彼德·德鲁克强调:“企业经营的真谛是获得并留住顾客。”目前,许多酒店因服务内容和形式同质化,致使竞争范围和方式受到限制。建立具有特色的竞争优势,留住忠诚顾客,发挥服务营销的作用至关重要。如何有效管理酒店,如何通过整合服务营销管理,培育和巩固忠诚顾客群,进而形成 Peter Drucker emphasized: “The essence of business management is to acquire and retain customers.” At present, many hotels are limited in their scope and methods of competition due to homogenization of content and forms of services. Establishing competitive advantages with unique characteristics, retaining loyal customers, and playing the role of service marketing are crucial. How to effectively manage hotels and how to develop and consolidate loyal customer groups through integrated service marketing management