The Impact of Customer Experience & Value Through Cosmetics in Hospitality Business
Manninen, Johanna (2020)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112524347
https://urn.fi/URN:NBN:fi:amk-2020112524347
Tiivistelmä
This thesis work aims to understand how a hotel company’s customers perceive the value of the cosmetics and skin care products as part of their overall customer experience and develop new business concepts that utilize the information. The work is done together with hotel Hotelli Krapi.
The work discusses the differences between goods-dominant and service-dominant business logic, the concept of Tourist experience driver model and the growing demand for sustainability in the accommodation services, especially focusing on the plastic waste reduction opportunities.
As part of the work, a questionnaire survey was conducted. The survey asked customers’ opinions on cosmetics products they had used during their hotel stay, their expectations regarding the cosmetics products that should be included in the hotel room rates and interests to buy extra cosmetics products during their hotel stay, if they were available for purchasing. The work also consisted of a panel discussion that focused on topics the frequent travelers would like to see as part of the cosmetics offering in the accommodation business.
The survey results show that Hotelli Krapi’s customers are satisfied with the cosmetics products currently available in the rooms. The customers expect that shower gel, hand soap, shampoo and conditioner products are included to the room rates. Approximately one third of the customers would be interested to buy extra cosmetics, if it was available during their hotel stay.
The panel discussion revealed that frequently travelling customers would like to get more transparency to the cosmetic products that are included in the room rates and get more information of the cosmetic products’ ingredients. There were also desires to see more solid cosmetic products, that require less plastic packaging.
The survey results represent Hotelli Krapi’s customers on a sufficient extend, and they conclude there is potential in cosmetic products to increase customer value and enhance customer experience. The work gives ideas for further study, especially regarding cosmetic minibar concept, that could be defined further with service design tools and methods.
The work discusses the differences between goods-dominant and service-dominant business logic, the concept of Tourist experience driver model and the growing demand for sustainability in the accommodation services, especially focusing on the plastic waste reduction opportunities.
As part of the work, a questionnaire survey was conducted. The survey asked customers’ opinions on cosmetics products they had used during their hotel stay, their expectations regarding the cosmetics products that should be included in the hotel room rates and interests to buy extra cosmetics products during their hotel stay, if they were available for purchasing. The work also consisted of a panel discussion that focused on topics the frequent travelers would like to see as part of the cosmetics offering in the accommodation business.
The survey results show that Hotelli Krapi’s customers are satisfied with the cosmetics products currently available in the rooms. The customers expect that shower gel, hand soap, shampoo and conditioner products are included to the room rates. Approximately one third of the customers would be interested to buy extra cosmetics, if it was available during their hotel stay.
The panel discussion revealed that frequently travelling customers would like to get more transparency to the cosmetic products that are included in the room rates and get more information of the cosmetic products’ ingredients. There were also desires to see more solid cosmetic products, that require less plastic packaging.
The survey results represent Hotelli Krapi’s customers on a sufficient extend, and they conclude there is potential in cosmetic products to increase customer value and enhance customer experience. The work gives ideas for further study, especially regarding cosmetic minibar concept, that could be defined further with service design tools and methods.