数字化时代酒店客户关系管理研究

Research on Hotel Customer Relationship Management in the Digital Age

论文使用问卷调查、文献查阅、SPSS描述性统计分析等研究方法,深入剖析了数字化时代酒店客户关系管理存在的问题、面临的挑战、应对的趋势和发展的思路。构建了以顾客满意和顾客忠诚为目标、以顾客服务为中心、由顾客消费决策行为驱动的连接宾客服务中心、顾客及其他利益相关者的动态定制化客户关系管理系统。该动态定制化的客户关系管理模型注重OTA及其他平台客户的转化、致力于定制化的客户体验、实现个性化的消费体验并创造客户价值、在各利益相关者之间开展实时动态沟通、给客户以高性价比的感受,以此期望帮助酒店业在巨大的经营压力、激烈的市场竞争和重大的疫情创伤中迅速恢复并重新焕发生机。

The paper uses research methods such as questionnaire surveys,literature review,and SPSS descriptive statistical analysis to deeply analyze the problems,challenges,trends,and development ideas of hotel customer relationship management in the digital age.A dynamic and customized customer relationship management system that connects the guest service center,customers,and stakeholders are built with customer satisfaction and customer loyalty as the goal,customer service as the center,and driven by customer consumption decision-making behavior.The dynamic customized CRM model focuses on the conversion of OTA and other platform customers,is committed to customized customer experience,realizes personalized consumer experience and creates customer value,and carries out real-time dynamic communication among various stakeholders,gives customers a feeling of high-cost performance,in order to help the hotel industry quickly recover and regain its vitality under the huge operating pressure,fierce market competition and the COVID-19 pandemic.