Abstract
This paper is aimed to probe into strategy of how to improve China's hotel service quality based upon the theory of customer's value. Firstly, the author makes the statement on basic connotations of theory of hotel customer's value. Secondly, the author points out problems existing in China's hotel service from the aspect of customer value. Finally, the author proposes of hotel service strategy based upon customer value.
Highlights
This paper is aimed to probe into strategy of how to improve China's hotel service quality based upon the theory of customer's value
Study on customer value started from the 1990s and there is no uniform recognition for the definition of customer value in academic circle
Customer's sense of loss refers to total expenses that customer feels during the entire process of purchasing and using products or service, which includes currency cost, and non-currency costs such as time, energy, mentality and chance, etc
Summary
Study on customer value started from the 1990s and there is no uniform recognition for the definition of customer value in academic circle. The definition of customer value, namely, customer value refers to the balance between customer's sense of profit and customer's sense of loss, enjoys popular acceptance and recognition. Customer's sense of profit refers to total profits that customer feels during the entire process of purchasing and using products or service, which includes appreciative quality factors such as physical factor, service factor, price factor, image factor and speed factor, etc and comprehensive satisfaction level he acquires in the process of consumption. Customer's sense of loss refers to total expenses that customer feels during the entire process of purchasing and using products or service, which includes currency cost (mainly refers to purchasing price), and non-currency costs such as time, energy, mentality and chance, etc. We can use formula to express customer value as (service utility created for customer + quality of service process) / (service charge + costs for acquiring service)
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