Service Marketing: Impact of Service Encounters in Hotel Industry
VerifiedAdded on 2020/03/01
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AI Summary
This report examines the impact of service marketing within the hotel industry, using Hotel Pacific in Australia as a case study. It delves into the significance of service encounters, defining them as the emotional responses of customers based on their experiences with a company. The report analyzes the frontstage and backstage operations of a hotel, highlighting the critical role of effective management in ensuring customer satisfaction. It explores how various factors, such as customer engagement, duration of service, and level of control, influence customer perceptions. The report also discusses the managerial implications of service encounters, emphasizing their impact on ROI and brand selection. It suggests strategies for improving customer satisfaction through enhanced service psychology, streamlined operations, and the effective use of customer feedback. Furthermore, it underscores the importance of both front-of-house and back-of-house operations in delivering a positive customer experience and achieving long-term business success, including advertising and the psychology of service delivery.
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