룸서비스 부서의 마케팅전략 활성화 방안에 관한 연구 : GH호텔 룸서비스 부서의 사례를 중심으로 Focus on the Room Service Department of GH Hotel = Activating the Marketing Strategies of the Room Service Department

다국어 초록 (Multilingual Abstract)

The room service department is not merely a part of the food & beverages department but also instrumental in improving the image of the hotel and managing customers compared to the sales department. In addition, the business sphere of the room service department involves more than the simple work of supplying customers in guest rooms or attached business places with food & beverages; it also provides services for special guest floors and mini bars, as well as varied services related to customers. The image of a hotel considerably improves with enhancements in the room service department, i.e., providing additional support for welcoming distinguished guests, installing operating lounges on distinguished guest floors, and managing long-term lodgers. For example, the department has been in charge of cutting fruit or providing wine or other special amenities for guest rooms in accordance with the requests of departments concerned or certain kinds of guest rooms. Given the full scale marketing activities of hotels in targeted markets as a result of the deregulation of the hotel market, the image of the hotel and customer satisfaction significantly affect the hotels profits and successful operation. Effective operation and systematic study are therefore necessary to enable the room service department to implement marketing successfully, keeping in mind the flexible administration of the department. Scientific and reasonable marketing should be executed to maximize the profits of the hotel by securing faithful patrons through total customer satisfaction and meeting customers highly graded, varied, differentiated, and individualized requests. The plan to activate marketing strategies for the room service department is summarized below, which integrates the characteristics and business environment of the department.
The commodity strategy deals with the development of various food & beverages and regular change of menu in response to customers preferences. The cost can be also reduced when damage to utensils is minimized. In particular, the survey on and development of Oriental food including Korean is essential. Snacks and pasta should also be added and appropriate drinks for high-class guest rooms developed.
On the other hand, the price strategy includes the reasonable and effective management of manpower since labor makes up the bulk of the costs. Prices should be settled after the prices of rival companies are compared and analyzed. Foreign utensils and equipment should be replaced with Korean ones to reduce costs.
In addition, the logistics strategy involves the effective use of elevators to provide quick services with prior consultations with the departments concerned.
The sales promotion also includes PR for the hotel and its general room services through invitation letters sent to customers. The menu should be set on the table in such a way that it is easily noticed by customers in guest rooms. The sales promotion can also use the PR instruments distributed to customers who order lunch at the Fitness Club or Sauna.
Likewise, the process management strategy requires a long-term education program for both regular and contractual employees to develop their credentials and abilities. Such program is necessary in minimizing trial and error in providing services and offering only standardized services. Service policies of the hotel should be drafted and made available to every employee, service manuals developed, and services standardized.
The strategy for managing physical evidences involves the active acceptance of customers tastes and trends and improvement of the physical environment of the room service department. In particular, the environment should be improved for the benefit of both the hotel and its customers using the 3R environmental policy (Reduce, Recycle, and Reuse).
Finally, the strategy for managing employees includes nurturing and developing their linguistic abilities. Good service can only be provided through fluent,, prudent, and polite language when communicating with customers.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 룸서비스 부서의 마케팅전략에 관한 이론적 배경
• 1. 룸서비스 업무의 개념
• 2. 룸서비스 부서의 마케팅
• 3. 룸서비스 부서의 마케팅 믹스전략
• Ⅲ. 룸서비스 부서의 마케팅 사례분석
• 1. GH호텔 룸서비스 부서의 마케팅 현황
• 2. GH호텔 룸서비스의 마케팅 믹스 분석
• Ⅳ. 결 론
• <참고문헌>