Formulation Service Marketing Strategies to Increase Occupancy Rates for VIP Dormitory, Mueang District, Khon Kaen Province

Abstract

VIP dormitory began operations in April 2004 as a family business. VIP dormitory are located in the area near Khon Kaen University. The area of 200 square wah in Soi Gangsadah, Is a qualitative research In-depth interview by collecting data from random sampling from 41 interview questionnaires.

The purpose of this study is to study service marketing strategies. To increase the occupancy rate of the VIP dormitory, The main income of the VIP dormitory is room rental. And utilities Found that the problem of dormitory tenants has diminished, affecting the dormitory income, the reasons are as follows: The number of rooms available is large. Which affects income and expenses, Found that the factors that have the most impact on revenue are room rental, which is 75 percent, Determine the 3 strategies at the appropriate level as follows : 1) Corporate Level Strategy is to use the growth strategy by focusing on the development of service products by improving the condition of the dormitory building with new paint and modern facilities in the room 2) Business Level Strategy is by focusing on differentiation strategy In the service that communicates to customers to feel special, such as the lifting of goods to the room. Including the reputation of the dormitory 3) Functional Level Strategy is the product service, pricing service, distribution channels service, promotion, personnel management, service environment and service process.