Research On Service Innovation Strategy Of Qingdao HBL Hotel From The Perspective Of Customer Experience

With the improvement of living standards,people’s demand for travel also increases.People begin to pay more attention to the choice of hotels.In addition to basic needs such as cleanliness and safety,personal experience and quality,advocate life aesthetics,spiritual consumption and sense of experience attracts more attention.Therefore,how to create personalized experience for customers through service innovation has become an important issue for hotels.Taking Qingdao HBL hotel as the research object,under the guidance of customer experience and service innovation theory,this thesis interviewed HBL hotel’s customers and employees,and collected customer comments from OTA.Based on the data,this thesis analyzes the current situation of hotel service innovation,and finds that the brand and cultural spirit of Qingdao HBL hotel are not prominent enough and lack of recognition;The concept and standard of service innovation need to be improved,and it is difficult to establish emotional maintenance and find a breakthrough point of innovation because of lacking of communication with customers;The R&D and design of innovative products are insufficient,and the existing experience activities cannot highlight the brand spirit and attract target customers;Customer experience management is weak and has not yet formed a virtuous circle.Using the method of grounded theory,this thesis encodes the interview and online comments data,and constructs the service innovation strategy model of Qingdao HBL hotel.The model consists of four parts,in which the shaping of brand spirit and culture is the core and foundation;Based on brand and culture,it is necessary to establish three pillars of service innovation,of which the soft aspect is the establishment of service innovation concepts and standards,and the hard aspect is the R&D and design of innovative products.On this basis,the hotel needs to pay more attention to service experience management,form a virtuous circle of hotel service innovation and improve customer experience.Based on the service innovation model,this thesis puts forward the service innovation strategy of Qingdao HBL Hotel:on the basis of reshaping the brand spirit and culture,improve hotel service innovation concept,standard and service procedure;Through the creative design of products and experience,shape the emotional value of the brand and endow products and activities with deeper emotional attributes;Improve the customer experience management and establish a problem feedback mechanism with customers and employees,so as to form a closed loop for the communication between customers and hotels,better grasp the needs of customers,and invite customers to participate in service innovation in the form of service co-creation.Finally,the article puts forward the safeguard measures for the implementation of the service innovation strategy of Qingdao HBL Hotel,from the aspects of human resources,finance,technology and system.