Académique Documents
Professionnel Documents
Culture Documents
Service
Characteristics
of Hospitality
and Tourism
Marketing
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Managers do not control the quality of the product
when the product is a service . . . .
The quality of the service is in a precarious state
it is in the hands of the service workers who
produce and deliver it.
-Karl Albrecht
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Chapter Objectives
Describe a service culture
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
The Service Culture
The service culture focuses on serving
and satisfying the customer
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
Characteristics of Service
Marketing
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Management Strategies for
Service Businesses
Service companies must increase their
competitive differentiation, service
quality, and productivity
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Service-Profit Chain
Five Links:
Healthy service profits and growth
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Three Types of Marketing in
Service Industries
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Internal and Interactive
Marketing
Internal marketing means the service
firm must effectively train and motivate
customer contact employees
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Managing Service Quality
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Common Virtues Regarding
Service Quality
1. Customer obsessed
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Tangibilizing the Product
Providing evidence of the service
Promotional Material
Physical Environment
Employee appearance
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Managing the Physical
Surroundings
Improperly managed physical evidence
can hurt a business
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Managing Perceived Risk
Alleviate customer anxiety due to
inability to experience the product
beforehand
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Managing Capacity and
Demand
Due to perishability, managers must
maximize service capacity and quality
during times of high and low demand
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Managing the Customer
Relationship CRM
Combines marketing, business strategy and
information technology to better understand
the customers
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Service Failure
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Contact Personnel
Contact personnel have a direct impact
on the satisfaction of customers
Characteristic of inseparability of
customer and employee during service
delivery system
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Best Practices
Why are these hospitality and tourism
organizations are called service
leaders?
Marriott
Four Seasons
Universal Studio
British Airways
PearsonPearson
2006 Education,
Education,
Inc. Inc. Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism
edition
Upper Saddle River, NJ 07458 Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens