Personalized service is a targeted service approach, based on the user's settings to achieve, based on a variety of channels for the collection, collation and classification of resources, to provide and recommend relevant information to the user in order to meet the user's needs. On the whole, personalized service breaks the traditional passive service mode, and can make full use of the advantages of various resources to actively carry out a full range of services for the purpose of meeting the personalized needs of users.
Personalized service, as a service idea and business philosophy, different scholars have put forward their own insights. Stan (2006) pointed out that the so-called personalized service (Personal Service), refers to the customer needs as the center, in order to meet the customer **** sexual needs on the basis of the customer's personality characteristics and special needs, take the initiative to actively provide customers with differentiated services, so that the customer has a sense of pride, a sense of satisfaction, leaving a deep impression, to win their loyalty and become repeat customers. [14] Su Hongwen (2002) believes that personalized service, is the service personnel according to the special requirements of each guest, to provide appropriate quality services, so that they receive services at the same time to meet the physical and psychological requirements. [3] Qiu Ping (2004) believes that personalized service, also known as special service, is a service staff in the standardization of services based on the different interests of guests and individual requirements of the services provided, with distinctive focus and flexibility. Zhang Yan and Jin Huijun (2005) believe that personalized service (Personalized Service or Indivialized Service) has two meanings: First, it refers to the standardized service as the basis, but not confined to the standard, but to the needs of the guests as the center of the provision of targeted differentiated services and special services beyond the norm, in order to let the guests who receive the service have a sense of pride and satisfaction. Guests have a sense of pride and satisfaction, and win their loyalty; the second refers to service enterprises to provide their own personality and characteristics of the service project. [23]
The four definitions listed above are relatively representative. There is no uniform definition of personalized service in the industry, and many researchers believe that personalized service is provided for the individual and special needs of guests. Qiu Ping and Zhang Yan and others believe that personalized service is based on standardized service, and Su Hongwen believes that personalized service is a quality service that meets the physical and psychological requirements of the guests, highlighting the satisfaction of psychological requirements. Stan, on the other hand, points out from the perspective of customer demand that personalized service can make customers become repeat customers by gaining a sense of pride and satisfaction, which is the result and goal of personalized service. Compared to Su Hongwen, Shi Dan makes the satisfaction of the psychological and spiritual aspects of the guests more concrete. Zhang Yan's definition also extends to the hotel's own personality and characteristics of the project, compared with the other three definitions of the connotation of further expansion, this definition is also more in line with the direction of the development of personalized service.
Second, the connotation of personalized service
Su Hongwen (2002) that the connotation of personalized service includes two aspects: to meet the individual needs of customers and reflect the personality of employees. And it is divided into: flexible service, fetish service, accidental service, optional service, psychological service and all-round master service. Su Hongwen from the perspective of the service relationship between employees and customers to illustrate the connotation of personalized service, and the first personalized service content is divided into six forms, basically including the content of personalized service.
Unlike Su Hongwen's point of view, Li Qing (2006) believes that the connotation of personalized service has three layers: First, the service personnel according to the special needs of the service object to provide targeted services, and a variety of individual needs of the guests to be categorized, sorted and analyzed, the introduction of services to meet the individual requirements of different guests; second, the individual needs of the guests to provide " special care" and "special care" and "special care" and "special care" and "special care". Special care" and "differentiated" services for the individual needs of the guests; Third, both to meet the individuality of the guests, but also to give play to the personality of enterprises and service personnel. The above three aspects of the content than Su Hongwen connotation of the expansion, pointed out that the various needs of the guests for a classification, sorting and analysis, to find out the law in order to provide personalized service for more guests. The content is unique, but the presentation is a bit too complicated.
Li Qing (2006) personalized service is divided into four types: flexible service and extraordinary service, active service and advanced service, detail service and value service, emotional service and special service. Qian Xuejun (1999) divides personalized service into: flexible service and extraordinary service; over-the-top service and active service; warm service and emotional service; psychological service and over-value service. Qian Xuejun did not explain these elements. The two divisions of Li Qing and Qian Xuejun are more similar, they both think that personalized service contains: flexible service vs. extraordinary service; active service vs. ahead of time service; value service and emotional service, but Li Qing emphasizes on detail service and special service, while Qian Xuejun points out the way of psychological service and warm service, and the author thinks that they can be combined. Obviously, Qian, Li and Su Hongwen have different perspectives and levels of analysis of the connotation of personalized service, Su is mainly based on the customer's point of view and the content of the service, while Qian and Li start from the hotel's point of view and the way of service.
Research on the connotation of personalized service is relatively small, and different researchers analyze it from different angles and levels. The industry should strengthen the research in this area, to clarify the connotation of personalized service, in order to better develop personalized service.
Third, the characteristics of personalized service
The characteristics of personalized service is not much research, there is no unified conclusion, mainly selected three representative views for analysis.
Li Qing (2006) pointed out that the characteristics of personalized service include: diversity, unexpected, pioneering, risk. Li Qing from the perspective of the waiter pointed out that in China personalized service is in the early stage of development, some personalized service is against the routine operation, personalized service risk and pioneering co-exist.
Unlike Li Qing's point of view, Wang Bin (2002) believes that the characteristics of personalized service include: initiative, diversity, and over-satisfaction. In terms of diversity, Li Qing explicitly points out that it is necessary to provide diversity in terms of service mode, service means, service programs, product design, etc., which is more specific and clear than Wang Bin's view. Wang Bin's super-satisfaction and Li Qing's accidental in the connotation is the same.
The characteristics of personalized service proposed by Shi Dan (2006) include: flexibility, specificity, diversity, omnipotence, emotionality and super-satisfaction. Shi Dan's six characteristics and Su Hongwen's personalized service connotation of "six services" is basically corresponding to the super-satisfaction and Wang Bin is consistent. All the above scholars agree that personalized service has super-satisfaction.
The above three points of view are analyzed from different perspectives, and based on these points of view, the characteristics of personalized service can be summarized as follows: flexibility, initiative, diversity, specificity, emotion, pioneering and risk, omnipotence and super-satisfaction. This is a more complete overview of the characteristics of personalized service, these characteristics and the connotation of personalized service is corresponding.
Fourth, the necessity of personalized service in the hotel
The traditional means of standardized service has been widely challenged, and has not been able to adapt to the increasingly fierce competition in the hotel industry (Su Hongwen 2002). Personalized service to provide targeted service content and service mode, to meet the requirements of tourists seeking new, strange, changing, highlighting the characteristics of the hotel business, showing the core competitiveness of the hotel (Cheng Xing 2001). Personalized service has become the core weapon of competitive advantage of the hotel industry in the new era, and has become the beacon of the deep development of the hotel industry.
Chen Ying (2005) analyzed the necessity of personalized service from the perspective of industrial structure and product homogenization of the external environment, that the structure of China's hotel industry is irrational, the homogenization of hotel products is serious, the market segmentation is not sufficient, the hotel industry is in a low-profit or even loss-making state, therefore, China's hotel industry to seek breakthroughs and development of a favorable way is to develop personalized, humanized service products, improve guest loyalty. Therefore, a favorable way for China's hotel industry to seek a breakthrough and development is to develop personalized and humanized service products and to improve guest loyalty. Chen Ying's research perspective is more macro.
Li Bingwu (2005), from the management and marketing aspects of the implementation of personalized service theoretical basis. In management, the use of Herzberg's two-factor theory, the motivational factors to stimulate customer consumption is divided into two categories, one is "to avoid dissatisfaction" factors, known as health factors; the other is "to win the satisfaction of" factors, known as charm factors. Standardized service is a necessary factor, personalized service is a charm factor, so that the guests enjoy the "special service for me", resulting in "preferential treatment, attention" of the good feeling, to achieve satisfaction. The necessity of using two-factor theory to analyze personalized service is very representative, and many researchers have adopted and quoted this point of view in their articles. In marketing, Li Bingwu customer demand satisfaction is divided into three stages of development: that is, the amount of satisfaction era, the quality of satisfaction era and personalized to meet the era, pointing out that personalized service is to meet the needs of customers at an advanced stage, can be raised to a new level of hotel service level (hotel personalized service research review)
② (2) Briefly explain the basic requirements of personalized network marketing services which are
1, the positioning of the site before construction (clear their goals)
2, the construction of marketing-oriented website (attractive, convenient, information)
3, the optimization of the site's internal and necessary to pay for network promotion
4, there is a shift to run a series of actions of network marketing.
③ How to carry out personalized service at the hotel front desk
Therefore, a high level or the true meaning of personalized service I. The hotel so that employees are satisfied with the basis of personalized service. Personalized service is not required by the hotel service standards, but beyond the standard requirements, employees out of their own high degree of professionalism and ownership of the hotel driven by the implementation of unconventional services. To allow employees to continue to implement personalized service to the guests, without the high satisfaction of the staff to the hotel. Second, to maintain the continuity of personalized service needs to rely on the grass-roots management and the majority of employees with a high degree of professionalism and good professional habits. Hotel managers at the grass-roots level to collect a number of personalized service cases, through the case so that employees know how the service is personalized service, through the comprehensive analysis of personalized service cases, which reflects the general needs of the guests of the service, the realization of personalized service to standardize the transformation of the service. Often some of the guests' individual needs may be the guests' *** sexual needs. Hotel management should be personalized service case for careful analysis, to understand the difficulty of the promotion of the service and feasibility. Example: there is a hotel guest room department staff in the room cleanup initiative for the guest off button shirt sewing buttons. The guest room department analyzed that this is the guest's *** sexual needs, and easy to operate, and then as a norm *** in the department to promote. Eventually the service became one of the hotel's specialties. Thus, the personalized service is transformed into a standard ***. Third, the promotion of the three full is a good personalized service of the inevitable requirements. Personalized service is not only the grass-roots managers and front-line staff requirements, but also the requirements of the hotel staff. Personalized service to the guests of the first-line staff can not be separated from the second-line employees and even managers to help. Example: a guest has a cold in the restaurant, the service staff found a timely report to the supervisor four, four small refers to the life of a small experience, the media small news, small movements of guests and small talk small information. Life experience is the basis and source of personalized service, master more life experience will take the correct and effective personalized service. Paying attention to media news will provide guidance for personalized service. Guests small movements and talk about small information is to provide personalized service clues, guests of every move and guests of the conversation provides many valuable information. Fifth, the establishment and use of guest history files, the rapid feedback of guest information, the creation of a quality internal service chain, attention to the living habits of long-staying guests and renewed guests are a powerful basis for creating our personalized service for guests. The guest history file allows us to familiarize ourselves with the preferences of the guests, prepare in advance for the services that the guests need, and create surprises for the guests. The collection of guest information and feedback, let us make our customer file, case more perfect.
④ What are the basic conditions for a satisfactory hotel service
Guest satisfaction can make the hotel in the market competition at an advantage, but also a prerequisite to improve the level of hotel profits. How to do a good job of wine version of the store service work, how to win the right guest satisfaction, to give the guests a deep and favorable impression, so as to improve the business management benefits, which is the way of the hotel management business.
The hotel only to meet the high quality service needs of guests, focusing on the hotel's personalized service, the implementation of each service link, to achieve the meticulous in place, in order to truly reflect the hotel's quality service, to achieve the ultimate goal of the hotel business management. As a tourist hotel, to meet the different service needs of guests, expanding profit margins, is always the direction of the hotel management unremitting efforts. Modern hotels to fully reflect the quality of service, in addition to focusing on the transformation of hotel hardware and facilities, but also pay more attention to the hotel's personalized service, emphasizing the grasp of the rhythm of the service, the requirements of speed, efficiency, in order to reduce the waiting time of the guests, and timely provision of a variety of convenient, fast, attentive to the characteristics of the service, in order to make the guests satisfied. The hotel starts from meeting the overall requirements of guests' safe, healthy and comfortable human environment, which mainly includes safe and hygienic indoor environment, comfortable and healthy living conditions, and good indoor air quality. To do this, the hotel should be cleaned and maintained every day in accordance with the standardized cleaning standards, in strict accordance with the hygiene and cleaning operating procedures for cleaning and disinfection of the room, in the room that has been cleaned up, the bedding can not appear stains and hair, to ensure that it meets the standards of room hygiene.
⑤ Evaluation criteria for personalized service
Personalized service is a targeted service approach, based on the user's settings to achieve, back based on a variety of channels for the collection of resources to answer, sorting and classification, to provide and recommend relevant information to the user to meet the user's needs. On the whole, personalized service breaks the traditional passive service mode, can make full use of a variety of resource advantages, take the initiative to carry out to meet the user's personalized needs for the purpose of a full range of services.
Evaluation of personalized service, the most important look at the rating of the service object, for the results of the social personalized service, you can do questionnaires for statistical analysis, and for the network personalized service, there can be a special evaluation index, such as MAE.
⑥ How to improve the personalized service
I think that what is referred to as personalized service is the attack on the needs of different customers to provide different services. Different services. Hotel catering, mainly: 1, dishes should have characteristics, continuous innovation, such as according to the season, or trend innovation, according to the characteristics of the price; 2, service, for general customers, large customers (*** authorities, large enterprises and institutions), banquet customers (wedding banquets, etc.) should provide different services, in fact, as far as possible to meet the customer's requirements, and even exceed their expected requirements, the customer will be satisfied. The customer will be satisfied.
⑦ What are the conditions to provide personalized hotel services
As long as there is money for this condition can be;
1, choose a star hotel (4, 5 stars)
2, choose to stay in the suite
3, consult the front desk
⑧ How to implement the service innovation, the implementation of refinement, personalized service
Service personalization must meet the requirements of the customer in order to meet the demand for personalized service
The service should be personalized to meet the needs of enterprises and units, banquets customers (wedding banquets), and even exceed their expectations, customers will be satisfied. p> The personalization of services to meet the personalized needs of consumers for the purpose of activities, requiring everything from the consumer's requirements, through each consumer to carry out the differences ***, it is the embodiment of this idea. The modern economy is already experience economy, experience economy is the enterprise and consumer communication, information and emotional points ***. That is to say, experience exists in all moments of contact between companies and consumers. Personalized service is in line with the requirements of the experience economy, so that consumers feel that the whole enterprise is special for his service. Strengthen the staff personalized service consciousness. Zhengzhou also has an idyllic catering enterprise, located in the picturesque Yellow River tour area. This hotel's service is characterized by everything back to nature, everything involved in the experience. This hotel's building, decoration, tableware, meals are reflected in a faction of the farm style and the national garden scenery, so that consumers who have lived in the city for a long time is refreshing. There is a large area of pollution-free vegetable land in the courtyard of this hotel, planted with a variety of seasonal vegetables. It also raises local chickens, pigeons and rabbits, and you can also fish in the fish pond in the courtyard. This hotel implements a la carte service, consumers pick their own vegetables in the fields, point and kill animals or fishing, the hotel can also be processed on behalf of the hotel, can also be rented out earthen stove by the consumers themselves according to different tastes to do. This place has become a paradise for children, where strong affection is further sublimated, making both children and adults happy. This hotel's unique service concept and way to win the majority of urban consumers with a car family love, a weekend traffic is very lively. This is the unique charm of experiential service.
Dining? I think we should start from the following points: First, to strengthen the strong service consciousness of all staff. Hoteliers should attach great importance to the importance of service, in order to grasp the characteristics and quality of the meal at the same time, to strengthen the management of service diversification. To strengthen education and training, the establishment of a harmonious and warm hotel corporate culture, so that every employee to produce a strong sense of responsibility, honor and a sense of belonging, in order to establish a strong sense of service, wholeheartedly from me to do a good job of service. Second, strengthen the study of consumer service needs, innovative service content. Intensive study of consumer psychology, can find the new needs of consumer services in a timely manner. To strengthen communication with consumers, from communication to understand consumer demand and satisfaction. An excellent waiter not only to master the basic service knowledge, but also to be good at observing, understand the needs of consumers and consumer psychology. Third, strengthen the training of service skills of all staff to achieve the standardization of services. To realize the whole process of training and regularization, the implementation of the combination of external and internal training, strong service awareness and service skills training. To strengthen the corporate culture, corporate philosophy training, to pay attention to the service skills training, but also pay attention to the etiquette of the training. Fourth, pay attention to the humanization of service, full of consumer care. Maslow's hierarchy of needs theory that consumers receive services at the same time, but also want to feel that he is accepted and respected. So the service can not serve for the service, but to meet and exceed consumer expectations, fully humanized and humane condition, so that consumers maximize the return of the spirit. Such as the Oriental Hotel in Singapore to promote "super service" program encountered such a thing, a coffee shop attendant in order to a table with documents to discuss the four consumers from the hall from the impact of the noise of people, and take the initiative to ask the Department of Rooms there is no room for the four consumers to use temporarily, the Department of Rooms immediately provided. When these four consumers understand these, they feel incredible, after the fact they said in a letter of thanks: "...... we in addition to always become your loyal consumers, we belong to the company as well as overseas guests, will always be widely publicized for you.
⑨ standardized and personalized service perception
norms copying, standardization, procedural is the catering in the attack of the "old three flowers service", is the lowest level of service products, the most basic requirements, the hotel catering can not provide "the old three service "is not a qualified catering service, does not meet the minimum requirements of the industry. Personalization, visualization, characterization is catering in the "new three flowers service", is the higher level of service products, is a higher level of requirements, "new three flowers service" is to meet the needs of customers at a higher level of service.
Normalization, standardization of services to do a good job, does not necessarily bring customer satisfaction, customers feel that the restaurant to do these are deserved. Only to provide customers with personalized, customized, differentiated services, will make the guests feel surprised, and make a satisfactory evaluation.
But to encourage differentiation, personalization, customized service, not to replace the standardized service, but to try to coordinate the relationship between the two,
Relationship: **** sex and personality
Relationship: coexistence
Relationship: moderation
Aspects of the first: to cultivate the concept of personalized service and service awareness
Aspects of the third: to strengthen service skills
Aspects of the first: to cultivate the concept of personalized service and service awareness
Aspects of the first: to cultivate the concept of personalized service and service awareness
Aspect 3: Strengthen the training of service skills
Aspect 4: Do a good job of supporting the service information
Focus 1: Accidental becomes inevitable
Focus 2: Leading by example
Focus 3: Cultivate the initiative
Focus 3: Personalized and standardized
Personalization:
Competence 1: Customer Data Management Ability
Ability 2: Customer Analysis Ability
Ability 3: Ability to Promote Customer Interaction
⑩ How to Formulate Personalized Service Programs
Personalized service is realized according to the user's settings, based on a variety of channels to collect, organize and classify resources, and to provide and recommend relevant information to the user, in order to meet the user's needs. On the whole, personalized service breaks the traditional passive service mode, and can make full use of the advantages of various resources to actively carry out a full range of services for the purpose of meeting the personalized needs of users.
From the international and theoretical point of view, the competition between enterprises has experienced three stages, one is the competition of the product itself, which is due to the early stage of some of the advanced technology in the hands of a small number of enterprises, you can rely on the quality than others out of a cut to win the market; but with the rapid development of science and technology, the widespread adoption of new technologies and the increasingly frequent flow of talent, the gold between the enterprise products have been very different, customers who buy the products have been very different, and the customers who buy the products have been very different. Has very little difference, customers buy who are the same, which enters the price of competition, rely on low prices to beat the competition; has entered the third stage, is the competition of service, rely on high-quality pre-sale, sale and after-sales service to attract and keep customers, and ultimately gain an advantage. The modern concept of market competition, that is, "the customer first", "the customer is always right", personalized service formally establish a good relationship with each customer to carry out personalized service is the embodiment of the modern market competition trend. So: the international situation and the development of theory to promote the development of personalized service.
In the industrial society, the rapid development of science and technology, the universal adoption of new technologies, products are becoming more and more abundant, the market supply of products exceeds demand, consumers can choose from a large number of similar products. All of these, to the business people put forward new requirements, enterprises to survive and develop, we must first consider the product sales. The personalized service is in the access to a large number of user information and product orders before putting into production, so that the sale is not a problem.
In industrial society, people's consumption is mostly focused on the intrinsic quality and price of the product, focusing on the diversification of the form of material products, the quality of the internalization of the mass. With the increase in people's incomes, the shortening of the consumer popularity period and product life cycle, the speed of fashionable consumption methods being imitated, the concept of consumption gradually to the externalization of the quality, personalization, naturalization of the direction of development; from the main focus on material consumption to the direction of the material and spiritual consumption and the direction of the development of the material and spiritual consumption, people are not only only satisfied with only the physiological needs of survival, but also need to satisfy the needs of development and enjoyment, especially the need for a spontaneous Psychological satisfaction needs; from only meet the consumer's personal family emotional needs to the need for the company (between enterprises), between people to meet the mutual emotional needs and expand to the human and natural "harmony", "collaboration" of high emotional consumer demand. Such as Haier put forward "you to design me to achieve" the new slogan, by the consumer to Haier to put forward their own home appliances demand model, including performance, style, color, size, etc., so that the product is more adaptable, more competitive, but also firmly occupy the dominant position in the market.