호텔 종사원에 의한 서비스 接點에서의 마케팅 戰略에 關한 硏究 = A Study on Marketing Strategy at Service Encounter by the Hotel Employees

다국어 초록 (Multilingual Abstract)

Due to unique features of service products human interaction, Marketing in the service industry is different from that of traditional manufacturing industry, it is often called very important management factor of human business.
The concept of Marketing at Service Encounter by Employees is somewhat comprehensive. It means not only the marketing activity of the interaction between consumer and hotel but also other concept of one-to-one marketing. However, the more specified feature is that it happens in the process of service delivery at the customer service encounter by the front line employees those who are not sales and marketing staff.
In this research, the purpose of this study is to seek an effective Marketing strategy by the hotel service staff. The scope of this study is as follows.
Chapter 1 presents the purpose of this study.
Chapter 2 analyzes the Marketing at Service Encounter theoretically based on research data, and dealt with fundamental theory of the hotel service.
Chapter 3 focuses the role of consumer-employee related marketing implementation.
Chapter 4 points out the present problems and suggests right direction of it.
Consequently Chapter 5 summarizes the study with presenting the limitations of the study.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 호텔서비스 접점의 구조 및 성격
• Ⅲ. 호텔서비스 접점에서의 마케팅
• Ⅳ. 호텔서비스 접점에서의 매출증진방안
• Ⅴ. 결론
• <참고문헌>
• <ABSTRACT>