Service Excellence through Dynamic Marketing Capability

DOI

10.2991/gcbme-16.2016.79How to use a DOI?

Keywords

dynamic marketing capability, service excellence, hotel industry

Abstract

This study aims at creating a framework describing how the dynamic marketing can influence service excellence. The method in this study using qualitative method through case studies in five hotels and exploration through interview with general manager and director level. In this study market sensing, market learning, market targeting or positioning are classified as dynamic marketing capabilities (DMC). The findings of the study on five hotels, ranging from 4-star to 5-star hotels and operating in big cities such as Bandung, Jakarta, Lombok, Yogyakarta and Bali suggest that dynamic marketing capability play their roles in achieving service excellence.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Evo Sampetua Hariandja
PY  - 2016/08
DA  - 2016/08
TI  - Service Excellence through Dynamic Marketing Capability
BT  - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SP  - 437
EP  - 443
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.79
DO  - 10.2991/gcbme-16.2016.79
ID  - SampetuaHariandja2016/08
ER  -