MARKETING OF SERVICES – A CASE STUDY ON SOCIAL MEDIA MARKETING IN HOTELS ANAND BANDA
B” – shastra International journal of management.
Topic: Marketing of services – A case study on social media marketing in hotels.
ABSTRACT Services marketing is marketing based on relationship and value. Marketing of service is different from marketing a product. Hotels as compared to any other businesses do not treat their customers as merely business generators but have specially recognized them and call them “guest”. Hence it can be understood that hotels go to any extent to serve the guest and satisfy them. Mostly it is the human touch (service) that matters in hotels an hotels leave no stone unturned in wooing the guests. It has been seen through the ages and learnt that “creating a new customer is in much expensive than retaining existing customers. Hence when a guest checks into a hotel every care is taken to see that he is comfortable and while leaving the hotel he should be impressed with the services. Further to that by collecting the details of the guest a data bank of guest history is prepared and maintained and guests are regularly contacted to maintain relations between the hotel and the guest. While hotel organizations are investing considerable sums of money at unit level, research done to investigate the right utilization of the funds is lacking. This exploratory study endeavors to find out social media marketing as effective channel of marketing. Witnessing the growth of the service sector and advances in communication and information technology all the hoteliers irrespective of the size, segment and category have considered a substantial portion of budget spend for internet based and mobile based marketing. The...