about the non-hospitality services are significantly different between
the greeters groups and non-greeters groups. Thus, hypothesis three
stated in null form is rejected.
The proposed three null hypotheses are rejected. Therefore, Lovelock’s
model on supplementary services as differentiation strategies is
supported. Tourism organizations, especially convention centers, may
prefer to consider adapting supplementary services as differentiation
strategies to gain competitive advantage.
This paper attempted to demonstrate empirically that supplementary
services add value to core services, giving firms competitive advantage.
The results from this study indicate that travel and tourism firms
can benefit by providing supplementary services such as greeters to
their customers. The greeters were used to support and enhance the
core services provided by the convention center. They added value to
the core service products, which were meaningful to the convention
attendees.