Image, Positioning, Differentiation
Since services are intangible, it is often difficult for a consumer to assess their quality. Services organizations, therefore, separate themselves from competitors by physical and environmental characteristics. After watching the two videos showing the Arcotel Velvet Hotel (Links to an external site.)Links to an external site. and the Grand Californian Hotel (Links to an external site.)Links to an external site., identify at least two aspects of each design that set it apart from other hotels and demonstrate quality. What is unique about the servicescape of each hotel and how is each aspect effective or ineffective from the perspective of a customer?