英国酒店管理学毕业论文：如何在威斯汀酒店前厅部销售

Abstract摘要

本研究旨在讨论威斯汀如何通过其在服务遭遇过程中的向上销售策略来提高消费者满意度，如增加酒店收入，以及更好地满足消费者需求以提高客户忠诚度，同时建立长期互助酒店与消费者之间的利益和双赢关系。在这项研究中，它利用定量研究方法，通过问卷调查165名消费者来收集数据。
笔者结合相关文献和调查结果，得出威斯汀前台部门员工可以运用CRM系统，良好的推广技巧和优质服务，更好地满足消费者的个性化需求;为客户提供更有价值的产品和服务可以帮助说服消费者并为他们带来更好的消费体验。作者最终来自三个方面：CRM，促销技巧，服务质量，以推荐威斯汀前台部门员工如何在未来更好地实施向上销售策略。

This study aimed at discussing how Westin was through its up-selling tactics in service encounter process to improve consumer satisfaction, thereby increasing hotel revenues, as well as better meeting consumer demand to improve customer loyalty at the same time to establish a long-term mutually beneficial and win-win relationship between the hotel and consumers. In this study, it made use of a quantitative research method, by investigating 165 consumers through questionnaire to collect data.
The author combined with relevant literatures and survey results to draw a conclusion that Westin’s front office department staff could use CRM system, good promotional skills and high quality service to better meet the individual needs of consumers; providing customers with more valuable products and services could help to persuade consumers and bring them better consumption experience. The author finally was from three aspects: CRM, promotional skills, service quality to recommend on how Westin’s front office department staff implements up-selling tactics better in future.
Keywords: up-selling tactics; service encounter; customer relationship management (CRM); promotional skills; service quality

Table of Content目录

Abstract.............................................................................................................................................3
1.0 Introduction................................................................................................................................4
1.1 Problem description...............................................................................................................4
1.2 Literature Review...................................................................................................................6
1.2.1 Service encounter..........................................................................................................6
1.2.2 Up-selling tactics...........................................................................................................9
1.2.3 Critical analysis...........................................................................................................13
1.2.4 Summary.....................................................................................................................14
1.3 Concept model.....................................................................................................................14
2.0 Methodology ............................................................................................................................16
2.1 Research design....................................................................................................................16
2.2 Instrument............................................................................................................................17
2.3 Sample..................................................................................................................................19
2.4 Data collection.....................................................................................................................20
2.5 Data analysis.............................................................................. .........................................20
2.6 Ethical considerations..........................................................................................................21
3.0 Results.......................................................................................................................................21
3.1 Introduction of this chapter..................................................................................................21
3.2 B