通過旅游宣傳物料分配部門，旅行經驗,而當 地的旅游操作員，出版社,輿論領袖被邀請去旅館，網頁，電視節(jié)目來描述旅館， 活動、參與公共關系。服務利用保留檢查是:全面的服務的感知，轉讓服務。接待 業(yè)務。房間質量；餐廳服務。旅行和旅行服務。海濱服務。娛樂。受訪者被要求描述積極性和5消極方面感知，保留跑出什么是一個全面的積 極的客戶滿意度水平。主要酒店的優(yōu)勢：餐廳、娛樂節(jié)目、組織；缺點是海灘和房 間。我們比較了經理人的有關結果的看法旅館服務質量管理這些客人 ，利用客戶 滿意度收斂機制。我們的定性分析Cefal運動員的競

8、技的飯店表明，該水平的顧客滿意是好兩 個考慮綜合評價和單一的服務人力資源管理在特殊結果特別有效的娛樂和餐館服務。本研究訪談了酒店管理的結果有關的問題 ，當時他們沒有的感覺間隙 我們發(fā)現(xiàn)他在海邊和房間服務。后者雖服務的質量很大程度上靠的酒店結構、 一 定程度的改進可能獲得他們的努力，通過一個具體的定制。一般來說,主要的因素 限制了酒店的體育俱樂部能力達到更高的客戶滿意度標準化的服務水平的可能 性降低為定制特殊客人的不同需要。實際上，從非結構化的采訪，以酒店的管理， 很明顯,組織采用推一下好營銷的方法。所提供的旅游服務取決于管理和不在與 客戶合作也不考慮他們的特定的需要。另一個虛弱的客戶滿意度的酒

9、店管理系統(tǒng) 結構,企業(yè)信息化管理客戶關系管理系統(tǒng)尚未實現(xiàn)。 即使客戶數(shù)據(jù)庫中存在，數(shù)據(jù) 采集甚至不是收集的數(shù)據(jù)的計劃，不容易找到、使用管理行銷策略。任何基準信 息丟失,客戶滿意度的管理形式一無所知的競爭對手正在做的事情。體育俱樂部 酒店有很好的發(fā)展?jié)摿?，以滿足客戶的需求和競爭對手，但改善其客戶滿意水平 作為管理需要采用新的和更先進的客戶關系管理程序。這個決定過程客戶滿意相 關的關鍵問題，不應該僅僅基于會計和成本數(shù)據(jù)，但也在創(chuàng)造客戶數(shù)據(jù)庫中專案。 即使情況下我們研究已被選,因為它代表的是其他同類的企業(yè)，在該地區(qū)，本研究 的主要限制是，這是局限的只有一個旅館。我們計劃在不久的將來其他定性分析 在其

10、他的賓館在同一地區(qū)，并將其結果為了獲得更廣泛的觀點考慮顧客的滿意在 西西里酒店。AbstractAbstractIn order to be successful in the market it is not sufficient to attract new customers man agers must concen trate on reta ining existi ng customers impleme nting effective policies of customer satisfacti on and loyalty .In hotel in dustry custo

11、mer satisfacti on is largely hooked upon quality of service. A man ageme nt approach focused on customer satisfact ion can improve customer loyalty, thus in creas ing the positive image of the touristic dest in ati on. Hen ce, explori ng the importa nee for customers of hotel attributes in hotel sel

12、ection is indispensable. Research on the topic of guest satisfaction, which tran slates into the con siderati on of whether or n ot customers will return to a hotel or advise it to other tourists, is pivotal to the success of the hospitality bus in ess. Neglecting to pay attention to those hotel att

13、ributes considered most important by guests, may lead to negative evaluation of the hotel, thus restricting the chance of repeat patro nage. We perform a qualitative an alysis of a large hotel inSicily (IT), the Sporting Club Hotel in the town Cefal ,u using the Critical In cide nt Approach (Hayes,

14、2008). Through the an alysis of this case we evaluate the overall customer satisfaction level for the hotel and for each service supplied. We con clude discuss ing the result and propos ing improveme nt in customer satisfact ion management of the hotel. Keywords: Customer satisfaction, Hotel industr

15、y, Service marketing According to Italian regulation on research evaluation paragraphs 1, 2, and 3 are attributed to dr. Gan dolfoDo mini ci; paragraphs 4 and 5 to dr. Rosa Guzzo. 1. In troducti on Customer satisfact ion is a bus in ess philosophy which tends to the creation of value for customers,

16、anticipating and managing their expectations, and dem on strati ng ability and resp on sibility to satisfy their n eeds. Quality of service and customer satisfact ion are critical factors for success of any bus in ess (Grono os, 1990; Parasurama n et al., 1988). As Valda ni (2009) points out: en ter

17、prises exist because they have a customer to serve. The key to achieve susta in able adva ntage lies in deliveri ng high quality service that results in satisfied customers (Shemwell et al, 1998). Service quality and customer satisfact ion are key factors in the battle to obta in competitiveadvantag

18、e and customer retetion. Customer satisfaction is the outcome of customer spercepti on of the value received in a tran sacti on or relati on ship, where value equals perceived service quality, compared to the value expected from transactions or relatio nships with compet in g ven dors (Bla nchard &

19、Galloway, 1994; Heskett et al.,con sta nt in crease of dema nd of touristic services, and the request for higher sta ndards by the guests, has en forced the competitio n among hospitality suppliers and highlighted how the attractivity of the touristic desti natio n is in flue need by the sta ndards

20、of the services provided by the local hotels. In this sce nario, provid ing high quality services and improving customer satisfaction are widely recognized as fun dame ntal factors boosti ng the performa nces of compa nies in the hotel and tourism in dustry (Barsky & Labagh, 1992; Le Bla nc, 1992,;

21、Le Bla nc et al., 1996; Steve ns et al., 1995, Operma nn, 1998). Hotels with good service quality will ultimately improve their profitability (Oh & Parks, 1997). In a competitive hospitality industry which offers homoge neousservices, in dividual hoteliers must be able to satisfy costumers better th

22、en their counterparts (Choi & Chou, 2001). To obtain loyalty and to outweigh other competitors, hotel providers must be able to obtain high levels of customer satisfact ion for the service supplied. There are several studies that an alyze the n eeds and the desires of tourists. A research by Wuest e

23、t al. (1996) defined the perception of hotel attributes as the degree to which guests may find various services and facilities critical for their stay in a hotel. Hotels attributes such as cleanliness, price, location, security, personal service, physical attractiveness, opportunities for relaxation

24、, sta ndard of services, appeali ng image, and reputati on are recog ni zed as decisive by travelers to assess the quality of the hotelAccord ing to a survey carried out by Barsky & Nash in 2006, regard ing the main hotel cha ins worldwide, betwee n 2002 and 2005, the importa nee of loyalty programs

25、 for guests decisi on on where to stay in creased from 32% to 34%. Although the search for new locations is certainly the most important factor for many tourists, several studies highlighted that there is a good porti on of customers that chose to repeat their holidays destination, showing a certain

26、 degree of loyalty (Oppermann, 1998; Fyall et al., 2003). These studies on tourists loyalty indicate five main factors which affect therepetition of the trip to the same tourist place: the desire to reduce the risk of making a mistake whe n choos ing an alter native desti nati on;We the n used semi-

27、structured in terviews for the questi onn aires about the quality of each service and we administered it to the same target. We classified 52 verbal expressi ons used by guests to describe specific services supplied (appe ndix - table1). Usi ng the in formatio n gathered admi nisteri ng the in tervi

28、ews, we determ ined the level of customer satisfaction for each service supplied. To verify the existenee of a real customer orie nted approach on behalf of the man ageme nt, we compared, for each service supplied by the hotel, the results regards the perceptions of the quality of services of the ma

29、n ageme nt with those of the guests.Desk an alysis and un structured in terviews to man ageme ntshow that customer loyalty programs are promoted and man aged by the man ageme nt and in particular by the head of the marketing office. The main promotion channels are: distribution of promotional materi

30、al through travel agencies; experienee trips, where local tour operators, press, opinion leaders are in vited to visit the hotel;Resp ondents were asked to describe 5 positive and 5 n egative aspects about the overall service perception, and could answer with minimum 1 to maximum 2 phrases for each

31、question for the specific services (from 2 to 8 of the list above). Verbal expressionsobtained have been first grouped by service questioned (table 1 of the appendix) and expression and then classified according to the judgment of the expressi on whe n the in terviewee was asked about the service. T

32、he tables 2 to 9 (appe ndix) show the results of the semi-structured in terviewsBy in terview ing the hotels man ageme nt about the results, it emerged that they did nt have the percepti on of the gaps we found in beach and room services. Though the latter service heavily depends on the quality of t

33、he hotels structure, a certain degree of improvement maybe obtain through a concrete effort towards their customization. In general, the main factor which limits the Sporting Club Hotels ability to achieve higher customer satisfaction levels is the standardization of services that reduces the possib

34、ility to customize the offer for specific guest n eeds. In deed, from the un structured in terviews to the hotels man ageme nt it became appare ntthatthe orga ni zati ons adopts apush” marketing approach. The offer of touristic servicesis decided by the management and not in collaboration with custo

35、mers nor con sideri ng their specific n eeds. Moreover customer satisfact ion is not used todiffere ntiate the services supplied.Ano ther weak ness of the customer satisfact ion man ageme nt system of the hotel is that a structured CRM (Customer Relati on ship Man ageme nt) system has not yet been implemented. Even if a customer database exists, the data collection is not even pla nn ed,