Complacency of the consumers of the hotel services ways of increasing to complacency

摘要

The Important problem to activity of the hotel enterprise is a maintenance high degree to complacency of the consumers. The Notion to complacency of the consumers is closely connected with such notion as quality of service, loyalty of the consumers, competitiveness of the enterprise, comfort of stay in hotel. In spite of the fact that notion and methods of the estimation to complacency of the consumers of the hotel services are considered it is enough actively, hitherto is not determined main trends of increasing to complacency. For study of the bases of increasing to complacency of the consumers are used two main approaches: with standpoint of the waiting the consumer and approach, founded on estimation by consumer of the features of the product. The Methdological base of the study has formed the diagram Isikavy and model of the estimation to value of the hotel services Noriaki Kano, on base which were chosen two strategies of increasing to complacency of the consumers: reactive (founded on study of the waiting the consumer) and active (founded on shaping relations consumer to existing or new characteristic of the hotel product). When use the reactive strategy of increasing to complacency of the consumers were chosen groups element, influencing upon complacency (neutral, obligatory, desired, surprise and inverse) and is given their feature with standpoint of the estimation by consumer and possibility of the influence upon complacency. When undertaking the empirical study is realized that main feature of the service, influencing upon estimations of the guests, are in the first queue obligatory elements, on desirable and surprise elements to consumers call attention only under their correct execution. In shaping the active strategy of increasing to complacency of the consumers of the hotel services necessary to pay attention information on hotel product, provided to consumer, as well as organizations of the interaction with consumer in system marketing communication, choosing efficient directions of the shaping the consumer preferences and selecting corresponding to methods. Considering that need of the consumers constantly develop, also must develop and ways of the satisfaction of these need. Complacency of the consumers - not constant purpose, which possible reach, on the contrary, complacency necessary to obtain constantly, improving strategies, ways and methods of her (its) achievement.