Підвищення конурентоспроможності українських підприємств індустрії гостинності
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Видавничий дім «Гельветика»
Abstract
UKR: Стаття присвячена проблемі підвищення конкурентоспроможності підприємств готельного бізнесу шляхом впровадження концепції управління бізнес-процесами на основі CRM-системи – управління відносинами з клієнтами. Наведена онтологія теорій конкуренції, яка показує, що інформованість та задоволення клієнтів – важливий інструмент у конкурентній боротьбі. Досліджуються основні проблеми українських готелів, виявлено основні недоліки сфери гостинності. Сформовано сучасне визначення принципів управління на основі CRM. Розглянуто напрями підвищення конкурентоспроможності українських підприємств сфери гостинності: 1) удосконалення організації бізнес-процесів у готелі у відповідності до ключових елементів CRM; 2) впровадження CRM в маркетингову інформаційну систему готелю; 3) розробка системи мотивації персоналу, як важливий інструмент в одержані конкурентних переваг.
ENG: The article is devoted to the problem of increasing the competitiveness of hotel enterprises by implementing the concept of business process management based on CRM-system (customer relationship management). The presented ontology of competition theories shows that customer satisfaction is an important tool in competition. The main problems of Ukrainian hotels are studied, the main problems in the field of hospitality are revealed. A modern definition of management principles based on CRM has been formed. The directions of increasing the competitiveness of Ukrainian enterprises in the field of hospitality are considered: 1) improving the organization of business processes in the hotel in accordance with the key elements of CRM; 2) introduction of CRM in the marketing information system of the hotel; 3) development of a system of staff motivation as an important tool in obtaining competitive advantages. The system approach, methods of comparative, statistical, managerial analysis, and also results of researches of problems of the Ukrainian business of hospitality as a whole were used in the decision of concrete problems. The system approach, methods of comparative, statistical, managerial analysis, and also results of researches of problems of the Ukrainian business of hospitality as a whole were used in the decision of concrete problems. The practical significance of the obtained results is to develop a marketing information system based on a CRM system using a neural network and an appropriate system of staff motivation to form a business strategy for customer relationship management as a factor in increasing the competitiveness of the hotel. As research has shown, the main advantages of implementing a CRM system in the hotel are: 1) the organization of all business processes is directed and focused on the client; improving the MIS of the hotel raises the level of awareness of users of hotel services; customer feedback is provided; preferences and tastes are researched in order to develop better services; the level of customer satisfaction increases; the best experience in both domestic and international market of hotel services is studied; service quality is monitored; emotional loyalty of consumers is controlled. A feature of CRM implementation is the need to motivate staff. In the conditions of competition of hospitality enterprises, the success and results of financial and economic activities depend on the quality of services provided, which, in turn, depend on the activities of staff to meet customer needs. Thus, the CRM system is an effective tool to increase the competitiveness of Ukrainian hospitality enterprises.
RUS: Статья посвящена проблеме повышения конкурентоспособности предприятий гостиничного бизнеса путем внедрения концепции управления бизнес-процессами на основе CRM-системы – управление отношениями с клиентами. Представленная онтология теорий конкуренции, показывает, что удовлетворение клиентов – важный инструмент в конкурентной борьбе. Исследуются основные проблемы украинских гостиниц, выявлены основные проблемы в сфере гостеприимства. Сформировано современное определение принципов управления на основе CRM. Рассмотрены направления повышения конкурентоспособности украинских предприятий сферы гостеприимства: 1) совершенствование организации бизнес-процессов в гостинице в соответствии с ключевыми элементами CRM; 2) внедрение CRM в маркетинговую информационную систему отеля; 3) разработка системы мотивации персонала, как важный инструмент в получении конкурентных преимуществ.
ENG: The article is devoted to the problem of increasing the competitiveness of hotel enterprises by implementing the concept of business process management based on CRM-system (customer relationship management). The presented ontology of competition theories shows that customer satisfaction is an important tool in competition. The main problems of Ukrainian hotels are studied, the main problems in the field of hospitality are revealed. A modern definition of management principles based on CRM has been formed. The directions of increasing the competitiveness of Ukrainian enterprises in the field of hospitality are considered: 1) improving the organization of business processes in the hotel in accordance with the key elements of CRM; 2) introduction of CRM in the marketing information system of the hotel; 3) development of a system of staff motivation as an important tool in obtaining competitive advantages. The system approach, methods of comparative, statistical, managerial analysis, and also results of researches of problems of the Ukrainian business of hospitality as a whole were used in the decision of concrete problems. The system approach, methods of comparative, statistical, managerial analysis, and also results of researches of problems of the Ukrainian business of hospitality as a whole were used in the decision of concrete problems. The practical significance of the obtained results is to develop a marketing information system based on a CRM system using a neural network and an appropriate system of staff motivation to form a business strategy for customer relationship management as a factor in increasing the competitiveness of the hotel. As research has shown, the main advantages of implementing a CRM system in the hotel are: 1) the organization of all business processes is directed and focused on the client; improving the MIS of the hotel raises the level of awareness of users of hotel services; customer feedback is provided; preferences and tastes are researched in order to develop better services; the level of customer satisfaction increases; the best experience in both domestic and international market of hotel services is studied; service quality is monitored; emotional loyalty of consumers is controlled. A feature of CRM implementation is the need to motivate staff. In the conditions of competition of hospitality enterprises, the success and results of financial and economic activities depend on the quality of services provided, which, in turn, depend on the activities of staff to meet customer needs. Thus, the CRM system is an effective tool to increase the competitiveness of Ukrainian hospitality enterprises.
RUS: Статья посвящена проблеме повышения конкурентоспособности предприятий гостиничного бизнеса путем внедрения концепции управления бизнес-процессами на основе CRM-системы – управление отношениями с клиентами. Представленная онтология теорий конкуренции, показывает, что удовлетворение клиентов – важный инструмент в конкурентной борьбе. Исследуются основные проблемы украинских гостиниц, выявлены основные проблемы в сфере гостеприимства. Сформировано современное определение принципов управления на основе CRM. Рассмотрены направления повышения конкурентоспособности украинских предприятий сферы гостеприимства: 1) совершенствование организации бизнес-процессов в гостинице в соответствии с ключевыми элементами CRM; 2) внедрение CRM в маркетинговую информационную систему отеля; 3) разработка системы мотивации персонала, как важный инструмент в получении конкурентных преимуществ.
Description
Т. Фонарьова: ORCID 0000-0001-7726-6999; К. Бушуєв: ORCID 0000-0001-8321-4124
Keywords
конкурентоспроможність, готель, маркетингова інформаційна система, CRM-система, програмний додаток, нейронна мережа, система мотивації персоналу, competitiveness, hotel, marketing information system, CRM-system, software application, neural network, staff motivation system, КМ
Citation
Фонарьова Т. А., Бушуєв К. М. Підвищення конурентоспроможності українських підприємств індустрії гостинності. Економіка та суспільство. 2021. № 25. DOI: https://doi.org/10.32782/2524-0072/2021-25-68.