Bìznes Inform (Apr 2018)
Practical Aspects of the Use of Customer-Oriented Approach in Hotel Business
Abstract
The meaning of the system of the customer-oriented approach in management of hotel business, which allows getting additional income owing to a deep understanding and an effective customer satisfaction, has been researched in the article. Different authors’ approaches to the understanding and definition of the concept of the customer-oriented approach have been analyzed. The stages of the development of the customer-oriented approach have been suggested. The matrix of SWOT-analysis has been developed using the hotel “Halychyna” as the example, its data have been analyzed and the practical recommendations have been made. The comparative analysis of competitors – hotels of economic classes has been made. Service consumers of the researched hotel have been surveyed; an analysis of the level of the customer-oriented approach of the hotel “Halychyna” according to seven main blocks has been made; the coefficient of the level of the customer-orientedness of the company has been calculated; the level of customer loyalty has been evaluated. Defining the level of customer satisfaction, the issues for the analysis of the level of customer loyalty have been considered. Using the data of the analysis, recommendations were developed to increase the level of competition-oriented processes in order to improve the quality of service.
