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    DECISION PROCESS - Case Study

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    trapl0rd0310
    Customers seeking hospitality and travel services rely heavily on personal recommendations. Hospitality managers should positively influence these personal contacts to attract potential customers. Post-purchase evaluations are also important for services due to their intangible nature. Customers will return if their initial experience meets their needs. Managers should also be aware that customers may not directly complain about dissatisfaction, so they should actively seek feedback to resolve any issues.

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    DECISION PROCESS - Case Study

    Uploaded by

    trapl0rd0310
    7 views2 pages
    Customers seeking hospitality and travel services rely heavily on personal recommendations. Hospitality managers should positively influence these personal contacts to attract potential customers. Post-purchase evaluations are also important for services due to their intangible nature. Customers will return if their initial experience meets their needs. Managers should also be aware that customers may not directly complain about dissatisfaction, so they should actively seek feedback to resolve any issues.

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    DECISION PROCESS - case study

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    Customers seeking hospitality and travel services rely heavily on personal recommendations. Hospitality managers should positively influence these personal contacts to attract potential customers. Post-purchase evaluations are also important for services due to their intangible nature. Customers will return if their initial experience meets their needs. Managers should also be aware that customers may not directly complain about dissatisfaction, so they should actively seek feedback to resolve any issues.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    7 views2 pages

    DECISION PROCESS - Case Study

    Uploaded by

    trapl0rd0310
    Customers seeking hospitality and travel services rely heavily on personal recommendations. Hospitality managers should positively influence these personal contacts to attract potential customers. Post-purchase evaluations are also important for services due to their intangible nature. Customers will return if their initial experience meets their needs. Managers should also be aware that customers may not directly complain about dissatisfaction, so they should actively seek feedback to resolve any issues.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    THE BUYER DECISION PROCESS – CASE STUDY

    Valarie Zeithaml, a marketing consultant, published a classic article describing how


    the consumer evaluation process differs between goods and services. Persons purchasing
    hospitality and travel services rely more on information from personal sources. When looking
    for a good restaurant, people ask friends or people familiar with the town, such as front-desk
    employees or the con- cierge. Restaurants should attempt to affect positively those persons
    whom potential customers may contact. In larger cities there is a concierge association. Smart
    restaurateurs seek to host this club, letting their members experience the restaurants.
    Postpurchase evaluation of services is important. The intangibility of services makes
    it difficult to judge the service beforehand. Consumers may seek advice from friends but use
    the information they receive from actually purchasing the service to evaluate it. The first-time
    customer is on a trial basis. If the hotel or restaurant satisfies the customers, they will come
    back.
    When purchasing hospitality and travel products, customers often use price as an
    indication of quality. A business executive who has been under a lot of pressure decides to
    take a three-day vacation now that the project is complete. She wants luxury accommodations
    and good food service. She is prepared to pay $175 a night for the room. She calls a hotel that
    offers a special rate of $85. This hotel may be able to satisfy her needs and has simply
    dropped its rate to encourage business. In this case, the hotel has dropped its rate too low to
    attract this customer. Because she has never visited the hotel, she will perceive that the hotel
    is below her standard. Similarly, a person who enjoys fresh seafood and sees grilled red
    snapper on the menu for $7.99 will assume that it must be a low-quality frozen product
    because fresh domestic fish usually costs at least twice as much. When using price to create
    demand, care must be taken to ensure that one does not create the wrong consumer
    perceptions about the product’s quality.
    When customers purchase hospitality and travel products, they often perceive some
    risk in the purchase. If customers want to impress friends or business associates, they usually
    take them to a restaurant they have visited previously. Customers tend to be loyal to
    restaurants and hotels that have met their needs. A meeting planner is reluctant to change
    hotels if the hotel has been doing a good job.
    Customers of hospitality and travel products often blame themselves when
    dissatisfied. A man who orders scampi may be disappointed with the dish but not complain
    because he blames himself for the bad choice. He loves the way his favorite restaurant fixes
    scampi, but he should have known that this restaurant would not be able to pre- pare it the
    same way. When the waiter asks how everything is, he replies that it was okay. Employees
    must be aware that dissatisfied customers may not complain. They should try to seek out
    sources of guest dissatisfaction and resolve them. A waiter noticing someone not eating his or
    her food may ask if he or she could replace it with an alternative dish and suggest some items
    that could be brought out very quickly.

    According to the case, how does hospitality manager apply the buyer decision process to
    meet buyer needs?

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