This is a paper that focuses on the booking.com online service nature and characteristics of the service. The paper also seeks on the customer perspective in evaluation of the topic.
The booking.com online service nature and characteristics of the service
Assignment 2. Individual Reflective Assignment (1500 words) booking.com
Select an online service that you currently use as a customer or subscriber (e.g. banking, retailing, music or TV streaming, health and medical services, travel booking, etc., etc.) Booking.com
With specific reference to relevant theory covered in this course. Also, the papers you have been specifically asked to read for this assignment, complete the following tasks:
Spend some time using the service. From your perspective as a customer, critically evaluate:
i) the nature and characteristics of the service (i.e. in what ways, and to what extent, does it exhibit the four main characteristics of a service: intangibility, heterogeneity, perishability, and inseperability); and main challenges the service provider faces as a result.
ii) how, and how effectively, the ‘services marketing mix‘ is designed and delivered to create a positive customer experience. (Note: You are to consider concepts relating to consumer needs, benefits and behaviour and the three additional P’s of the services marketing mix – people, processes and physical evidence. You may also find it useful to briefly consider the original 4Ps of the marketing mix too – product, price, place and promotion. But your main focus should be on the three additional Ps).
iii) how, and how effectively, the organisation seeks to differentiate the online service. Also,to create a unique and relevant competitive position in the market. (Note: You are encourage to compare the online service with that of competitors. Additionally, to apply concepts related to segmentation, targeting, positioning, value, and differentiation);
iv) how, and how effectively, each organisation seeks to understand, build relationships with, and retain existing customers in the online/digital environment. (Note: You are to apply concepts relating to service quality, service failure, service recovery, relationship marketing and loyalty).