第 1 页摘 要随着服务行业的不断发展，关于企业如何提高自身的顾客忠诚度也被企业视为重中之重，而随着国内外研究的不断深入，人们逐渐发现服务营销对于提升顾客满意度的重要性。本篇论文以希尔顿酒店为例，采用问卷调查法的方式分析总结服务营销对于一个服务型企业的重要性，着重分析网络服务营销质量和策略、服务质量评价、服务接触以及服务人员管理研究等战略，探究服务营销对于服务型企业例如希尔顿酒店的顾客满意度的影响程度，同时分析希尔顿酒店服务营销策略中所存在的不足之处，并针对其服务营销策略、人员管理、发展趋势这些方面予以建议。关键词：网络服务营销质量；服务质量评价；服务接触；服务人员管理研究；Abstract第 2 页With the continuous development of the service industry, companies are regarded as the top priority for companies to improve their customer loyalty. With the deepening of research at home and abroad, people gradually find the importance of service marketing to improve customer satisfaction . This paper takes the Hilton Hotel as an example, uses a questionnaire survey to analyze and summarize the importance of service marketing for a service-oriented enterprise, and focuses on analyzing strategies such as network service marketing quality and strategy, service quality evaluation, service contact, and service personnel management research , To explore the impact of service marketing on customer satisfaction of service companies such as Hilton Hotels, and to analyze the deficiencies in the Hilton Hotel ’s service marketing strategy, and make recommendations for its service marketing strategy, personnel management, and development trends .Key words ： Network service marketing quality and strategy; Service quality evaluation; service contact; Service personnel management research; Service marketing目 录.........................................................5............................................5.........................
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