Service Marketing Analysis: Hyatt Regency Hotel Presentation

This presentation provides a comprehensive service marketing analysis of the Hyatt Regency hotel in Australia. It begins by defining the elements of the service using the service hierarchy, including core, facilitating, and supplementary services. The analysis then delves into the distinctive characteristics of service operations: intangibility, perishability, simultaneity, and heterogeneity, illustrating these concepts with examples from Hyatt Regency. The core of the presentation examines the organization's current service marketing mix, applying the 7 Ps of services (Product, Price, Place, Promotion, People, Process, and Physical Evidence) to evaluate existing strategies. The analysis includes discussion of augmented services like the Hyatt E-concierge and the use of digital services like online booking. The presentation concludes with recommendations for improvement, such as enhancing discount offers, developing specialized digital services like VR, and adjusting pricing strategies to attract a broader customer base. The presentation is designed for a Services Marketing course, MKT203, and applies relevant theory and concepts, providing a strategic analysis of the hotel's service offerings and marketing approach.

SERVICE MARKETING
Name of the Student:
Name of the University:
Author’s note:

 Hyatt Regency is one of the post hotel located in
Australia along the sea cost. The hotel group entails a
series of beautifully furnished rooms with a large
number of other services
 Amenities like minbars, LCD TV screens, a beautiful
sea life (www.hyatt.com. 2019)
 Beautiful, serene and breathtaking location
 All these helps in earning a good name to the hotel in
the field of hotel and hospitality sector
Introduction

Core
services:
Comfort
from the well
furnished room,
good hospitality
Supplementar
y services
LCD
TV
comp
limentary
Wifi
mini
bar
entertai
nment like gym
& fitness
Roof
top
restaurant
online
billing
Augmented
services
24*7
customer
service
Refund
facility
Hyatt E-
concierge
service
Booking and
Reservation system,
both online & face to
face
Discounts
and festive offers
Baggage
handling
Three different kinds of services provided by Hyatt
Regency. Cores service, augmented and
supplementary services.

Hotel Hyatt Regency,
Australia

 Intangibility
◦ Service that can only be felt. The service provided the hotel
Hyatt Regency can only be by the visitors
◦ Nob physical evidence for the existence of the product
◦ Services provided by Hyatt Regency includes Gym and
Fitness center, lounge services, Weddings, Rooftop dining
services and others (Anwar and Jan 2018)
Elements of the Service

Distinctive Characteristics Of Service Operations

 A characteristic of the service that makes it usable on an
immediate basic rather than being stored to be used in
future (Alderighi, Nicolini and Piga 2016)
 Simultaneity refers to the lack of storage capability of the
service. The hotel and hospitality service provided by
Hyatt Regency is to be used by customers at the present
scenario and cannot be kept stored for future used
 Hyatt E-concierge service (Slivar and Bayer 2017)
Simultaneity

 Different services or different values used by different
customers
 The service provided by the organization will have
some common features but different customers will be
getting different values from similar product as per
their choice
 Customers derive different utility from similar service
as per their choice, affordability power
Heterogeneity

 Product
 Services provided by Hyatt Regency like fine
premium dining, fitness, corporate meeting and
conference facilities
 Hyatt E-concierge service
 Tie ups with many travel agencies
 price
 premium pricing strategy
Service Marketing Mix

 Place
 Hyatt Regency has its branches located in the both the local and
Global level
 present in 56 countries
 Promotion
 man media channels
 Discounts, offers
 The organization abides by Service marketing theory and principles
like
 Endorsements
 Word of Mouth
Contd.

 People
 organization follows both a customer centric and
employee centric approach.
 Process
 Hyatt Regency provides their booking service both by
website that is online booking and also in the form of
direct booking.
Contd.

 People
 organization follows both a customer centric and
employee centric approach.
 Process
 Hyatt Regency provides their booking service both by
website that is online booking and also in the form of
direct booking.
Contd.