Year: 2005
Type: dissertation
Abstract: The effects of globalisation, local economic conditions, and developments in the service-, tourism-, and hotel industries, as well as increasing competitiveness, have led to major changes in the operating environment of South African hotels, in Gauteng particularly.These changes necessitate marketing responses from the hotels so that they can gain, but also (more profitably) retain customers.The present study develops a customer retention framework for Gauteng hotels.The study's literature review reveals that service businesses, such as hotels, need to put in place competitive marketing strategies to improve competitiveness, and retain customers.Also, once demand is created for the hotel's offering, it needs to manage this demand, as well as its capacity to deliver.It transpires that customer retention management has several components.It is important to build relationships with customers, manage customer-to-customer interaction to reduce dissatisfaction, as well as try to reduce potential defections.Also, service failures should be managed, and hotels have plans for service recovery.A questionnaire sent to a representive sample of Gauteng hotels determined their customer retention management practices.The majority of these hotels do measure customer retention rates and consider activities and strategies associated with customer retention management as important in retaining guests.Gauteng hotels also conduct these activities frequently.It transpires too that different types and sizes of hotels, even those which do not measure their customer retention rate, differ very little in the importance they give to customer retention activities, and in the frequency with which such activities are performed.These results enable the formulation of a customer retention framework for hotels in Gauteng, for use by any type of hotel, whatever its size.iii OPSOMMING Die gevolge van globalisering, plaaslike ekonomiese toestande en ontwikkelinge in die diens-, toerisme-, en hotelindustriee, sowel as 'n toename in mededingendheid, het gelei tot groot veranderinge in die bedryfsomgewing van Suid-Afrikaanse hotelle, meer spesifiek in Gauteng.I-Fierdie veranderinge noodsaak bemarkingsresponse van hotelle om hulle in staat te stel om kliente te verkry, maar ook (meer winsgewend) om kliente te behou.Hierdie studie ontwikkel 'n klientretensieraamwerk vir hotelle in Gauteng.Die literatuurstudie bevind dat diensondernemings, soos hotelle, mededingende bemarkingstrategiee moet vestig om hul mededingendheid te verbeter, asook om kliente te behou.Wanneer 'n aanvraag na die hotel se aanbieding geskep is, moet die aanvraag bestuur word, en ook die hotel se kapasiteit om te presteer.Daar is ook bevind dat klientretensiebestuur oor verskeie komponente beskik.Dit is belangrik om verhoudings met kliCnte te bou, om klient-tot-klient-interaksie te bestuur ten einde ontevredenheid te verminder, asook om te poog om potensiele dislojaliteit te verminder.Diensmislukking moet ook bestuur word en hotelle het ook planne vir diensherstelling.'n Vraelys is uitgestuur am 'n verteenwoordigende steekproef van Gauteng hotelle om hul klientretensiebestuurspraktyke te bepaal.Die meeste van hierdie hotelle meet we1 hul klientretensiekoers en beskou aktiwiteite en strategic wat geassosieer word met klientretensiebestuur as belangrik om gaste te behou.Gauteng hotelle voer ook hierdie aktiwiteite gereeld uit.Dit blyk verder dat verskillende tipes en groottes hotelle, selfs die wat nie hulle kliCnteretensiekoers meet nie, baie min verskil met betrekking tot die belangrikheid wat hulle aan klientretensie-aktiwiteite toeken, asook ten opsigte van die gereeldheid waarmee die aktiwiteite uitgevoer word.Hierdie resultate maak die formulering van 'n klientretensieraamwerk vir hotelle in Gauteng moontlik, vir gebruik deur enige tipe hotel, ongeag die grootte van die hotel.8.3.3Measuring the customer retention rate .. ... ... ...... .
Author: Daniël J. Petzer
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W13073701