Marketing and Customer Retention

This report discusses marketing strategies and customer retention in the hospitality industry, specifically focusing on Marriott hotels. It explores the marketing mix, attributes of Marriott rewards program, and various company strategies. The report highlights the importance of customer loyalty programs in enhancing customer satisfaction and retention.

Marketing and Customer
Retention

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing mix.............................................................................................................................3
Attributes of Marriott rewards relationship promoting program.................................................5
Various company’s strategies......................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is characterized as the exercises wherein present moment and long haul needs
of clients and to make correspondence among clients and different accomplices so qualities can
be delivered to them. Then again client maintenance is characterized as the capacity of the
association in holding client for longer span. Advertising exercises are base for business as this
leads in higher client maintenance and consumer loyalty also. By partner different
unwaveringness programs organizations in cordiality industry may improve their client
association and their maintenance too. This report is clarifying all the ideas of advertising
alongside their effect on consumer loyalty on the foundation of Marriot lodgings.
Marriot is a universally managed inn network which is settled in US. The organization is having
activity at in excess of 6200 areas which demonstrates their overall presence. Marriot is running
different faithfulness program under which they are attempting to draw in colossal clients and
accomplish unmistakable situation at commercial centre.
MAIN BODY
Marketing mix
Marketing Mix is characterized as the advertising techniques which are utilized by
organizations to comprehend winning business sector patterns and to comprehend their pre-
owned methodologies so that these can be clung to advertise patterns. For industry of cordiality
advertising blend is utilized by the organizations so as to utilize conspicuous promoting
methodologies in order to pull in pool of clients and hold them by giving required
administrations. With regards to Marriot as the inn is keeping up 5 star lodging network the
world over because of which they are demonstrating worldwide character and dealing with their
clients in adequate way. For Marriot lodgings their showcasing blend is explained as under:
Product: Marriot lodgings is managing in giving staying and sumptuous administrations to their
customers. Marriott rewards is a reliability program which is being acquainted by Marriot all
together with get explicit edge over serious market (Alamgir and Uddin, 2017). The association
is managing in four significant elements of items, for example, center items, encouraging items,
supporting items and enlarged items. Under center items lodgings are given to clients, inside
encouraging items bars and online reservation offices are given. So also under supporting items
different extra administrations are given, for example, day in and day out room offices and some

more. Finally inside enlarged items lavish offices are given by Marriot. These all bifurcation is
helping the organization to isolate their clients based on requirements and requests. So as to hold
clients for longer span Marriot is on the other hand utilizing their unwaveringness program by
which as per want of client administrations can be formed.
Price: Marriot is known for specialist co-op of midscale to lavish class so inside this shifted
estimating procedures are embraced by the lodging so as to get assortment of clients. For
extravagant administrations Marriot is offering premium costs so that give health to their visitors.
Then again for working class and value delicate clients they are picking value skimming
technique so that to hold them (Alshamsi and et al., 2020). Marriot is unmistakably known for
extravagance and wellbeing so they are greatly centered around connecting that fragment of
individuals and holding them for longer span.
Place: Marriot is settled in Virginia, US and they are having differed branches at all the areas in
worldwide fringe. Marriot is related with their provincial workplaces in UK, UAE, India, Japan
and some more. Starting at now Marriot is overseeing 5685 lodgings and resorts at overall level
and these are related with in excess of 912000 rooms also. The association is having their
activities in 113 nations and they are adequately known as market pioneer in vacationer industry.
For accomplishing their significant point of client maintenance they are consistently attempting
to grow their business in fluctuated areas.
Promotion: Marriot is getting a charge out of solid brand way of life as they have finished 100
years of their brilliance so the organization is profoundly centered around mouth to mouth
exposure and advancement. Marriot respects program is connected with 85 million individuals
and they are developing at any rate movement of 10% consistently. Marriot praises is utilized by
the organization as their special instrument as their dependable clients are helping them for
performing mouth exposure. Then again Hilon is utilizing online media showcasing for
improving estimation of their image and holding their current clients for longer span.
People: Marriot has utilized 170k representatives in their association and they are keeping up
adaptable work culture. Then again organization is profoundly devoted on giving different
advantages to their representatives, for example, instructive help, retirement sparing, paid
fatherly leaves and some more (Chen, Chiu and Chang, 2017). These advantages are boosting
assurance of their representatives because of which they are working in powerful way and

attempting to give extreme fulfillment to their visitors. Commitment of workers of Marriot is
giving them separate edge over market position and showcasing procedures.
Process: Marriot gives internet booking offices to their client so that to deliver comfort. Then
again Marriot have dispatched their own application which empowers their clients to book
administrations in speedy and prudent manner (Hofman-Kohlmeyer, 2016). This takes out the
prerequisite of front work area likewise with the assistance of application look at in and check
capacities can be executed. Process utilized by Marriot during booking and delivering
administrations are very simple and open in direct way which causes them in achieving higher
client consideration and holding.
Physical evidence: The significant pieces of the lodging is impalpable other than visitor stay
which is given during their remain. The administrations of Marriot are particularly distinguished
in which the organization is overseeing tidiness of their rooms so their client gets administrations
as indicated by their requests and needs. Marriot is exceptionally dynamic on keeping up inside
and presentation of their administrations so this part is giving them extra advantages over client
maintenance.
Attributes of Marriott rewards relationship promoting program
Occasion driving client informing: This program is utilized by Marriot so as to oversee
client related exercises in adequate way. Under this program various honors are given to client
by aggregating purposes of their remain. Under this program in excess of 2000 Marriot lodgings
are enrolled and the are dealing with an extremely vigorous arrangement of clients. This program
depends on staying offers in which for instance is a client is persistently utilizing administrations
of Marriot in New York regions then limited time special for that client will be for that specific
zone as it were (Lee and et al., 2020). This is helping the organization in upgrading client
maintenance and client review an incentive too.
Simple prize recovery alternative: For Marriott rewards clients Marriot has arranged diverse
site at which inside brief devotion focuses can be reclaimed. This program gives extra solace and
simplicity to its individuals as steadfast clients are getting these advantages. Additionally on this
site constant data can be snatched which improves online comfort of clients. These produced
data is proportionately useful for clients in settling on their purchasing choices and for
organization to gauge their advertising results.

No handling charges alongside no power outage dates: Marriott rewards devotion program
isn't taking any sort of preparing expenses as this is reliant on client remain as it were. This
element of the program improves usefulness and estimation of their client because of which
Marriot may reach to their goal of holding their clients. Then again so as to reclaim focuses
gathered by client there is no boundations so this gives extra edge to their client for being
esteemed (Lee and Fay, 2017). These attributes of Marriott rewards program gives high brand
devotion and mental qualities because of which client gets delicate advantages.
Upgrade in client relationship the executives: Marriott rewards program is helping the
organization in keeping up client relationship as these projects are intended for steadfast clients
and this improves client commitment in brief way. This program is breaking down different
qualities and shortcomings by which Marriot can change their contributions and fluctuated
procedures.
In light of Pareto guideline: The unwaveringness program of Marriot is planned based on
Pareto standard as this rule expresses that 20% of clients are producing 80% of incomes. With
the assistance of this guideline the clients are fundamentally engaged by them and high portion
of steadfast client can be delighted in which leads in their maintenance for longer span. Pareto
guideline is underlined on part of generally populace and comparatively this program by Marriot
is planned so that this is centered around giving advantages to a specific class of individuals so
as to achieve achievement (Mokhtaruddin, Wel, and Khalid, 2019).
The significant purpose behind progression of Marriott rewards dedication program is this is
specific in seeing needs and requests of their client and meeting their prerequisite too. This
program is dealing with their client through which client maintenance is upgraded by the
organization. Then again Marriott rewards reliability program is adding significant client
portfolio to the association which empowers them to confront and breathe in market rivalry in
suitable way.
Various company’s strategies
In London another lodging will be opened named "The Nest". The lodging is of three star
and situated at downtown area of London. The significant target of this lodging is to meet degree
of desire for their clients and to give extreme extravagance and quality administrations to them.
Then again a conspicuous reliability program is being created by the supervisory crew of the
lodging as they are happy to accomplish higher maintenance of their clients and long haul

supportability of their business (Olomu, 2019). For this there are different procedures that are
being embraced by the administration which are expounded as under:
Including focuses according to visits: according to this faithfulness program clients will get
focuses according to their remain. These focuses are collected for each stay of clients and
because of which steadfast client are treated in uncommon way (Preikschas, and et al., 2017).
Also these focuses are treated as remunerations by the client under which worth can be added to
brains of clients too.
No limitation of reclamation of focuses: There is no limitation of recovery of earned
dependability focuses. The essential prerequisite is that for reclamation 200 focuses is required
and 200 focuses can be earned after 3 remains. This is related with giving extra advantages to
faithful clients of the inn by which commitment and brand review can be improved.
Request client input: Customer criticisms are viewed as one of the noticeable idea by which
commitment of them can be upgraded. Inputs are commonly taken so as to look at escape clause
of administrations in order to comprehend zones because of which consumer loyalty is missing
behind (Sivasankar and Vijaya, 2019). The Nest lodging is exceptionally stressed on accepting
criticism as the inn is a recently opened chain so they are needed to adjust benefits according to
necessities and wants of their common clients.
CONCLUSION
From the above report this can be inferred that client maintenance is profoundly basic for
a business to develop and support also. Client maintenance is viewed as one of the significant
limitation by which life span of connected clients can be increased. Promoting exercises and
systems are planned so that this could lead in more deals and commitment of client so enormous
productivity can be delighted in by the business. Showcasing blend is utilized by business so as
to comprehend their systems for different angles and to decide their market position with the
goal that any adjustments which are having direct effect over business can undoubtedly be
resolved and executed also. Client dependability programs are planned so as to offer some
incentive to faithful client and to help boldness of their client to utilize hierarchical contributions
in dull way. Steadfastness programs are useful for neighbourliness organizations in making more
faithful clients and improving client commitment and maintenance for longer term.

REFERENCES
Books and Journals
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Retention: A Systematic Review in the Higher Education. In International Conference
on Advanced Intelligent Systems and Informatics (pp. 404-416). Springer, Cham.
Chen, K. K., Chiu, R .H. and Chang, C. T., 2017. Using beta regression to explore the
relationship between service attributes and likelihood of customer retention for the
container shipping industry. Transportation Research Part E: Logistics and
Transportation Review. 104. pp.1-16.
Hofman-Kohlmeyer, M., 2016, September. Customer loyalty program as a tool of customer
retention: literature review. In CBU International Conference Proceedings (Vol. 4, pp.
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Lee, S., and et al., 2020. Corporate social responsibility (CSR) as a customer satisfaction and
retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism
Management. 45. pp.348-358.
Lee, S .H. S. and Fay, S., 2017. Why offer lower prices to past customers? Inducing favorable
social price comparisons to enhance customer retention. Quantitative Marketing and
Economics. 15(2). pp.123-163.
Mokhtaruddin, S. A., Wel, C. A. C. and Khalid, N. R., 2019. Employee Rhetorical Sensitivity as
a Mediator in the Relationship Between Customer Orientation and Customer
Retention. The South East Asian Journal of Management.
Olomu, M .O., 2019. Marketing automation innovation practices and customer retention
performance: evidence from the Nigerian manufacturing SMEs. International Journal
of Business Performance Management. 20(3). pp.212-228.

Preikschas, M. W., and et al., 2017. Value co-creation, dynamic capabilities and customer
retention in industrial markets. Journal of Business & Industrial Marketing.
Sivasankar, E. and Vijaya, J., 2019. A study of feature selection techniques for predicting
customer retention in telecommunication sector. International Journal of Business
Information Systems. 31(1). pp.1-26.