谈饭店顾客关系的软、硬管理

Two Styles of Managing Hotel Customer Relationship: Hard and Soft

近年来饭店业的过热增长使得这个行业的竞争焦点由“量”的竞争转变为“质”的竞争,也即从关注市场份额转变为关注忠诚顾客。硬管理和软管理是两种不同风格的管理方式。而如何刺激顾客的重复购买决策,硬管理诉诸于顾客的理性抉择,软管理则侧重培养顾客的情感忠诚。

The recent years saw the skyrocketing increase of Hospitality Industry, the competing focus of which has transferred from 'Quantity' to 'Quality' . That is to say, customer loyalty became much more important than market share. In stimulating customers' repetitive purchasing decision are two types of managerial means: Hard and Soft. The former theory appeals to customers' rational choice, while the latter one emphasizes nurturing customers' emotional reliance.