Service Marketing and Recovery

Service marketing and service recovery

Marketing is the study and management of the exchange process. It involves those things that the property will do to select a target market and stimulate and alter that market’s demand for the property’s services. While marketing includes sales, it also includes a number of other elements: research, action strategies, advertising, publicity, and sales promotion, as well as a means to monitor the effectiveness of the marketing program. Marketing has to evolve to meet new challenges because the overall guest’s demand, wants and needs are constantly changing.

Service marketing plays an important role to match the right product or service with the right market, providing an optimum return on investment. It is more than just advertising. A good marketing plan incorporates a combination of these elements. Marketing in Hospitality service is challenging and unique and is different from marketing traditional products. Hospitality service product is a combination of product and personal service offered (tangible and intangible), which is mainly intangible. Hospitality service is highly perishable, because it can not be stored and is adjusted to changes in demand. As hospitality service demand is service driven, the type and quality of the product service will determine success or failure in the marketplace. As it is the best product service that wins, the product service strategy must be capable of delivering a first class product.

The challenge with service marketing is that the principal products are experiences and hospitality. These are intangibles and are much more difficult to market than tangible items such as household appliances. The consumer also needs to travel to the product in order to experience it. The focus in service marketing should be on the consumer experience and consumer satisfaction.

Service is a very important aspect of the hotel industry. Guests’ decision to return to the hotel depends on good and/or...