基于顾客忠诚度的酒店线上会员管理功能研究.docVIP

PAGE PAGE 29 基于顾客忠诚度的酒店线上会员管理功能研究 ——基于微信平台功能 摘要：随着酒店越来越重视微信公众平台在营销中的作用，在微信公众平台上开展会员营销制度，已经成为了一项趋势，并成为酒店增加新客户，增加客户忠诚度的重要新媒体平台。以客户忠诚度的理论为基础，对国内四家经济型品牌连锁酒店进行案例分析，总结酒店微信平台的会员管理功能对于维持客户忠诚度的影响。根据案例分析中的会员管理功能进行问卷设计并回收，分析得出客户重复入住同一品牌酒店的原因，倾向的会员特权，积分使用方式以及微社区功能。其次根据酒店线上会员管理方式的具体实施，运用文献分析、问卷调查的方法，探究其对于客户忠诚度的影响。总结了具体会员管理方式对于客户忠诚度的正向影响，分别为房价折扣、延长保留和退房时间、会员卡等级、注册会员卡赠送积分或优惠券、积分翻倍、在酒店已拥有一定积分、微社区对客户反馈的问题进行回应并解决。最后从酒店管理角度提出对于管理酒店微信公众平台会员的建议，第一，依照客户需求，提高客户重复入住率；第二，多元化线上会员特权，提高客户满意度。第三，完善积分制度体系，促使客户使用积分；第四，完善线上会员管理功能，提高客户忠诚度。 关键词：客户忠诚度；会员管理；微信公众平台；酒店管理；积分管理 Study on the function of hotel online member management based on customer loyalty ——Based on the function of we-Chat official accounts Abstract:Firstly, based on the theoretical of customer loyalty，Analysis four domestic economy brand hotel chains,summarized the effect of the hotel we-Chat official account’s membership management function on the Maintaining customer loyalty.Conducted a questionnaire design based on case study of member management functions,Subsequent recycling the questionnaire，analyze and obtain the reason of repeat customers staying in the same Same brand hotel,membership privileges tendency,the usage of Integration and the functions of Micro community. Secondly,according to the specific implementation of online hotel member management，using literature analysis, questionnaire survey，inquires into Its impact on customer loyalty.Summarized the positive impact of specific member management on customer loyalty:room rates discount，prolong the guest room’s reservation time and check out time，membership level，get credits or coupons through registered members，Integral doubling，had a certain integral of the hotel,Micro-community response customer feedback and solve the problem.Finally, from the hotel management angles this paper proposed recommend to guide hotels to manage their we-Chat official accounts，In accordance with customer needs:increase customer repeated occupancy rate；diversified online member benefits, imp