04.01.

2019 Prolific Research Paper Writers | Sample Marketing Assignment: Servicescape Model for Ginger Brand of Hotel Chains

 (http://www.proli cresearchpaperwriters.com/blog/)  

 SHARE

Sample Marketing Assignment: Servicescape Model for

Ginger Brand of Hotel Chains
(http://www.proli cresearchpaperwriters.com/blog/2017/10/3
assignment-servicescape-model-ginger-brand-hotel-
chains/)
ASSIGNMENT WRITERS
(HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/ TAG/ASSIGNMENT-WRITERS/ )

CASE STUDY WRITERS (HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/ TAG/CASE-

STUDY-WRITERS/ )

CASE STUDY WRITING SERVICE

(HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/ TAG/CASE-STUDY-WRITING-
SERVICE / )

HIRE CASE STUDY WRITERS

(HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/ TAG/HIRE-CASE-STUDY-WRITERS/ )


MARKETING ASSIGNMENT HELP
Search Search
(HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/ TAG/MARKETING-ASSIGNMENT-
HELP/ )

MARKETING ASSIGNMENT WRITERS

(HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/ TAG/MARKETING-ASSIGNMENT-
WRITERS/ )

MARKETING CASE STUDY HELP

(HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/ TAG/MARKETING-CASE-STUDY-HELP/ )

SAMPLE MARKETING ESSAY

(HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/ TAG/SAMPLE-MARKETING-ESSAY/ )

CASE STUDY WRITING SERVICES

(HTTP: // WWW.PROLIFICRESEARCHPAPERWRITERS.COM/BLOG/CATEGORY/CASE-STUDY-WRITING-
SERVICES/ )

Business students who are majoring in marketing come across different assignments including case studies
requiring the application of critical thinking skills. In such, marketing case studies or assignments, students are
required to apply the concepts learned in class to real life business problems. This can be quite challenging
especially when a learner lacks critical thinking and analysis skills. This is why most students seek marketing
case study assignment help (https://www.proli cresearchpaperwriters.com/19-coursework-writing-
help/186- nance-assignment-help) from online academic writing services such as
proli cresearchpaperwriters.com. Our marketing case study writers

http://www.prolificresearchpaperwriters.com/blog/2017/10/30/marketing-assignment-servicescape-model-ginger-brand-hotel-chains/ 1/5
04.01.2019 Prolific Research Paper Writers | Sample Marketing Assignment: Servicescape Model for Ginger Brand of Hotel Chains

(https://www.proli cresearchpaperwriters.com/19-coursework-writing-help/186- nance-assignment-help)have

 (http://www.proli cresearchpaperwriters.com/blog/)
worked on different marketing assignments and they have proved their worth by assisting students to get A+.   
Here is a sample marketing case study that scholars may come across in their studies.

Question

Apply the servicescape model to Ginger: smart Basic case study using Bitner, Durna and the pages I am
attaching from : Lovelock, C. & Wirtz, J. (2011) Services Marketing: People, Technology, Strategy, 7th Edition,
Pearson.
Answer

Introduction

The case study focuses on a hotel chain that is based in India and is known as Ginger. The hotel chain targets
the economy market segment which has been neglected by other players in the market. Ginger seeks to set its
brand apart by providing affordable accommodation and related services that are characterized by convenience,
simplicity, affordability, modernity, style, and warmth among others. This paper applies the servicescape model
on the Ginger brand.

The Servicescape Model

The model focuses on the components of the physical environment within which service delivery takes place.
The servicescape model is founded on the hypothesis that the physical environment has an in uence on both
employee and customer behaviors. Additionally, the physical environment can facilitate or serve as a limitation
towards the attainment of internal and external marketing goals in an organization. In the hospitality industry, it
can be utilized to conveniently assess the customer experiences (Bitner, 1992). Notably, the model is made up

of both substantiveSearch Search
components and communicative components. Examples of communicative components
include politeness, concern, and culture delivery. Substantive components include décor and design, ambience
service, and convenience among others (Durna, Dedeoglu, & Balikçioglu, 2015).

The key dimensions of the service environment as the ambient conditions, space or functionality, and signs,
symbols, and artifacts. It is important to ensure that the dimensions t together holistically since the service
environment can lead to diverse customer and employee responses. However, the responses are moderated by
different factors. For example, the responses are moderated by cognitive, emotional, and psychological factors.
Cognitive factors include beliefs, categorization, and symbolic meaning while emotional factors include feelings,
moods, and attitudes. On the other hand, the psychological factors are composed of pain, comfort, movement,
and physical t (Lovelock & Wirtz, 2011).

Applying the Servicescape Model to Ginger Brand of Hotel Chains

The servicescape model can be related to the dimensions of Ginger’s service concept. For example, the Ginger
hotels align their facilities with the modern lifestyles by leveraging technology in order to attain ef ciency.
Additionally, this leads to simplicity and convenience in the business process. Besides, this resonates with the
middle class customers and in uence their beliefs and attitudes towards the hotels. For example, the use of
emails for booking rooms and the use of payment gateways creates an impression that the hotels’ processes are
very ef cient. Bitner (1992) emphasized that the customers’ perspectives towards the servicescape lead to

http://www.prolificresearchpaperwriters.com/blog/2017/10/30/marketing-assignment-servicescape-model-ginger-brand-hotel-chains/ 2/5
04.01.2019 Prolific Research Paper Writers | Sample Marketing Assignment: Servicescape Model for Ginger Brand of Hotel Chains

cognitive responses which determine their beliefs about the businesses employees and products. Additionally,
 (http://www.proli cresearchpaperwriters.com/blog/)
customers are able to categorize a rm based on their perceptions of the servicescape. For example, clients may  
categorize the Ginger hotels as stylish and modern based on the use of technology to achieve different tasks in
the hotels. Notably, the brand can leverage this component in its advertisements with the aim of enhancing this
image and using at as factor for attracting customers (Durna et al., 2015). This is because customers utilize
extrinsic cues to infer or form beliefs about quality of the services provided by a business (Bitner, 1992).

Ginger hotels also focus on creating an impression of style and warmth. The brand uses compact uorescent
lights (CFL), natural lighting, auto-time managed air-conditioning, and energy-ef cient hydro-pneumatic
systems. These components create an ambience that is very conducive for customers. According to Lovelock
and Wirtz (2011) ambient conditions affect the customers’ emotional well-being, attitudes, and behaviors.
Consequently, it is important to create a service environment that is desired by customers. The authors noted
that lighting, temperature, and smells as some of the factors that impact on ambience. Notably, customers are
willing to consume services which are provided within an ambient environment (Bitner, 1992).

The hotels have a conducive layout, equipment, and furnishings. The Ginger brand considers all types of
travelers ranging from the lone travelers and people with disabilities. Additionally, the rooms have ergonomic
working areas, coffee makers, and mini-fridges among other equipment. The use of posture-pedic mattresses
enhances the customer experiences through the concept of SMART Sleep. The equipment facilitates
functionality in the hotels by aiding service provision. Additionally, the equipment also ensures that the
customers have a positive service experience (Lovelock & Wirtz, 2011).

Employees are also key stakeholders of the servicescape model. The Ginger brand invests in the workers by
training them. The rm recruits top talent from the hotel management school through the use of a multi-step


recruitment and training
Search process. Additionally, the company also provides career progression opportunities to its
Search
employees. The employees are motivated through non-monetary rewards such as developing their
competencies. The rm makes use of in-house training, induction, training operations, and e-learning modules.
Training can enable employees to acquire the right attitudes and behaviors such as politeness that are important
for service delivery within the hospitality industry (Durna et al., 2015).

However, the Ginger brand needs to work on its communication to customers in order to avoid customer
complaints and negative feedback. The case study indicates that at times customers are not aware that the
company does not provide room service, valet, and concierge. This has created an expectation-perception gap.
The company needs to utilize more explicit signs and symbols to communicate this message to the customers.

Conclusion

The servicescape model can be applied to improve service delivery within the hospitality industry. Hotels should
focus on the key components of the model as a means of enhancing the customer experience and creating a
positive brand image. These components include ambient conditions, space or function, and signs, symbols, and
artifacts. Hotels should also recognize that employees are key stakeholders in ef cient service delivery. In this
regard, they should invest in and motivate employees through career development opportunities and monetary
and non-monetary rewards.

http://www.prolificresearchpaperwriters.com/blog/2017/10/30/marketing-assignment-servicescape-model-ginger-brand-hotel-chains/ 3/5
04.01.2019 Prolific Research Paper Writers | Sample Marketing Assignment: Servicescape Model for Ginger Brand of Hotel Chains

If you like the way this case study has been written, you can always engage our customer support team so that
 (http://www.proli cresearchpaperwriters.com/blog/)
they may help you to place an order for your assignment. Please also note that apart from case studies, we also  
offer assistance with essays and coursework assignments. Students can order our essay writing help
(https://www.proli cresearchpaperwriters.com/19-coursework-writing-help/202-buy-analytical-essays) in
order to get a custom essay. Scholars can also order for coursework assignment help
(https://www.proli cresearchpaperwriters.com/19-coursework-writing-help/185-expertly-done-
assignments) from our dedicated writers.

Like 0

Written by

Williams George
(http://www.proli cresearchpaperwriters.com/blog/author/williamsgeorge012gma
com/)

 Search Search

Related Post

Case Study Writing Help (http://www.proli cresearchpaperwriters.com/blog/2017/04/13/case-study-

writing-help/)
Students are usually presented with case study assignments from time to time. Case studies normally

Latest Posts

http://www.prolificresearchpaperwriters.com/blog/2017/10/30/marketing-assignment-servicescape-model-ginger-brand-hotel-chains/ 4/5