Service Audit Firm: The Henry Jones Art Hotel

Read a critical analysis of the service offerings of The Henry Jones Art Hotel in Hobart, Australia. Learn about their strengths and weaknesses in product, price, place, promotion, people, process, and physical evidence. Get recommendations for improvement.

BMA258
Services Marketing
Service Audit Firm: The Henry
Jones Art Hotel

BMA258
Services Marketing
Table of Contents
Part one.......................................................................................................................................................3
Introduction.............................................................................................................................................3
Critical analysis.......................................................................................................................................3
Product................................................................................................................................................4
Price.....................................................................................................................................................4
Place....................................................................................................................................................5
Promotion............................................................................................................................................5
People..................................................................................................................................................6
Process.................................................................................................................................................6
Physical evidence................................................................................................................................7
Part two.......................................................................................................................................................7
Recommendations...................................................................................................................................7
Recommendation 1..............................................................................................................................7
Recommendation 2..............................................................................................................................8
Recommendation 3..............................................................................................................................8
References.................................................................................................................................................10
Appendices................................................................................................................................................12

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Services Marketing
Part one
Introduction
Henry Jones is considered as one of the beautiful art hotels of Australia located in Hobart. The
firm was first established by Henry Jones on the location of Hobart in the year 1891. The hotel
offers lucrative accommodation for people and makes their stay a pleasant one. Moreover, the
firm has established their brand reputation by offering food and wine swiftly and the employees
are dedicated to reimagining their flavors. The wide range of packages and offers are provided to
the consumers in order to enhance their experience and stay at the hotel. There are offers for
advance payers in order to book a room as well as for others who want to book a room by
visiting the hotel. There also a wide range of breakfast and food being offered to each of the
consumers visiting the hotel in order to enhance their overall experience. The paper will help in
evaluating the desired strengths and the weaknesses encountered by the service offerings at the
hotel to the respective customers.
It is very important to analyses the services offerings throughout the different competitors
throughout the concerned market areas as this helps in evaluating the effectiveness of the
business processes to a great extent. The evaluation of the products as well as services aligning
with the prices will help in identifying the quality of the service offered by the organization to all
of the h customers. There are few of the issues related to the quality management in the firm
which needs to be analyzed effectively in order to increase the reliability of the customers to a
great extent. There were issues related to the strategic planning, focusing on the customer
demands, issues related to the execution of the work processes and lack of cooperation among
the employees which greatly hampered the delivery of the services to the customers.
Critical analysis
This scion will help in critically analyzing the various marketing mix elements that are
considered with the service offerings of the organization. It will help in reflecting the strengths
along with the weaknesses encounter at the Hotel. The primary focus of the hotel should be on
reducing the quality management issue and to reduce it so that the overall performance of the
organization can be effectively increased.

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Product
The hotel is offering a wide range of offers for making the stay of the customers pleasant at the
hotel and it includes wine along with food that increases the satisfaction level of the customers.
The firm has their own restaurants as well as café and the cocktail bar that provides reliability
and unmatched experience to all of the customers. On the other hand, there are few of the quality
management issues which needs to be addressed like a lack in the strategic planning measures at
the hotel. According to the TQM practices, managing the quality and services offering needs to
be of top level as this helps in attracting more number of the customers towards the hotel. Krstic,
Kahrovic & Stanisic, (2015), defines in order to design the supplementary services it is vital for
the hotel o to consider the positioning strategies as well as the perceptions of the customers as
these help in evaluating the preferred growth of the firm to a great extent.
Figure: Service Model Flower
(Source: Murphy, HChen & Cossutta, (2016)
The flower helps in analyzing the core values of the services depending upon the supplementary
services provided by the concerned organization. Each of the core values is interrelated with
each other in order to execute the work processes.
Price
It has been seen that differentiation in the pricing strategies offered by many of the organizations
attracts a large number of the customers towards the organization. Huang, & Sarigöllü, (2014),

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defines that the division of the core values generates great impact on the evaluation if the
formation of the pricing strategies like order-taking and the billing. One of the strengths of the
firm was that it offers different types of discounts in order to provide the best offers so that the
customer’s experience gets enhanced at staying at the hotel. The services offered are reliable and
of higher quality but in order to boost the growth of the hotel it is mandatory for the firm to
reduce the issues of quality management those can affect the pricing strategies of the products
and the services too. The information is one of the vital element in the core values of the flower
service model as it helps in receiving the full value offered to the customers (Tomczak, Reinecke
& Kuss, 2018). It is evident for the hotel to lower the prices at some point to make it affordable
for few ranges of the customs but since the services offered at their level then mostly the focus
should enhance the overall quality of services delivered to the customers (Tomczak, Reinecke &
Kuss, 2018).
Place
The section of places is of great importance as it helps in facilitating the overall growth of the
firm by attracting a large number of the customers towards the organization (Murphy, HChen &
Cossutta, 2016). Murphy, HChen & Cossutta, (2016), defines the integrative services of Jo
Britner reflected the various dimensions such as the exterior facilities, general interior, store
layout, inferior displays and the social dimensions and these critically reflect the great impact on
the selection of the place for the execution of the business processes. The use of the Jo Britner
model will help in explaining my experience at the hotel which was a pleasant one. The exterior
facilities were quite impressive and can be considered as the strength of the hotel that adds an
advantage over the competitors like the windows and the architectural style. One of the issues
that I found while entering into the hotel was the service delivery of the products to the
customers needs to be faster and accurate and water should be offered as soon as a customer’s
walks in.
Promotion
Baker, (2016), states there are different ways of promotion applied to the hotel in order to
increase the overall productivity and the profitability of the organization to a great extent. One of
the important facts is that the firm needs to some extraordinary campaigning or organizing some
crucial events that will help in the branding of the firm in front of a large number of the

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customers (Li, Wang & Yu, 2015). One of the strengths of the hotel was the offering o superior
services and assistance to the customers (Yang, 2015). Moreover, on the other hand, the
weaknesses were in few of the areas related to the promotional campaigns and lack in few
service areas while assisting the customers. I particularly fee that the employees and the staff
members need to be more functional and punctual while understanding the requirements of the
customers and assisting them with great service.
People
The people working at the hotel are added advantage towards the growth and development of the
hotel but for the newcomers, the arrangement of proper training needed to be done as it helps in
enhancing the services offered to the customers. According to the principles of total quality
management, the services should be offered as per the satisfaction level of the customers that
helps in bringing more customers towards the firm. Dzhandzhugazova, Kosheleva, Gareev,
Nikolskaya & Bondarenko, (2016), implies the effort from the employees ensures that the
complete store layout is effectively covered for assisting the customers. There are few of the
social dimensions of the personal characteristics of the customers, employee uniforms and the
crowding that generates great impact on the executing the overall performance of the
organization to a great extent. The issue is regarding the proper knowledge to the new employee
as that needs to be reduced in order to enhance the quality performance of the hotel (Barreda,
Bilgihan, Nusair & Okumus, 2016).
Process
While I visited the hotel, I found some of the areas that need improvements like the
communication between the customers and the employees with a great effectiveness. Ivanova &
Ivanov, (2015), states one of the areas is the self-service where the hotel needs to increase the
reliability of the customers by enhancing the communication processes between the customers
and the employees at the hotel. The delivery processes of the food ordered or some other services
should be critically enhanced as this helps in providing the reliable experience to the customers.
Weaknesses were found regarding the payment and the billing department which allows single
payment for a particular table that needs to be changed with the help of the feedback received
from the customers (Solnet, Boztug & Dolnicar, (2016). One of the areas the new employees

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lack is the following up of the strategic planning which needs to be done in order boost the
growth of the hotel.
Physical evidence
The use of the physical evidence is considered as vital as it helps in reflecting the quality of the
services offered and the delivery of the products to the customers. It helps in reflecting the
performances of the firm and highlights the quality of the services and products to the customers.
On the other hand, the blueprint of the hotel stay will demonstrate more to highlight the desired
experience while being at the hotel (Nieves & Diaz-Meneses, 2016). After my arrival, my bags
were taken by the bell person and then I completed the registration processes and then checked in
inside the hotel. The blueprint will help in demonstrating my experience and the services offered
at the hotel.
Figure: Blue Print of the Hotel Stay Service

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Part two
Recommendations
Recommendation 1
One of the crucial recommendations is to improve the overall service quality of the customers by
inviting effective suggestions from the customers. This will help in analyzing the various areas
which are not fully enhanced to provide effective and efficient services to a customer. The
feedback received from the customer not only reflects the quality related with the food or the
services provided to them but it aims to provide suggestions on each of the areas at the Hotel
where the customers felt unhappy with the services offerings from the concerned Hotel. The
suggestions received from the customers should be well executed and listened in a polite way as
to find out the scope of improvement on the areas highlighted by the concerned customers. There
are different types of suggestions box being made available from many of the well-known
organizations. Therefore, it is strongly recommended that the firm should adopt the feedback
receiving strategy from the customers in both ways offline with the help of a suggestion or
feedback box and online that will help in making the suggestions and feedback reach the
management team instantly. The feedback from the customers can be collected from the
customers can be used to improve the quality of the services of the hotel provided to the
customers. It will help them to improve the quality of the products of the hotel. It will also help
them to increase the reputation of the hotel among the customers.
Recommendation 2
It is highly recommended that Henry Jones should focus training their staff so that they can
provide better quality services to their customers. The new members of the staff are not able to
provide better quality service to their customers. Training the staffs of the hotel can ensure profit
for the hotel in the long run. The staffs should be able to use modern technological devices and
deliver their services in an efficient way. The employees who are providing better quality service
to the customers must be appraised so that the others can follow the example. Their staff,
especially the newcomers should be continuously trained to improve the quality of their
customer services. This strategy will help the hotel to improve the quality of people of their
marketing mix. More customers will be driven towards a hotel, whose staffs can keep up with the
modern trend in order to improve the quality of their services to the customers of the hotel. The

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staff of the hotel must be motivated to keep up with the recent trends and their hard work should
be appraised. This appraisal will encourage them to further increase the quality of their services.
This strategy focuses improving the quality of product and people of the marketing mix of the
hotel.
Recommendation 3
The recommendation can be made to improve the quality of communication between the
customers and the personnel of Henry Jones. An effective communication channel should be
established to ensure the proper flow of information between these two groups. The hotel should
also focus on improving the level of communication between the staffs of the hotel. This strategy
will improve the processes of the hotel to a great extent. They can also promote the name of the
hotel with the help of advertising it on the social media and through email marketing. They can
target their repeat customers with the help of email marketing and they can generate a huge
amount of revenue through this technique. They can promote their hotel and remind their
customers why they should book their hotel. They can also provide special offers to their repeat
customers, to increase the level of revenue. The management of the hotel can also offer some
special products and services to their new customers as well. The hotel can send personalized
emails to their customers catering to the needs and preferences of the customers. They should
identify their ideal customers to promote the brand among them. Identifying them will allow
them to streamline their marketing strategy and increase the efficiency of their marketing mix.
These strategies will also help the hotel to improve the processes and promotions of the hotel and
increase the overall revenue of the hotel.

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References
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding: Development
of hotel branding through interactivity theory. Tourism Management, 57, 180-192.
Dzhandzhugazova, E. A., Kosheleva, A. I., Gareev, R. R., Nikolskaya, E. Y., & Bondarenko, A.
P. (2016). Business administration in the hotel industry: problems and solutions (by the
example of the Russian Federation). International Journal of Applied Business and
Economic Research, 14(14), 651-660.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to a market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Ivanova, M., & Ivanov, S. (2015). The nature of hotel chains: An integrative
framework. International Journal of Hospitality & Tourism Administration, 16(2), 122-
142.
Krstic, B., Kahrovic, E., & Stanisic, T. (2015). BUSINESS PROCESS MANAGEMENT IN
HOTEL INDUSTRY: A PROPOSED FRAMEWORK FOR OPERATING PROCESSES
4. Ekonomika, 61(4), 21.
Li, X., Wang, Y., & Yu, Y. (2015). Present and future hotel website marketing activities: Change
propensity analysis. International Journal of Hospitality Management, 47, 131-139.
Murphy, H. C., Chen, M. M., & Cossutta, M. (2016). An investigation of multiple devices and
information sources used in the hotel booking process. Tourism Management, 52, 44-51.
Nieves, J., & Diaz-Meneses, G. (2016). Antecedents and outcomes of marketing innovation: An
empirical analysis in the hotel industry. International Journal of Contemporary
Hospitality Management, 28(8), 1554-1576.
Solnet, D., Boztug, Y., & Dolnicar, S. (2016). An untapped gold mine? Exploring the potential
of market basket analysis to grow hotel revenue. International Journal of Hospitality
Management, 56, 119-125.

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Tomczak, T., Reinecke, S., & Kuss, A. (2018). Introduction. In Strategic Marketing (pp. 1-18).
Springer Gabler, Wiesbaden.
Yang, J. T. (2015). Effect of internal marketing on knowledge sharing and organizational
effectiveness in the hotel industry. Total Quality Management & Business
Excellence, 26(1-2), 76-92.

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Appendices
Figure: Long Bar at the Hotel
Figure: JAM-PACKED CAFE at the Hotel
Figure: Landscape Restaurant & Grill at the Hotel

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Figure: Room
Figure: Dining place