英国酒店管理学本科毕业论文：如何在威斯汀酒店前厅部销售

发布时间：2016-07-08 21:52

Abstract摘要

这项研究的目的是讨论威斯汀是如何通过服务接触过程中的向上销售策略，以提高消费者的满意度，从而提高酒店收入，以及更好地满足消费者的需求，在同一时间以提高客户忠诚度相互建立了长期的酒店与消费者之间的互利和双赢的关系。在这项研究中，利用定量研究方法，通过通过问卷调查165消费者来收集数据。

笔者与相关文献和调查结果相结合，得出Westin酒店的前厅部的工作人员可以使用CRM系统，很好的促销技巧和优质的服务，更好地满足消费者的个性化需求的结论;为客户提供更有价值的产品和服务能够帮助说服消费者，并给他们更好的消费体验。笔者终于还是来自三个方面：客户关系管理，促销技能，，服务质量，建议在威斯汀酒店的前厅部的工作人员如何实现向上销售在未来能有更好的战术。

This study aimed at discussing how Westin was through its up-selling tactics in service encounter process to improve consumer satisfaction, thereby increasing hotel revenues, as well as better meeting consumer demand to improve customer loyalty at the same time to establish a long-term mutually beneficial and win-win relationship between the hotel and consumers. In this study, it made use of a quantitative research method, by investigating 165 consumers through questionnaire to collect data.
The author combined with relevant literatures and survey results to draw a conclusion that Westin’s front office department staff could use CRM system, good promotional skills and high quality service to better meet the individual needs of consumers; providing customers with more valuable products and services could help to persuade consumers and bring them better consumption experience. The author finally was from three aspects: CRM, promotional skills, service quality to recommend on how Westin’s front office department staff implements up-selling tactics better in future.
Keywords: up-selling tactics; service encounter; customer relationship management (CRM); promotional skills; service quality

Table of Content目录

Abstract.............................................................................................................................................3
1.0 Introduction................................................................................................................................4
1.1 Problem description...............................................................................................................4
1.2 Literature Review...................................................................................................................6
1.2.1 Service encounter..........................................................................................................6
1.2.2 Up-selling tactics...........................................................................................................9
1.2.3 Critical analysis...........................................................................................................13
1.2.4 Summary.....................................................................................................................14
1.3 Concept model.....................................................................................................................14
2.0 Methodology ............................................................................................................................16
2.1 Research design....................................................................................................................16
2.2 Instrument............................................................................................................................17
2.3 Sample..................................................................................................................................19
2.4 Data collection.....................................................................................................................20
2.5 Data analysis.............................................................................. .........................................20
2.6 Ethical considerations..........................................................................................................21
3.0 Results.......................................................................................................................................21
3.1 Introduction of this chapter..................................................................................................21
3.2 Basic information of samples...............................................................................................21
3.3 Questionnaire results............................................................................................................22
3.3.1 Individual needs..........................................................................................................22
3.3.2 Customer value...........................................................................................................23
3.3.3 Persuasion...................................................................................................................25
3.3.4 Consumer experience..................................................................................................25
3.4 Summary..............................................................................................................................25
4.0 Discussion..................................................................................................................................25
4.1 Introduction of this chapter .................................................................................................25
4.2 Customer Relationship Management...................................................................................26
4.3 Promotional skills................................................................................................................30
4.4 Service quality......................................................................................................................37
4.5 Comparison..........................................................................................................................42
4.6 Summary..............................................................................................................................44
5.0 Conclusion................................................................................................................................44
5.1 Main points..........................................................................................................................44
5.2 Limitation and further research............................................................................................46
5.3 Implications..........................................................................................................................46
References.......................................................................................................................................49

1.0 Introduction介绍

1.1 Problem description 
Since the 21st century, the number of China's five-star hotels has been increased from 15 in 2000 to 1000 (Crick and Spencer, 2011). China has become one of the countries with the most five-star hotels in the world (Bianchi, 2006). However, since the financial crisis happened in 2008, the development of China's five-star hotels faces enormous challenges (Albayrak and Caber, 2015). On the one hand, in 2013, the Chinese government has issued a policy to ban luxury consumption, which required that civil servants will be banned to consuming in high star hotels, thus the performance of high star hotels dropped significantly (Albayrak and Caber, 2015). On the other hand, in recent years, investment in luxury hotels in mainland China shows an excessive trend, there are more than 2800 five-star hotels in China, most of these hotels have gathered in Beijing, Shanghai, Guangzhou and other first-tier cities, but low occupancy makes that the earnings and spending of luxury hotels are out of whack, the shadow of oversupply covers the hotel industry in Chinese mainland (Siponen, Mahmood and Pahnila, 2014). According to the statistics from the " Development Report of the Hotel Industry in China in 2014", in 2014, the catering sales of China's hotel industry fell 30.31%, the room sales decreased 23.25%, and many 5-star hotels began to think about extension of new market after the loss of guests. 

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