Services marketing in the hospitality economy: An exploratory study Fotis C. Meeting the challenges of an unstable and unsettled environment is not easy. The recent impacts on the hospitality services economy of changing technology, mergers of institutions, increasingly demanding consumers and increased competition have created an atmosphere of volatility and rapid change.
Services Marketing - Definition and Characteristics Services Marketing - Definition and Characteristics Introduction The world economy nowadays is increasingly characterized as a service economy.
This is primarily due to the increasing importance and share of the service sector in the economies of most developed and developing countries. Economic history tells us that all developing nations have invariably experienced a shift from agriculture to industry and then to the service sector as the main stay of the economy.
This shift has also brought about a change in the definition of goods and services themselves. No longer are goods considered separate from services. Rather, services now increasingly represent an integral part of the product and this interconnectedness of goods and services is represented on a goods-services continuum.
Services are intangible and do not have a physical existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product. Also, it poses a unique challenge to those engaged in marketing a service as they need to attach tangible attributes to an otherwise intangible offering.
Given the very nature of services, each service offering is unique and cannot be exactly repeated even by the same service provider.
While products can be mass produced and be homogenous the same is not true of services. All burgers of a particular flavor at McDonalds are almost identical. However, the same is not true of the service rendered by the same counter staff consecutively to two customers.
Services cannot be stored, saved, returned or resold once they have been used.
Once rendered to a customer the service is completely consumed and cannot be delivered to another customer. A customer dissatisfied with the services of a barber cannot return the service of the haircut that was rendered to him.
At the most he may decide not to visit that particular barber in the future. This refers to the fact that services are generated and consumed within the same time frame. Moreover, it is very difficult to separate a service from the service provider.
Types of Services Core Services: A service that is the primary purpose of the transaction. Services that are rendered as a corollary to the sale of a tangible product.
Home delivery options offered by restaurants above a minimum bill value. Difference between Goods and Services Given below are the fundamental differences between physical goods and services:The recent impacts on the hospitality services economy of changing technology, mergers of institutions, increasingly demanding consumers and increased competition have created an .
Core Services: A service that is the primary purpose of the transaction. Eg: a haircut or the services of lawyer or teacher. Supplementary Services: Services that are rendered as a corollary to the sale of a tangible product.
Eg: Home delivery options offered by restaurants above a minimum bill value. Effective services marketing in the tourism and hospitality sector requires marketers to gain a solid understanding of the differences between the marketing of goods and services.
Successful organizations use market research to learn the preferences and behaviours of key customer segments. 1 Services Marketing in the Hospitality Economy: An exploratory study Fotis C. Kitsios Technical University of Crete, Dept.
of Production Engineering and Management, Chania, Greece Abstract.
Meeting the challenges of an unstable and unsettled environme nt is not easy. Hospitality Marketing Defined. Marketing is the process for getting a company's product or service out to consumers.
Hospitality marketing takes a look at how segments of the hospitality industry, such as hotels, restaurants, resorts and amusement parks, utilize marketing techniques to promote their products or services. 1 Services Marketing in the Hospitality Economy: An exploratory study Fotis C.
Kitsios Technical University of Crete, Dept. of Production .