Service Marketing 1

Mobile Technology in the Hospitality Industry

• Significance of Mobile Technology: Mobile technology, especially through applications, revolutionizes customer service in various industries.

• Examples of Impact:

  • Transportation: Services like Uber and Grab enhance transportation access for users.

  • Dining Options: Apps like Zomato and Yelp allow customers to explore restaurants conveniently.

  • Travel Organization: Platforms such as Airbnb and TripAdvisor facilitate travel planning and accommodation.

Uses of Mobile Technology in Accommodation

Financial Transactions

• Currency Payment:

  • Mobile wallets allow secure payments for accommodations through bank accounts or credit cards.

Guest Services

Hotel Room Access

• Mobile Room Keys:

  • Guests can use their devices as room keys with secure, unique encrypted signals.

In-Room Communication

• In-Room Phone Functions:

  • Cellular devices can request various hotel services, eliminating the need for installed telephones in rooms.

Concierge Services

• Mobile Concierge:

  • Devices can book tickets, arrange tours, and make dinner reservations, reducing the need to visit reception.

Front Desk Services

• Room Key and Billing:

  • Guests can manage room keys and billing using their mobile devices at the front desk.

Marketing and Promotion

• QR Codes for Promotions:

  • Hotels can replace printed ads with QR codes for guests to access current promotions and updates.

Room Comfort Controls

• Remote Control for Room Environment:

  • Mobile apps can control room lighting and temperature settings.

Understanding Service

Definition of Service

• Value Creation:

  • A service is an act provided by one party that creates benefits for another.

• Examples of Service Providers:

  • Includes restaurants, hotels, airlines, banks, schools, and hospitals.

Characteristics of Service

1. Intangible:

   • Cannot be physically touched or described quantitatively.

2. Perishable:

   • Services cannot be stored or returned once provided.

3. Inseparable:

   • Production and consumption occur simultaneously, allowing for immediate feedback.

4. Homogeneous:

   • Services may differ in their delivery despite having the same quality.

Components of Service Marketing

1. Product and Elements:

   • Supplementary services enhance the main product's value.

2. Time and Place:

   • Timely and appropriate location for service delivery is essential.

3. Process:

   • The method of service delivery must be convenient for customers.

4. Quality:

   • Quality is determined by how well the service meets customer expectations.

5. People:

   • Service providers must be skilled and customer-oriented for quality service.

6. Promotion:

   • Effective communication through various channels increases public awareness.

7. Physical Evidence:

   • The presence of tangible indicators can signify service quality.

8. Price:

   • Pricing is often based on the perceived quality of the service.