Defining the service value of Hotel F6
Tapala, Jasmin (2017)
Tapala, Jasmin
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201703313960
https://urn.fi/URN:NBN:fi:amk-201703313960
Tiivistelmä
This thesis is about creating memorable customer experiences and identifying how to create additional value to a service product. It’s created as a manual for hospitality companies’, in this case Hotel F6’s benefit and guidebook to define how to survive in experience economy and to create a business strategy with focus on individual customers and their needs.
In the theory part meaning of an experience is explained and the subject (and the importance) of creating memorable experiences is discussed. As resources, many academic articles and books are used as well as different websites. The whole thesis intertwines around publications by Pine and Gilmore about experience economy. The focus of the theory part is in helping the reader to understand the changing market place and to highlight the vitality of successful differentiation and value creation. To accomplish this, many tools are introduced e.g. Four Experience Realms, Experience Pyramid and the model of The Progression of Economic Value.
In the research part Hotel F6 is taken under magnifying glass and qualitative research is per-formed by interviewing the general manager and hotel manager. The aim of this empirical research is to find out if Hotel F6 has successfully added value to their service product so that the experience itself exceeds the pecuniary worth of their goods and services, and how is the process executed. The interviews consisted of eleven identical questions to both interviewees in the end of January. The dialogues were performed separately and they were recorded. In addition to the interviews customer feedbacks and website research is used as a resource.
As the world is changing, service is not enough anymore for todays informed, networked and connected consumers. People are graving more active role and individual experiences tailored to their personalized needs. Companies need to acknowledge that the offering is no longer the product or material provided but the transformation process experienced by the individual customers. By transformation in this context is meant a long-lasting effect on the person that causes a change to their view on things. If this path of experiences provided for the consumer, is successful it leads to positive, memorable experience, and hopefully, customer loyalty. To reach this ideal level of experience the whole company (marketing, product design, customer service and retail partners) needs to work together towards their common goal. In return it is possible to improve customer and employee satisfaction, increase revenues and lower costs.
In the theory part meaning of an experience is explained and the subject (and the importance) of creating memorable experiences is discussed. As resources, many academic articles and books are used as well as different websites. The whole thesis intertwines around publications by Pine and Gilmore about experience economy. The focus of the theory part is in helping the reader to understand the changing market place and to highlight the vitality of successful differentiation and value creation. To accomplish this, many tools are introduced e.g. Four Experience Realms, Experience Pyramid and the model of The Progression of Economic Value.
In the research part Hotel F6 is taken under magnifying glass and qualitative research is per-formed by interviewing the general manager and hotel manager. The aim of this empirical research is to find out if Hotel F6 has successfully added value to their service product so that the experience itself exceeds the pecuniary worth of their goods and services, and how is the process executed. The interviews consisted of eleven identical questions to both interviewees in the end of January. The dialogues were performed separately and they were recorded. In addition to the interviews customer feedbacks and website research is used as a resource.
As the world is changing, service is not enough anymore for todays informed, networked and connected consumers. People are graving more active role and individual experiences tailored to their personalized needs. Companies need to acknowledge that the offering is no longer the product or material provided but the transformation process experienced by the individual customers. By transformation in this context is meant a long-lasting effect on the person that causes a change to their view on things. If this path of experiences provided for the consumer, is successful it leads to positive, memorable experience, and hopefully, customer loyalty. To reach this ideal level of experience the whole company (marketing, product design, customer service and retail partners) needs to work together towards their common goal. In return it is possible to improve customer and employee satisfaction, increase revenues and lower costs.