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Hospitality Services Marketing Overview

The document introduces key concepts in hospitality services marketing, defining services as intangible performances that differ from physical goods. It emphasizes the importance of service quality, relationship marketing, internal marketing, and customer satisfaction, alongside strategies for service recovery. Additionally, it highlights current trends affecting the hospitality industry, such as shrinking customer loyalty and increasing individual customer needs.

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Joseph Nader
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17 views12 pages

Hospitality Services Marketing Overview

The document introduces key concepts in hospitality services marketing, defining services as intangible performances that differ from physical goods. It emphasizes the importance of service quality, relationship marketing, internal marketing, and customer satisfaction, alongside strategies for service recovery. Additionally, it highlights current trends affecting the hospitality industry, such as shrinking customer loyalty and increasing individual customer needs.

Uploaded by

Joseph Nader
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Ch.

2 Introduction to
Hospitality Services Marketing

1
Services Defined
A service is not a physical good;
rather, it is the performance of
an act or a deed.

2
Services Defined
Services include all economic
activities whose output is not a
physical product or construction, in
generally consumed at the time it is
produced, and provides added value
in forms that are essentially
intangible concerns for the
purchaser
3
Nature of Services
Difference Between Goods and Services
• No ownership by customers
• Service product as intangible performers
• Customer involvement in production process
• People as part of the product
• Greater variability in operational inputs and outputs
• Harder for consumers to evaluate
• No inventories for services
• Importance of time
• Different distribution channels

4
Service Quality
• Service Quality: is a perception resulting
from attitudes formed by customers’ long-
term, overall evaluations of performance.

5
RELATIONSHIP MARKETING
Involves
1. Attracting
2. Developing
3. Retaining customer relationships

6
A relationship marketing approach is highly
desirable upon meeting the following conditions:
• A customer has on going or periodic
desire for the service.
• The service customer controls the
selection of the service organization.
• Alternative service providers make it easy
for customers to switch.

7
Internal Marketing
to market the firm’s goods and services to
their employees
• First: service firms need to select and
hire employees who are willing and able
to provide high-quality service.
• Second: Service firms should provide
employees with adequate training so
they possess the skills that are required
in performing their job tasks.

8
Customer Satisfaction
Benchmarking
• is a process whereby a firm establishes a
level of performance by comparing
performance against past performance,
• or by comparing current performance
against the performance of other
companies

9
Improving Customer Service
and Customer Satisfaction
• Customer Satisfaction: occurs when a
firm’s service, as perceived by customers,
meets or exceeds expectations.

10
Recovery Strategies
• Cost/benefit analysis
• Actively encouraging complaints
• Anticipate the need for recovery
• Respond quickly
• Train employees
• Empower the front line

11
Service Trends Affecting the
Hospitality Industry
• Shrinking customer loyalty
• Increasing customer sophistication
• Increasing emphasis on the needs of
individual customers

12

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