| Through carrying on the Policy-Reform and Opening for about 30 years, accompanying with incessant acceleration of the global economic integration, with the increasingly increasing international exchanges and cooperation, hotel industry in our country have made a big progress. Meanwhile, managerial groups of international hotel accelerates to enter Chinese market.Up to the end of 2006, The number of Star-Rated hotels comes to 12751,in which there are 302 Five-Star hotels and 1369 Four-Star hotels.60 hotel brands of 37 international management groups entered China,which totally manage 502 hotels.In recent years,top-level transnational hotel management groups,including Hilton Hotels, Kempinski Hotels, Accor Hotels, Starwood Hotels, Shangri-La Hotels,etc,have pressed on using their capital advantage and brand advantage to grasp Chinese market. As a result, they have a new race with internal High-Star-Rated hotels.This situation will surely produce important effects on share of original top-of-the-line tourist source markets in Chinese hotel industry. In another hand, the riper market becomes and riper, generating that the more consumption experience customer get, the more obvious the personalized consumption becomes, and the stronger the sense of self-production becomes. During this time ,which is full of changeable knowledge economy and the return of personal entity, when we are facing innumerable changes of personalized requirements,how to change and reform service philosophy to re-survey hotel service have been pressing need to be solved.Alfred Sloan said,"the easy way to make a profit is to provide service according to customers'requirements."If it is under the situation that hardware can get high-leveled homogenization, provide service according to customers'requirements,deeply exploit their potential personalized requirements and satisfy them with high efficient, hotels get a good unprecedented advantage in the fierce competition and can keep going on the fast lane. Therefore, it is easy to see that to research how to improve quality of personalized service in our High-Star-Rated hotels has strong practical significance.My own views, personalized service in hotels is that attendants provide targeted service according to every customer's requirements to satisfy his or her with physical and psychological requirements and produce a very impressing psychological effect.It includes the following three aspects:First, basing on customer's personalized requirements. it means that we provide targeted service to customers basing on acknowledging customers have different characters and requirements.we can not only satisfy their temporary and special requirements,but we also should classify, neaten and analyze customers'all kinds of individual requirements to ensure that service comply to customers'requirements.Second,individual service is that we provide"special cares"and"special trade",which includes both material service and Psychological service basing on"Tacitly understandably,thoroughly and meticulously,properly, harmonious and naturally"understanding their requirements.Third,customers'satisfaction to individual service also replies on the ability of attendants provide individual service.When individual service satisfies customers'individual requirements,It is required to make best use of individual traits of hotel and attendants'individual traits , and provide very satisfying standard service.attendants'personalized service is very closed to the individuation of a hotel and various service programs. Hotels with its own characteristics,new and unique programs can enrich and enlarge the connotation of personalized service, which can make it turn on various extensions.According to this, this thesis researches current situation of carrying out personalized service High- Star-Rated hotels in our country,its main problems and how to further improve the quality of personalized service.I hope I can summarize a series of targeted and effective measures to provide scientific foundation and effective strategies for improving the quality of personalized service and average ability of producing profits.The reasons why I choose delimit star-rated hotels into my researching scope is that the main customer groups in high star-rated hotels are government servants businessman and successful men from all walks. These customers often go to hotels and they are familiar with management details. Compared to those customers who don't often go to leave in high star-rated hotels, they ask for more individual service. Standard service can't increase their satisfaction and faith to the hotels,So the researching on carrying out individual service in High-Star-Rated hotels becomes more and more eager. What's more, to carry out individual service for a hotel,it asks for higher requirements in the quality of basic services, facilities and equipment and the faculties of the staff,etc. at present,Lower-Star-Rated hotels have worse conditions than higher star-rated hotels to carry out individual services. Higher star-rated hotels have better material base to carry out individual services. Therefore,it makes the research on carrying out individual services more practical.The main researching methods:1. Researching literatures.It is the starting point of this thesis. By summarizing literatures, we can know more about current situation of carrying out individual services and its research starting point. This thesis have collected , neatened, summarized internal and foreign literatures. based on summarizing internal and foreign individual services theory and practical literatures, this thesis grasps the main orientations and concerns of carrying out individual services in our high star-rated hotels.2. Canonical analysis.In this thesis, I use canonical analyzing method, which includes"the necessary of researchin-ask questions-solve questions (strategies)."in the body of this thesis, I don't only use academic syllogism, but to melt academic analysis into necessary analysis. What's more, I add ancillary examples analysis, and think about how to further improve the quality of individual services in our country.3. Cases analysis.High star-rated hotels in our country have made a great progress in developing hardware and services, but compared with international famous hotels, there still are many for us to improve. the reason why I view individual services as a main point is that the time high star-rated hotels in our country carry out individual services is latter than high star-rated hotels in other countries. Ultimate aim to study is to improve the Competitiveness of our high star-rated hotels to make them get long-term development. Therefore, this thesis uses cases analysis to do comparative study,comment on the experience of international famous hotels carrying individual services, and learn lessons from it.The whole thesis is divided into five parts:It describes and summarizes Background and sense of writing this thesis in the introduction,in which it briefly reviews hotel individual services theory, describes the definition of hotel individual services and fundamental characters, introduces current situation at home and in other countries and describes the content and principles of individual service.In the second chapter,I analyze the importance of improving individual services in our high star-rated hotels. I think further improving the individual services can cause high star-rated hotels continuingly produce new products to adapt the upcoming developing consumption trend; individual services with high quality can help build hotel brand and train true customers ;meanwhile, it can enhance competitiveness, get a good position in the competition to increase incomes and decrease the outcomes and improve their profits.In the third chapter, I review the history of carrying out the individual services in our High-Star-Rated hotels and deeply analyze its current situation and some main problems. This thesis points out some main problems which are still unsolved:lacking of understanding about individual services and misunderstanding individual services, not forming customers information net because of lacking customers information, ossified organization,lacking of the ability of providing individual services because of shortening staff with high quality.Based on the former three chapter , I analyze cases and give some strategies which can further improve the quality of individual services in our High-Star-Rated hotels:building right view, correcting the misunderstanding,enhancing communication with customers, improving service information net,optimizing organization, changing view of quality assessment,continuing improving customers'satisfaction.Finally, in the end,it summarizes the whole thesis and points out some deficiency.Main contribution in the thesis: the topic selection is innovative.It makes up for void of how to carrying out individual services in high star-rated hotels in our country and it is with important scientific value. In this thesis, when describing the theory, it discards traditional pure academic analysis. At the same time, it melts academic understanding into necessity,questions and strategies analysis don't only use academic syllogism, but to melt academic analysis into necessary analysis.What's more,I add ancillary examples analysis,and think about how to further improve the quality of individual services in our country.According to"the theories direct practicing"principle, during the process of analyzing, this thesis is interlarded by representative cases and added adjunct proper introduction and evaluation, which makes the thesis more persuasive and the strategies stronger practical sense and directive sense. |
PDF Full Text Request