Airbnb has a successful business model that use all four characteristics of service. What do they do to make sure they are in tune with their target market?
In the beginning, Airbnb primarily served budget-minded customers with prices for listings lower than those of comparable hotel rooms. Recently, they've switched to offering unique and authentic experiences to customers who want to see the world from the perspective of the locals. To do this, Airbnb focuses on its hosts. It treats its hosts as active participants in the business and influences them to follow certain guidelines. Because of this, hosts develop a sense of ownership and devotion and they strive to give the guests a great experience.
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Principles of Marketing
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