Service marketing assignment Example | Topics and Well Written Essays - 1500 words

Service marketing - Assignment Example Lower expectation can however make for the greatest satisfaction and with it word of mouth is an important and vital in the journey towards the purchase of the service. It is important to determine the target market and set an objective which would help the firm to determine the area which is of interest to the marketer (Greechie, 2008). The marketing objectives for a brand in the hospitality industry often includes customer satisfaction and gaining the trust of the customer which would increase the customer loyalty towards the brand and make the customers come back to the same brand again and again. The service sector chosen is hotel industry, hospitality services as it has been defined to be the friendliest sector and it is important to take care of the needs of the customers. The service providers in the hospitality sector need to set an optimum level of services for the customers as a high level of expectation might result in negative outflow. As per Bitner and Tetrealt (1990) cu stomer tends to look at the basic needs such as in a hotel customer would look for clean room, a secure room and treat the customers as guest (Kumar, 2010). Hospitality Industry The hotel to be dealt in with is a unique kind of hotel which aims to provide customer satisfaction to the highest level. ... According to Brown (2002) hotels should develop strong brand in order to create loyal customers because it is the brand that wins are preferred by the customers. Unique concepts of hotel which are very much famous and attractive to the customers are the themed hotels, design hotels, boutique hotels lifestyle hotels, co-branded hotels and service quality hotels. Thus the type of unique hotel taken into account is lifestyle hotels. As per the Overlook Hospitality Management (2002) lifestyle hotels are mainly designed to fill the emotional needs of guests. To take an example, the largest hotel in the globe with about 3500 hotels, the Intercontinental Hotel Group (IHG) which launched a new brand named Hotel Indigo a lifestyle brand, lodging alternatives for travelers who are seeking a hotel and not just merely a room. According to PWC, (2003) lifestyle hotel is small yet fashionable and stylish and at the same time offers excellent value for money. Porter argues that for organization to produce better result it is important to adapt the differentiation strategies. The company can differentiate through charging a high price, a premium price and also to chose attributes which are different from the competitors. Therefore the unique hotels tend to differentiate themselves from the normal or the traditional hotels as they pose few unique features. The hospitality industry is a competitive industry and thus it is essential to differentiate the products. As per Kotler (1997) new products can easily convert undifferentiated products and offerings. The hotels with unique concepts can position itself through differentiation. The unique concept hotels offers almost the same kind of product which a