Analyzing Service Management Effectiveness in Asian Wedding Event

This report provides an in-depth analysis of service management effectiveness, using an Asian wedding event as a case study. It begins by outlining the background of Asian wedding events in the UK, highlighting their growing popularity and the importance of customer satisfaction. The report then delves into service management theories and frameworks, emphasizing the role of customer service in event success. Strategies implemented during the event, such as greeting guests and maintaining cleanliness, are discussed, followed by an evaluation of customer satisfaction using feedback and Total Service Management. The report concludes with recommendations for future event improvements, emphasizing the importance of service quality and customer-centric approaches. Desklib offers similar solved assignments and past papers for students.

Running head: ANALYSIS OF SERVICE MANAGEMENT
Analysis of service management
Name of the student
Name of the University
Author note

1ANALYSIS OF SERVICE MANAGEMENT
Introduction
The report intends to discuss the effectiveness of service management. In order to
analyse the management decisions, the report takes an event as an example. The event was on
Asian wedding for which was supervised for the purpose of analysing the decisions taken
during the event in terms of service management. The report gives a general overview of
Asian wedding event in the country. In addition to that, it also discusses the target customer
of the event and other aspects related to Asian wedding event. The report in the second part,
discusses the theories and frameworks of a successful event management (Goldblatt 2014).
During the discussion, an introduction of service management was given. The core point the
report highlighted in this part of the discussion is why the customer service is important in
order to make an event successful. The other points that the report sheds light on are the
strategies implemented during the event. The study also evaluates whether the customers
were satisfied or not and the measures through which the evaluation was done. Towards the
end of the report, few suggestive measures were discussed in relation to the event
management so that improvement can be done during future events.
Background of the event
Asian wedding falls under special event, where people gather in a large number in
order to participate and celebrate a wedding occasion (Müller 2015). In such type of events,
customer satisfaction remains on the top of the priority list of the event mangers. The event
mangers ensure that the entire guest who participates in the occasion must be satisfied with
the services provided by the host. Food and beverages are the main services that the event
managers primarily focus on. In an event of wedding generally includes different functions
and rituals, and dinners. Event managing organizations arrange such events in keeping the

2ANALYSIS OF SERVICE MANAGEMENT
culture of the bride and groom. Wedding events are based on hospitality and entertainment
based (Rojek 2014). The Asian wedding events last for two three days. However the main
event lasts for only few hours. To the guests, wedding events are the chances of leisure which
is different from everyday experience. Through wedding events, memorable moments of the
bride and bridegroom are captured. The main purpose of this type of event is celebration. In
terms of category, wadding event falls under the sub category of special events.
As the industry of event management is growing, it has been expanding different
tributaries with the industry. Event planners are hired to organize wedding events in order to
avoid the stress and disorder (Getz and Page 2016). Event planners therefore take the entire
responsibility in order to make the event successful. An event planner further appoints others
to look after every section of the event. Generally there are event management agencies who
also organize other events along with wedding event. However, nowadays wedding planners
are there who particularly plans and organize wedding events.
In order to make a successful event, a wedding event manager begins with a clear
objective. The manger set a plan as per the requirement of the customer and work accordingly
(Goldblatt 2014). The objectives se by the planner are the roadmap through which a weeding
event can become successful. Another point that a wedding planner always keep in mind is
time. The first and foremost part of making a plan is setting timeline, which not only avoid
commotion but helps the execution to be efficient. Most of the famous wedding planners
wisely use their time while making the event memorable.
An event manager of a wedding event coordinates with the vendors supervise the
entire process. In order to that an event manger should possess essential skill of organization
(Müller 2015). Additionally, the person needs to possess adequate knowledge of its
customer’s requirement which helps him in making the successful. The person also needs to

3ANALYSIS OF SERVICE MANAGEMENT
be detail-oriented in order to create an ambience to be cherished. One of the major
responsibilities of a wedding event planner is the commitment towards his or her client. As
event management falls under service industry therefore, commitment is the integral part of
it.
While planning and organizing a wedding event, an event planner incorporates his or
her creativity into it. Logical thinking and an aesthetic sense are regarded are the core factors
in terms of the qualities of an event manger (Osborne, Radnor and Nasi 2013). An event
manager needs to give his or her complete effort towards the making of a successful event as
the event itself markets the event consultancy. It can be said that the job of a wedding planner
or manger is multi dimensional. From designing theme to decorations and overall
management of the event an event planner incorporates his logical and analytical thinking in
to it. A wedding is essentially a private event and the emotions of the bride as well as of the
bridegroom are associated. Therefore the duty of an event manager requires thinking from an
emotional perspective also. Apart from all the duties, communication is the key factor for an
event manger.
Target market
Target market for a wedding planner is primarily the bride and bride groom because a
weeding event is essentially the celebration where two people ties not (Getz and Page 2016).
The next segment of customer is the families of the bride and groom. The third and final part
of the customer segment is the guests who are invited to attend the wedding. However, the
guests might be the main customer of wedding event as the host of the event prioritizes them
first.

4ANALYSIS OF SERVICE MANAGEMENT
History of the event
Asian wedding in the United Kingdom is achieving its popularity not only among the
Asians but also among the native of the country. Asian weeding is being held every year in a
large number with grandeur. It has been observed that non-Asians enjoy this event as the
Asian do.
Service management is very important in case of event management. Event managing
or planning is generally is the direct services provided to the customers. Therefore service
management is the system through which the exact the sales of a company is connected with
the customers (Mok, Sparks and Kadampully 2013). The service management primarily aims
to increasing the supply of services towards the customers. Meanwhile it also intends to
reduce the cost of the service without compromising with the quality. According to the theory
of service management, service is a product delivered to customers, which is essentially
intangible. Therefore the actual meaning of service management is maintaining the discipline
between the customers and the services.
Overview of service management
Service management often associated with the field of communication and
information technologies (Osborne, Radnor and Nasi 2013). However, in every field of
service industry, service management exist in order to increase the supply of services while
maintain customer relation. Service management mainly refers to the manufacture of contents
and then sale of the contents. It also includes post sale services like modification and
repairing of the content. It seems that in service industry, the customer is of highest priority
and accordingly understanding of customer requirement is important in order to prevent any
disorder in the supply of the service.

5ANALYSIS OF SERVICE MANAGEMENT
Tools of service management
Quality plays a major role in the service industry. In order to fulfil this requirement
most of the services providing companies have been adopting the approach called Total
Service Management. Total Service management is regarded as the most essential tool of
service management. Generally it is a vast concept and can be interpreted in many ways.
However, the most common approach to the concept is it ensures the actual service in each
and every part of an organization (Bon and Mustafa 2013). It is a method through which the
services are measured and evaluated. After the evaluation of the services, improvisation is
done in terms of quality. In addition to that, the approach sets certain measures in order to
control the quality of the services. As improvisation of the quality of services is the main
target of service management approach, therefore, Total Service Management is completely a
new approach of service management. The approach is entirely an analytical system which is
based on mathematics. Being based on mathematics, this approach is very transparent in its
nature. Total Service Management includes other tools or method of analysis like
SEVQUAL, DMAIC, and KAIZEN sand so on. In order o measure the quality of the service,
SEVQUAL is used. It measures the quality of the services in terms of responsiveness,
tangibles, assurance, empathy and reliability. After the measurement of the service quality is
done, DMAIC tool is used to identify the issues and challenges of services so that
improvisation of the services can be executed (Bon and Mustafa 2013.
Importance of customer service
Customer service is an integral part of business operation especially in the service
industry. It is the set of certain policies that includes every aspects of interaction between the
customer the individual who provides services on behalf of the company (Hill and Alexander
2017). Customer service mainly comes under hospitality where a customer agent needs to
greet a customer. Customer services include different other aspects like query solving,

6ANALYSIS OF SERVICE MANAGEMENT
complaints handling as well as providing suitable solutions and so on. The primary aim of the
customer service is to make the customers feel that they are being valued and of great
importance to the company. In other ways quality customer service is important because it
prevents the customers from switching to other brands in order to get better service
assistance. Therefore, it can be said that customer service paves the way for identifying an
issue which is yet to be addressed by the company. It further give an opportunity to the
company in order solve the issue at the same time assures the customers. On the other hand,
customer service also markets on behalf of the company as it builds a bond between the
company and the customer through direct interaction.
Strategies used in the event
In order to make the wedding event successful, which was held at the Braxted Park
Estate Witham, Essex, several strategies were applied. The main strategy was to satisfy the
guests by greeting them with drinks like orange juice and champagne. The guests were
assisted by serving the food so that they could feel valued and the event management team
helped the guests in solving their queries also. The other strategies were adopted in view of
the customer satisfaction (Setia, Venkatesh and Joglekar, 2013). The team strongly focused
on maintain cleanliness during the event. As a result, they kept replacing empty bottles,
glasses and plates. Towards the end of event, the entire team of event management cleared
the arrangements as well as decoration.
Evaluation of the event
As per the feedback received from the guests and the customer, they were highly
satisfied with the service of the event management team. The bride and groom also were
satisfied with the entire arrangement from theme organizing to coordinating and supervising.
Total Service Management was also used in order to evaluate the event (Bon and Mustafa

7ANALYSIS OF SERVICE MANAGEMENT
2013). Therefore, the result suggests that towards the end of the events many were seemed
appreciating the arrangement and asking for contacts so that they can hire this team in future
for the same purpose which shows the success of the event as well as the event management
team.
Conclusion and recommendation
In this report, effectiveness of service management has been discussed and in order to
analyse the concept of service management, the report exemplifies an event. The event was
on Asian wedding which was supervised for the purpose of analysing the measures taken
during the event in terms of service management. The report gave a general overview of the
concept of Asian wedding event in the country while it also discusses the target customer of
the event and other aspects related to a wedding event. The study in the second part, discusses
the theories and frameworks of a successful service management. During the discussion, an
introduction of service management was given. The core point that the report highlighted in
this part of the discussion is importance of customer service in order to make an event
successful. Additionally, the report sheds light on the strategies implemented during the
event. The event management team received appreciations from the guests as well as from its
customer. However, some of the areas still need to be improved. The Total Service
Management was adopted in order to evaluate the event. Therefore as per findings, the report
states that instead of the traditional decoration, the team should decorate the venue creatively
so that it will catch attention more. As part of the services, they should arrange return gifts on
behalf of the customer. These little measures can market the event management agency to
reach out to more customers.

8ANALYSIS OF SERVICE MANAGEMENT
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