Differentiation Approach in Hospitality Services

The provided document is a solved assignment on Differentiation Approach in Hospitality Services. The assignment discusses how historical, social, technological, and cultural perspectives have changed in the hospitality industry due to customer satisfaction and technological innovation. It emphasizes the importance of easy transactions, quality processes, accommodation in hotels, food quality in restaurants, and service quality in spas. The document is a useful resource for students looking for past papers and solved assignments on this topic.

Running head: DIFFERENTIATION APPROACH IN HOSPITALITY SERVICES
DIFFERENTIATION APPROACH IN HOSPITALITY SERVICES
Name of the Student
Name of the University
Author Note

1DIFFERENTIATION APPROACH IN HOSPITALITY SERVICES
Hospitality service conducts a relationship with guest and host. This is a way to maintain
good relations with the guest for the sustainable condition of the hotel industry. The process has
been changed in different practices and tries to implement a best possible result for guests.
Through different concepts and innovations, a global change has made in the formation of the
hospitality industry. At the early age, guest-friendship relation had found in ancient Greece. The
laws of hospitality and the social standing with the determine nobility were considered as the
best policy to retain goodwill with customers presented at that age (Becerra, Santaló and Silva
2013). In case of Christianity, the custom of foot washing and a kiss of peace was the rituals for
them. However, the time changes and the demand of customers and their need for services have
also changed. So, a need for better innovation and a developed cultural amalgamation introduces
the hospitality services so that better service can be provided to the customers.
Hotel management has to understand the need of the customer and have enough
knowledge to satisfy them at their means. There are some factors that have changed as the time
goes and these factors are the important and relevant aspects of sustaining the business in this
globalized market. In comparison in the social aspect, Staff retention and effective use of staffs
are one of the major aspects of differentiation. As mentioned by Yoo and Bai (2013)
differentiation has applied in their retention policies and provides some experience at work so the
customers can feel the homely atmosphere in that space. The upscale quality also provides better
luxury from the hotel. The service quality is also improved in this new environment as
competitive nature of hotels is persisted in this globalized market. The implement of
accommodation management changed service management, quality check-up of foods,
physical effort in promotion or marketing are some aspects that help in case of better service

2DIFFERENTIATION APPROACH IN HOSPITALITY SERVICES
providence. These are some differentiation that occurred at the change of time. The time also
changes the marketing communication process.
In case of cultural perspective, change in branding and deliver services as per the
tradition of a nation is the most important way to maintain a good relationship with customers.
Most of the hotel industries, resorts, spa, and restaurants are trying to deliver the nation’s culture
at their stores. Pulling theory of customers and maintain a relationship by delivering their
culture through new packing is the most promising business illustration in case of service sectors
like this (Sánchez-Ollero, García-Pozo and Marchante-Mera 2014). Most of the service sectors
and hospitality now follow SERVQUAL model and provide enough assurance and trust from
the customers so that they build their position in the market. In case of workforce development,
travel and tourism in Australia and improve a segment of non-profit organization this model has
influenced in an effective way. Tourism marketing plan is an execution strategy for the
customers and this kind of program provides effective service that helps to emphasize the
opportunity for customers. As commented by Crawford (2013) The quality guest interaction
that might not important for earlier times but now it is one of the important aspects of customers’
retention. The presence of a human element that means the attitude, behavior, and
communication all these are important and customers are now judging the hotel atmosphere
through these parameters. Some of the new departments have introduced in this session. Total
quality management is a team that entirely builds up to manage the situation of the complex
situation and maintain quality in a hotel, spa, and restaurants.
Promotional strategies also change as the time goes past. New applications and
innovative promotions are the key understanding that impacted the market position of the hotel
or restaurants. In this globalized market scenario, benefits of promotion are expanding the

3DIFFERENTIATION APPROACH IN HOSPITALITY SERVICES
marketing perspective of business. Lots of people know about the hotel, their culture, their
quality, and specialties and also know the productivity and brand image of the hotel to make
the promotion like this (Mok, Sparks and Kadampully 2013). The level of customers’
satisfaction and deliver good services and products has come after the people came into the hotel
or restaurant seeing the promotion. The ultimate level of showcasing quality and development of
the hotel and deliver the best quality to the customers’ is the main focusing point in this session.
Showing positive attitude in business is also important. In ancient ages, people are not aware of
mobile or technological devices. Computers, laptop, tablets, Bluetooth watches, different
gadgets are not easily available in those time in past, however, in modern time hotels are booked
through the mobile or laptop services. They can send their money too from their mobile wallet,
these are the differentiation that hospitality industry introduced in modern times that have no
clue in past. The entire technological innovation and developmental performance change also
measure the improvement of product or services. In case of easy money transaction for booking
a room is also available in this modern times, the process is almost impossible at past (Sainaghi,
Phillips and Corti 2013). Customers’ satisfaction level is high enough in this differentiation
process as the change in the product as well as easy services have noticed in this format and that
deliver the better opportunity for customers.
Therefore, it can be concluded that changes in historical, social, technological and
cultural perspective are there and the changes come because of technological innovation and
change mindset of satisfaction for customers. In most of the cases easy transaction, quality
process, accommodation in hotel, food quality in restaurant, and service quality in the spa all
these were not judged in a comparative way but in modern times these are the parameters that
encourage better facilities in the hospitality industry and signify the particular hotel and

4DIFFERENTIATION APPROACH IN HOSPITALITY SERVICES
restaurant in the market. A better customer relationship and maintain a lifetime value with
customers provide a long-term use of maintaining relationships. The implementation of the
strategy for every individual customer is the main fact of providing special care for every
individual and provides quality service from hospitality services.

5DIFFERENTIATION APPROACH IN HOSPITALITY SERVICES
References
Becerra, M., Santaló, J. and Silva, R., 2013. Being better vs. being different: Differentiation,
competition, and pricing strategies in the Spanish hotel industry. Tourism Management, 34,
pp.71-79.
Crawford, A., 2013. Hospitality operators' understanding of service: a qualitative
approach. International Journal of Contemporary Hospitality Management, 25(1), pp.65-81.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Sainaghi, R., Phillips, P. and Corti, V., 2013. Measuring hotel performance: Using a balanced
scorecard perspectives’ approach. International Journal of Hospitality Management, 34, pp.150-
159.
Sánchez-Ollero, J.L., García-Pozo, A. and Marchante-Mera, A., 2014. How does respect for the
environment affect final prices in the hospitality sector? A hedonic pricing approach. Cornell
Hospitality Quarterly, 55(1), pp.31-39.
Yoo, M. and Bai, B., 2013. Customer loyalty marketing research: A comparative approach
between hospitality and business journals. International Journal of Hospitality Management, 33,
pp.166-177.