Marketing Essentials Assignment : Park Hyatt Sydney Hotel
Added on 2021-05-30
17 Pages5134 Words159 Views
Running head: MARKETINGServices MarketingName of the Student:Name of the University:Author’s Note:
2MARKETINGExecutive SummaryThis present report deals with the audit process in the context of Park Hyatt Sydney Hotel. Threemajor areas such as the customer retention, employee management, and service communicationare taken to complete the audit process. From the analysis, it has been received that for theservice organization it is crucial to improve the customer satisfaction level to maximize thecustomer loyalty. On the other hand, pricing and quality of the food play an important role incustomer retention process. Internal service communication is done by using staff meeting andthe external service communication is done by using the internet. Therefore, the HR departmentof this organization faces challenges regarding the implementation of policy, employee retentionand high rate of turnover. Therefore, the HRM uses software to manage the employee activity inthis organization.
3MARKETINGTable of ContentsIntroduction......................................................................................................................................4Background of the study..................................................................................................................4Discussion of the Three audit areas.................................................................................................5Customer loyalty and retention....................................................................................................5Retention and defection management in Park Hyatt Sydney Hotel............................................7Service communication process including the internal and external communication.................8People Management.......................................................................................................................11Discussion of the human resource management process in Park Hyatt Sydney Hotel.............11Current challenges of HRM department in Park Hyatt Sydney Hotel.......................................12Conclusion.....................................................................................................................................14References......................................................................................................................................15
4MARKETINGIntroductionService marketing is associated with the customer relationship and customer values. Thisfocuses on a particular service or product of an organization. However, the service is increasingrapidly in the global economy, which leads the business organization to improve their servicemarketing strategy (Wirtz and Lovelock 2016). On the other hand, service marketing differsfrom the marketing goods in term of intangibility. Service marketing is considered as thespecialized branch of the marketing in an organization. Both businesses to consumer andbusiness to business services are categorized within the service marketing. To enhance theservice marketing proper strategy needs to be developed. This study focuses on the hospitalitysector to explain the service marketing process. Park Hyatt Sydney is a popular hotel in Australiathat has different divisions. In this study, the food and beverage division is selected to evaluatethe customer loyalty and retention, service communication and people. These three audit areasare the major areas that need to be addressed properly to evaluate the service marketing processin this organization.Background of the study Park Hyatt Sydney Hotel belongs to the hospitality industry. It is a five-star hotel inAustralia. It offers various types of amenities and facilities include suits, banquet, bar faculties,room, roof top pull and outdoor facilities. This company was established in 1990. This hotel ispresent in Sydney. Park Hyatt Hotel has also subsidiary Hyatt corporation (Hyatt.com 2018).This organization provides high-quality service to their customers. They focus to retain andimprove their customer loyalty. Maximum customers of this organization are tourists as well asthe foreign customers. Sydney is a good business place and tourist place in Australia. Thus,many foreigners come to this place, which is a big reason of increasing number of foreigncustomers in Park Hyatt Hotel. This is five-star hotels thus, there are major competitors thatcreate a big threat to this organization. Amora Hotel and Shangri La Hotel Sydney are the twomajor competitors of Park Hyatt Sydney Hotel. These two hotels are five-star hotels and providea similar type of service to the customers. Hence, there is a challenge of product substitution in
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