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

1. IntroductionWhen service industry introductoryly turned into unity of the principal(prenominal) economical dominances, it didnt attract much attention from market researches (Fisk et al.,1993), as many another(prenominal) researchers considered service as a kind of products (Ed tuckert & antiophthalmic factor; Stephen, 1993). However, in today?s economy it is the service area that is suitable increasing important. Overall, service industries account for 70% of the UK gross house servant product (Service and Relationship Marketing handout). Thus, there has been a dip to get laid between the marketing of physical products and the marketing of intangible service, as the two areas are really different. When buying good, the consumer can take many tangible cues to judge the shade including colour, style, finish, etc, while when purchasing services, fewer tangible cues exist to alleviate consumers make decisions. In many cases service provider?s physical facilities, equip ment, and personnel are the limited tangible order for consumers (Parasuraman et al., 1983), which is a truthfulness for hotel industry. It was argued that attention to physical surroundings is pass judgment to be more(prenominal) important to hotel billet compared to other types of services (Verma, 2000). However, as a service organisation, hotels? service quality, reputation are unagitated 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 birth marketing strategies could be a key issue for hotel business s uccess. In this report, one of the leading b! udget hotels --- Holiday guild Express was chosen to be analysed in 1) the services they provided, 2) the marketing strategies that used to advance the services in economic downswing; and then recommendations would be provided for adjustment of service and relationship marketing. 2. ContextThe novel happened economic crisis and acknowledgment crunch in UK has affected the consentient economic surround in UK, with no exception... If you want to get a expert essay, order it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay