It is essential for service organisations to gain competitive advantage.
This is often done through differentiation. The experience economy
presents a form of differentiation for the service industry. It allows
organisations the opportunity of creating and providing unique
experiences that customers have come to value. This can be the source of
competitive advantage.
Two areas of opportunity to create
unique experiences are through the services strategies of 'physical
evidence ' and through 'process' .
You need to discuss these
two strategies and give examples of how the Hospitality industry
creating new and innovative experiences using these ideas.
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