Chapter 02.pptx
- 1. Service Characteristics of Hospitality and Tourism Marketing Lecturer: Mukhammadieva Nodira CHAPTER 2 Marketing for Tourism Hospitality and Event
- 2. Discussion session: reading 1 Role of social media in travel: Pre travel, during travel and post travel Use of social media in tourism marketing and management what is popular in Uzbekistan?
- 3. session Objectives 1. Describe a service culture. 2. Identify four service characteristics that affect the marketing of a hospitality or travel product. 3. Explain seven marketing strategies for service businesses
- 4. Characteristics of Service Marketing Characteristics of Services
- 5. Intangibility Services can not be seen, tasted, felt, heard, or smelled. Tangible evidences reduce uncertainty High risk associated with services. Lack of tangibility after the experience Companies should create memorable guest experiences Tangibles provide signals as to the quality of the intangible service. Exterior and Interior design Uniforms of employees 5
- 6. Tangible Strategies for Service Business Promotional material Employees’ appearance, and uniforms Physical environment Building exteriors Equipment Furniture and fixture Signs 6
- 7. Servicescape The concept of a servicescape was developed by Booms and Bitner (1981) to emphasise the impact of the physical environment in which a service process takes place. Booms and Bitner defined a servicescape as "the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service" (Booms and Bitner, 1981, p. 36).
- 8. An Integrative Framework: The Servicescape Model
- 9. Inseparability Customer-contact employees are part of the product Other customers become part of service The employee becomes part of service The customer and the employee interact with the service delivery system. Customers and employees must understand the service delivery system. Select, hire and train customers. Select and train contact employees Empower employees 9
- 10. Variability Services are highly variable Services are produced and consumed simultaneously. Service consistency depends on the service provider’s skill. Fluctuating demand makes it difficult to deliver consistent quality. Lack of consistency a major source of customer disappointment. Guest expectations are different. Train contact and non-contact employee 10
- 11. Perishability Lack of ability to inventory – services can not be stored Capacity and demand must be successfully managed If services are to maximize revenue, they must manage capacity and demand. Change customer use pattern (Hourly, daily, seasonally) Cross-train employees Involve customer in the service delivery system 11
- 12. Capacity Management Involve the Customer in the Service Delivery System Cross-Train Employees Use Part-Time Employees Rent or Share Extra Facilities and Equipment Schedule Downtime During Periods of Low Demand Change the Service Delivery System
- 13. Demand Management Use Price to Create or Reduce Demand Use Reservations Overbook Revenue Management Use Queuing Shift Demand Create Promotional Events
- 14. Tips for Managing Waiting Lines 1. Unoccupied time feels longer than occupied time 2. Unfair waits are longer than equitable waits 3. Uncertain Waits Are Longer than Known, Finite Waits
- 15. Management Strategies for Service Business 15 Service firms use marketing to position themselves strongly in chosen target markets. In a service business the customer and frontline service employee interact to create service Service providers must work to interact effectively with customers to create superior value. Successful service companies focus their attention on both their employees and customers.
- 16. The Service Profit Chain Healthy service profits and growth Satisfied and loyal customers Internal service quality Satisfied and productive service employees Greater service value
- 18. Interactive Marketing Interactive Marketing: Perceived service quality depends heavily on the quality of the buyer-seller interaction during the service encounter. The customer judges service quality not just on technical quality (the quality of the food) but also its functional quality (the service provided in the restaurant). 18
- 19. Marketing Strategies Employees As Part Of The Product Perceived Risk Capacity and Demand Customer Complaints Service Quality Service Differentiation Service Productivity
- 22. Handling customer complaints https://www.youtube.com/watch?v=tWn aKsmQ6k8&t=1s
- 23. Perceived Risk in travel Watch the report in French, take notes from sub titles Replay the clip, stop at certain key issues and let students to take notes. https://www.youtube.com/watch?v=J4V e41JPMVQ
- 24. Re-thinking the conceptualization of customer value and service quality within the service-profit chain (Walker et al, 2006) Reading 2 for next session