SUBMITTED TO:

Dr. Hemant Gupta

Assistant professor (Marketing)

SERVICE MARKETING AND

CUSTOMER EXPERIENCE SIMRAN KUMARI
MANAGEMENT HARSHIT ADARSH
UTKARSH BHARDWAJ
TANUSHREE PRIYADARSHANI
SHARMA HARSH PRAMOD KUMAR
CONTENTS

01
ACKNOWLEDGEMENT

02
EXECUTIVE
SUMMARY

03
COMPANY OVERVIEW

04
MARKET ANALYSIS

STP MODEL

MARKETING MIX STRATEGY

SWOT ANALYSIS

COMPETITIVE LANDSCAPE

05
QUESTIONNAIRE

06

REFERENCES
ACKNOWLEDGEMENT
First and foremost, we would like to
express our gratitude to our Mentor, Prof.
Dr. Hemant Gupta, who was a continual
source of inspiration. He pushed us to
think imaginatively and urged us to do this
homework without hesitation. His vast
knowledge, extensive experience, and
professional competence in Service
Marketing enabled us to successfully
accomplish this project. This endeavour
would not have been possible without his
help and supervision.

We could not have asked for a finer

mentor in our studies. This initiative would
not have been a success without the
contributions of every individual. We were
always there to cheer each other on, and
that is what kept us together until the end.

I’d like to thank Alliance University for

providing me with the opportunity to work
on the project “SERVICE QUALITY
ANALYSIS”.

Finally, I would like to express my gratitude

to my family, siblings, and friends for their
invaluable assistance, and I am deeply
grateful to everyone who has contributed
to the successful completion of this
project.
EXECUTIVE SUMMARY

The project on service quality analysis of Airbnb aimed to assess the level of service quality provided
by Airbnb hosts from the perspective of guests. The study utilized a mixed-methods approach,
combining online surveys and in-depth interviews with guests who had recently stayed in Airbnb
accommodations.

The results of the study indicated that the overall service quality provided by Airbnb hosts was high,
with guests reporting positive experiences with communication, cleanliness, and amenities.
However, some areas for improvement were identified, such as the need for clearer instructions on
check-in procedures and the provision of more personalized experiences.

Overall, the findings of the study suggest that Airbnb hosts are generally providing high-quality
service to their guests, but there is still room for improvement to enhance the guest experience
further. These insights can be used by Airbnb to improve their service quality and maintain their
competitive edge in the hospitality industry.

SCOPE OF THE STUDY

➢ To assess the level of service quality provided by Airbnb hosts from the perspective of
guests.

➢ Evaluating the service quality dimensions of communication, responsiveness, cleanliness,

amenities, check-in procedures, and personalized experiences.

➢ To identify areas for improvement to enhance the guest experience.

COMPANY OVERVIEW
Established in 2008, Airbnb has become a household name not only in America but also across the globe due
to the strength of its mission and vision statements. The emphasis it places on excellence in everything it does
has particularly placed it atop of Airbnb competitors other similar platforms.

“Belong Anywhere”

The vision statement talks about going beyond the regional and national limitation when it comes to the
services any client can get from Airbnb. The company hints at its global presence and domination, which is a reflection of
its leadership potential in the hospitality sector.

“To live in the world where one day you can feel like you’re home anywhere & not in a home, but
truly home, where you belong.”

Founded August 2008; 14 years ago in San Francisco,

California, U.S.

• Brian Chesky
Founders
• Joe Gebbia
• Nathan Blecharczyk

Headquarters San Francisco, California, U.S.

WEBSITE: https://www.airbnb.co.in/
 MARKET ANALYSIS
Market analysis of Airbnb can be done by analysing the company's business model, customer base,
competition, and industry trends.

1. BUSINESS MODEL

Airbnb operates as a peer-to-peer online marketplace that connects travellers with hosts who rent
out their homes, apartments, or rooms. Airbnb earns a commission from both guests and hosts,
which is typically around 10% to 15% of the booking value. This model allows Airbnb to have a low
overhead cost compared to traditional hotel chains.

2. CUSTOMER BASE

Airbnb's customer base primarily consists of travellers who are looking for affordable and unique
accommodations in various destinations worldwide. Airbnb's target market is mainly millennials who
are tech-savvy and interested in cultural experiences.

3. COMPETITION

Airbnb faces competition from traditional hotels and other sharing economy platforms such as
HomeAway, Booking.com, and VRBO. However, Airbnb has a unique advantage over its competitors
by offering a more personalized and authentic travel experience.

4. INDUSTRY TRENDS

The sharing economy industry is expected to grow rapidly in the coming years. According to a report
by Allied Market Research, the global vacation rental market is expected to reach $63.13 billion by
2025, with a CAGR of 6.89% from 2018 to 2025. Furthermore, the COVID-19 pandemic has
accelerated the trend of travellers preferring vacation rentals over hotels due to the perceived safety
and privacy.
 SEGMENTATION

1. DEMOGRAPHIC
For accommodation, the Airbnb demographic is aged 18-45,
For experiences the target audience is wider, spanning 18 to 60 years.

2. GEOGRAPHICAL

Region More than 191 countries and regions More than 30000 experiences
and about 100000 cities worldwide
Density Urban/rural Urban

3. BEHAVIOURAL

Degree of ‘Hard core loyals’ ‘Hard core loyals’

loyalty ‘Soft core loyals’ ‘Soft core loyals’

‘Switchers’ ‘Switchers’
Benefits Cost advantage, variety Uniqueness, variety
sought
Personality Easy going, determined, easy going, ambitious

4. PSYCHOGRAPHIC

Social Lower class, working class, middle class, Working class, middle class, upper class
class upper class

Lifestyle Resigned, Struggler, Aspirer, Explorer, Mainstreamer, Aspirer, Succeeder,

Reformer Explorer, Reformer
 TARGET CUSTOMER

• Airbnb hosts are people who

HOSTS have spare rooms or property
available for rental.

• Airbnb guests can be divided

into two segments:
• Those looking for
GUESTS
accommodation
• Those looking for
‘experiences’.

POSITIONING

Airbnb uses the following types of positioning:

1. MULTI-SEGMENT POSITIONING. The global lodging company uses multi-segment type of

positioning targeting more than one segment with different service packages. For example, the
company lists cost-effective apartments for rent for cost-conscious customer segment, whereas
Airbnb Plus package targets customers who value advanced quality and design and are willing to pay
more. Recently, the platform launched its Airbnb Luxe line of premium apartments that has been
positioned as ‘extraordinary homes with five-star everything’ targeting premium customer segment.

2. ANTICIPATORY POSITIONING. Airbnb uses anticipatory positioning, launching services for a market
segment that has low turnover with the anticipation that the turnover will increase in the future.
Adventures services such as ‘Around the World in 80 Days’ and experiences of “Becoming a
Beekeeper” can me mentioned as examples of Airbnb services with anticipatory positioning.
 ➢ Promotion ➢
Airbnb marketing strategy focuses on storytelling Airbnb operates globally, with listing in over 220
and creating emotional connection with its target countries and regions. The platform is accessible
audience through user generated content, social through its website and mobile app.
media, and influencer marketing. It also uses
targeted advertising to reach potential
customers.
 SWOT ANALYSIS

STRENGTH
➢ A Worldwide Well-Known Brand
➢ Cheaper Yet Unique Alternatives
➢ Engaged Guest Community
➢ Global Connections
WEAKNESS
➢ Global Pandemic
➢ Lack Of Quality Controls for Hosts
➢ The Objectivity of Guest Review System
➢ Maintaining Brand Awareness and
Reputation

OPPORTUNITIES THREATS
➢ Brand Investments ➢ Decreased Travel Demand
➢ Global Expansion ➢ Increased Competitions
➢ Innovation ➢ Laws and Regulations in Every Country
➢ Offerings ➢ Decrease of Acceptance of home-
sharing

COMPETITIVE LANDSCAPE

Airbnb operates in the vacation rental market, which is highly competitive and fragmented. Here's a
competitor’s analysis of Airbnb:

1. Vrbo (HomeAway): Vrbo is one of Airbnb's biggest competitors, with over 2 million listings
in more than 190 countries. Vrbo specializes in vacation rental properties such as houses,
condos, and villas. Unlike Airbnb, Vrbo does not allow hosts to rent out individual rooms in
their homes. Vrba’s pricing model is like Airbnb's, with hosts setting their own prices and
Vrbo taking a commission on each booking.
2. Booking.com: Booking.com is a travel booking website that offers a wide range of
accommodations, including hotels, apartments, and vacation rentals. Booking.com has a
strong presence in the vacation rental market, with over 6 million listings in more than 220
countries. The company's pricing model is like Airbnb's, with hosts setting their own prices
and Booking.com taking a commission on each booking.
 QUESTIONNNAIRES
1. Did the host provide accurate and reliable information about the property, amenities, and
check-in process?
a. No
b. Maybe
c. Yes

2. How satisfied are you with the accuracy of property as described in the listing?
a. Highly Dissatisfied
b. Dissatisfied
c. Neutral
d. Satisfied
e. Highly Satisfied

3. How safe and secure during your stay did the host make you feel?
Least 1 2 3 4 5 Most

4. How safe and in secure location was the property?

Least 1 2 3 4 5 Most

5. Was the property regularly clean, well-maintained, and properly furnished?

a. Never
b. Rarely
c. Sometimes
d. Often
e. Always

6. How would rate the amenities, such as Wi-Fi, kitchen appliances, and bathroom facilities, in
good working order?
a. Poor
b. OK
c. Normal
d. Good
e. Excellent

7. Did the host show empathy towards your needs and preferences during your stay?
a. Never
b. Rarely
c. Sometimes
d. Often
e. Always

8. Did the Airbnb customer care provided helpful assistance when needed during your stay?
a. Never
b. Rarely
c. Sometimes
 d. Often
e. Always

9. How would you rate the host in providing clear instructions for check-in, check-out, and
other important details?
a. Poor
b. OK
c. Normal
d. Good
e. Excellent

10. How much convenient was the location of the property according to your needs?
a. Poor
b. OK
c. Normal
d. Good
e. Excellent

11. How satisfied are you with any nearby amenities, such as restaurants, shops, or public
transportation?
a. Highly Dissatisfied
b. Dissatisfied
c. Neutral
d. Satisfied
e. Highly Satisfied

12. How clearly and effectively about the rules and expectations of the property did the host
communicate?
Least 1 2 3 4 5 Most

13. Were there any language barriers or communication difficulties between you and the host?
a. No
b. Maybe
c. Yes

14. Did the host personalize your experience by offering any special touches or
recommendations for local activities or services?
a. Never
b. Rarely
c. Sometimes
d. Often
e. Always

15. Did the property and the host offer an authentic local experience that matched your
expectations?
a. Never
b. Rarely
c. Sometimes
 d. Often
e. Always

16. How satisfied are you with the property location in an authentic local neighborhood or
tourist area?
a. Highly Dissatisfied
b. Dissatisfied
c. Neutral
d. Satisfied
e. Highly Satisfied

17. How would you rate the efficiency and timeliness of the check-in and check-out process?
a. Poor
b. OK
c. Normal
d. Good
e. Excellent

18. Did the host respect your time during your stay, for example by giving notice before entering
the property for maintenance or cleaning?
a. Never
b. Rarely
c. Sometimes
d. Often
e. Always

19. How satisfied are you with the price you paid for the property was fair and reasonable given
the quality of the property and the host's and Airbnb’s service?
a. Highly Dissatisfied
b. Dissatisfied
c. Neutral
d. Satisfied
e. Highly Satisfied

20. How likely will you recommend Airbnb to your friends and family?
Least 1 2 3 4 5 Most

21. How likely will you use the Airbnb service again in future?
Least 1 2 3 4 5 Most
 REFERENCES
➢ https://www.airbnb.co.in/
➢ https://www.lodgify.com/guides/airbnb-
competitors/#:~:text=be%20reckoned%20with.-
,Vrbo,%E2%80%9Cvacation%20rentals%20by%20owner
%E2%80%9D
➢ https://iide.co/case-studies/swot-analysis-of-airbnb/