Report on Services Marketing
Added on 2020-03-28
13 Pages3953 Words61 Views
Running head:ASSESSMENT 2SERVICES MARKETINGName of the Student:Name of the University:Author’s Note:
ASSESSMENT 21Executive SummaryA report has been developed for iStay Precinct hotel comprising of its service blueprint andservice strategies. From the backstage and frontstage functions, it has been found that the hotel ishaving great integration but later, it has been found that service standards are not satisfactory.The hotel has tried to ensure best quality services using premium pricing but does not have rangeof services for middle-income customers, indicating service gap. On the other hand, it has beenfound that the hotel is having great entertainment and luxurious services but the room servicefeature is extremely lagging as employees are not able to provide prompt services. Overall thehotel is having more number of satisfactory determinants and service gaps are relatively low orless impactful.
ASSESSMENT 22Table of Contents1.0 Introduction................................................................................................................................32.0 Service Organization Blueprint.................................................................................................43.0 Service Organization’s Front Stage and Back Stage Functions................................................53.1 Front Stage Function..............................................................................................................53.2 Back Stage Function..............................................................................................................54.0 Moments of Truth......................................................................................................................64.1 First moment of truth (FMOT)...............................................................................................64.2 Second moment of truth (SMOT)..........................................................................................64.3 Third moment of truth (TMOT).............................................................................................64.4 Zero Moment of truth (ZMOT)..............................................................................................65.0 Determinants of Satisfaction/Dissatisfaction.............................................................................75.1 Satisfaction.............................................................................................................................75.1.1 Variety of Features..........................................................................................................75.1.2 Location and Surroundings.............................................................................................75.1.3 Room Facilities................................................................................................................75.2 Dissatisfaction........................................................................................................................75.2.1 Room Service..................................................................................................................75.2.2 Premium Pricing..............................................................................................................75.3 Service Quality Measurement................................................................................................85.3.1 Service Gaps using Gap Model.......................................................................................86.0 Service-recovery Strategy Plan..................................................................................................96.1 Crisis Management and Service Recovery............................................................................96.2 Discount and Promotions.....................................................................................................106.3 Board Level Meeting...........................................................................................................107.0 Conclusion...............................................................................................................................10Reference List................................................................................................................................11
ASSESSMENT 231.0 IntroductionService organizations typically segregate its operations into frontstage and backstage.Frontstage functions are those which are directly observable and are into the point of notice,whereas backstage operations are those which are not directly noticeable or observed (Polaine,Løvlie and Reason 2013). This report will present the service blueprint of iStay Precinct Hotel ofAdelaide, Australia.iStay Precinct is a luxurious hotel in South Australia, including facilities such asswimming pool, Wi-Fi, Jacuzzi, Parking and exclusive hotel services. Most of the reservationsare done through online platform and managed through the backstage employees. The hotel isjust ten minutes from Adelaide Airport and is covered with lush green parklands(Minorhotels.com. 2017).Figure 1: iStay Precinct, Adelaide(Source: Minorhotels.com. 2017)The frontstage and backstage functions of the hotel including the detailed serviceblueprint will be presented in this report. This will also include “moments of truth” for thisservice organization; determinants of satisfaction/dissatisfaction and service qualitymeasurement. Finally, service recovery strategy plan will be discussed for critical incidents.
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