Service Audit Firm: The Henry Jones Art Hotel

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

BMA258
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.

BMA258
Services Marketing
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),