Service Product Concept Assignment Report
Added on 2022-09-05
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SERVICE PRODUCT CONCEPT
STUDENT DETAILS
Introduction
This poster is focused on presenting
importance and value of ‘service product
concept’ with the help of a service providing
company ‘Metro Hotels’, Sydney, Australia.
The process of designing a service product
concept for Metro Hotels, there are three
major steps include core product,
supplementary services and delivery
processes.
The key facts about the company
The group is owned by Transmetro Corporation
Ltd .
The company is s an Australian owned public
company that has been listed on the Australian
Stock Exchange (ASX) for more than 25 years.
Metro Hospitality Group, oversees Metro Hotels,
while operating a huge network of
accommodation hotels; and pubs. (Metro Hotels,
2020)
Metro Hotels is the oldest 100% Australian owned
and managed hotel chain working in travel sector
for more than 40 years
Metro hotels are situated all across Australia
including Sydney, Perth, Brisbane, Gladstone,
Darwin, Melbourne, and Groote Eylandt (NT).
The consumer reviews of the Metro Hotels
How to find an innovative 'service product
concept'.
Analyzing consumers' reviews and identifying
critical value propositions.:
Why the 'service product concept' is
innovative and attractive to the market.
the service product concept is
attractive and innovative to the
hospitality market of Metro Hotels, for
the following reasons:
The concept provides so many
customer benefits like it helps to
determine the intentions of an
organization towards its customers
Services can be offered and planned
at four important levels include
potential level, the augmented level,
the expected service level and core
service level (Mok et. al., 2013).
The company’s long term brand image
and reputation improves and hence
business become sustainable.
• The key lessons learnt from service
product concept and service product
marketing for the chosen company
metro hotels, are as follows:
The firm needs to form an emotional
connection with consumers
The firm needs to work upon quality
as it is best advertising method
The company needs to measure their
marketing effectiveness in market
The company needs to understand
that promotion is essential
The company needs to become
customer driven
The company needs to understand
customers through service product
concept
The company needs to reposition their
weaknesses to strengths
The company needs to use creativity
and innovation for service product
marketing.
Conclusion
In whole, the service product concept
is the core of the service offering. In
other words, it can be said that the
success of service product marketing
always lies in understanding four key
levels of service product. Hence, this
analysis will help service marketer to
enhance customer experience and
create differentiation of the services
offering to them.
References:
Metro Hotels. (2020). About Us.
Retrieved from Metro Hotels:
https://metrohotels.com.au/about-us
Mok, C., Sparks, B., & Kadampully, J.
(2013). Service quality management
in hospitality, tourism, and leisure. UK:
Routledge.
STUDENT DETAILS
Introduction
This poster is focused on presenting
importance and value of ‘service product
concept’ with the help of a service providing
company ‘Metro Hotels’, Sydney, Australia.
The process of designing a service product
concept for Metro Hotels, there are three
major steps include core product,
supplementary services and delivery
processes.
The key facts about the company
The group is owned by Transmetro Corporation
Ltd .
The company is s an Australian owned public
company that has been listed on the Australian
Stock Exchange (ASX) for more than 25 years.
Metro Hospitality Group, oversees Metro Hotels,
while operating a huge network of
accommodation hotels; and pubs. (Metro Hotels,
2020)
Metro Hotels is the oldest 100% Australian owned
and managed hotel chain working in travel sector
for more than 40 years
Metro hotels are situated all across Australia
including Sydney, Perth, Brisbane, Gladstone,
Darwin, Melbourne, and Groote Eylandt (NT).
The consumer reviews of the Metro Hotels
How to find an innovative 'service product
concept'.
Analyzing consumers' reviews and identifying
critical value propositions.:
Why the 'service product concept' is
innovative and attractive to the market.
the service product concept is
attractive and innovative to the
hospitality market of Metro Hotels, for
the following reasons:
The concept provides so many
customer benefits like it helps to
determine the intentions of an
organization towards its customers
Services can be offered and planned
at four important levels include
potential level, the augmented level,
the expected service level and core
service level (Mok et. al., 2013).
The company’s long term brand image
and reputation improves and hence
business become sustainable.
• The key lessons learnt from service
product concept and service product
marketing for the chosen company
metro hotels, are as follows:
The firm needs to form an emotional
connection with consumers
The firm needs to work upon quality
as it is best advertising method
The company needs to measure their
marketing effectiveness in market
The company needs to understand
that promotion is essential
The company needs to become
customer driven
The company needs to understand
customers through service product
concept
The company needs to reposition their
weaknesses to strengths
The company needs to use creativity
and innovation for service product
marketing.
Conclusion
In whole, the service product concept
is the core of the service offering. In
other words, it can be said that the
success of service product marketing
always lies in understanding four key
levels of service product. Hence, this
analysis will help service marketer to
enhance customer experience and
create differentiation of the services
offering to them.
References:
Metro Hotels. (2020). About Us.
Retrieved from Metro Hotels:
https://metrohotels.com.au/about-us
Mok, C., Sparks, B., & Kadampully, J.
(2013). Service quality management
in hospitality, tourism, and leisure. UK:
Routledge.
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