E.V.Duvanskaya
, E.S.Alehina, Zh.V.Gornostaeva , N.A.Kuhmistrova
Institute
of service and business (branch) Federal State Budget Educational Institution
of Higher Professional Educational «Don State Technical University»
Catering companies: the concept and substance of
a client-oriented service
Today in Russia
there is a restructuring of the growing service sector of the economy and
therefore entails significant social, political and cultural changes in
society. Clear manifestation of these trends is the constant increase in the
number of employees in service , in particular the growing number of food service, such as cafes , restaurants, bars . But their
success depends on the level of demand of enterprise customer. A distinctive
feature of this service is that it is produced and consumed simultaneously ,
resulting in the highest value orientation catering for maximum customer
satisfaction . [1] This property is usually called a Client-oriented.
Now the
concept of the Client-oriented has
no scientific definition of sustainable. Most accurately the term was
formulated by Ryzhkovski B. [2]. In his
formulation of « the client-oriented - is a tool of customer relationship management , which
aims to get healthy profits in the long term and based on three criteria : a
core competence , target customers and equality positions».
The principle of the client-oriented is firmly established in the theories
of service management. Potential the
client-oriented approach is not limited to the operating level. When the fullness of the
implementation of this approach should be Customer
Centricity characteristic
of the enterprise supply among the priorities which place the client's
interests should be clearly defined
The client-oriented and the competitiveness are similar
concept. The difference that competitiveness implies conformity to the
organization in general market conditions , and the
client-oriented reflects the extent
to which the enterprise expectations. In connexion with this, it is more caractly to speak about the strategic management of The Client-oriented, because the company ,
which is guided by the interests of the client in its activities , opts for
long-term client relationships , often abandoning the immediate benefits.
Systematization of publications devoted to the
study of Customer Centricity enterprises,
allows you to select a customer-service structural elements (Fig. 1).
Fig.1
- structural elements of the client-oriented service
Some of these elements include business
processes that represent the organization accessible system sales services and
related products, customer segmentation, based on the development of special
techniques for working with each segment or the most valuable customers, the
availability of policy formation customer base, key ways to define its goals , priorities, and resources. Important element of building the client-oriented approach is the creation of
regulations and codes personnel work with clients, Code of clients' rights and
control of compliance, adherence to the principle of totality level of client
work, implying that compliance with the requirement of quality interaction with
customers at all points of contact. No less important is also catering culture,
business communication with customers by methods such as the use of the
Internet service, the creation of remote terminals, regular management meetings
with key clients. To maintain the already achieved level of customer
satisfaction and growth potential of the formation of the company in this
direction also requires the organization of regular training of staff,
monitoring the quality of customer service, customer satisfaction assessment of
the services provided. [3]
The client-oriented processes should be focused
primarily on the individual - the client catering. Processes should be focused on the
other person - the person to whom the same processes help simplify the very
work, the result of which may be referred to as the client-oriented service.
Literature
1.
Molev, M.D. Effektivnaya sfera uslug
v sisteme bazovyh
faktorov ustoychivogo razvitiya regiona : monografiya M.D. Molev,
E.V.Duvanskaya, E.S.Alehina.
Shahty : GOU VPO
«YuRGUES», 2009. -133 p.
2.
Ryzhkovskij B. Kogda klient golosuet
den'gami? Upravlenie kompaniej. – 2010 – ¹ 7. http: www.advertology.ru/article27313.htm
3.
Evgenij Dobrjanskij
«Klientoorientirovannyj servis – servis, dostojnyj Dam i Gospod», 2013
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