Comfort Suites Paper

Comfort Suites Paper - Comfor t Suit es at I nnsbrook...

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Unformatted text preview: Comfor t Suit es at I nnsbrook 5/2/2011 Raja Ahmed Tiffany Riley Adrienne Childress Patricia Vu Jarvis Hill Tamara Williams Shanaye La Beaud Introduction The hospitality industry is changing rapidly. Customers are changing, technology is changing and markets are changing. The Choice Hotels International has an established reputation for providing quality, affordable lodging in convenient and popular locations. Moreover, Choice Hotels International gives renters the rights to use their physical shared space for a fee. The chain offers patrons a people processing service that result in their desired experience for the customer. The company is committed: To position[ing] itself as a preferred employer with great brands and a strong commitment to our global community ensuring that we attract and retain a talented and diverse workforce, wide range of guests, and an expanding panorama of successful franchise owners. The Comfort Suites at Innsbrook is a two diamond service that is representative of the Choice Hotels International brand. It is conveniently located in the hub of Glen Allen Innsbrook corporate center in the west end of Richmond, and close to the major local interstates. It is minutes from Short Pump Town Center, the University of Richmond, Virginia Commonwealth University, and Virginia Union University. Service Consumption The first stage is the pre purchase stage. As many of the businesses and local universities are located near Comfort Suites, there is a physical need for consumers to have a place for rest and sleep, whether they are visiting for business or pleasure. The three local universities are Virginia Commonwealth University, University of Richmond and Virginia Union University. Page 2 of 29 Some of the major businesses are Capital One, Dominion, Wachovia Operations, AECOM and HCA hospitals. Comfort Suites online website has made it a lot easier for the potential customers for evaluating service attributes. The website provides the distance of the hotel from different means of transportation i.e. airports, interstates, shuttle services, etc. The website provides all the basic services information for the potential customers to review. The target market for the hotel are business professionals, therefore it highlights more of the business related services (business centre, high speed internet, etc). Comfort Suites has a medium perceived risk, firstly because they are a franchise, and by necessity they have to uphold a certain service quality level. Secondly, because of their desire to serve business professionals, business professionals feel that their needs will be more satisfied. The second stage is service encounter stage. The hotel is moving from a high contact service to medium contact service by providing all the information on the website. Plus, customers can view room rates and take care of billing and payment online. The hotels website provides room descriptions and some sample pictures for the customers; this gives the customers...
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Comfort Suites Paper - Comfor t Suit es at I nnsbrook...

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