Abstract摘要

這項(xiàng)研究的目的是討論威斯汀是如何通過服務(wù)接觸過程中的向上銷售策略，以提高消費(fèi)者的滿意度，從而提高酒店收入，以及更好地滿足消費(fèi)者的需求，在同一時(shí)間以提高客戶忠誠度相互建立了長期的酒店與消費(fèi)者之間的互利和雙贏的關(guān)系。在這項(xiàng)研究中，利用定量研究方法，通過通過問卷調(diào)查165消費(fèi)者來收集數(shù)據(jù)。

筆者與相關(guān)文獻(xiàn)和調(diào)查結(jié)果相結(jié)合，得出Westin酒店的前廳部的工作人員可以使用CRM系統(tǒng)，很好的促銷技巧和優(yōu)質(zhì)的服務(wù)，更好地滿足消費(fèi)者的個(gè)性化需求的結(jié)論;為客戶提供更有價(jià)值的產(chǎn)品和服務(wù)能夠幫助說服消費(fèi)者，并給他們更好的消費(fèi)體驗(yàn)。筆者終于還是來自三個(gè)方面：客戶關(guān)系管理，促銷技能，，服務(wù)質(zhì)量，建議在威斯汀酒店的前廳部的工作人員如何實(shí)現(xiàn)向上銷售在未來能有更好的戰(zhàn)術(shù)。

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目錄

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 Basic information of samples...............................................................................................21
3.3 Questionnaire results............................................................................................................22
3.3.1 Individual needs..........................................................................................................22
3.3.2 Customer value...........................................................................................................23
3.3.3 Persuasion...................................................................................................................25
3.3.4 Consumer experience..................................................................................................25
3.4 Summary..............................................................................................................................25
4.0 Discussion..................................................................................................................................25
4.1 Introduction of this chapter .................................................................................................25
4.2 Customer Relationship Management...................................................................................26
4.3 Promotional skills................................................................................................................30
4.4 Service quality......................................................................................................................37
4.5 Comparison..........................................................................................................................42
4.6 Summary..............................................................................................................................44
5.0 Conclusion................................................................................................................................44
5.1 Main points..........................................................................................................................44
5.2 Limitation and further research............................................................................................46
5.3 Implications..........................................................................................................................46
References.......................................................................................................................................49

1.0 Introduction介紹

1.1 Problem description 
Since the 21st century, the number of China's five-star hotels has been increased from 15 in 2000 to 1000 (Crick and Spencer, 2011). China has become one of the countries with the most five-star hotels in the world (Bianchi, 2006). However, since the financial crisis happened in 2008, the development of China's five-star hotels faces enormous challenges (Albayrak and Caber, 2015). On the one hand, in 2013, the Chinese government has issued a policy to ban luxury consumption, which required that civil servants will be banned to consuming in high star hotels, thus the performance of high star hotels dropped significantly (Albayrak and Caber, 2015). On the other hand, in recent years, investment in luxury hotels in mainland China shows an excessive trend, there are more than 2800 five-star hotels in China, most of these hotels have gathered in Beijing, Shanghai, Guangzhou and other first-tier cities, but low occupancy makes that the earnings and spending of luxury hotels are out of whack, the shadow of oversupply covers the hotel industry in Chinese mainland (Siponen, Mahmood and Pahnila, 2014). According to the statistics from the " Development Report of the Hotel Industry in China in 2014", in 2014, the catering sales of China's hotel industry fell 30.31%, the room sales decreased 23.25%, and many 5-star hotels began to think about extension of new market after the loss of guests. 

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