Service Encounter Report

Categories: Business Communication Marketing Perception Service Service Marketing

Report, Pages 6 (1307 words)

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1. Introduction With the development of global tourism, hotel industry also get fast development, the global high-grade hotel’s quantity are quite huge, new competitors appear constantly. So if we want get better and faster development between the so many hotels, the high quality service is indispensable. Service marketing is the most important problem of the hotel industry, and how to do service, how to manage service, and also how to get a better operation in the teamwork, they all included by the service marketing category.

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2. Connotation of Tourism hotel service marketing a) Service and service products. On the surface, the service is a very common thing; in fact, the service is a kind of complicated process. General Service has the following four major characteristics: intangibility, Inseparability (service production and consumption at the same time happen); heterogeneity, perish ability. These characteristics differentiate the marketing of services from the marketing of goods. (K.Douglas Hoffman, Services Marketing, 2010, pp.13)

Understand the service as a product, is the foundation of service management theory.

Service pack by three compositions: core services; Convenience services; Supportive service. The core service is the cause of enterprise exists in the market, to provide accommodation is the core service for hotel services. In order to let the customer use the core services, usually need additional service, the hotel need hospitality services. Because of its role of facilitate core service, so that is convenience service.

Supportive service is not facilitate core service consumption and use, but used to improve service value or service and distinguish from the competition.

Such as the hotel food and beverage service that is belonging to the supportive service. Supportive services and convenience services of the distinction between the services is not so clear, but still can understand by this, convenience service is indispensable, core service will paralyzed without convenience service, and supportive service is only as a means of competition. Even if without them, the core service can still play a role.

Due to the characteristics of the service, customers participate in the production of service in a certain extent, , the service process is the process of interaction between buyers and sellers, contain three basic elements: service approachability, the interaction of buyers and sellers , the customer participation. These elements expanded the concept of service pack, formed to expand service supply. Of course, these 3 kinds of service supply elements must obey the customer benefit, is the customers pursuit target. Such as the requirements of the guests can’t get the waiter's reaction in a short time period; or guests feel the bathroom is too messy to use it, then the perceived quality is already very bad.

From the SOR model we will know, physical evidence’s role as a filter on actual experience service. Good image strengthening practical experience feeling, bad image will destroy it. At the same time because service intangibility, communication activities not only effect their expectation, but also the customer's experience have direct impact. So physical evidence and communication management has become an integral part In addition reputation is also very important; it is a long-term effect, to for physical evidence. The influence of reputation may be immediate when the customers consumption, so that the advertising, promotion, public relations activities is very necessary.

b) Service marketing. At the mention of marketing theory, it's easy to think of the marketing mix 4P, namely Product，Place, Price and Promotion. Though the traditional marketing mix contains an important, even a core component of a variety of elements, but the great limitations has been proved. In services, marketing is not just Marketing Department, it involves the entire organization, the traditional marketing model that is 4 p marketing mix is not used in industry, Relationship marketing is a long-term strategy, the purpose lies in the development and strengthening, lasting customer relationship. In relationship marketing, interactive marketing is the key, and the interaction is the characteristics of the service in, so that is easy to understand service marketing is developed on the basis of relationship marketing

3. Characteristics of Tourism hotel service marketing

a) Expand the service product extension. Hotel service is a kind of comprehensive products, from the point of view of guests, guests consumption in the hotel don't like buying television, refrigerator that for a specific material products, but in the hotel guests will get a group of integrated products. Such as material products part (the actual consumption of material products, such as food, beverage); Guests sensory part (through the sight and hearing and touch, smell of equipment furniture, environment atmosphere, service technology, the quality of service experience);Guests psychological feel part. The guests’ hotel product quality evaluation, is essentially on the above three parts of the comprehensive evaluation.

b) The interactive process of guests with server.

Hotel service characteristics, is the guest will actively participate in the service process, which makes the service quality not only depends on the waiter's quality and professional knowledge, guests personal factors also causes a great influence.

c) The comprehensive control of the quality of service.

Service quality is a complex topic, because this service is individual subjectivity, which it is difficult to measure by unified objective standard, so the hotel service quality should be describe from two aspects: 1.technical quality, use the service operation procedures to control; 2. the quality of function, use the guests feel and satisfaction to describe. Service satisfaction is the results of comparison between the service of perception and the service in the hope. When perception beyond expectations, the service will be think high quality, guests expressed happy and surprised. When the service does not meet expectations, it is doomed to be unacceptable. The expectations of the service influence by word of mouth, and individual needs and the influence of the past experience.

So the service quality control is a comprehensive process. Hotel improve service quality both from training, motivating employees, but also pay attention to improve service facilities and service equipment, pay attention to service personnel's neat, clean, and because the service environment on customer integral feeling will have a great influence. Performance cues play an important role within the service encounter, because they serve as signs of quality and value to consumers.

4. Discussion of marketing strategy

a) Service differentiation strategy. Service differentiation strategy is to create a unique service can be felt in essence. Achieve differentiation has so many forms, including brand image, technology, characteristics, customer service, dealer network and other forms, etc. The hotel service as a product is based on the basis of concept of customers. The relationship between service and customer demand is not a constant, we must have pertinence personality service, but it means that the increase of the cost. b) Service materialization strategy.

Hotel service has the characteristics of invisibility; guests only can through perception tangible things to build the hotel enterprise image and service quality understanding. Hotel usually through the creation of good service environment and atmosphere, make guests feel special excitement and surprise, so as to improve the satisfaction of service to guests. We also can improve service package, by such as design hotel building exterior unique modeling, enterprise unified service image identification, increase the added value of service; improve the service social elements, improve the staff's social skills, make guests feel hotel is trustworthy.

5. Conclusion Hotel service as an industry witch has high requirement of quantity of service. The improvement of living standards, and people's taste requirements, services also in progress. The hotel industry strongly dependent on consumers, stable and loyal guests have strong ability to accept the change of service price, hold tolerance attitude, they certainly is the enterprise precious wealth. Therefore, in order to cultivate enterprise fixed consumer groups, construct a good social environment, the hotel should extend the traditional service connotation, provide thoughtful after-sales service and tracking contact for customers, strengthen the good customer relationship, good customer relations is conducive to the long-term development.