HOSPITALITY SERVICES
The hotel industry dependent on tourism and travel industries, and together they constitute the hospitality industry. The demand variation in the hotel industry depends on various factors like the economy, socio-political conditions, government regulations, business cycle, weather and seasonal changes, festivals etc. Service is a perishable service with a fixed or limited supply. Is characterized by high investment and low variable costs.
customer service.
1.E-mail marketing
Its not only establishing ongoing interactive relationships with your customers, gaining extensive knowledge of your customers and performing precise customer segmentation. It requires shifting marketing funds from offline to online channels, and deciding what your marketing objectives will be. In E-mail marketing, is powerful direct-to consumer distribution and marketing
2 . 1 S E RV I C E S A N D I N TA N G I B I L I T Y
Service/performance/events that are produced by individuals, with or without the aid or technology. While some automated services are performances produced entirely by machines, most services require some kind of interaction between employees and customers. Service marketers wants advertising to make the intangible service benefits understood and appealing.
The intangibility of a services create four problems when a company tries to advertise that services attributes and or benefits. Those problems are:
- Abstractness
- Generality - Mental Impalpability - Non - Search ability.
2 . 3 P h y s i c a l Re p r e s e n t S t r a t e g y
Advertisers use physical objects that accompany the production of their service as tangible symbols of that service. Service advertisers need to identify some physical entities that would most effectively represent the core service experience to customers, using those entities to give substance and meaning to their advertising.
The service-performance-episode strategy entails a narrative of a service event unfolding in time. This narrative is best told in a video mode, but skillful creative work
2 . 5 F r o m A b s t r a c t To C o n c r e t e
Customer testimonials to overcome non-search ability work best, however, when the experience to which the customers testify are relatively straightforward and unemotional in nature, such as our room service was always prompt. In contrast are those customer experiences that operate on an emotional level or truly personal in nature.
2 . 6 F r o m I m p a l p a b i l i t y To p a l p a b i l i t y
Impalpability service is one that is totally to a customer. Approach to making impalpable services more understandable is to reveal exactly what will happen during the service experience. Termed service-process episode this approach entails showing the step by step service-delivery process. In hospitality industry, cruise lines and resort often adopt such a
strategy.