Service Marketing for Budge Hotels --- A case study of Holiday Inn Express

1. IntroductionWhen service industry beginningly turned into unity of the principal(prenominal) scotch dominances, it didnt attract much attention from merchandising researches (Fisk et al.,1993), as many researchers considered service as a kind of products (Ed shoott & antiophthalmic factor; Stephen, 1993). However, in today?s economy it is the service area that is adequate increasing important. Overall, service industries account for 70% of the UK gross interior(prenominal) product (Service and Relationship Marketing handout). Thus, there has been a dip to get laid between the marketing of physical products and the marketing of intangible service, as the two areas are really different. When buying good, the consumer can take many tangible cues to judge the theatrical role including colour, style, finish, etc, while when purchasing services, fewer tangible cues exist to sustain consumers make decisions. In many cases service provider?s physical facilities, equipment, an d personnel are the limited tangible picture for consumers (Parasuraman et al., 1983), which is a truthfulness for hotel industry. It was argued that attention to physical surroundings is judge to be more(prenominal) important to hotel problem compared to other types of services (Verma, 2000). However, as a service organisation, hotels? service quality, reputation are even the most import for consumers? purchase decisions, as they ranked first and minute of arc determinants of Dube et al. (2000) research.

Therefore, to explore hotel?s service and family marketing strategies could be a key issue for hotel busi ness success. In this report, one of the lea! ding budget hotels --- Holiday order Express was chosen to be analysed in 1) the services they provided, 2) the marketing strategies that used to advance the services in economic downturn; and then recommendations would be provided for adjustment of service and relationship marketing. 2. ContextThe novel happened economic crisis and acknowledgment crunch in UK has affected the unanimous economic surround in UK, with no exception... If you want to get a expert essay, order it on our website: BestEssayCheap.com

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