How to improve the service marketing quality of hotels

Service is the product of hotel, and service quality plays a decisive role in hotel competition. For hotels, management is the premise, management is the key and service is the pillar. Service quality is not only the comprehensive embodiment of management, but also directly affects the management effect. Therefore, the hotel service quality is the lifeline of the hotel and the work center of the hotel. In the competition of hotels, the most fundamental thing is the competition of quality. At the same time, the improvement of hotel service quality is the guarantee of maintaining hotel brand, and paying attention to hotel service quality is an important content of hotel brand building. First of all, service is subtle. Many times, service is invisible, and people can't feel its existence through touch or vision. If a hotel wants to turn intangible into perceptible, it needs to be reflected by service personnel, and the service quality depends largely on the performance of service personnel, who are the direct embodiment of service quality. Hotel service personnel must have a people-oriented service concept, and service attitude is the emotional and behavioral tendency of service personnel to customers on the basis of their knowledge and understanding of service work. The enthusiastic service of service personnel allows customers to fully enjoy spiritual respect and meet their needs for respect, which is often more attractive to customers and can increase the number of customers than expensive advertisements. First of all, smile and serve, be polite. Smile is the common language of all mankind. A bright smile often brings people closer, and a polite greeting will win the appreciation and recognition of customers. Secondly, we should be proactive, enthusiastic and patient. Service personnel should master the rules of hotel service work, consciously put service work before customer requirements, take the initiative to "ask for trouble", take precautions and provide convenience for customers everywhere. Finally, the service should be meticulous and thoughtful. We should be good at observing and analyzing customers' psychological characteristics, know how to find customers' needs from their appearance and behavior, and correctly grasp the service opportunity. Therefore, customers can really feel the service quality of our hotel. Secondly, services are inseparable. The production process and consumption process of services are carried out simultaneously. While providing services to customers, service personnel are also the process for customers to consume and enjoy services. Production and consumption of services are inseparable in time. This feature of service requires service consumers to participate in the service production process with an active and cooperative attitude. Only participation can consume services, otherwise services cannot be consumed. Therefore, hotel service personnel should communicate with customers timely and properly, publicize the hotel service knowledge to customers in time, and improve the level of customers' participation in the service production process. Therefore, customers can feel the excellent service of our hotel. Third, there are quality differences in services. Although the service has certain standards, the service varies from person to person and from time to time. For example, the services provided by experienced employees and inexperienced employees are very different, and the services provided by employees with enthusiasm for service are different from those provided by employees without enthusiasm for service. The service effect of the same employee is different when he is motivated and when he lacks motivation. As a hotel, the key to improve service quality is to cultivate employees' service consciousness. In the construction of hotel service culture, we should cultivate the service consciousness of hotel employees with sincere and pure service concept and spirit, so as to improve the quality of employees. For hotels, it is very important to choose excellent employees, and at the same time, we should pay attention to the training of employees. Training can make new and old employees understand the job requirements, enhance their sense of responsibility, effectively reduce customer complaints and employee turnover, thus ensuring service quality and improving labor productivity. In addition, training can also enhance the collective consciousness of employees, increase the cohesion of enterprises, and improve the mental outlook and corporate image of all employees. Fourth, services are not storable. Hotel service is a collection of tangible material products and intangible service activities. The service behavior of service personnel directly affects the service effect. "Without satisfied employees, there will be no satisfied guests". Hotel service marketing should be people-oriented. For hotels, having excellent employees is the key to win and retain excellent customers. If a hotel wants to satisfy its customers, it must focus on its employees. Without the enthusiasm and dedication of the staff, no matter how carefully the hotel is built, it is just a cold building. Only when employees are interested in their work and full of feelings, only when employees feel that they are valued and respected, and only when employees feel that their achievements can be recognized and rewarded, will they serve their guests selflessly. Therefore, the hotel will treat employees as internal customers of the hotel, serve the self-realization of employees, and give employees autonomy and support. Under the premise of "employees first, customers second", employees will be more confident and interested in their work, and will be satisfied with their work and actively participate in it. Fifth, the service has the non-transferability of ownership. Services do not involve the transfer of ownership of anything in the process of production and consumption. The service disappears after the transaction is completed, and the consumer's right to consume the service does not produce something as real as commodity exchange because of the end of the service transaction, so the service is perishable. This feature is the root cause of service risk. Due to the lack of ownership transfer, consumers do not get the ownership of something when they buy services, so they feel the risk of buying services, thus causing psychological barriers to consumption. In order to overcome this obstacle of consumers, the hotel will adopt the "membership system". For those customers who often come to spend money, the hotel will issue them VIP cards, and these customers will enjoy some discounts from the hotel. For those customers who spend a certain amount at one time, they will give a membership card to maintain the relationship with the hotel, which will also make them feel psychologically that they have the services provided by the enterprise. Service quality plays an important role in hotel service marketing. Only by improving the service quality can the hotel's core competitiveness be truly improved and the hotel can survive for a long time.