Creation of optimal product-service mix for Russian-speaking customers. Case study: Hotel Copacabana, Spain.
Tazetdinova, Regina (2017)
Saimaan ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017100915904
https://urn.fi/URN:NBN:fi:amk-2017100915904
Tiivistelmä
The objective of the study was to find out which services and products of Hotel Copacabana require improvements; which ones can be adopted from competitor hotels and which can be offered as new ones in order to build the ideal product-service mix.
Data for theoretical part of the study were collected from books, online articles, hotels’ websites and different companies’ publications. The main concern was to find the best products and services for Russian-speaking guests. It was done by applying Questionnaire and Ethnographic observation methods of research. In addition to this, an analysis of the hotel's competitors by applying Netnographic observation was conducted. It was carried out by analysing reviews on different travel search engines’ websites, booking websites, blogs.
As a result of this thesis some solutions about possible product-service mix improvements can be provided. Based on the findings the biggest advantages of Hotel Copacabana are mostly connected to front office services, restaurant, quality of common areas and the work of staff. The Hotel Copacabana is advised to keep the same high level of performance on these attributes. According to Netnographic observation, Hotel Copacabana concedes to other hotels because it does not provide hair dryers in rooms, dryers for clothes, does not serve sparkling wine at breakfast, does not satisfy guests with entertainment programs and does not have gym. Based on the research the weakest points of Hotel Copacabana are related to hotel’s rooms, Internet, the work of house-keeping department and restaurant. The Hotel Copacabana is advised to make some improvements in these attributes and not to allow them to become threats for a company. Ideas about new products and services were also provided by the guests. They included the following services: SPA treatment, table games, rental of vehicles, animation for kids, luggage room, luggage wrapping service, laundry facilities, slippers in rooms, rental of beach towels. The results of the study could bring benefits to all hotels having Russian-speaking customers as their target group.
Data for theoretical part of the study were collected from books, online articles, hotels’ websites and different companies’ publications. The main concern was to find the best products and services for Russian-speaking guests. It was done by applying Questionnaire and Ethnographic observation methods of research. In addition to this, an analysis of the hotel's competitors by applying Netnographic observation was conducted. It was carried out by analysing reviews on different travel search engines’ websites, booking websites, blogs.
As a result of this thesis some solutions about possible product-service mix improvements can be provided. Based on the findings the biggest advantages of Hotel Copacabana are mostly connected to front office services, restaurant, quality of common areas and the work of staff. The Hotel Copacabana is advised to keep the same high level of performance on these attributes. According to Netnographic observation, Hotel Copacabana concedes to other hotels because it does not provide hair dryers in rooms, dryers for clothes, does not serve sparkling wine at breakfast, does not satisfy guests with entertainment programs and does not have gym. Based on the research the weakest points of Hotel Copacabana are related to hotel’s rooms, Internet, the work of house-keeping department and restaurant. The Hotel Copacabana is advised to make some improvements in these attributes and not to allow them to become threats for a company. Ideas about new products and services were also provided by the guests. They included the following services: SPA treatment, table games, rental of vehicles, animation for kids, luggage room, luggage wrapping service, laundry facilities, slippers in rooms, rental of beach towels. The results of the study could bring benefits to all hotels having Russian-speaking customers as their target group.