A Study on Improving the Relationship Marketing Activities of Tourist Hotels

관광호텔의 대 고객 관계 마케팅 활동 개선방안에 관한 연구

This study attempted to present the ways of improving relationship marketing activities of tourist hotels. The field survey was carried out at six deluxe hotels in Seoul to find out their relationship marketing activities and analyze the problems of the activities. The problems were analyzed as follow; 1) lack of adequate understanding of the importance of relationship marketing, 2) poor contents of customer file information, 3) insufficient service encounter management, 4) negative inducement of guests' complaints, 5) insufficient survey of guests' satisfaction, 6) insufficient relationship maintenance programs and regaining program of lost guests. This study relationship marketing activities should be improved with customer information file establishment, service encounter mangement, and communication enforcement as follow; 1. Customer Information File Establishment As relationship marketing Is marketing for individual, it needs customer file information. The guest information files should be made in detail in all the market segments. Hotels have to make use of the information strategically for establishing relationship with their guests. 2. Service Encounter Mnagement Because the guest-oriented mind and professionalism of hotel staff are prerequisite for relationship continuity, hotel should make efforts to make its staff keep the mind and cultivate expert service technique of the staff. 3. Communication Enforcement Communication enforcement consists of communication activities and communication programs which are focused on contact intensity and two-way communication.