By Tammie J. Kaufman, Conrad Lashley, Lisa Ann Schreier
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Additional info for Timeshare Management: The key issues for hospitality managers (Hospitality, Leisure and Tourism)
Sample text
Process: This tells us how the service is provided and the behaviour of the people involved, which is critical to customer satisfaction. Physical evidence: Unlike a product, a service is intangible and cannot be experienced before use. Services generally have more risk associated with them in a client’s minds. Physical evidence can be provided through the use of testimonials or case studies CASE STUDY Referring back to the ‘7Ps’-Product, Pricing, Promotion, Placement, People, Process and Physical Evidence - answer the following questions: Marketing Timeshare Reflective practice 1.
Customers buy into timeshare because they have a need for a sense of permanence and belonging to a specific location. They are most likely to visit the resort and their unit regularly at the time of the week purchased. Critical success factors largely concern relationships with staff at the resort and other resort owners. Social functions and opportunities to meet other guests are therefore also important critical success factors. Being recognized by resort staff and being treated as a valued customer, even a friend, by resort personnel are also critical to success.
Mr and Mrs Smith do in fact show up at the appointed place on the appointed date and are herded into a large conference room with 100 or so other ‘lucky’ winners and are subjected to a 2 hour and 45 minute long timeshare sales presentation. After politely saying ‘NO’ five or six times to five or six different salespersons and managers, each more high pressure than the last, Mr and Mrs Smith are finally brought to a tiny room to claim their prize – a 700 black and white TV. The retail value of the prize?