聚焦顾客价值的旅游企业定制化服务模式探究

An Exploration on the Customized Service Model Focusing on Customer Value for Tourism Enterprises

在强调消费体验、重视快速响应和尊重顾客个性的市场环境下,旅游企业服务模式的发展趋势呈现为融合标准化和个性化优势的定制化服务模式。旅游企业定制化服务模式具有个性化、模块化、柔性化、移情化、极致化和交互化等特点,因此要求旅游企业的服务模式必须以其经营战略为基础,遵循定制化服务模式的战略三角形这一支撑体系进行建设,即旅游企业应聚焦顾客价值、明确使命愿景、优化服务流程和整合战略资源。

With the consumption experience, quick response as well as respect for the personality of customers emphasized in the market environment, a customized service model which takes advantage of both standardization and individualization emerges as far as the development trend of the service model for tourism enterprises is con- sidered. The customized modularization, flexibility, e service model of tourism enterprises is characterized by individualization, mpathy, perfectionism, interactivity and so on, for which the construction of the service model for tourism enterprises namely the strategic triangle is required to be based on their business strategies and follows the supporting system regarding the customized service model, in other words, tourism enterprises are sup- posed to focus on the customer value, make clear the mission and vision, optimize the service process and integrate the strategic resources.