The services marketing management in a four star hotel: focus on Four Seasons

Résumé du document

Services' marketing, or third generation marketing, is one of the most significant preoccupations in the current business world. Indeed, services are more and more important in the developed countries' economy. It represents between 70 and 80% of GDP and of the workforce. This assessment is accentuated by the growing match of goods and services due to the increase of associate services (delivery, after-sales services…). The fundamental principles of marketing remain the same for the whole corporate world, but its application differs from one field to another. Indeed, services have got original characteristics. Then, their conception and implementation are generally different from the one the manufactured goods (Lendrevie J., Levy J. and Lindon D., 2003: 989-991). Nevertheless, the significance of the Segmenting, Targeting and Positioning (STP) remains stable in the services marketing like in the traditional one. To illustrate this theory, the Four Seasons Hotels may be a good example as a luxury hotel.
As a matter of fact, luxury services involve customers in the purchase action and it allows understanding the importance of servicescape in the services marketing.

Extraits

[...] Actually, this population can be described with its particular lifestyle. Thus, the senior couples have, now, discretionary income for leisure such as holidays. According to personality, these customers are savvy. According to Ahmad R benefit segmentation is a technique that divides customers on the basis of desired or sought benefits. It explains the reasons why consumers choose to buy particular products. BS is a useful technique to target older customers. So, it would be relevant to use it to target the senior part of the DINKS segment. [...]

[...] Then, to facilitate the evaluation of alternatives during the consumer decision- making process (CDMP), it has to make distinction from competition. However, following to Adcock D. (2000: 132-133), differentiation is not itself a competitive advantage since to be effective, it has to be valued by customers. In this manner, the communication is crucial to implement the brand in consumer's mind. For Four Seasons, the tools are service differentiation and positioning based on service evidence, which lean on people, price, physical evidence and environment, and tangible communication. Following Zeithaml V.A. and Bitner M. J. [...]

[...] Then, the socializer role is useful for groups, customers and employees, to understand their role toward each other. For example, following uniforms, an employee of the Four Seasons will get his status in the hierarchy, which will allow a faster socialization in the working team. Also, customers will identify the entire crew following badges, position, etc Finally, the differentiator role, will allow the company to show its competitive advantage and signal the market segment the service is for. The advantage of the hotel is the responsiveness, and this role is most of all demonstrate by communication. [...]

[...] Place: The lifestyle and so, the segment plays a role during the choice of the hotel. In this way, seniors and families won't probably go in the same location. However, the site of the hotels won't modify. Promotion: Advertising for each segment is effectively different. Indeed, Four Seasons Company has to adapt its communication. Product: The service, itself, will not change. However, some customized services such as porters or commissionaires, can be provide for the seniors. Similarly, younger couples expect different services more specific like leisure activities, visits or Spa. [...]

[...] Indeed, services are more and more important in the developed countries' economy. It represents between 70 and 80% of GDP and of the workforce. This assessment is accentuated by the growing match of goods and services due to the increase of associate services (delivery, after-sales services ) The fundamental principles of marketing remain the same for the whole corporate world, but its application differs from one field to another. Indeed, services have got original characteristics. Then, their conception and implementation are generally different from the one the manufactured goods (Lendrevie J., Levy J. [...]