| 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 : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
INDUSTRIE ; INDUSTRIE DU LUXE SECTEUR
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| 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 |
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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. / 2022 
