Developing a New Service Product Concept for Crown Casino Melbourne

This presentation analyzes customer reviews of Crown Casino Melbourne to identify areas for improvement and propose a new service product concept. The analysis reveals that while the casino has appealing features, some customers find the facilities and food average. The research explores an innovative solution: introducing keyless entries and smartphone-operated rooms. This concept aims to enhance customer experience, reduce costs, and gather valuable customer data for personalized marketing. The presentation outlines the company's key facts, the search process used to develop the concept, identifies critical value propositions based on consumer feedback, and justifies the innovation's potential in the market. It concludes that this new concept can elevate Crown Melbourne's service standards and customer satisfaction.

Online
customer
reviews
Analysis
Crown Casino Melbourne
Hospitality service industry
Logo
ggtAs per the customer reviews , it
is found that the Crown Casino
is extremely inviting having the
fancy exteriors and the vibrant
interiors. Few people have
found the venue to be great
withy lots of facilities and lots of
bars along with the games to
select from.
On the other hand , few people
find its disappointing . They
have found that the machines
are generic and low in the pay
outs. They have also complained
about the food which is ordinary
but overpriced.. The place is
average as per some visitors
(Tripadvisor.in. 2020) .
Based on the customer reviews, I
have found that the innovation
and uniqueness in the hotel
industry are highly significant
because innovation can keep the
customers attracted . The
customers are found to be
complaining against the
infrastructure and the facilities of
the organization to be generic and
average.
Hence, I have conducted the
market research and the relevant
literature online for gaining
knowledge on how the issues can
be addressed and the customers
are provided with whatever they
need . I have also consulted with
the management of the Crown to
gain inputs from their side.
As a new concept, there can be the
introduction of the Keyless Entries –
the Smartphone Operated Rooms
which can be a new fascination for the
customers and take the Crown
Melbourne up from the average
standard.
It is one of the best technologies in the
hospitality industry which is in the
operation in list of hotels already. The
smart-phones will be able to voice
command and remote control the
devices that are operating.
It will help in increasing the user
experiences along with driving the cost
of the hotel business down in the long
term (Kuijken, Gemser & Wijnberg,
2017). It will further help in getting the
right information about the customers
which can be used in the personalized
marketing offers along with the
services.
This system will also allow everything
to be operated through the apps
reducing much of the customer
disappointments Lindsey (Hall et al.,
2016). They will be able to do
everything according to their needs
starting with the check-in –checkout to
the management of the lighting.
It will also include the selection of the
menu, the cooling and heating of the
food , the controling of the thermostats,
the controling of the wi-fi and other
facilities.
Key facts about
the companyThe
Crown Melbourne is also
referred to as a casino resort
situated on the Yarra River,
Melbourne. It is a unit of the
Crown limited .There are
restaurants, nightclubs and the
stores . The restaurants consist
of the Koko, the Dinner by
Heston Blumenthal, The Atlantic,
the Nobu Melbourne. There are
three hotel towers in Crown such
as the Crown Towers, the Crown
Metropol and the Crown
Promenade
(Crownmelbourne.com.au.2020).
. There are above 500,000
square meters of the gaming and
entertainment space which
features an exceptional choice
variety such as dining, shopping,
dazzing casino, luxurious
accommodation and the gaming
center with live entertainment.
The search
process
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Biblkiography
Crownmelbourne.com.au. (2020). Crown Hotels, Accommodation, Casino -
Crown Melbourne. Retrieved 2 April 2020, from
https://www.crownmelbourne.com.au/
Kuijken, B., Gemser, G., & Wijnberg, N. M. (2017). Effective product-service
systems: A value-based framework. Industrial Marketing Management, 60, 33-
41.
Lindsey Hall, K. K., Baker, T. L., Andrews, M. C., Hunt, T. G., & Rapp, A. A.
(2016). The importance of product/service quality for frontline marketing
employee outcomes: The moderating effect of leader-member exchange
(LMX). Journal of Marketing Theory and Practice, 24(1), 23-41.
Tripadvisor.in. (2020). Crown Casino (Melbourne) - 2020 What to Know Before
You Go (with Photos) - Tripadvisor. Retrieved 2 April 2020, from