tailieunhanh - New service development: Strategy and process in the hospitality sector in Kenya

This paper addresses the issue of new service development (NSD) process in the hospitality sector. While it is recognized that there are significant differences between service sectors, much less has been written about differences between separate services, with most studies concentrating on financial services. | New service development strategy and process in the hospitality sector in Kenya Fredrick Nyongesa Oduori University of Stellenbosch Business School P O Box 610 Bellville 7535 South Africa Tel 27 0 21 918 4227 Fax 27 0 21 918 4468 Cell - Supervisor Prof. Frikkie J. Herbst Email 19th EDAMBA Summer Academy Soreze France July 2010 TABLE OF CONTENTS LITERATURE S ervice NSD NSD THE PROBLEM RESEARCH PURPOSE OF THE THE DEMARCATION AND SCOPE OF THE 1 ABSTRACT This paper addresses the issue of new service development NSD process in the hospitality sector. While it is recognized that there are significant differences between service sectors much less has been written about differences between separate services with most studies concentrating on financial services. The aim of the study is to investigate to what to what extent findings in the financial services sector are applicable to the hospitality service sector and whether NSD is significantly different for high contact services as opposed to low-contact services. Utilizing a survey of industry managers in Kenya data will be collected in the areas of NSD strategy and process. This paper tries to fill this gap by integrating the empirical findings from both quantitative and qualitative data. The study will employ a cross-sectional surveybased methodology and qualitative case studies. The Kenyan sampling frame will include classified hotels. Key words New service development hospitality services marketing strategy process INTRODUCTION In recent years marketing of services is attracting a great deal of attention from academicians and practitioners because of their ever-increasing importance in both developed and developing countries Cunningham Young Ulaga Lee 2004 421 . According to Lovelock and Wirtz 2004 4 .