Table of Contents
Customer Relationship Marketing
Service communication
Demand and Capacity Management
Evaluating performance
In summary
Staff members are the most valuable resource of any hospitality or tourism organization. The success of an organization is directly impacted by how their work is facilitated. In almost all types of organizations, the basic management process is similar. It consists of six functions, which are related to staff and other resources. Figure lists these functions and provides examples of human resource responsibilities for each.
Customer relationship managementThe benefit of relationship market is the ability to maintain and build long-lasting customer relationships. This makes a significant impact for many Western companies. The term can’t be used locally due to differences in ethnicity and standards. The data for this study was collected by an online survey conducted at five-star hotels in Bangalore. This research aims to bring relationship marketing into the spotlight and suggest that it be used for existing hotel strategies. The literature review on strategies in the hospitality industry has led to the conclusion that the term Relationship Marketing is the best way to describe all of the strategies. The main aim of this study is to provide hoteliers with a literature-based framework to help them adopt and implement the new term. The study concludes with recommendations and a blueprint on how the new word can be used to increase customer loyalty. This study aims to examine the relationship between employee branding, employee behaviors, and service quality. The service delivery system in the hotel industry has improved significantly. CRM is also gaining momentum. This study concludes that most hotel owners/managers are familiar with the CRM concept. They also practice it at their hotels. High/medium-tariff hotels practice it more, while low-tariff hotels do it to suit their needs. Companies engage in various activities to gain customers, personalize and customize their services, and retain them. Further, CRM practices assist hoteliers in increasing customer satisfaction. They also win customer loyalty. Customer loyalty is an important aspect of relationship marketing. Relationship marketing aims to create loyal customers who will buy more products and tell others to do so. For a parent company to continue to succeed, it is essential to use this strategy with all of their products and services. Relationship Marketing is a marketing strategy that has the highest level of expression, and it’s recognized by academics as well as practitioners. The application of relationship marketing in business is becoming more and more evident. Mobile marketing (which is not limited to physical mail but includes multiple direct-marketing configurations) isn’t just about increasing the number of direct-marketing configurations. It’s also about personalizing products, using services more, loyalty programs, etc. This work provides a wealth of information to newcomers to the hotel industry. This study can be used as an informational tool for the hotel industry. This study concept may be adapted to other industries if the secondary terms are added.
Service communicationsCommunication may be defined as the activity aiming to constitute an arrangement to convey information as one of the fundamental pillars of social life and organizational structure as well as the activity of forming relationships between organizations and groups. Communication is essential for better understanding and communication between people, as well as to help create more effective organizations and resolve problems (Sabuncuoglu & Welch, 2012). Communication problems can prevent people from having better relationships in an organisation if they are not given enough importance. The literature has different descriptions and definitions of communication. Communication is defined by writers as exchanging information or ideas through speech, pointing and writing. Communication can also be defined as a process that involves the transfer of information between a sender and a receiver. A hospitality organization’s most important asset is its human resource. Communication is seen as a crucial factor in tourism establishments. This is especially true in accommodations establishments. Accommodation establishments that do not utilize communication channels correctly may be unable conduct their operations in a timely and accurate manner, because this particular sector offers services to humans by humans as a labor intensive sector. These interactions can have a positive or negative impact on human behavior. And communication is a fundamental characteristic that distinguishes humans from other living beings (Sener & Seyhan (2005)).
The operations function is responsible for managing capacity and demand. The aim is matching the capacity of the company to the level demand in both terms of quantity and capability. Hotel managers are faced with a challenge as the competition increases in the industry. Hoteliers must respond because selling nature, landscapes, or comfortable beds are no longer enough. In order for hotels to be successful, they must adopt the right strategies. Hoteliers use a variety of strategies to maintain and grow their hotel businesses in today’s competitive market. Capacity management is one of these strategies. Capacity management involves balancing the demands of customers against the capacity of the system to deliver services. It is difficult to predict demand because it fluctuates every year, week, and day. To achieve the best revenue when dealing with fixed capacity, you must find a good balance between average room rates and occupancy rates. Focus must not be only on high occupancy, but also the revenue generated. It is not a good idea to sell too many bedrooms at low rates (Inkpen.
Assessing performance
A performance management system that is ideal will motivate the employees to focus their efforts.
Improvements that are really important
Information and freedom are essential for people to be able to achieve their goals.
This aligns the contribution of employees to the success and growth of the business.
ConclusionIt is not easy to achieve service excellence, but many large and small businesses have proven that it is possible. Passion and commitment are key, as is a structured, customer-focused approach and an engaged workforce. The principles described are easily adaptable to any type of business. They can also be used in order to enhance and revise the existing approach for identifying service excellence.
