谈饭店顾客关系的软、硬管理 |
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引用本文: | 黄斓. 谈饭店顾客关系的软、硬管理[J]. 商业研究, 2003, 0(23): 167-169 |
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作者姓名: | 黄斓 |
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作者单位: | 浙江大学,管理学院,浙江,杭州,310027 |
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摘 要: | 近年来饭店业的过热增长使得这个行业的竞争焦点由“量”的竞争转变为“质”的竞争,也即从关注市场份额转变为关注忠诚顾客。硬管理和软管理是两种不同风格的管理方式。而如何刺激顾客的重复购买决策,硬管理诉诸于顾客的理性抉择,软管理则侧重培养顾客的情感忠诚。
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关 键 词: | 饭店 顾客关系管理 忠诚 |
文章编号: | 1001-148x(2003)23-0167-02 |
修稿时间: | 2002-12-17 |
Two Styles of Managing Hotel Customer Relationship: Hard and Soft |
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Abstract: | The recent years saw the skyrocketing increase of Hospitality Industry, the competing focus of which has transferred from "Quantity" to "Quality" . That is to say, customer loyalty became much more important than market share. In stimulating customers' repetitive purchasing decision are two types of managerial means: Hard and Soft. The former theory appeals to customers' rational choice, while the latter one emphasizes nurturing customers' emotional reliance. |
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Keywords: | hotel customer relationship management loyalty |
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