what are the characteristics of hotel service psychology? To put it bluntly, it is the mentality of catering consumers. When a consumer enters a restaurant for dinner, which restaurant should he choose? What kind of consumption and entertainment do you want? This involves the influence of products, prices, advertisements, restaurant environment, service attitude and consumers' own culture, socio-economic conditions, consumption level and structure, family, education, status and catering fashion. In 1994, the American Tourism Foundation and Procter & Gamble conducted a survey to study the preferences of travelers in the American tourism market. Judging from the 14 factors that catering consumers choose a place for the first time and again, the top five are cleanliness, taste, reasonable price, convenient location and comfortable environment, and good service.
first, the psychological effect before catering consumption
consumers have certain consumption preferences before catering consumption. In view of the psychology of catering consumers, it is necessary to study the psychology of catering consumption demand and the methods of improving the psychological effect of catering products.
First of all, from the perspective of catering consumption psychology, psychologist Maslow believes that people's needs can be awakened, and everyone may be in an unsatisfied nervous state (or uncomfortable state), which can urge him to find ways to solve his unsatisfied problems. Maslow divides people's needs from low to high into five levels, which are physiological needs, security needs, social needs, respect needs and self-realization needs. According to Maslow's hierarchy of needs, there are two reasons why consumers need catering food when they go out: one is to replace the daily dining activities at home; The second is to regard eating in the restaurant as a pastime and entertainment. Consumers' demand for restaurants actually implies that higher-level needs such as emotion, socialization and self-realization are met.
A, clean. Keeping the restaurant clean is the respect for customers and the need of self-management. A clean restaurant can arouse customers' appetite and mood, which is also the premise for customers to choose which restaurant to eat, that is, the first impression. Because the clean image will leave a good impression on consumers, when they choose, consumers will take the restaurants with good first impression into consideration.
B. price. As consumers, they always hope to buy good and cheap goods. What is a moderate price? Economists have developed a scientific pricing method according to consumers' consumption psychology. For example, mantissa pricing method has different psychological effects on consumers by using the difference in mantissa price. 21 yuan and 25 yuan are usually not considered to be different, but the difference between 29 yuan and 3l yuan is prominent to consumers. Because consumers often like some goods that are cheaper than usual, and once they buy the same goods that are cheaper than others, they will feel victorious, so it has a good psychological effect on discounting common foods. These psychological pricing methods are very effective in catering pricing.
C. location and environment. The location of the restaurant is an indirect response to the consumption price. A good location is definitely different from other locations in terms of price, but there are problems in the selection of customer groups and the type of restaurant operation. Environmental problems can't stay in the narrow sense of cleanliness. There is an example: the Lotus Villa in Dazu, Chongqing, has a strong atmosphere of Bayu. Guests can sit in a flower boat in twos and threes to watch all kinds of lotus flowers outside the boat, taste Bayu snacks, and receive the warm and simple service of the "fisherman girl" wearing Gu Lou fisherman's clothes, which makes the guests seem to have come to Taoyuan outside the city. This example shows the business philosophy of environmental characteristics. Comfortable environment can create diners' dining mood, and at the same time, it can also make them enjoy and respect. The creation of catering environment is the intangible asset investment of restaurant.
Secondly, from the perspective of the method of improving the psychological effect of catering products, it is a kind of publicity to establish the restaurant's own image. If cleanliness, price, location and environment capture the customer's psychology in the psychology of catering consumption, the method of improving the psychological effect of catering is to let its own ideas be accepted and recognized by consumers.
A, clean. Every restaurant has its own standards and inspection system. Of course, consumers have different requirements, and there may always be some consumers who think that cleaning is not done enough. In a word, no consumer will think that cleaning is too good. Therefore, only in practice can restaurants constantly improve their cleanliness according to the requirements of consumers. "There is no best, only better", and restaurants should keep improving.
B. price. Of course, it is based on the survival and profit of the restaurant. Whether that can be accepted by consumers depends on the price of competitors, the relationship between price and demand, price policy and preferential structure. As a method to improve psychological effect, reasonable price itself has strong attraction. Similar opening rewards and half-price festivals have a lot of effects.
C. location and environment. From the point of view of improving the psychological effect of catering products, there is obviously a trend of surpassing the first two. This is not intended to exaggerate the importance of lots, and the choice of location is of great significance to attract the number of tourists; How to improve the psychological effect and what kind of atmosphere can attract more customers are all related to the location and orientation of the restaurant.
Of course, the method to improve the psychological effect of catering products is not limited to this, and catering workers should implement it on their own. What I'm talking about here are mainly three factors in the psychological effect.
second, the psychological effect in the process of food and beverage consumption
The so-called food and beverage consumption process refers to the requirements, preferences, satisfaction and the service and hospitality that consumers hope to get in the process of eating after choosing the place of food and beverage consumption. In view of consumers' psychological thinking, this paper mainly analyzes the psychological effects from the service attitude and the taste of food.
A, let's look at the aesthetic effect of food taste on consumers' psychology. It is impossible for a restaurant to apply for a patent for its own dishes, cakes, etc. The only thing that can apply for a patent is the logo and name. The direct consequence of this kind of food and beverage product is that if a new dish can create economic benefits, other restaurants will soon imitate it. Therefore, it is particularly important to work hard from the psychological effect. If you can get intimate and personalized service only once or twice, will you feel particularly respected? Can you "bear" not to patronize such a restaurant? The aesthetic psychology of the taste of dishes is more focused on the "appearance" of dishes, such as the degree of exquisiteness, the color matching between side dishes and main courses, the decoration of dishes and so on. Customers have different tastes, and it is of course up to the diners to evaluate whether they are good or not. Eels, for example, are fresh and top grade, but many people don't adapt to them because of their fishy thorns. After they are boned, they are skewered with bamboo sticks and barbecued, which is very popular with customers. Therefore, these differences can be made up through certain changes. The old way will always be eliminated. To prolong the life cycle of catering, it depends on whether you take the initiative to change or passively have to change when you are on the verge of being eliminated.
B, let's look at the aesthetic effect of service attitude on consumer psychology. The aesthetic of service attitude is mainly to establish a unique and refreshing standard in service mode, and strive to establish a standard consistent with the theme of the restaurant in service etiquette, with "integrity" as the purpose, so that customers feel cordial and caring.
it is not enough for modern service concept to satisfy customers, because by imitating, the service that satisfies customers cannot form competitiveness. Therefore, in order to win customers' hearts from the aesthetics of service attitude, it is necessary to make service attitude characteristic, humanized and thematic. Now, hotel catering has made a lot of efforts in this direction. In order to attract more holiday and leisure guests, Chongqing Grand Hotel, Chongqing Marriott Hotel, Chongqing Wanyou Kangnian Hotel and many other hotels are developing "themed" parties. For example, in some hotels, guests can enjoy the so-called "Emperor Banquet". The banquet is served by waitresses dressed in ancient costumes, using antique silver and porcelain tableware and furniture. During the performance of traditional musical instruments in China, guests can taste the imperial cuisine that only emperors could enjoy in the past. Also, in Japanese restaurants, waiters serve food and return dishes on their knees, which makes those who are eager for respect go one after another. There are many such examples. Regardless of the right and wrong of these methods, from the aesthetic point of view of catering services, they have indeed implemented effective psychological effects on targeted customer groups.
From the perspective of individual psychology of catering consumption, due to the difference of preference levels, it is particularly required to provide "humanized" flexible service in grasping the taste and service attitude of dishes. It is impossible to establish characteristics and gain advantages only by standardizing this fixed model that everyone can learn. Everyone is fighting at the same starting line, and whoever can be better can lead the way.
A, the taste of the dish. Basically, it is the aesthetic difference of consumers' taste for food. What catering operators compare with others is the characteristics, techniques and tastes of dishes, while the purpose of catering consumers is also the taste and characteristics of products. To prolong the life cycle of a restaurant, the taste of the food should be special, special and special, and there are many scale problems in it. It's very simple. Sichuanese can eat some spicy food, but there are different degrees of eating spicy food. Some are enough, some are as spicy as possible, and some people are afraid of spicy food. This is the question of scale. Of course, personality differences can't be limited to those mentioned above. We don't need to list them one by one. We just look for ways to extend the life cycle of catering from this angle, that is, we should implement the psychological effect on customer consumption personality according to local conditions.