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Module 3_Assignment 1_The Accra Beach Hotel

Everette Avery
MKT-5450-850-S24
Marjorie
March 31, 2024
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Summary of Required Readings

Chapters 4, 5, and 6 offer a comprehensive exploration of key elements essential to

understanding and excelling in the field of services marketing.

In Chapter 4, the focus lies on developing service products and brands, with Starbucks

serving as a prime example of success. It explains applying marketing principles to services,

corporate brand architecture, and delivering branded experiences. The Flower of Service model

is introduced to show the role that supplementary services play in augmenting core products.

This emphasis on well-defined service products enhances customer understanding, satisfaction,

and employee performance. Furthermore, the chapter discusses pivotal role of branding across

various dimensions including service tiers and new service development. The chapter

emphasizes robust brands' significance in mitigating purchase risks and differentiating offerings.

Examples like LUX* Resorts & Hotels illustrate how branding manifests at different levels to

enhance customer experiences. The text explores the prevalence of tiering across industries and

the importance of building brand equity. Recent successes in major service innovations, driven

by technology, are exemplified by companies like Uber and Airbnb. This digital revolution,

noted by venture capitalist Marc Andreessen, reshapes entire industries, supported by

interconnected digital ecosystems and abundant resources. The rapid technological evolution

necessitates adept managers with deep insights into consumer behavior to capitalize on emerging

opportunities. The democratization of startup resources via the internet fuels continued

entrepreneurial growth, emphasizing the crucial role of customer feedback and crowdsourcing in

driving service innovation.

Chapter 5 explores the particulars of distributing services through both physical and

electronic channels, covering essential aspects like understanding distribution fundamentals,

discussing different distribution options, and navigating international distribution challenges. It

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emphasizes the significance of addressing key questions in service distribution strategy and

examines the interrelated flows involved in distribution processes. The chapter highlights

customer channel preferences, the importance of channel integration, and challenges related to

pricing strategies across channels. Real-world examples such as Aggreko's utility rental

solutions, illustrate distribution complexities and strategies. Additionally, it discusses the critical

decision-making process for locating service facilities, innovative location strategies, and

extended operating hours. Intermediaries like franchising and licensing agreements are explored,

along with the challenges they entail. The chapter concludes by discussing distribution

challenges in large domestic markets and strategies for international distribution considering

factors like market drivers, competition, technology, and government policies. Overall, it

provides a comprehensive understanding of effectively distributing services to meet customer

needs across diverse channels and markets.

Chapter 6 discusses the importance of setting prices and implementing revenue

management strategies in service firms for financial success. It covers key objectives like

recognizing effective pricing, understanding pricing strategies (cost-based, value-based,

competition-based) and exploring net value to enhance gross value. Revenue management

including dynamic pricing is highlighted to optimize revenue based on demand. Ethical concerns

in service pricing are addressed, emphasizing fairness and transparency. The application of the 4

Ps of Marketing to services is explored, focusing on pricing strategies, competition-based

pricing, and revenue management. Factors impacting customer responses to penalties are

outlined, including proportionality, customer liability, and perceived fairness. Designing fairness

into revenue management involves clear pricing communication and special treatment for loyal

customers. Considerations for service pricing include cost, demand elasticity, payment methods,
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and transparency. Overall, managing customer responses and designing fair pricing practices

require proactive communication and alignment with customer expectations.

Case 6: The Accra Beach Hotel (Wirtz, 2023)

The case revolves around Cherita Howard, the sales manager of the Accra Beach Hotel in

Barbados who is facing a decision regarding a block booking request from the West Indies

Cricket Board (WICB) during peak periods. The hotel, located on the south coast of Barbados

offers various amenities and has attracted a mix of leisure and corporate clientele over the years.

The WICB seeks to book a large block of rooms for the West Indies Cricket Home Series,

promising to promote the hotel in return. Despite recognizing the potential marketing benefits,

Cherita and the general manager, Jon Martineau are concerned about accepting the business due

to potential displacement of higher-paying guests and logistical challenges. They also anticipate

lower rates than usual and less revenue from dining, as cricket teams often have per diem

budgets. The series is divided into three parts, each requiring bookings at the hotel. The WICB

wants 50 standard rooms for each part and requests laundry service for team uniforms at no

additional charge. Cherita seeks advice from Ferne Armstrong, the reservations manager, and

analyzes past data to make an informed decision. As pressure mounts from the WICB and hotel

management, Cherita faces the dilemma of balancing potential marketing benefits with

operational and financial considerations.

Enhancing Guest Expectations

Physical Accommodation

The Accra Beach Hotel can elevate guest expectations by ensuring impeccable physical

accommodation standards. This involves maintaining pristine cleanliness throughout the

premises, regularly updating room amenities to meet modern standards, and providing
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comfortable bedding and furnishings (Zeithaml, Bitner, & Gremler, 2019; Wirtz, 2023). By

investing in high-quality linens, mattresses, and furniture, the hotel can create a luxurious and

inviting environment for guests, surpassing their expectations for comfort and convenience. For

instance, implementing a regular schedule for deep cleaning and maintenance can ensure that

guests always encounter a fresh and welcoming atmosphere upon entering their rooms.

Hospitality

Personalized hospitality services can significantly enhance guest experiences at the

Accra Beach Hotel. Welcoming guests with refreshing drinks upon arrival, offering personalized

greetings, and providing assistance with luggage can leave a lasting impression and make guests

feel valued and cared for (Vallen & Vallen, 2022). For example, training staff to remember guest

preferences and anticipate their needs can result in small but meaningful gestures, such as

offering their preferred newspaper or arranging for a special amenity in their room. These

personalized touches can go a long way in exceeding guest expectations and fostering loyalty.

Information

Providing accurate and timely information plays a crucial role in enhancing guest

satisfaction. The Accra Beach Hotel can achieve this by ensuring clear communication channels,

informative brochures detailing facilities and services, and knowledgeable staff who can offer

insights into local attractions and activities (Kotler, Bowen, & Makens, 2019). By empowering

guests with the information they need to make informed decisions during their stay, the hotel can

enhance their overall experience and satisfaction. For instance, offering digital concierge

services or a mobile app with real-time updates on hotel amenities and nearby attractions can

empower guests to plan their activities more efficiently.

Improving Order-Taking Practices

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Customization

Adopting a more flexible approach to accommodate guest preferences can enhance order-

taking practices at the Accra Beach Hotel. This involves offering customizable packages, room

configurations, and dining options to cater to the diverse needs and preferences of guests

(Brotherton & Wood, 2019). By allowing guests to personalize their experiences according to

their preferences, the hotel can demonstrate attentiveness to individual needs and preferences,

thereby enhancing guest satisfaction. For example, implementing a room customization program

where guests can choose their preferred bedding type, pillow firmness, and room amenities can

create a sense of ownership and satisfaction.

Reliability

Ensuring consistency and reliability in fulfilling guest orders is paramount for

maintaining high service standards. The Accra Beach Hotel should prioritize accuracy and

promptness in delivering guest orders, minimizing errors and delays (Hayes & Ninemeier, 2019).

By setting clear expectations, implementing efficient processes, and training staff to prioritize

reliability, the hotel can instill confidence in guests and enhance their overall experience. For

instance, implementing a digital order management system that tracks guest requests and ensures

timely delivery can minimize errors and enhance efficiency in fulfilling guest orders.

Empowerment

Empowering frontline staff to make decisions and resolve guest issues autonomously can

streamline order-taking practices and improve guest satisfaction. By providing staff with the

authority and resources to address guest needs promptly and effectively, the Accra Beach Hotel

can minimize delays and enhance the guest experience (Olsen & Connolly, 2019). Empowered

staff members can demonstrate initiative and creativity in resolving guest concerns, leading to
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more positive interactions and higher levels of satisfaction. For example, providing staff with

comprehensive training on problem-solving techniques and empowerment to resolve issues on

the spot can result in quicker resolution and improved guest satisfaction.

Integrating Hospitality in the Guest's Entire Experience

First Impression

The Accra Beach Hotel can create a positive first impression by ensuring a seamless

check-in process and welcoming guests with warmth and hospitality. By greeting guests

personally upon arrival, offering assistance with luggage, and providing a brief orientation to the

hotel's facilities, the hotel can set the tone for a memorable stay (O'Neill & Mattila, 2021). For

instance, implementing a dedicated check-in area with comfortable seating, complimentary

refreshments, and personalized welcome messages can create a welcoming atmosphere and leave

a lasting impression on guests (Wirtz, 2023).

Service Encounter

Every interaction with hotel staff should exemplify hospitality and attentiveness to guest

needs. From housekeeping to dining to recreational activities, every service encounter is an

opportunity to exceed guest expectations and create positive memories (Dennison, 2019). By

training staff to anticipate and fulfill guest needs proactively, the Accra Beach Hotel can ensure

that every guest interaction contributes to a memorable and enjoyable experience (Sigala, 2018;

Sloan et al., 2019). For example, empowering staff to engage in small talk with guests, offer

personalized recommendations, and resolve issues promptly can enhance the overall guest

experience and foster loyalty.

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Departure Experience

The departure experience is a crucial final touchpoint that can leave a lasting impression

on guests. The Accra Beach Hotel should ensure a smooth and hassle-free checkout process,

express gratitude to guests for choosing to stay, and invite them to return in the future. By

thanking guests for their patronage and inviting feedback on their experience, the hotel can

demonstrate its commitment to guest satisfaction and lay the groundwork for future visits

(Hudson & Thal, 2019; Enz, 2019). For instance, offering express checkout options, providing

departure amenities or tokens of appreciation, and inviting guests to join a loyalty program can

enhance the departure experience and leave guests with a positive lasting impression.
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References

Brotherton, B., & Wood, R. C. (2019). The Sage handbook of hospitality management. Sage

Publications.

Dennison, C. (2019). Hotel and lodging management: An introduction. Wiley.

Enz, C. A. (2019). Hospitality strategic management: Concepts and cases. John Wiley & Sons.

Hayes, D. K., & Ninemeier, J. D. (2019). Human resources management in the hospitality

industry. Wiley.

Hudson, S., & Thal, K. (2019). The Routledge handbook of destination marketing. Routledge.

Kotler, P., Bowen, J. T., & Makens, J. (2019). Marketing for hospitality and tourism. Pearson.

Olsen, M. D., & Connolly, D. J. (2019). The Routledge handbook of hotel chain management.

Routledge.

O'Neill, J. W., & Mattila, A. S. (2021). Handbook of service marketing research. Edward Elgar

Publishing.

Sigala, M. (2018). The Routledge handbook of tourism and hospitality education. Routledge.

Sloan, P., Legrand, W., & Chen, J. S. (2019). Sustainability in the hospitality industry: Principles

of sustainable operations. Routledge.

Vallen, B., & Vallen, J. (2022). Hotel leadership principles: Optimizing operations, profits, and

guest satisfaction. Routledge.

Wirtz, J. (2023). Essentials of Services Marketing (4th ed.). Pearson Education Limited.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2019). Services marketing: Integrating

customer focus across the firm. McGraw-Hill Education.