services marketing services
Introduction
The complex conditions of modern business and increase in almost all aspects of services operation have compelled the management of every service industry to place emphasis on the efficient and effective method of presenting its service.
The need for marketing in service industry cannot be overemphasized, the degree of marketing activities in a company depends on the size of the market. Traditionally, executives in service industries have not been market driven. They have lagged behind sellers of products in accepting the marketing concept and have generally been slow in adopting promotional methods “product” strategy and other marketing techniques. We shall discuss the impact and importance of marketing applications in different service industries as follows:
Hospitality Services
Search giant Google reported last year that mobile searches for hotels had risen by an astonishing 7,000 per cent on a yearly basis. Here is another staggering figure: 11.3 million consumers accessed hospitality and travel services via mobile in EU5 countries (France, Germany, Spain, Italy and the UK) alone in February 2011.
Indeed, a quick trawl through hospitality and travel-related sites will present numerous write-ups and reports that feature incredible statistics that bring to light the amazingly fast growing mobile platform in the industry, with experts projecting that the mobile web will surpass the traditional web in size by 2013. The main reasons for hospitality, and on a larger-scale, travel brands and consumers alike to target mobile-based initiatives include location-based marketing, optimising consumer loyalty programmes and last minutes bookings. US-based Hilton Grand Vacations has stated that a study of their consumers’ research and planning habits show that 70 to 77 per cent of travellers book just a week prior to travel and 40 per cent on the day of travelling itself, numbers which were
The complex conditions of modern business and increase in almost all aspects of services operation have compelled the management of every service industry to place emphasis on the efficient and effective method of presenting its service.
The need for marketing in service industry cannot be overemphasized, the degree of marketing activities in a company depends on the size of the market. Traditionally, executives in service industries have not been market driven. They have lagged behind sellers of products in accepting the marketing concept and have generally been slow in adopting promotional methods “product” strategy and other marketing techniques. We shall discuss the impact and importance of marketing applications in different service industries as follows:
Hospitality Services
Search giant Google reported last year that mobile searches for hotels had risen by an astonishing 7,000 per cent on a yearly basis. Here is another staggering figure: 11.3 million consumers accessed hospitality and travel services via mobile in EU5 countries (France, Germany, Spain, Italy and the UK) alone in February 2011.
Indeed, a quick trawl through hospitality and travel-related sites will present numerous write-ups and reports that feature incredible statistics that bring to light the amazingly fast growing mobile platform in the industry, with experts projecting that the mobile web will surpass the traditional web in size by 2013. The main reasons for hospitality, and on a larger-scale, travel brands and consumers alike to target mobile-based initiatives include location-based marketing, optimising consumer loyalty programmes and last minutes bookings. US-based Hilton Grand Vacations has stated that a study of their consumers’ research and planning habits show that 70 to 77 per cent of travellers book just a week prior to travel and 40 per cent on the day of travelling itself, numbers which were