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酒店標識與品牌管理模型(二)
Post by hotelvi, 2017-10-26, Views: 這個模型將服務品牌的外部顧客傳播、內部員工管理、員工與顧客的互動過程整合在一起,形成了一個完整的循環系統,為服務企業和酒店VI設計的品牌培育與管理提供了一個具有可操作性的流程模型。但是,它只是基于文獻回顧和對28個資深顧問的定性深度訪談,并沒有經過服務企業實踐的驗證。由于訪談對象既不是企業和酒店管理者或員工,也不是消費者,因此外部顧客傳播、內部員工管理、員工與顧客互動等具體要素和相互關系等問題仍需要進一步的研究探討。(程鳴,吳作民.西方服務品牌研究評介[J].外國經濟與管理,2006,28(5): 53-60.)
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