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

1. IntroductionWhen service industry prime(prenominal)ly turned into unity of the principal(prenominal) economical dominances, it didnt attract much attention from trade researches (Fisk et al.,1993), as many researchers considered service as a kind of products (Ed pop outt & antiophthalmic factor; Stephen, 1993). However, in today?s economy it is the service area that is becoming 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 tilt to get laid between the market of physical products and the marketing of intangible service, as the two areas are really different. When acquire good, the consumer can take many tangible cues to judge the timbre including colour, style, finish, etc, while when purchasing services, fewer tangible cues exist to service of process consumers make decisions. In many cases service provider?s physical facilities, equ ipment, and 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 business compared to other types of services (Verma, 2000). However, as a service organisation, hotels? service quality, reputation are palliate 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 kindred marketing strategies could be a key issue for hot el business success. In this report, one of ! the leading budget hotels --- Holiday inn 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 recent happened economic crisis and acknowledgment crunch in UK has affected the on the whole economic surround in UK, with no exception... If you want to get a expert essay, order it on our website: OrderCustomPaper.com

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