旅游业大规模定制化服务——基于顾客满意度的服务创新策略

大规模定制化服务克服了标准化服务被动消费、缺乏人性化、易于产生顾客损失的局限性,也克服了完全定制化服务工作效率低、附加服务成本高、对顾客需求响应速度迟缓的局限性,因而将有可能成为新时代旅游业最具竞争力的服务模式。本文从顾客满意度视角出发,对旅游业大规模定制化服务实施条件和模式进行了探讨,就实施大规模定制化服务策略提出了几点建议。

Mass-customization in Tourism Services——a aervice innovation based on customer satisfaction

As the tourist market grows to mature,differentiation and individualization of tourist needs have become increasingly prominent.Therefore it is urgent for tourism industry to introduce service innovation to suit the changes.Mass-customized service,which may overcome not only the limitations of standardized ser-vice,like passive consumption,lack of humanity and easily leading to losses of customers,but weaknesses of full-customized service,like low efficiency,high added value and slow responsiveness to customer needs,will be more likely to become the most competitive service strategy in the future.This paper,from the per-spective of customer satisfaction,explores the pre-requisites and ways to implement mass-customized service in tourism and then puts forward some recommendation policies for its implementation.