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Service Innovation in a Selected Enterprise
STUDNIČKOVÁ, Alžběta
The service sector is very broad. It covers various activities, from simple proc-esses to the most complicated ones. This sector can also be called tertiary sector. It is the youngest and largest sector of the world economy. Inflow of funds and job opportunity growth is linked to it. The aim of this thesis is to analyze the services provided by the Theresia Hotel, located in the centre of Kolín, to evaluate customers´ satisfaction with the provided ser-vices. Further it proposes new, missing services to customers and suggests improvement of existing services, which are not satisfactory at present. The thesis is divided into a theoretical and a practical part. The theoretical part is focused on services, tourism, innovation, Customer Relationship Management and clas-sification of accommodation. All segments are divided into sub-sections, each focusing on a special area. The practical part is based on a directed interview with a senior executive and a questionnaire based survey carried out in the above mentioned hotel in the period from July to December 2014. Customers were asked to answer questions related to services provided by the hotel. Based on their replies issues and problems were revealed, which helped improve the provided services and the hotel as a whole. One of the proposed innovations is a virtual tour placed on the hotel website. Its aim is to show to potential guests the hotel rooms and other spaces to make their deci-sion easier. Another possible innovation of the website is the video presentation, which should present hotel services during a few minutes. Possibility to rent a bike or a scooter will be appreciated by people without chance to bring their own bikes to the hotel. At the reception should be placed information materials about region and souvenirs with hotel theme. It is also necessary to improve Facebook pages of the hotel, especially in terms of the upload several photos of employees and guests, regularly posting news concerning the hotel and creating bilingual profile in Czech and English. To help to improve guests' satisfaction it is necessary to eliminate shortcomings in rooms and bathrooms and provide new hotel services.
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