How to create effective differentiation in the context of intangible service industry? A specific focus on French luxury hotels and on pre-choice differentiation through e-reputation. / Julie KOT / 2022

Titre : How to create effective differentiation in the context of intangible service industry? A specific focus on French luxury hotels and on pre-choice differentiation through e-reputation. Type de document : Mémoire Auteurs : Julie KOT, Auteur Année de publication : 2022 Importance : 54 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management INDUSTRIE ; INDUSTRIE DU LUXE SECTEUR Résumé : Differentiation can be created through e-reputation, and thus counteract the issue of intangibility linked with the services industry, and thus luxury hotels. The purpose of this research is to answer the question: How to create effective differentiation in the context of intangible service industry? A specific focus on French luxury hotels and on pre-choice differentiation through e-reputation. In other words, we will explore how luxury hotels can create an effective differentiation through e-reputation that will have an impact on the consumer before he makes a definitive choice. We will give luxury hotels insights into what they should focus on. To answer this question, a qualitative research was conducted: twelve consumers were interviewed, and one professional was interviewed. They were asked about their perceptions and expectations regarding the three different media we identified and put forward in our research: the review platforms, the hotel's website, and the social networks, especially Instagram. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564565