Service Marketing

Question: Explain how the core product and supplementary services are integrated in the context of an overnight hotel stay. Answer: In a hotel industry, in order to capture all possible opportunities in the market, many hotels and resorts depend upon services like accommodation, entertainment and gambling areas. Many hotels offer or focus mainly on accommodation through their rooms and services related to accommodation since maximum of the revenue gets generated through selling rooms to the customers (Lovelock, 2011). The hotel can also add range of other services as well that can help in increasing the stream of revenue like bars, shops, spas, laundry services, business centre and banquet halls and many more. Among all the services it is important to understand the core products, facilitating and many supporting products (Lovelock, 2011). Core products or services are the one who bring most of the revenue so rooms services or division is the core products for the hotels (Baker, 2016). Core product in general can be defined as a basic form of product and they are the main reason for purchasing the product for the customer from the businesses (Lovelock and Patterson, 2015). In case of hotels and especially overall night hotel stay, the core feature in terms of product or service is hotels rooms that consumers can accommodate for specific time (Nieves, 2016). There are many additional services which are called as peripheral services that help in explaining plus services beside the core service which many organisations offers to capture a competitive advantage in the market place. There are many supplementary products as well which basically assisted the customer in consuming the product in a more wholesome manner (Lovelock and Patterson, 2015). Hotels, in this case usually offers a set of products like customer services or bars or restaurants and online reservation facilities as well. In order to attain a competitive edge or advantage businesses also offers many supporting products that adds in the value provided by core product or services like twenty four seven room services or free newspaper for business travellers or concierge service and many more (Lovelock and Patterson, 2015). Therefore, it can be concluded that the core product for a hotel for overnight stay can be the room and in addition to this the overnight rental which will catch the attention of the customers (Lu and Tseng, 2010). The main components are quality of service provided, scheduling, and nature of the main procedure and the role of consumption for customer in the room. Supplementary services can be an added value to the core products which can be parking or as discussed online reservation and also a complimentary breakfast. Delivery of both kind of services core and supplementary is very crucial and it is important to use various mode like electronic which is through hotel employee, or by the customer (Lu and Tseng, 2010). The use of phone or payments of TV are usually added to the main bill of the room and room service and check in facility are provided by the employees. Reference Baker, M. and Magnini, V.P., 2016. The evolution of services marketing, hospitality marketing and building the constituency model for hospitality marketing. International Journal of Contemporary Hospitality Management, 28(8). Lovelock, C., 2011.Services marketing: People, technology, strategy. Pearson Education India. Lovelock, C. and Patterson, P., 2015.Services marketing. Pearson Australia. Lu, I.Y. and Tseng, C.J., 2010. A study of the service innovation activities of tourist hotels in Taiwan.International Journal of Organizational Innovation (Online),3(1), p.156. Nieves, J. and Diaz-Meneses, G., 2016. Antecedents and outcomes of marketing innovation: an empirical analysis in the hotel industry. International Journal of Contemporary Hospitality Management, 28(8).