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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.