호텔서비스의 구성요소와 관계마케팅전략에 관한 연구 = A Study on Hotel Service Factors and Relationship Marketing Strategy

다국어 초록 (Multilingual Abstract)

The purposes of this study are : First, it was presented that Personal, Physical, Operational factors in the hotel provides a positive influence to the customer-hotel relationship. Second, it analyzes how hotel service factors affects the relationship marketing strategy.
The study results were as follows;
1. Hotel industries must consider whether structural property in hotels can implement effectively the service factors of the relationship marketing and endeavor to invest on the efficient management of internal marketing, individual marketing, database marketing, etc by means of the development of capable relationship marketing strategy and long-term service training for employees.
2. Companies to maintain and increase the long-term customer, the corporate should hold effective service charge as well as internal facility, which is physical service factor, convenient space and hospitable environments.
3. The hotel has to inspire their customers with self-esteem for the hotel they are using. And also it applies them to the discount rate by managing thoroughly the customer history card, utilize the immediate membership, provide the special service and a variety of free gifts, and make use of the mileage among the affiliates, in order to strengthen the directivity of the long-term customer and provide customers with more conveniences.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 관계마케팅의 정의와 발전과정
• 1. 관계마케팅의 정의
• 2. 관계마케팅의 특성
• 3. 관계마케팅의 발전 과정
• Ⅲ. 호텔서비스의 구성요소
• 1. 인적서비스
• 2. 물리적환경
• 3. 운영서비스
• Ⅳ. 관계마케팅 전략
• 1. 대 고객관계 강화
• 2. 내부환경 강화
• 3. 물리적 환경 강화
• Ⅴ. 결론
• 참고문헌
• Abstract