Analysis of Consumer Decision-Making Process in Hospitality Services

This report provides a detailed analysis of the consumer decision-making process within the hospitality industry, using Travelodge as a case study. It explores the stages of the consumer journey, from need recognition to post-purchase behavior, and examines how marketers respond to influence these stages. The report compares and contrasts the decision-making processes in B2C and B2B contexts, highlighting key differences. It also evaluates various market research approaches, including cognitive, economical, and emotional view models, used to understand consumer behavior. Furthermore, the report assesses factors influencing hospitality decision-making, such as cultural and economic influences. It concludes with an evaluation of how marketers can influence the different stages of the hospitality decision-making process, offering insights into strategies for enhancing customer experiences and driving purchasing decisions. The report also explores the application of relevant theories and models to the hospitality decision-making process.

Consumer decision
making process

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Examination of the stages of the consumer decision-making journey and mapping a path to
the purchasing and its importance...............................................................................................1
Evaluation of how marketers are responding to the decision-making process...........................3
Comparison and contrast of the key differences of the hospitality decision-making process in
the context of B2C and B2B.......................................................................................................4
Evaluation of the different approaches to market research and methods of research used for
understanding the decision-making process:..............................................................................5
A coherent and justified evaluation of how different factors influence hospitality decision
making and buying behaviour.....................................................................................................6
Critical evaluation of how marketers can influence the different stages of the hospitality
decision-making process ............................................................................................................6
Critical evaluation of the application of appropriate theories, concepts and models that
influence and impact upon the hospitality decision-making process. ......................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8
Appendices..................................................................................................................................9

INTRODUCTION
Hospitality industry deals in a process of providing services related to hospitality services is
that lodging ,hotel bookings,event planning, vehicle on disposal (transportations), theme park
segment, services that are related to hotels, restaurants and bars are related to hospitality
management where industry will make sure about the comfortability and quality experience for
the customer by taking their services, every hotel industry are more focus on their quality
services and customer experience toward theirs hospitality management , its a process of hosting
and dealing the quest by providing all the necessary services that a customer wants from any
highly rated hotel services (Bangsa and Schlegelmilch, 2020). This topic will cover consumer
decision making process regarding the hospitality services a .Hospitality of hotels will make sure
about the services according to their ratings value. The below report is based on a hotel industry
Travelodge ,its a private limited company. There headquarter is in Thame, England over 550
hotels across the world ,number of employees across the world is 11000.
MAIN BODY
Examination of the stages of the consumer decision-making journey and mapping a path to the
purchasing and its importance.
Consumer decision making process is based on needs and wants of the consumer at first
there is a recognition of what product or requirement that a consumer seeks for and end with post
purchase behavioural. There are different stages under which consumer decision making process
develop is that :
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 Need recognition: In this stage consumers will determine their need and requirement in
respect of their product or services, this stage covers what kind of product or services
according to the decision of customer buying behaviour are mention in this approach
(Bigne, Chatzipanagiotou and Ruiz, 2020), this stage deals generation of product need or
what sort of requirement by customer in accordance of product or services after this need
recognition by customer , marketer and businesses will determine and analysis their
target market on the basis of market demands and trends. Information search :This stage deals in the efforts by consumer in gathering the
information regarding their need recognition is that whatever the product they needed or
requires are to be go with informative approach by the buyer through proper market study
for their product in this approach consumer will select the different brands of a particular
product they want ,this will also done by gathering the information from other buyer on
the basis of their past experience and uses ,this information will be commercial source is
that advertisement ,sales peoples and packaging of a product .Customer can also take
sources from their friends and relatives too. Evaluation of alternatives :In this step different alternatives can be determine by
customer , customer will go for what will be the best alternative among their choose
products or services ,there is a comparison between the product brands and their quality
on the selecting product of the buyer , buyer will go for better quality, or lower price and
any other factor which are considered by buyer they have to take care of the budget on
which they decides about the product and they have to take care of their budget as well. Purchase decision :When all the stages are cover in need recognition to alternative
sources the next step is to come on final decision about purchasing the product this will
be done through either the influence of market or by any emotional connection in
purchasing the product ,its a process of arrived at conclusion (Dasgupta and Kothari,
2018).
 Post- purchase decision: Its a step follow by buyer on the purchase approach where
customer will evaluate their experience on the basis of using the product and share their
experience to other buyers whether good or bad they will act as marketer for a particular
product .this will either increase or decrease the customer base for a particular product.
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It is an important prospect for the hospitality industry as in in thus basically consumer decision
are depends upon their taste and preference market will make sure about their customer handling
and what sort of demand rising in the market , by analysing the market scenario this approach
will cover.
Evaluation of how marketers are responding to the decision-making process
In current market scenario its important for marketer to analysis the trends and
preferences related queries of customer basically both are inter-related to each other with proper
customer buying decision marketer will make sure about the product flexibility and proper
execution of their product in respect of the needs and requirement of the customer or buyers.
Marketer has to take care about the demand ,competitor price and proper study of consumer
behaviour through quality product or services (Gursoy, 2019),in reasonable or lower
price ,putting an efforts in generating sources of advertising the product or services .some of the
basic points to cover on the basis of Travelodge with a views of marketer : Pre-purchase: In this step there is a need to analysis all the factor which considered with
the purchasing power of the buyer and customer on the basis of past and current market
scenario which is regarding the generation of new product and services .For this Travel
odge work in there all segment processes of hotel booking to tours etc. By analysing what
sort of need that customer wants in experiencing their services . Purchase : This process is done by the past experience with the customer handling its a
effort which is put by business through gathering and generating information from there
existing customer or user on the basis of their experience by that they will try to innovate
and develop new ideas and will improvise the services as well. For example :Travelodge
as a hospitality service provider they have to take feedback and response on daily basis
from there customer to improve the quality aspect in respect of hotel services. Receive : By making an efforts in improving the quality of services and maintain the
standards of branding through that customer will reach maximum satisfaction and receive
better experience in respect of services (Hsiao, 2018). for example: Travelodge again try
to convert more customers through receiving the feedbacks and generating quality service
as well.
 Post purchase :This stage deals with the overall customer experience regarding the
services and product by analysing the customer experience whether good or bad they can
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improve and comes stronger in respect to serve the customer again and retain them. For
example: Travelodge will serve their customer more effectively and efficiently by taking
the continuous feedback form them.
Comparison and contrast of the key differences of the hospitality decision-making process in the
context of B2C and B2B.
According to the hospitality decision making process deals by Travelodge in both the
approaches changes are occurs as per the situation of dealing with the customer and business as
well when this hospitality service works for customer, Travelodge ensures the about the quality
aspect as a priority with taking care of the price too, likewise in respect of business more focused
on the sources and development of the enterprise through higher market share ,its explained
below:
Decision
making
process
B2C B2B
Recognising
need
In this approach consumer really need
to think about what kind of required
product they need in practical so as
to proceed for the purchasing process
here business like Travelodge try to
convert their demand for needed
services to be deal in practical (Li and
Lu, 2019).
The business are making an efforts by
analysing the customer need through
market study and responses of their
existing customers on the basis of that
product and services will be provided to
customer in more effective way .
Collection of
information
For buying the product consumer are
trying to gather information from
different sources is that commercial
approach proper advertisement about
the product and promotional activities
are there.
There is a process of attaining goal and
objective of an industry like Travelodge
by collect information regarding
customer needs in the market regarding
what kind of services they will
introduce in a market .
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Identify the
options
In this customers will gather
information regarding the alternatives
option through sources like internet
and market as well.
Enterprises will make sure about the
customer needs and preferences as per
that they will produce the product on
attractiveness and in demand product .
Comparing
alternatives
In this stage there is a comparison of
different brand of product choose by
customer by comparing product
prices and quality of the product to
meet customer standards .
The purchasing style of companies here
are according to the strategies adopt by
their competitors in respect of product
services , cost and budget to formulate
other activities .
Evaluation of the different approaches to market research and methods of research used for
understanding the decision-making process:
The decision making process of a customer depends upon their taste and preference on
the basis of that marketer will follow the different approaches in researching about the customers
decision making behaviour to know about the market scenario in relation of customer's approach
to the product . Travelodge will go for certain approach of market research is that : Cognitive view model:In this process there is a research and analysis about the customer
past experience about particular service that they receive in past from travelodge here this
s hospitality industry will try to focus on both the responses of customer whether good or
bad they have to properly managed the balance between the negative and positive
experience of the customer in respect of their services through that research (Lou and et.
al., 2020).they will provide better services and quality experience to the their existing and
new customer. Economical view model :In this model business will try to cover the aspect of economic
base of the customer rather than more focus on the quality and higher services here there
is a need to know about what kind of customer line the are dealing and where is the need
to change in respect to cater more customer by providing services according to their
affordability and in lower price this will leads to more customer retention as well .
 Emotional view model:This model will deals in taking care of the customer by indulging
of the company emotionally and this factor will also influence the customer to show more
confidence and loyalty factor for the hospitality indutry like Travelodge .Emotional factor
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consists of dealing the customer by more interacting with them and provide trust for their
services as well.
A coherent and justified evaluation of how different factors influence hospitality decision
making and buying behaviour
As there is lots of forces which can influence the hospitality management in which there
is a factor of customer differentiation in accordance to their religion, beliefs and practises they
follow their cultural point of view, economical factor are also impact the hospitality of the
Travelodge because they have to make sure about the services they will provide should caters the
customers having capacity to afford the service and by economical approach, hospitality industry
will also get influence by customer age, income level , groups etc. Every hotel industry should
know about the uncertainties and risk involve in the business various factor can also influence
like external forces (Mishra, Singh and Koles, 2020). if there is change in market demand and if
existing competitors or some new entrants comes up with more innovative and stronger services
than Travelodge so there is need to continuously evaluate the competitors market and try to
counter the strategies by forming better techniques in the market .changes are occur in respect of
customer buying behaviour process if services are not up-to the mark it will directly affect the
market and hospitality quality will also impact by that response.
Critical evaluation of how marketers can influence the different stages of the hospitality
decision-making process
It has been analysis by above that decision making process of consumer will affect the market ,
now the market can influence the decision-making process of the hospitality management
through change in market scenario if there is a different strategies that are comes on the basis of
new entrant then it will directly affect the market travelodge they have to be make sure about
their competitors next step into the market on the basis of that ,this industry will compete in the
international market. If there is a some new approach set by an exiting competitors it will
directly influence the market of Travelogue and affect their profitability to , by proper studies of
customers need and preference they will come up with new innovative services in respect of the
market segment and catering of customer as well (Pousttchi and Dehnert, 2018).
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Critical evaluation of the application of appropriate theories, concepts and models that influence
and impact upon the hospitality decision-making process.
As per aspect of these theories cognitive approach,behaviour approach and other theories it will
directly impact the working structure of the hospitality industry like Travelodge . This industry is
able to compete with both the aspect whether customers and businesses competence so they are
right now working on the basis of these theory where customer needs and requirement are having
the prior most importance for the industry ,they will make sure about how the customer will react
according to that approach they will change their servicing process too and provide better quality
service with a motive to retain the customer loyalty (Rojas-de-Gracia, Alarcón-Urbistondo and
Robles, 2018).
CONCLUSION
It has been concluded from above report that consumer decision making behaviour will
change according to their demand and need which are required in future and it will impact the
hospitality industry as per particular period of time and Travelodge are continuously making an
efforts by approaching to the customer as much as they can,by providing quality services and
generating more knowledge for changes if any uncertainty will happen. However there are
different stages of customer’s decision making that will changes as per offered services and in
this it is required there is a need of evaluating and generating sources for changes in continuous
manner .
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REFERENCES
Books and Journals
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consumer decision-making processes: With special reference to fashion apparel
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Appendices
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