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Providing Advance Service in the Hotel Industry: A Strategic Marketing Perspective

Providing Advance Service in the Hotel Industry: A Strategic Marketing Perspective - Essay Example

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Summary

This paper aims to report an exploratory study that investigated the perceived importance of dimensions and attributes on hotel marketing strategy from the perspective of several travelers who might consider on checking in on their suites. …

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Providing Advance Service in the Hotel Industry: A Strategic Marketing Perspective

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Subject: Marketing
Type: Essay
Level: Undergraduate
Pages: 45 (11250 words)
Downloads: 2
Author: adamssalma

Extract of sample "Providing Advance Service in the Hotel Industry: A Strategic Marketing Perspective"

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It is evident from the research that the Customers and the clients are considered the heart and soul of every business. Several companies and organization will do every single step of a strategy just to satisfy them and keep them within their service boundaries. And as a result of this, business organization think of better alternatives to make their valued clients not to make them get tired of their service, because some of their customers both desire and more often demand innovative service offers.

In response, many service-oriented firms are striving to integrate novel features into their product-service offerings. Even product-oriented firms have noted the benefits of adding service development to their business strategies. Lets say for instance in the study made by the author Fitzgerald, during recent years, IBM, a predominantly product-oriented firm, generated over half of its total revenue from services. Yet, only 15 percent of IBM's research and development budget was being allocated to services.

Realizing this discrepancy, IBM recently realigned its strategy and business plan emphasizing service-based developments. The new strategy was a resounding success. With one of IBM's innovative service programs adding over $300 million to last year's total revenue. The benefits of service improvement are apparent. What is not as clear is how managers should decide on which developments to implement. In some cases, innovative service offerings are necessary just to maintain a firm's current market share.

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