Doctor of Economics, Professor, Head ofthe Department of Hospitality Business of Kyiv National University of Trade and Economics
SUBJECTIVE TECHNOLOGY IN THE HOSPITALITY
Background. Changes taking place in the socio-economic sphere have significant impact on the transformation of the content, forms and technologies used by companies. Methodological in this regard is the application of technology to influence consumers that are due to their objective nature and subjective method of implementation and arise from the desire of an enterprise for stability in the need to constantly move forward in response to the challenges of multi-speed impact of the business environment.
Analysis of recent research and publications has shown that despite the presence of certain scientific achievements the application of subjective technologies is scarcely explored in the scientific literature. Subjective technologies due to their place in the economic, managerial, organizational, financial and social relations are able to influence consumers in the context of forming long-term relationships with loyal customers and stable customer base of the company.
The aim of the article is analysis of the subjective prerequisites of technology-based paradigm "subject – object – subject" and methodological basis of their formation in Hospitality.
Materials and methods. The study used behavioral and anthropocentric approaches, graphic, random observations and comparative analysis methods.
Research results. Existing scientific hypothesis state that in the current macro-economic situation marketing and management concepts have to go through certain tests to verify their practical significance, since the substantial risks and losses associated with the impact of the financial and economic crisis encourage enterprises to seek new ways to maintain and attract consumers. It has been proved that the more the hospitality establishment is oriented to meet the diverse needs of potential consumers of hotel services, the more urgent is the flexibility of technologies that positively influence consumer choice. It has been substantiated that loyal customers provide the kind of economic preferences to maintain a stable condition of an enterprise on the market. The results of this study established that to form subjective technologies it’s advisable to conduct segment analysis of personal characteristics of loyal customers that are accumulated in the customer base and determine patterns of consumer behavior based on statistical analysis of segments of the customer base of an enterprise by step- by-step, structural and logical sequence. It has been determined that the subjective technology in hospitality can be based on the European index of consumer satisfaction, providing: engaging consumers in the process of creating customer value of hotel services; taking into account the cognitive, emotional and / or behavioral aspects of consumer behavior; intensity of interaction with consumers at different stages of the life cycle; focus on maximum customer satisfaction for the purpose of segment of loyal and regular customers. The implementation of these proposals will facilitate the formation of a stable customer base of consumers of hotel services.
Conclusion. Unlike the existing publications, scientific position on the appropriateness of subjective technology in the hospitality industry has been formulated for the first time. It has been proved that the methodological provisions of subjective technology formation should be based on the theory of behaviorism which reveals the features of rational behavior and explains the need to consider their economic interests to form a segment of loyal consumers. These conceptual provisions require further research and development of methodologies of subjective technology formation based on understanding consumer behavior as a system of cognitive, evaluative and behavioral patterns that reflect subjective aspects in the perception of consumers of hotel services.
Keywords: subjective technology, consumer, hotel service, loyalty, customer base, European index of consumer satisfaction.
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