Research On Customer Orientation Of Service Employee In The Tourism Industry In China

With the rich tourist resources and tourism industry formed, China's tourism industry has become the backbone industry in the tertiary industry. Along with the accelerated pace of opening up, China's tourism industry has been faced with the challenge of international competition. Therefore, it is of the great realistic and far-reaching significance to deepen the marketing research of the tourist industry for the promotion of tourism development. To enable the rapid development of China's tourism industry based on a new marketing concept -- the theory of customer orientation of service employee and open up new markets, further strengthen our domestic and international tourism market, this paper attempts to study and explore the issue of the customer orientation of service employee theory and the internal marketing theory in service delivery process.The full text is divided into five parts.The first part is related theoretical summary and analysis framework.In 1980s, foreign scholars began to examine the issue of customer orientation of service employee in service delivery. Tom J. Brown and other scholars (2002) study customer orientation of service employee theory for the first, which was used to research attitude and behavior in service environment. Chinese scholars began to pay attention to the fact only in recent years. The study is mainly based on the theory of the introduction of foreign scholars, and there are a small number of qualitative and quantitative aspects of the study linked to domestic situation. Berry put forward the concept of internal marketing for the first time in the 1970s when he researched services enterprise. Rafiq and Ahmed (2000) divided the development of the theory of internal marketing process into three mutually independent and closely related conceptualization stage: 1. Staff motivation and satisfaction stage; 2. Pursuit of the internal customer orientation marketing stage; 3. Expanded internal marketing concept stage.The second part is the model of customer orientation of service employee. Customer orientation of service employee is defined as"the tendency of...