饭店顾客价值的构成要素研究

1饭店顾客价值的构成要素研究学生郭静江汉大学商学院06级旅游管理指导老师苏甦江汉大学商学院旅游管理系摘要由于社会的不断发展，商品生产能力极大提高，从而使如今的消费者面临着纷繁复杂的商品和品牌选择，这就使饭店企业必须关注顾客是如何做出选择的。显然，从经济学的观点看，消费者必然会购买他们认为能提供最高顾客价值的商品或服务。顾客在购买商品和服务时，总希望把有关成本，包括货币、时间、精力和精神降到最低限度，而同时又希望从中获得更多实际利益。因此，企业还必须通过降低生产与销售成本，减少顾客购买商品的时间、精力与精神耗费从而降低货币非货币成本。关键词饭店；顾客价值；构成要素；策略2TheElementsofHotelCustomerValueAbstractAsthecontinuousdevelopmentofthesocietyandgreatimprovementofproducts,today'sconsumersfacenumerousandcomplexproductsandbrandchoices,whichmakesthehotelbusinessfocusesonhowcustomersmakechoices.Obviously,fromaneconomicpointofview,theconsumermustbuythemthehighestcustomervaluethatcanprovidegoodsorservices.Whencustomerspurchasegoodsandservices,theyalwayswanttoreducetherelevantcosts,includingmoney,time,energyandspirittoaminimum,whileatthesametimewecangetmorepracticalbenefit.Therefore,companiesmustreduceproductionandmarketingcostsbyreducingthetimecustomersbuygoods,energyandspiritofmoneyspenttoreducenon-monetarycosts.KeywordsHotel;customervalue;elements;strategy3目录摘要···························································································1Abstract····························································································2绪论································································································4（一）研究背景·················································································4（二）研究目的和意义········································································41、研究目的·················································································42、研究意义·················································································4（三）国内外研究动态········································································4（四）研究方法·················································································6（五）论文构成·················································································6（六）研究内容·················································································6一、顾客价值内涵··············································································8（一）顾客价值理论···········································································81、科特勒的顾客让渡价值理论·························································82、泽瑟摩尔的顾客感知价值理论······················································83、以Woodruff为代表的顾客价值层次理论········································9（二）饭店顾客价值···········································································91、饭店顾客价值的内涵··································································92、不同消费阶段的饭店顾客价值·····················································10二、顾客价值的构成要素····································································11三、饭店顾客价值的构成要素······························································12（一）顾客感知收益··········································································12（二）顾客感知成本··········································································15四、饭店企业创造和传递卓越顾客价值的策略········································16五、结论·························································································19致谢·······························································································20参考文献·························································································214绪论（一）研究背景随着顾客变得日益苛刻、竞争变得更加激烈和不断加速的技术变革步伐，越来越多的企业正在寻求构建、维持、更新和充分运用竞争优势的新方法、新思路。创造优异的顾客价值正日益成为市场导向型企业的主要目标，顾客价值对顾客的购买意图具有显著影响，支配着顾客的购买决策。企业必须千方百计的以顾客价值最大化作为经营哲学和指导思想，只有比竞争者做得更好，企业才能在激烈的竞争环境中获得生存和发展。饭店业是我国最早与市场经济接轨的行业之一，许多饭店很早就确定了以顾客为中心的经营理念，“创造顾客价值”成为饭店最常用的广告宣传口号，然而由于对顾客价值的内涵及特征缺乏深刻的认识，“创造顾客价值”在战略上只是一个模糊的概念，并没有确定其价值的构成和范围，因而不能成为指导饭店采取具体行动的战略措施。为了创造和传递优异的顾客价值，赢得忠诚顾客，提升饭店企业的竞争力，我们有必要界定饭店顾客价值的构成要素并积极探索创造和传递优异的顾客价值的途径。（二）研究目的和意义1、研究目的通过本课题的研究，探讨分析顾客价值的内涵、顾客价值的构成要素、饭店顾客价值的构成要素以及饭店企业创造和传递卓越顾客价值的策略。2、研究意义本课题研究了饭店顾客价值的内涵和饭店顾客价值的构成要素，对于指导饭店企业如何在市场经营中全面设计与评价自己产品的价值，使顾客获得最大程度的满意，进而提高饭店企业竞争力具有重要意义。（三）国内外研究动态国内外学者们从自己的研究角度出发提出了各自不同的定义，其中比较有代表性的5是科特勒、泽瑟摩尔、Woodruff、何建民、白长虹、邹益民和奚高云等。1、关于顾客价值内涵的研究，美国著名的市场营销专家科特勒从让渡价值和顾客满意的角度来阐述顾客价值,他认为顾客价值是指顾客购买某一产品和服务所期望获得的一组利益,它包括产品价值、人员价值和服务价值等。2、泽瑟摩尔认为，在企业为顾客设计、创造、提供价值时应该从顾客导向出发，把顾客对价值的感知作为决定因素。顾客价值是由顾客而不是供应企业决定的，顾客价值实际上是顾客感知价值。泽瑟摩尔将顾客感知价值的四表达概括为一个全面的定义：顾客感知价值就是顾客所能感知到的利益与其在获取产品或服务时所付出的成本进行权衡后对产品或服务效用的总体评价。3、Woodruff认为顾客价值是顾客对那些产品的属性、属性表现以及从使用中引起的有利于或阻止顾客在使用状态下取得他们的目的和目标的结果偏好及评估。他着重研究了顾客期望价值的变化，他们提出顾客期望价值变化驱动模型，并对美国汽车行业进行了实证研究。他认为，环境、组织的动态性会给顾客造成压力。其中，环境的变化，如顾客需求变化、竞争对手行动、宏观环境的变化等都会导致压力的产生。同时对自身知识水平、绩效水平、控制水平等现有能力的认知也会促使压力的增加。压力正是导致顾客期望价值变化的主要原因，而顾客压力将会使得消费者依赖于供应商来减缓这种压力，当这种需要越来越紧迫时，他们就可能会改变原有的期望价值。4、何建民在《旅游科学》（2004年3月第18卷第1期）“提高我国饭店企业顾客价值与利润的方式”中对上海星级饭店平均经营指标与上海国际品牌饭店经营指标进行比较研究，提出了提高我国饭店企业顾客价值与利润的方式。5、南开大学的白长虹在《南开管理评论》（2001年第2期）“西方的顾客价值研究及其实践启示”中对西方顾客价值研究作了初步的介绍，对服务产品的顾客价值作了一些分析，这些分析基本上还属于介绍性的。6、关于顾客价值研究的构成要素研究，美国康奈尔大学关于行业优质服务的研究，顾客消费饭店的服务要经历“购买决定阶段”和“在饭店消费服务阶段”,这两个阶6段顾客的心理和需要是不同的，顾客的价值就不相同,因此同一产品对顾客的影响也不同。邹益民和奚高云在2003（8）《商业经济与管理》“顾各价值理论对饭店服务流程优化的启示”中通过对顾客价值理论的梳理及饭店顾客价值的驱动因素分析,探讨了饭店企业服务流程优化的目标与思路，并用实例分析了饭店服务流程的优化及整合的过程和方法。国内学者在顾客价值理论方面的研究还比较欠缺。7、关于顾客价值对企业的指导意义，菲利普·科特勒在分析顾客价值内涵和影响