(J). Hotel Service Marketing Planning

Here is service marketing planning steps :

1. Service to do a good job of marketing decision-making.

Service marketing decision-making is planned ahead of time and infrastructure. Usually the decision-making content divided into the following sections:

i. Service element of the decision-making. According to market research projects to understand customer requirements. In accordance with the importance of an appropriate sort. The importance is to determine the basis for elements of hotel services. In addition. But also with particular emphasis on the characteristics of elements of the enterprise .

ii. Service level of decision-making. Improve service levels. Should not generally refers to all projects. Need in accordance with the requirements of customers with the level of service the project has reached the score to be classified. Can clearly improve service levels should focus on the project.

iii. the form of decision-making Service. Service elements include elements of pricing and service delivery channels.

2. Service marketing planning steps

i. customer segmentation and accurate positioning With the traditional marketing of different commodities. Service marketing is broken down to focus on the expectations of customers and not just needs. After the adoption of subdivision. Can be according to their values and service costs to customers are divided into various grades. Understand what the region can use a lower contact service to replace the high-contact services; how to use priority service capabilities to customers in several sub-markets; know how to enable customers to participate in service delivery and management.

ii. to identify the expectations of customers

iii. Customer perceived service quality = actual service quality - customer expectations of service quality. To focus on the most important customers. And find the hotel in mind the excellent service and their expectations differ. Again through efforts to reduce such differences.

iv. set the expectation of its customers. To develop a set of communication plan. So that customers expect service levels slightly lower than the hotel can provide the level of service.

3. Set plan. Organize the implementation of
   
   

i. According to market research and target customer expectations.

ii. determine the activities made after a detailed plan. And intends to work out the various stages of division of labor and meticulous arrangements. And each time point. Paragraph must complete the work plan process.

iii. Service marketing activities to the same article as bigger. Have set the stage. Have a climax. Have feedback after.