Customer value is a significant part of marketing activity of the company, especially in the modern state of Ukrainian economy. Globalization, crisis transformation in the service sector, falling consumer demand, a glut of supply of hotel services and increased competition actualize scientific problem solving improving marketing concepts according to external challenges unstable business environment. Applying effective marketing tool businesses will proactively adapt to the turbulent business environment. Marketing concept have been proven as the concept that reflects the scientific content of business and marketing activities, based on marketing ideas and effective marketing strategy. Critical thinking suggests theoretical achievements of scientific interest in the problems of improving marketing concepts. The current vector is determined by the status and relationship of business entity in the market with consumers, stakeholders and competitors. In this context, it should be noted that to enhance the development of hotel business is urgent investigation of the marketing concept of customer value hotel services, theoretical and methodological basis that creates patterns of consumer services. The aim of the article is a scientific justification methodological principle of research of customer value hotel services determining its structural elements and related marketing activities. The results of the analysis show that customer value of hotel services form components integration, which reflects the relationship between the consumer and enterprise. Defining components (social, emotional, material and service) of customer value of hotel services will affect their level through appropriate marketing activities. Defining the structure and marketing activities forming consumer value of hotel services, we can conclude that the marketing concept of customer value of service hotel is a belief system that reveals: First, the process of maximizing customer’s satisfaction to create an intangible asset of the company is a segment of loyal and regular customers. Secondly, the process of developing marketing actions aimed at creating high customer value hospitality services As the conclusion, understanding the genesis of scientific theories customer value product/service allows to conclude that marketing concept to create customer value is a reason to determine structural elements of hotel services. This phase of the research was based on the fact that a functional feature of the hotel is its service differentiation on the main (accommodation and meals) and additional services (range which depends on the category and type of business). Secondly, the formation of hotel services should be interpreted in the format of the production chain. Implementation of the marketing concept of customer value of hotel services in hotel marketing activities aims to maximize the realization of customer’s satisfaction in order to create an intangible asset of the company – a segment of loyal and regular customers.
Keywords: customer value, customer value of hotel services, consumer marketing concept of customer value, customer value structure of hotel services
JEL Classification: D11, М31.
Cite as: Gerasimenko, O. (2015). The marketing concept of customer value of hospitality service. Marketing and Management of Innovations, 4, 87-94. https://doi.org/10.21272/mmi.2015.4-09
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