Mediating Influence on Customer Loyalty †MyAssignmenthelp.com

Question: Discuss about the Mediating Influence on Customer Loyalty. Answer: Introduction This report provides a detailed analysis of case scenario give in the case study, which is revolving around the partnership and segmentation. The report discusses how the organizations in the hotel industry should apply their marketing approaches partnering with healthcare organizations as the purpose of increasing customer base. In order to address the first question, the importance of using segmentation information to become more specific in their appeals. In addition, the first question has also been addressed by presenting the importance of partnership in a competitive business environment. I strongly agree with the proposed marketing approaches of using segmentation information of London Firm because it is certain that hospitality industry has become dynamic with respect to needs, demands, and trends. Moreover, Blomme, Van Rheede and Tromp (2010) mentioned that hotel industry will be more competitive in next 10 years compared to todays scenario because understanding the increased number of travellers, the new organizations are entering the industry which is could be a biggest threat to the existing hotel organizations. Thereby, it is necessary for the organizations in the hotel industry to think of applying the alternative marketing approaches. The segmentation information help the organization to learn about customers and patients separately. When the organizations have separate information about the patients, they target those patients with more developed packages. According to the case study, there are some patients with serious medical conditions requiring hospital ization of longer period and thereby, the hotels can approach those patients with better deals and offers that come under patients financial packages. This strategy would certainly help to increase the customer base. Furthermore, Wedel and Kamakura (2012) have also mentioned that when the organizations are able to know who their target customers are, it become easy for them to design and develop their marketing strategies. Moreover, using those segmentation information will help the hotels to develop their market. Focussing only on the travellers somehow restrict the business from growing and transforming to another stage. Therefore, it is worth mentioning when the existing customer base is not able to provide the desired to return to the business, it is effective to think of an alternative option. Nonetheless, according to Ansoffs market development strategy, the new markets can be developed when the organizations pay attention to new geographical areas or developing a new pricing strategy but paying attention to customers of a different industry is certainly a unique one, which can generate competitive advantages (Swarbrooke and Page 2012). In addition to this, if the medical organizations come under such partnership the hotel organizations can access their customer base as well as strengthen their market positions. On the other side, Hussain et al. (2013) commented that market saturation is common problem that every business has to face at some of point of the operation and in that phase, the organization should have an alternative way to generate profit such as gaining revenue from a different segments. Thereby, in the case of London firm, when thee organization experience market saturation in its existing customer base, it can receive a separate amount of revenue from pati ent-customers. Consequently, a persistent flow of revenue would come from this segment. If I wish to follow the first strategy which is about using the segmentation information to segment customers, then the marketing communication should be broad and specific. This means, firstly, the hotel organizations need to utilize the technology such digital marketing channels to promote its products and services. In this context, the organization needs to create a unique and separate content of advertising which is not similar to the promotion of existing hotel services such as creating awareness of a health disease and its importance of curing. Now, the organization needs to show that in order to get the treatment effectively, the patients need proper relaxation and connection with calm and peaceful environment which a hotel can provide. After showing the importance of curing the disease and now the content of the advertisement should include the importance of relaxation during treatment period. This extended promotional content can be designed by including available hospitality services which the hotel provide. Now, this content can be should be published on the popular social media channels such as YouTube, Facebook, Twitter and other mostly visited media. This approach can be treated as an innovative one which could grab the attention of the customers-patients-end users. This is because hence, the patients have the opportunity to know more about the popular and available healthcare setting from hotel which they will hire to stay for the treatment. On the other side, if I wish to follow the second strategy which is about not using segmentation information, the marketing communication approaches should be little similar to the existing ones. In such a context, the hotel organization should modify their existing communication content. The organization need to create awareness about the new packages that cover all needs of customers. However, in the advertising content, the organization should show the places such as undiscovered or rarely visited forest, hills, waterfall instead of showing food items and internal hotel facilities. This approach help can the hotels to attract new customers or influence the existing customers to avail the deals because Chang, Gong and Shum (2011) in their hospitality management mentioned that hotel industry should incorporate innovation into business but there is hardly any organization which wishes to promote the places. Conclusion In conclusion, it is worth mentioning that hotel organizations need to think of innovative marketing approaches like segmentation information because the industry has been a changing environment and there is constant threat from the new entrants in the sector. Thereby, the existing organization in the sector may lose their marked share due to the restricted customer base and lack of innovation. In addition, the marketing approaches should be developed on the basis of market needs and customer response. References Blomme, R.J., Van Rheede, A. and Tromp, D.M., 2010. The use of the psychological contract to explain turnover intentions in the hospitality industry: A research study on the impact of gender on the turnover intentions of highly educated employees.The International Journal of Human Resource Management,21(1), pp.144-162. Chang, S., Gong, Y. and Shum, C., 2011. Promoting innovation in hospitality companies through human resource management practices.International Journal of Hospitality Management,30(4), pp.812-818. Hussain, S., Khattak, J., Rizwan, A. and Latif, M.A., 2013. ANSOFF matrix, environment, and growth-an interactive triangle.Management and Administrative Sciences Review,2(2), pp.196-206. Swarbrooke, J. and Page, S.J., 2012.Development and management of visitor attractions. Routledge. Wedel, M. and Kamakura, W.A., 2012.Market segmentation: Conceptual and methodological foundations(Vol. 8). Springer Science Business Media. Bibliography Li, M.L. and Green, R.D., 2011. A mediating influence on customer loyalty: The role of perceived value.Journal of Management and Marketing research,7, p.1. Volo, S., 2012. A consumer-based measurement of tourism innovation. InInnovation in hospitality and tourism(pp. 85-100). Routledge.