Marketing and Customer Retention in the Hospitality Industry

Relationship
and Marketing
strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Extended marketing mix of The Guestonian Bed and Breakfast................................................1
Analysis of characteristics of relationship marketing for successful implementation loyalty
programme .................................................................................................................................3
Strategy of loyalty programme of The Guestonian Bed and Breakfast .....................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Relationship marketing plays a significant role in retaining consumers in the hospitality
industry (Harrison and Hair, 2017). The bed and Breakfast proposed in this report is The
Guestonian Bed and Breakfast which will be located in London, UK. This report is involves
demonstrating the knowledge of extended marketing mix for the proposed bed and breakfast
restaurant. In addition to this, characteristics of relationship marketing are analysed for
successful implementation of loyalty programmes at the proposed bed and Breakfast. Apart from
this strategies for gaining success from loyalty programmes of the proposed bed and Breakfast
restaurant are also provided in this report.
MAIN BODY
Extended marketing mix of The Guestonian Bed and Breakfast
Marketing mix includes the various marketing tactics which can be used by business
firms to gain successful results from their marketing efforts. Originally the marketing mix only
included four elements of Product, Price, Place and Promotion but the marketing mix has been
extended to include other important points such as People. Process and Physical Evidence.
Marketing mix for the proposed Bed and Breakfast restaurant The Guestonian is provided below:
 Product: This is the first element of the marketing mix which revolves around the
product and services offered by the company (Estima, Manso and Nunes, 2017). The
products and service offered by the company should fulfil consumer requirement and
resolve any consumer problems. In case of The Guestonian Bed and breakfast, the
services offered b the hospitality firm will include accommodation services for guests in
comfortable rooms along with freshly prepared morning meal of traditional English
Breakfast and evening Tea. The B&B will fulfil consumer requirements by offering
hygienic accommodation services and delicious dining services along with amenities
such as Wi-Fi, parking and laundry services. The services offered by The Guestonian will
provide consumer homely environment for staying and tasty meals so that they are able to
fully enjoy their stay.
 Price: This element looks at the price of the product and services offered by the
company. This is an important element of marketing mix as setting effective price helps
business firms gain profitability and face intense competition. In addition to this the
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