Управління лояльністю клієнтів у закладах готельно-ресторанного господарства в умовах нових викликів

Abstract

The article proves that the current situation, which is characterized by a political and socio-economic crisis in Ukraine, has been complicated by the consequences of the COVID-19 coronavirus pandemic, and together they have led to new challenges in the hotel and restaurant industry. The actual value of the chosen area of research is stipulated by the necessity to develop modern and marketing management technologies, which could help hotel and restaurant establishments to survive, adapt, and develop in the face of today’s challenges. One of the priority areas for management is the assessment of customer loyalty and finding solutions to increase it. In order to further develop theoretical aspects and practical tools within the issues analyzed, the characteristics of consumer loyalty have been substantiated, with respect to the specific features of the hotel and restaurant industry and the scientific and methodical approach to its estimation and management. Hotel and restaurant product has been presented as a combination of material product, services, and vibes, which together form a unique trade offer in the hotel and restaurant industry. Bearing this in mind, the authors of the article have proven the fact that customer loyalty in hotel and restaurant establishments is characterized by the customer’s satisfaction, commitment, advocacy and impressions, which together reflect the customer’s perception of an establishment, his/her attitude to it and future intentions. To assess and manage customer loyalty in the hotel and restaurant industry, a structural and logical framework has been built, which governs the stages of the study. Taking into account the methodological tools of the research, an algorithm for assessing customer loyalty of hotel and restaurant establishments has been designed, which should be used when compiling a customer satisfaction survey. An index method for estimating the loyalty level has been suggested, which helps to find partial loyalty indices by feature, and the integrative indicator. A scale for identifying the level and stage of the customer loyalty formation regarding hotel and restaurant establishments has been made up. The use of the suggested scientific and practical approach will help to identify the level of customer loyalty to a hotel or restaurant establishment, in general and by feature, to make informed management decisions in accordance with the stage of the customer loyalty formation. To increase the customer loyalty for a hotel and/or restaurant establishment in the face of modern challenges, a number of practical recommendations are given, which could provide the unique competitive advantages of a certain hotel product, help introduce modern information technologies, and improve the service quality.