Relationship marketing aims at developing and maintaining relationships with the customers, the employees, the suppliers, distributors (the tour operators and travel agents in case of the hotel industry) and other parties in the marketing environment.
Towards Customers: In case of hotels the receptionists and in case of Restaurants, the Supervisor of the dining areas should always try to recognize their regular customers and maintain healthy relationship with them. They can do so by providing such customers with discounts, membership cards, etc so that the customer gets easy recognition from the employees of the Hotel/ Restaurant.
Towards Intermediaries: the hotel must try and maintain good relationships with intermediaries like tour operators, travel agents, etc as they are the one who escort travelers to the hotels by advertising and recommending our hotels. Hence they must be given fair and timely compensation to maintain the good relationships.
Towards Employees: Hotels also have to maintain healthy relationships with employees as its HR department spend a lot on training and development of the employees. It has to train the employees in various aspects like table communication, order taking, food service techniques, hospitality, etiquettes, etc. hence the hotel cannot afford to have a high amount of employee turnover as hotel will not just loose a precious trained employee but it will have to incur additional cost on selection, recruitment and training the new employees.
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