Characteristics that Affect the Design of MarketingPrograms Essay Example

may be offered. The hotel staffs work faster, spending less time with each consumer and seeing more consumers. The hotel can train more staffs and built up consumer confidence. Variability Services are highly variable because they depend on who provides them and when and where they are provided.

There are 3 steps that can be taken to increase quality control. Firstly invest in good hiring and training procedures.

Recruiting the right employees for the hotel and providing them with excellent training is crucial. Secondly standardize the service-performance process throughout the organization.

This is done by preparing a service blueprint that depicts events and processes in a flowchart, with the objective of recognizing potential fail points. Thirdly monitor customer satisfaction. The hotel can employ suggestions and complaint systems and customer survey to improve the quality of its service. Perishability Services are perishable and markets for most services fluctuate either by season, days, or time of the day.

Services last a specific time and cannot be stored like a product for later use.

When demand fluctuates, service firms have problems. For example, when hotel rooms are vacant, business is lost forever. Strategies can produce a better match between demand and supply in a service business. On the demand side, differential pricing will shift some of the demand from peak to off-peak periods. Complementary services can be developed to provide alternatives to waiting guests, such as cocktail lounges in hotels. Reservation systems are a way to manage the demand level for hotels.

On the supply side, part-time employees can be hired to serve peak demand in the restaurants of the hotel. Peak-time efficiency can be introduced so that employees perform only

essential tasks during peak periods. Gap between consumer expectation and management perception: Management does not always correctly perceive what consumers want. For example, the hotel management may think that the consumers want better “service materials” such as brochures and pamphlets but from the consumer’s point of view, the appearance and neatness of the staff is of greater importance.