Raising the standards of hospitality through the role of innovation and culture. A case study on Hotel juSTa

This case opens a forum to discuss what it means for a company to use innovative ways and transparent culture in order to foster customer experience. It focuses on directive communication psychology to cultivate the necessity of culture of promoting mental health along with physical health to the cu...

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Bibliographic Details
Main Authors: Shahi, Sujata, Goswami, Pinky
Format: Conference Proceeding
Language:English
Subjects:
Brand loyalty
Case studies
Customer satisfaction
Customer services
Design
Employees
Hospitality industry
Hotels & motels
Innovations
Logos
Marketing
Mental health
Recessions
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Summary:This case opens a forum to discuss what it means for a company to use innovative ways and transparent culture in order to foster customer experience. It focuses on directive communication psychology to cultivate the necessity of culture of promoting mental health along with physical health to the customers. Special highlights on innovative marketing strategies of attracting customer with the motto of "Home away from home". On one hand there are chains like Taj Group, Welcome group and Oberoi, on the other hand there are boutique hotels like juSTa which have built a niche positioning. The case would address the issue of how to build and defend the niche. It would dwell upon the competitive strategy adopted by JustA for differentiating itself through products and services. The researchers took intensive interviews to collect data from the required resources to compile this case study. It is found that the positioning of juSTa as a hotel which is theme based, providing customer friendly culture with good emphasis on mental wellbeing with superior infrastructure is very unique in itself.
ISSN:2047-2854
2047-2862