Bu
siness students who are majoring in marketing come across different assignments including case studies requiring the application of critical thinking skills. In such, marketing case studies or assignments, students are required to apply the concepts learned in class to real life business problems. This can be quite challenging especially when a learner lacks critical thinking and analysis skills. This is why most students seek marketing case study assignment help from online academic writing services such as prolificresearchpaperwriters.com. Our marketing case study writers have worked on different marketing assignments and they have proved their worth by assisting students to get A+. Here is a sample marketing case study that scholars may come across in their studies.
Question
Apply the servicescape model to Ginger: smart Basic case study using Bitner, Durna and the pages I am attaching from : Lovelock, C. & Wirtz, J. (2011) Services Marketing: People, Technology, Strategy, 7th Edition, Pearson.
Answer
Introduction
The case study focuses on a hotel chain that is based in India and is known as Ginger. The hotel chain targets the economy market segment which has been neglected by other players in the market. Ginger seeks to set its brand apart by providing affordable accommodation and related services that are characterized by convenience, simplicity, affordability, modernity, style, and warmth among others. This paper applies the servicescape model on the Ginger brand.
The Servicescape Model
The model focuses on the components of the physical environment within which service delivery takes place. The servicescape model is founded on the hypothesis that the physical environment has an influence on both employee and customer behaviors. Additionally, the physical environment can facilitate or serve as a limitation towards the attainment of internal and external marketing goals in an organization. In the hospitality industry, it can be utilized to conveniently assess the customer experiences (Bitner, 1992). Notably, the model is made up of both substantive components and communicative components. Examples of communicative components include politeness, concern, and culture delivery. Substantive components include décor and design, ambience service, and convenience among others (Durna, Dedeoglu, & Balikçioglu, 2015).
The key dimensions of the service environment as the ambient conditions, space or functionality, and signs, symbols, and artifacts. It is important to ensure that the dimensions fit together holistically since the service environment can lead to diverse customer and employee responses. However, the responses are moderated by different factors. For example, the responses are moderated by cognitive, emotional, and psychological factors. Cognitive factors include beliefs, categorization, and symbolic meaning while emotional factors include feelings, moods, and attitudes. On the other hand, the psychological factors are composed of pain, comfort, movement, and physical fit (Lovelock & Wirtz, 2011).
Applying the Servicescape Model to Ginger Brand of Hotel Chains
The servicescape model can be related to the dimensions of Ginger’s service concept. For example, the Ginger hotels align their facilities with the modern lifestyles by leveraging technology in order to attain efficiency. Additionally, this leads to simplicity and convenience in the business process. Besides, this resonates with the middle class customers and influence their beliefs and attitudes towards the hotels. For example, the use of emails for booking rooms and the use of payment gateways creates an impression that the hotels’ processes are very efficient. Bitner (1992) emphasized that the customers’ perspectives towards the servicescape lead to cognitive responses which determine their beliefs about the businesses employees and products. Additionally, customers are able to categorize a firm based on their perceptions of the servicescape. For example, clients may categorize the Ginger hotels as stylish and modern based on the use of technology to achieve different tasks in the hotels. Notably, the brand can leverage this component in its advertisements with the aim of enhancing this image and using at as factor for attracting customers (Durna et al., 2015). This is because customers utilize extrinsic cues to infer or form beliefs about quality of the services provided by a business (Bitner, 1992).
Ginger hotels also focus on creating an impression of style and warmth. The brand uses compact fluorescent lights (CFL), natural lighting, auto-time managed air-conditioning, and energy-efficient hydro-pneumatic systems. These components create an ambience that is very conducive for customers. According to Lovelock and Wirtz (2011) ambient conditions affect the customers’ emotional well-being, attitudes, and behaviors. Consequently, it is important to create a service environment that is desired by customers. The authors noted that lighting, temperature, and smells as some of the factors that impact on ambience. Notably, customers are willing to consume services which are provided within an ambient environment (Bitner, 1992).
The hotels have a conducive layout, equipment, and furnishings. The Ginger brand considers all types of travelers ranging from the lone travelers and people with disabilities. Additionally, the rooms have ergonomic working areas, coffee makers, and mini-fridges among other equipment. The use of posture-pedic mattresses enhances the customer experiences through the concept of SMART Sleep. The equipment facilitates functionality in the hotels by aiding service provision. Additionally, the equipment also ensures that the customers have a positive service experience (Lovelock & Wirtz, 2011).
Employees are also key stakeholders of the servicescape model. The Ginger brand invests in the workers by training them. The firm recruits top talent from the hotel management school through the use of a multi-step recruitment and training process. Additionally, the company also provides career progression opportunities to its employees. The employees are motivated through non-monetary rewards such as developing their competencies. The firm makes use of in-house training, induction, training operations, and e-learning modules. Training can enable employees to acquire the right attitudes and behaviors such as politeness that are important for service delivery within the hospitality industry (Durna et al., 2015).
However, the Ginger brand needs to work on its communication to customers in order to avoid customer complaints and negative feedback. The case study indicates that at times customers are not aware that the company does not provide room service, valet, and concierge. This has created an expectation-perception gap. The company needs to utilize more explicit signs and symbols to communicate this message to the customers.
Conclusion
The servicescape model can be applied to improve service delivery within the hospitality industry. Hotels should focus on the key components of the model as a means of enhancing the customer experience and creating a positive brand image. These components include ambient conditions, space or function, and signs, symbols, and artifacts. Hotels should also recognize that employees are key stakeholders in efficient service delivery. In this regard, they should invest in and motivate employees through career development opportunities and monetary and non-monetary rewards.
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