| Service economy is the trend in 21 century. People's characteristics become more and more extinct, which make the " scale economy based on the personalized service" an unavoidable tendency. It's a little contradiction for the description, but it reflects the concept innovation in new economy and society situation, especially in hospitality industry. It is concluded briefly that scale service in different levels is on its way to personalizing service in hospitality field. The whole service eye view is changing fundamentally-the customer can never be taken as a common one in a certain market segment and should be returned into an individual segment with special requirement. Scope service means the one to all relationship between enterprise and customers, but personalizing service, which takes advantage of the former one in following aspects: prepare to offer service to consumer promptly; provide service to customer according to his need by superior information technology and order method, asks the enterprise to face the consumer individually.Hotel, the representative of hospitality industry, needs to meet the serious competition by foresight and revolutionary service in order to survive, and personalizing service is the best method for it. Judging from the cost 6:1, abstracting a new customer vs. keeping an acquainted customer, hotel should transfer its attention into the customer portion. By it, the customer can feel satisfied and flattered and self-realized when his desire was reached. A hotel can live actively when its customer return rate is high.However, to offer the personalizing service to customer at same level is impossible, since the customers never have the same meaning to hotel. For example, a tourist supported by himself differs with a frequent business man; a business man and a president are different too. Every hotel must consider the relationship between the cost and benefit with its limited resource and each customer varies to hotel because of his LTV by which the hotel provides the characteristic service. The paperhas five parts to discuss this problem.The first chapter introduces that the scale service is replacing by the personalizing service in hospitality industry. Customers ask to be treated individually by enterprise and characteristic service determines the future development of the enterprise. Hotel, representative of hospitality, is long for personalizing service which means a lot in theory and practice. Scope economy and consumer LTV theory explain the reason to carry out the service. At the end of the part, it introduces the content and study way and points out the weak points of the paper after its citation of the general theory research.The second chapter concerns about the generation and development of PS (personalizing service), revealing the necessary and possible conditions for PS. On these conditions, PS experienced the industrial personalizing production, large scale ordering then come to PS. The chapter extracted the PS concept in the final.The third part gives the definition of hotel PS means the servant should provide the service in accordance with the customer's need, and discusses the unity of opposite relationship between PS and RS (regular service). Then the part continues to discourse on the content of PS and principles to provide PS.The forth chapter, the most important part of the paper, points out how to collect the data of customers to establish the customers' document on which the consumer's LTV can be analyzed and be divided into four types, so hotel can offer the PS to the customers at four different levels with some examples. At last, the section suggests that the hotel should buy the data delve technique from outside to save the cost of employing the experts.The last part makes a summary of the whole paper, indicating the weak points of the discussion. Hope it as a guide to further study.Though there are still a lot of problems of PS in hotel practice, it is unavoidable to carry out in hotel to survive, because PS can help hotel... |
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