Research paper on problems and countermeasures of hotel service products

Research Paper on Problems and Countermeasures of Hotel Service Products

[Abstract] Hotel service products refer to the sum of various products provided to guests by hotel companies relying on equipment, facilities and human services. , it includes tangible products and intangible products, so the hotel’s hardware and human services are both important. This article analyzes the problems existing in hotel service products and provides countermeasures for service innovation concepts and methods such as creating unique service brands from a strategic perspective.

[Keywords] Solutions to the problem of personalized hotel service products

The hotel industry is an accommodation industry, its main service product is guest rooms, and its secondary service products are diverse ized. As competition in today's hotel industry becomes increasingly fierce and gradually escalates to service competition, as well as facing the increasingly serious problem of homogeneity of hotel products, how to maintain the original customer base and open up new markets requires, in addition to macro scientific management, In addition, service products must be reshaped from a micro perspective, specifically combining service with innovation, so as to find a successful path in the fierce industry competition. The author gives some brief opinions on the problems and countermeasures of hotel service products.

1. Problems with current hotel service products

1. The construction of hotel hardware facilities emphasizes luxury, ignores practicality and comfort, and does not pay enough attention to details and services. As we all know, hotel service products refer to the sum of various products provided by hotel companies to guests relying on equipment, facilities and human services. It includes tangible products and intangible products, so hotel hardware and human services are very important. Some guests often complain that some hotels are very luxuriously decorated, but they feel uncomfortable after staying in them. This situation is relatively common in my country's hotel industry, and the problem of insufficient comfort actually reflects a distortion in the development of my country's hotel industry over a period of time. However, some hotels in our country have unrealistically crossed the stage, ignoring comfort and overemphasizing the hotel's enjoyment function. In general, many hotel companies have fallen into the misunderstanding of "emphasis on hardware and light on software" when building service products.

2. Ignoring market segmentation and the reasonable allocation of primary and secondary service products, blindly emphasizing "big and complete, small and complete", resulting in the homogeneity of products and greatly reducing the customer source market. The degree of dependence on hotel products. The hotel industry is an accommodation industry. Its main service product is guest rooms and its secondary service products are diversified. The rational allocation of primary and secondary products should be based on the needs of each hotel's target market, and the secondary service items and required proportions should be reasonably selected. The main competitors should also be analyzed to build personalized and characteristic service products. However, the current phenomenon of unreasonable allocation of primary and secondary services is common in hotels. If the allocation of primary and secondary service products is unreasonable, it will lead to invalid investment.

3. Service processes and methods pursue standardization and proceduralization too much, and lack humanization and differentiation. It is true that the pursuit of service procedures and job responsibilities is the work standard of employees, but only when guests are satisfied can they It is the ultimate standard to measure the level of work. Service does need to be based on procedures, but only by transcending procedures and breaking the conventional work thinking and service model can we satisfy different consumers and reflect innovation.

4 . There is a lack of change in service items and personalized services. Some hotels are rigid in their service items and like to imitate others, resulting in unclear hotel characteristics. Many hotels receive mostly repeat customers, and most of them are VIPs. If guests follow the previous service model without innovation for a long time, they will feel rigid, old-fashioned, and stuck in the past, and it will be difficult to adapt to changing market demands. 2. Methods and approaches for hotel service product innovation

Product innovation is the overall creative activity process of the hotel. It is based on market demand and for the purpose of hotel development. It reshapes the hotel's tangible facilities, equipment and space, as well as intangible services. It can be said to be penetration. to all aspects of hotel products.

1. Management system innovation is the guarantee and prerequisite for hotel service innovation.

First, start with the system, establish a learning organization and a harmonious team, and use management innovation to create synergy among employee groups to maximize personal wealth and wisdom. In terms of the distribution system, the treatment of service personnel is improved, and wages are tilted towards front-line departments, towards positions with high technical content, and towards employees with rich work experience and high service levels. In terms of training content, not only the training and improvement of employees' operational skills are emphasized , pay more attention to the development of employees' concept awareness and potential.

2. Paying attention to guest relations and strengthening market innovation are the basis for service innovation. The high degree of market segmentation is a significant feature of the hotel industry market in the new century. It is also a necessary means for the hotel industry to seek market innovation, and it is also an important way for hotels to create loyal customers. The hotel must carefully refine its customer sources, classify and analyze them from several aspects such as guest type, place of origin, consumption ability, consumption frequency, consumption content, etc., especially the statistics of key customers who spend money in the hotel. , adjust and reshape service products according to the composition and needs of hotel guests. In addition, we should strengthen exchanges and communication with guests. The customer department should return to guests regularly, strengthen contact with guests, extensively solicit guests' opinions, and use the guests' opinions and suggestions as a basis and reference for us to update services.

3. Creating personalized, differentiated and humanized service products for hotels is an effective way to carry out service innovation. The transformation of hotel service products from "standardization" to "personalization" is a reflection of the humaneness and rationality of hotel services. Since hotel guests come from all over the world, everyone has their own living habits and preferences, so it can provide immediate, flexible and considerate services. The service can win the recognition of guests and create benefits for the hotel. The so-called personalized service is to meet the reasonable individual needs of different guests, such as business guests' need for the Internet, travelers' desire to taste local food, etc. Embroider the guest's name on the pajamas of guests who have visited more than 10 times for their own use; stamp the guest's name on envelopes and stationery in guest rooms; provide infant care services for families with children; set up non-smoking floors; Provide guests with pillows of different softness and hardness; adjust the temperature of the air conditioner according to the guest's room temperature requirements and other personalized services.

4. Implement service innovation activities as a strategic measure to create a unique service brand. The service innovation activities carried out by the hotel are not short-term "service months" or "service years", but should be the hotel's long-term service strategy. It implements sustainable innovation, continuous improvement, and forms operating specifications and management systems until it becomes inseparable from the hotel's image. part of. Nowadays, the hotel industry is more of a "windy" approach, promoting this thing this month and promoting that next month, but in the end it is a gust of wind, leaving nothing behind after it blows, except for some vague and mixed things. concept. Service quality activities should be like building a house. First make an overall plan, lay a good foundation, and then build walls brick by brick, building up layer by layer. You must first establish your own service concept, use the concept as a guide to shape service products and guide behavior, and embody and implement the concept through all aspects of customer service until the company's concept and image are generally recognized by the public. The Shangri-La Group, which adheres to the service strategy of "Hospitality and Asia", IBM, which operates with "IBM is the best service" as its business purpose, and countless successful hotels and enterprises, are all historical references, guideposts and role models for practitioners.

References:

[1] Lin Meizhen and Zheng Xiangmin: Five guarantees for hotel service innovation. Hotel Modernization, Issue 01, 2004

[2] Ye Suping: On Modern The composition and innovation of the hotel's overall service products. Journal of Dongbei University of Finance and Economics, 2001 No. 6

[3] Li Jie and Xiao Zhongdong: Introduction to Hotel Management. Nankai University Press, 2nd Edition, 2003;