Hotel Enterprise Class Conferencing Services Based On Customer Value Package Optimization Study

Enterprise meeting is an essential part of the meeting business of a hotel. It is much more regional and usually enjoys higher value than association meeting. And customers of enterprise meeting are more likely to become loyal to a certain hotel in the meantime. This thesis, therefore, will explore the deficiencies of hotel services in enterprise meeting currently from the perspective of customer value, and put forward corresponding proposals to improve the services.After an overall literature review of the relevant customer value theories, the author first illustrates the relationship between customer value and customer loyalty, and elaborates on the necessity of running hotel meeting business on a customer-oriented basis under the guidance of customer value theories. Meanwhile, the author reveals the grounds of service improving and the directions of service innovation. Through summarizing the characteristics of enterprise meeting customers in terms of value demands on the basis of analyzing the previous relevant literature of hotel meeting services and management, this thesis moves on to put forward the model of hotel enterprise meeting services package in utilizing the model of service package.Later, with the help of SPSS, the author analyzes the data collected from effectual questionnaires, which were designed on the basis of the research model and assumptions, and draws the relevant conclusions. The conclusions are: ①the hotel meeting services consist of eight factors, namely, meeting supporting services, meeting core services, hotel basic facilities, assistant products, hotel meeting services, extra services, hotel regular services and the hotel image; ②four of the eight factors, meeting core services, meeting supporting services, extra services and hotel regular services, namely, have greater impact on customers' loyalty; ③there is significant difference in the cuetomers' expectation and satisfaction; ④ different size of enterprises and different characters of meetings will influence the degree of customers' satisfaction. On the ground of the previous results, the author proposes the possible proposals to improving hotel enterprise meeting services package from the following three aspects: improving the facilities and equipments of the hotel for the conveniences of enterprise meeting customers, perfecting hotel services on the basis of customers' perceptions and expectations, and innovating hotel meeting services from the perspective of creating customer value, in the hope of shedding some lights on improving meeting services efficiency and quality when a hotel is carrying out the services aiming at the value of enterprise meeting customers.