Application of the concept of customer loyalty in hotel management [Abstract] The most basic elements of modern hotel commercial sales are not the visible products, but the ideas and thoughts of those invisible business operators. This paper expounds a brand-new concept of modern hotels, that is, the concept of customer loyalty, expounds the significance of cultivating customer loyalty from different angles and levels, and probes into the strategies of cultivating customer loyalty in hotels. [Keywords:] customer loyalty; Personalized service; Rules part; With the continuous development and perfection of commodity economy, the market competition is gradually intensified and upgraded, and the business philosophy and management thought of hotel enterprises have also changed and sublimated, thus producing the concept of "CL", that is, the concept of customer loyalty. The connotation of customer loyalty 1 the basic meaning of customer loyalty 1. 1 The so-called "customer loyalty" refers to the "quality value chain" in which enterprises effectively eliminate and prevent customers' complaints and complaints, continuously improve customer satisfaction and establish mutual trust and interdependence between enterprises and customers. This concept focuses on the long-term interests of enterprises, pays attention to the combination of short-term interests and long-term interests, and influences and drives potential customers through the existing customer base, so that they have certain feelings for enterprises in the process of consuming products and services of enterprises, and then fall in love with enterprises, which is inseparable from enterprises. Some people have done many experiments on the same content: first, the experimenters were investigated and classified, and those who thought Coca-Cola was delicious were divided into group A and those who thought Pepsi was delicious were divided into group B, and then the two groups of experimenters were asked to drink Coca-Cola and Pepsi blindly respectively. The results show that few people can accurately distinguish the difference between the two cokes. This experiment shows that the experimenter claims that the taste is good, not from the product itself, but from the brand trust; Not from physical feelings, but from psychological preferences. This is actually customer loyalty. 1.2 The concrete manifestation of customer loyalty is the synthesis of various characteristics, and it also represents a commitment of customers, which is reflected in attitudes and behaviors. Specifically: 1. 1. 1 Willing to buy again. Once consumers have formed a certain loyalty to the hotel's products or services, they will continue to buy, and in the process of buying, they will show more purchases and choices. 1. 1.2 Buy other products and services of the same enterprise Generally speaking, hotel enterprises always rely on a few products and services to establish their own brand image, so once the brand of the enterprise is formed, it will produce a "brand effect" and drive the sales of related products. For example, consumers are satisfied with the catering service of a hotel and think that the price is reasonable, the service is thoughtful and humanized. Accordingly, they think that the room service of this hotel must be the same, thus driving the sales of room products. 1. 1.3 willing to recommend this enterprise to others. Today, it is a social club of market economy. The era of "the fragrance of wine is not afraid of the depth of the alley" has long passed. If hotel enterprises want to sell their own products and services, they must increase publicity and promotion. It can be said that the word-of-mouth effect of consumers is better than any advertising and public relations. For this reason, hotel enterprises attach great importance to the role of this information source, win the reputation of consumers with excellent products and enthusiastic service, and exert influence on the decision-making of potential buyers. For example, a hotel wrote such an intriguing language on the title page of the guest suggestion book: "If you are satisfied, please tell your relatives and friends;" If you are not satisfied, please tell us and we will try our best to do better until you are satisfied. " 1. 1.4 refused to adopt the same product of other competitors. If customers are not interested in competitors' products during the purchase process and refuse to adopt their products of the same nature, it shows that they have high loyalty to this enterprise. On the other hand, there is a certain interest in competitors' products, or a strong interest, indicating a low loyalty to this enterprise. 2 The Significance of Cultivating Customer Loyalty Loyal customers are the most precious wealth of successful enterprises, which is worth the efforts and efforts of enterprises to maintain. The famous parteto principle, that is, the 80/20 principle, 80% of the profits of enterprises come from 20% of loyal customers. In the 1990s, famous marketing experts from Bain Consulting and famous professors from Harvard University showed through a series of studies that the profits made by enterprises from 10% of the most important customers were 5- 10 times of the profits made from 10% of the secondary customers. Their survey also found that every 5% increase in loyal customers can increase the profits of enterprises by 25%-90%. For hotel enterprises, the significance of cultivating loyal customers is mainly manifested in the following aspects: 2. 1 is conducive to reducing market development costs. Any enterprise's products and services must be accepted by the market, otherwise the enterprise will not survive, and the cost of market development is generally high. Because of the relative fixity of hotel products and services, it is of special significance to establish customer loyalty. If we can guide customers to buy again and again, the market development cost can be greatly reduced. Because the old customers buy frequently and have high loyalty to the enterprise, this part of the market does not need to be tapped. According to the estimate of American Management Association, the cost of retaining an old customer is only equivalent to 1/6, 154 of the cost of attracting a new customer. Moreover, loyal customers do favorable oral publicity for the enterprise, which affects the purchase behavior of other customers, and can expand the potential market demand for the enterprise, effectively reduce the advertising cost and start-up cost. 2.2 is conducive to increasing the operating profit of the hotel. More and more hotel enterprises realize that building a group of loyal customers is their relying strength and precious wealth. Customers will buy the products and services of enterprises for a long time, and they are willing to pay higher prices, which is profitable for enterprises. 2.3 is conducive to increasing the competitiveness of the hotel. The competition among hotel enterprises mainly lies in the competition for customers. The implementation of CL strategy can not only effectively prevent the transfer of original customers, but also help the hotel win a positive reputation and establish a good image. With the influence of loyal customers, it is also helpful to resolve the complaints of dissatisfied customers, expand the ranks of loyal customers, and make hotel enterprises embark on a virtuous circle of development. Once the customers of an enterprise form preference and loyalty to the enterprise, it is difficult to leave a deep impression on the products or services of other enterprises, which can virtually reduce the competitive pressure of enterprises. Take Coca-Cola Company as an example. The secret of the company's invincible position for a hundred years is to have a large number of loyal customers. In 1985, when Coca-Cola Company decided to change its formula and add cola with new flavor, it was strongly protested by consumers. In many parts of the United States, some consumers even took to the streets to protest that the Coca-Cola Company deprived them of the right to consume old coke, and strongly demanded that the production of old coke be resumed. More consumers hoard old coke in large quantities, resulting in a serious shortage of old coke. This shows that Coca-Cola has a deep relationship with consumers. Therefore, the boss of the Coca-Cola Company dares to say that even if the Coca-Cola Company is destroyed one day, with the brand of Coca-Cola, we can walk into any bank and make a comeback overnight with loans. This shows that only loyal customers can make an invincible enterprise. How to Cultivate Loyal Customers In order to survive and develop for a long time, the hotel industry should not only acquire customers, but more importantly, maintain and expand customers and establish customer loyalty on the basis of constantly improving customer satisfaction. Therefore, hotel enterprises should take cultivating customer loyalty as a fundamental strategic task and make unremitting efforts for it. This paper discusses the strategy of cultivating loyal customers from three aspects: pre-sale preparation stage, service purchase stage and follow-up service. 3. 1 Strategy in the product promotion stage From the perspective of the process of tourists buying tourism products, getting tourists' attention is the most critical step, and tourism marketing is more important. Tourism enterprises can use all kinds of propaganda skills and adopt marketing strategies such as integrated marketing and online marketing to attract customers' attention. However, it should be clear that the purpose of advertising promotion is to convey real tourism information to people more effectively, so as to better play the role of attracting and stimulating information. Only by seeking truth from facts and being true and reliable can we establish credibility in advertising. It is best to leave room for tourism promotion. Leaving appropriate leeway can avoid customers from having too high travel expectations. After personal experience, compared with perceived service, customers are happier because of unexpected gains, more satisfied with tourism services and make higher evaluations, and at the same time hold a more trusting attitude towards tourism promotion. This is conducive to the cultivation of customer loyalty. 3.2 Product sales is the strategy of service in the "critical moment" stage. Due to the particularity of hotel products, service contact has been accompanied by the whole process of customer consumption since customers decided to buy services, which has a very important impact on the formation of service quality perception. This stage is particularly important for satisfying customers and becoming loyal customers. Tourism enterprises should try their best to ensure that every link can provide quality services. In addition, specific procedures should be designed to control key service links, and standard execution time should be set for quantifiable services to ensure satisfactory service results. You also need to consider the background support needed to create high-quality foreground activities in each section. 3.2. 1 Enterprises that provide personalized services should embody distinctive services in standard services and quality services, highlight their own advantages, enhance customer trust, satisfy customers and become loyal customers. To provide special services, we should start from the needs and interests of customers. On the one hand, it is necessary to establish customer files. Hotel enterprises should carefully observe and record the customer information obtained from each service contact. Records should be realistic, including not only the customer's name, economic income and other basic information, but also information about each consumption, hobbies and special needs, personal habits and so on. On the other hand, pay attention to the changes in customer needs. Due to the improvement of the level of social service industry and the maturity and rationality of customer consumption, customer expectations are in a dynamic change. As an increasingly competitive industry, the service provision and commitment level of tourism enterprises are constantly improving, and customers' expectations for appropriate services are also increasing. In order to adapt to the market changes in advance and cope with the crisis of being eliminated by the market, tourism enterprises should continue to pay attention to the market, and pay attention to the signs that show the changes of important factors such as customer needs, preferences and purchase motives through monitoring the industry, systematic communication with customers and attention to competitors. Tourism enterprises can grasp the changes of customers' expectations for appropriate services. Tourism enterprises must constantly improve their service level and guide customers' expectations through service innovation. In particular, it is necessary to establish a personalized service implementation system to provide customers with distinctive services, enhance the strength of tourism enterprises to participate in service competition, and minimize the occurrence of customer job-hopping. 3.2.2 Communication with customers Through frequent dialogues with customers, the hotel can be in a favorable position when problems arise. The hotel initiated communication on its own initiative, and quickly expressed concern about the communication initiated by customers, all of which conveyed a sense of cooperation, which customers often hoped for but rarely got. Effective communication with customers helps to reduce or avoid customers' frustration when there are problems in service, so that customers can establish trust and tolerance in the enterprise. 3.2.3 Paying attention to the purchase behavior of internal customers is a process of seeking respect in consumption, and employees' participation and enthusiasm in business greatly affect customer satisfaction. Now some hotels recruit people with high salaries, but they can't keep them. The main reason is that hotel managers ignore the construction of employee satisfaction and lack humanized management, so that employees can't satisfy customers. A survey by Harvard University shows that for every 3 percentage points increase in employee satisfaction, customer satisfaction will increase by 5 percentage points. The Ritz-Carlton Hotel is famous for its excellent service, and its success is based on a simple concept: to take good care of customers, we must first take good care of the people who take care of customers, and satisfied employees will provide high-quality service value. Xia Yisi, chairman of Four Seasons Group, the world's most luxurious hotel company, has a famous saying: "How we treat our employees, they will repay our guests with the same respect. This will always be the driving force for the success of the four seasons! " Hotel enterprises should regard employees as internal customers, regard employees as gods, and try their best to meet the needs of employees from both material and spiritual aspects. Enterprises should implement the "people-oriented" management concept, attach great importance to the construction of corporate culture, establish an effective performance appraisal mechanism, create an environment of fair competition for employees, let employees actively participate in management, and give employees appropriate authorization. For outstanding employees, according to their needs, wishes and contributions, corresponding rewards are given, such as promotion, bonus, free related training, etc. Let those outstanding employees who work with full enthusiasm get honor and encouragement, thus enhancing their loyalty to the enterprise. Only when employees are loyal can customers be loyal. 3.3 Strategy of product follow-up service stage Many hotel enterprises mistakenly think that everything will be fine when the products are sold out. As we all know, due to the poor after-sales service, many "first-time customers" have become eternal "first-time customers" and "repeat customers" are becoming less and less. Therefore, after-sales service can not be ignored. It is obviously unrealistic for the hotel industry to completely avoid mistakes in the reception process. However, how to find and properly solve problems through "remedial service" is a compulsory course for every hotel. There is no slack and slack on the face here, even if the guests have left the hotel, there is no need to apply. The President of The Ritz-Carlton Hotel once created the rule of "1-/kloc-0-100", thinking that after a service failure, the on-site remedy may cost the enterprise1USD, and the next day's cost is1USD. In the future, the remediation cost will increase by $65,438+000. This is the best interpretation of the economic significance of service recovery. Therefore, hotel enterprises must use the uninterrupted service monitoring system to find service failures in time, solve service failures in time and effectively, and learn from quality problems and service remedies. In short, if hotel enterprises can do the above work well, they can firmly grasp customers and make them loyal to the hotel. Note: ① Zhu: Modern Hotel Management, Higher Education Press, 2003, p. 54. ② Zhu: Modern Hotel Management, Higher Education Press, 2003, p. 60. References: [1] Fugang Industry. Modern Hotel Service Quality Management [M]. Guangzhou: Guangdong Tourism Publishing House, 2005. [2] Zheng. How to cultivate loyal customers in tourism enterprises [J]. Northern Economy and Trade, 2004. [3][ America] karl albrecht, Jean Jamuk 2004 .[4] Henry Hui Wang, Yu Yanping. Customer Relationship Management of Tourism Enterprises [M]. Beijing: Tourism Education Press, 2005. [5] Chen Jue. Key points of catering service and case analysis [M]. Shenyang: Liaoning Science and Technology Press, 2004. [6] Liu. Service operation management [M]. Beijing:.

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