Theoretical Analysis and Cultivation Countermeasure of Customer Loyalty in Hotel Enterprise/L'ANALYSE THÉORIQUE ET LA CONTRE-MESURE DE CULTIVER LA FIDÉLITÉ DE LA CLIENTÈLE POUR LA RESTAURATION

Article excerpt

Abstract:

How to get the customers' satisfaction should become an important issue of the hotel's survival and developing. Based on the discussion about the theoretical and practical significance for the hotel enterprise to cultivate the customer loyalty, this paper suggests a practical advice for the hotel enterprise on how to cultivate the customer loyalty.

Key words: Hotel Industry, Customer Satisfaction, Customer loyalty

Résumé: De nos jours, comment défendre la clientèle devient un sujet important pour l' existence t le développement du restaurant. Ce texte recherche que la théorie et le sens réel sur la cultivation de la clientèle dans un restaurant, et il propose aussi des conseils réalisables à propos d' élever les clients pour la restauration.

Mots-Clés: la restauration, la satisfaction de la clientele,la fidélitéde la clientèle

1. THEORY CONNOTATION OF CUSTOMER LOYALTY

Since 1970s, CI strategy that aimed to build and spread enterprise image became very popular all around the world; later in 1980s, CS strategy became much more famous because of Customer Satisfaction. Later in 1990s, while CI and CS stategy was being well used, some more far-sighted entrepreneur noticed that what's more important to be successful in the competition is to own a number of loyal customers, therefore, CL stategy rose.

In the research of customer loyalty, a lot of scholars have identified customer loyalty over the aspects of consumers' repurchasing rate, persistency of relationship between customer and enterprise, purchasing ways of customers, purchasing rate, etc.. Someone identifies customer loyalty as three continuous purchasing. It means that the times of purchasing is a necessary condition to weigh customer loyalty, and loyal customer only comes with the possibility of continuous purchasing identical product many times. Someone uses purchasing rate to predict customer loyalty behavior, and divides customer loyalty into the loyalty to manufacturer-owned brand and dealer brand. And some people consider that customer loyalty refers that when the customers feel satisfied, thus produces a kind of psychological tendency (manner orientation) with trust, maintenance and hope purchasing to a certain brand or operational organization.

The author considers that customer loyalty is not only a kind of psychological tendency (manner orientation), but also a kind of behavior. That is to say customer loyalty refers to a kind of psychological tendency (manner orientation) and behavior that with the customers satisfaction, based on the trust to operational organization and its products or service, continues repeatedly to purchase products or service from the same operational organization.

The research from Hotel Industry Research Center in American Cornell University considers that the major effect factor of customer loyalty is: value, benefit, (may controlled) the disbursement and (to hotel/brand) trust. Among the four factors, "benefit" and "trust" are the most important essential factors. This is because the reason for customers to buy products from the same hotel repeatedly is that they can get the satisfaction they need, and based on the trust, enable them to have the positive psychological orientation to this hotel, can effectively counterbalance benefit enticements from other hotels, maintain loyalty to this hotel.

2. THE THEORETICAL AND PRACTICAL SIGNIFICANCE OF CULTIVATING CUSTOMER'S LOYALTY

The substance of market competition is a contest of getting more customers, which is the resource of hotel. In the long run, to increase customer's loyalty is only important driving force for hotel to get benefits.

2.1 Reducing the cost and Increasing the economic benefit

Generally speaking, cost of first sale is 5to 10 fold of its second sale. For most of the companies, they can get benefits at the third time. One of the researchers has already pointed that they have to spend 5 fold to acquire a new guest than the maintenance of old one. …