HC2112: Analyzing Service and Relationship Marketing Strategies Report

This report is a comprehensive analysis of service and relationship marketing, divided into two parts. Part 1 examines the integrated marketing communication strategies of Psy's "Gangnam Style" video, analyzing its success through the 5Ws framework and the value added by communication. Part 2 focuses on the service operations of Radisson Blu Hotel Sydney, evaluating its front and backstage operations, the significance of service encounters, and managerial implications for service excellence. The report explores various aspects of service delivery, consumer satisfaction, and relationship building within the context of the hospitality industry and the broader marketing landscape, using relevant theories and concepts to provide a detailed understanding of the subject matter.

SERVICE AND
RELATIONSHIP
MARKETING

Table of Contents
PART 1 CASE STUDY.............................................................................................................3
Introduction............................................................................................................................3
1 Analysing 5 Ws of “Gangnam Style”.................................................................................3
2 How Communication adds value to the content and its impact on the success of the video
................................................................................................................................................4
Conclusion..............................................................................................................................5
Part 2 INDIVIDUAL REPOrT...................................................................................................6
EXECUTIVE SUMMARY........................................................................................................6
INTRDUCTION........................................................................................................................7
1. Flowchart.........................................................................................................................7
2. Significance of service encounter....................................................................................10
3. Analysis of managerial implication.................................................................................11
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................13
Part 1....................................................................................................................................13
Part 2....................................................................................................................................14

PART 1 CASE STUDY
Introduction
The case analysis focuses on the integrated marketing strategies of a South Korean
rapper and musician Psy (Park Jae-Sang). His music video ‘Gangam style’ was a global hit in
the time frame of four months of release. The case analysis will focus on analysing the basic
framework and strategies adopted by this musician for this smashing hit.
1 Analysing 5 Ws of “Gangnam Style”
Park Jae- Sang, the South Korean Rapper and musician smashed the global world
stage by his musical hit “Gangnam style” in the year 2012. The analysis of the strategies
revealed that the success of the video was not an accident but a planned and worked on
strategy towards success (Ahmad, Zahid, Shoaib and AlAmri, 2017). The preparation of the
launch and promotion was being done from much before the launch of the video. Application
of 5Ws model will evaluate basic elements of integrated marketing communication used by
the personality.
 Who: The most basic element of a successful integrated marketing communication is
‘who’. It focuses on analysing the audience for the communication which in turn
helps in developing a focused content. The case analysis reflects that Psy released the
video for the mass audience at large. The video was targeted for the mass internet
using audience (Akdoğan and Altuntaş, 2015). This evaluation helped Psy in
understanding the needs of the audience and thus developing the content as per the
audience perception and demands.
 What: This element focuses on evaluating what content audience needs to hear/ read.
After analysing the audience, the next stage is to understand the content which will
grasp the attention of the audience in order to ensure the success. The core purpose of
this element is to develop content to ensure maximum hits. Regarding “Gangnam
style”, the video was developed in 2012 when the world was facing high level of
stress due to recession (Jung and Shim, 2014). Psy developed a video with bright
colours, basic moves and captivating music. This helped in grabbing attention and
delivering a doze of entertainment to people in the stressful environment.
 How: This element focuses on planning the strategies to reach out audience in order
to ensure maximum reach. YG entertainment. The label name for the video did the
intense ground work to ensure high volume of viewers. Psy build the foundation for

reaching out the audience across different channels. The artists lined up developed
their own subscribers on social media platform to create a wide network for reaching
audience (Sánchez-Olmos and Viñuela, 2017). Moreover the strategy of developing
partnership with influential players in the industry such as Will.I.Am and
Allkoop.com was a strategic move towards the success.
 Where: The integrated marketing strategy undertakes effective planning to evaluate
the platforms of communication to ensure high success. Today internet has large
platform for communication however, choosing the right platform for communicating
the content as per the audience behaviour leads towards success (Huh, Lee and Kim,
2018). Psy’s YG entertainment aced this element by developing a strong network on
internet to release and poromote the video. The organization released the video on
youtube without copy right to reach maximum viewers. Along with it promotion over
facebook, Twitter and media partners like CNN and Sky news helped the video to
smash the global world stage within 4 months tenure.
 When: This element focuses on planning the right time for the content. “Gangnam
style” video was a light, entertaining and musical which infused fun and fantasy with
its theme and lyrics. The time chosen for the music release was appropriate for the
content (Shiflet, 2019). The video was enjoyed and viewed widely for fun and
entertainment in 2012 which was a global recession phase. The stated strategy was
highly helpful in contributing towards the success and growth of the video.
2 How Communication adds value to the content and its impact on the success of the video
Integrated marketing strategy focuses on understating the need and perception of the
audience and then developing content and strategies. This helps in attaining audience
attention and involvement. Psy’s “Gangnam Style” video is a well-defined example of a
successful integrated marketing communication planning. The value of content plays a
significant role in the success of the strategy. The major strategies adopted by the musician to
add content value are:
 No copyright: lack of international copyright on the video helped it in proving
individual ownership and access. This helped in high views, hits and downloads.
People globally accessed the video and made their own creative version out of it. This
developed a wave of popularity and promotion for the original “Gangnam style” video
making its reach to over 200 million views (Gersbach, Schetter and Schneider, 2015).

 Crowdsourcing: Psy developed a viral music video with all significant elements to
make it captivating and successful within the market. Crowdsourcing strategy was
adopted by the musician to understand develop the video. Psy had a strong internal
team to work on the dance and music of the video however he reached the Korean
dance community to understand and develop popular moves for his video. This
strategy helped him in choreographing unique ‘invisible horse dance’ moves which
went viral on global platform (KIM, and Jung, 2016).
 Simple and grasping content: “Gangnam style” popularity is owed to its simplicity
and average appearances and attitudes. The video was released in the high recession
time which was highly stressful. Amid such phase the average look artists helped in
infusing fun and captivation for the video. This strategy was also effective in creating
a fantasy of common man in the song (Horie, Kiritoshi and Ma, 2016).
 Unique positioning: Positioning plays a significant role in the success and growth of
the product. It is the strategy which help in developing a product/service image in the
minds of the consumers. Integrated marketing communication use this strategy to
outreach the audience (Kim, Kang and Hong, 2016). Psy used low polished look and
freak moves to create a unique impact on people’s mind. This helped in connecting
with people efficiently while creating high popularity in the market.
Conclusion
The overall analysis of “Gangnam style” video and Psy’s intergrated marketing
communication strategy reveals tha effective well planned strategies were adopted to make
the video such a success in the economy. The success of the video is owed to effective
planning and its efficient execution.

PART 2 INDIVIDUAL REPORT
EXECUTIVE SUMMARY
The present report evaluated the service operations of Radisson Blu hotel Sydney.
The Luxury hotel chain is established globally and is successfully operating around the
world. Radisson blu hotel, Sydney is a renowned hospitality service unit of Sydney. Effective
front and backstage operations of the business has helped it in managing service excellence.
The integrated operational efficiency has helped business in managing service quality and
consumer loyalty. The service encounters help business in delivering quality, consumer
satisfactions and facility management. Managerial implications has helped in creating success
and growth for the business.

INTRDUCTION
Service sector units are developing widely within the economy. The success and
growth of a service sector unit depends on the effivcncy of its services and high level of
consumer satisfaction (Dabholkar, 2015). Unlike product based unit, service sector unit
cannot only focus on one aspect of product quality. Managing the quality of overall service
delivery is significant in the success of the business unit.
Hotel industry is flourishing widely in Australian market. The tourist oriented country
has large number of hotels and hospitality organizations. The service excellence of the hotel
results in ensuring repetitive demand and growth of the business. This creates a base for
relationship and service marketing within the economy. The present report will evaluate the
service operations of Radisson Blu hotel Sydney. The Luxury hotel chain is established
globally and is successfully operation around the world. Radisson blu hotel, Sydney is a
renowned hospitality service unit of Sydney. The Hotel has a well-defined consumer base of
premium local and international consumers (Grönroos & Ravald, 2011). The main focus of
the business is to deliver high quality services to deliver consumer satisfaction. The analysis
of service operations of this hotel will help in understanding the service and relationship
marketing fundamentals. The report will evaluate the front and backstage operations of the
hotel. It will also focus the significance of service encounters and implications of managerial
staff.
1. Flowchart
Radisson blu hotel of Sydney offers full service operations to its consumers. The stylish
look, high quality service and managing consumer relationship is the core purpose of the
hotel. The hotel has managed effective chain of operations to ensure the growth and
excellence. The flowchart of operations defines front stage and backstage operations for the
hotel. The former focuses on managing the direct contact with the guests (consumers) and
developing an effective relationship with them (Hollensen, 2015). This operational stage
focuses on delivering direct services to the consumers. Backstage operations on the other
hand provides the support to the front stage operations to deliver service excellence in the
market. the integration of front and backstage operations ensures quality services for the
guests.

Front stage operations
These operations are those which are visible to the consumers thus service providers
create a direct contact with them. They are essential to develop a successful relations in
service market. This operational stage develops direct contact thus highly effects consumer
perception. The front stage operations of Raddison blu are henceforth.
 Consumer interaction: This stage is one of the most significant stage of service
operations. Radisson Blu has managed a team of qualified, skilled and trained front
office staff who greets staff with warmth, help them in allocating rooms and
informing them about required information.
 Reservation: This is one of the core activity of the hotel. Raddison Blu manages
trained team of managers and staff for on the spot as well as online reservations and
allocation of rooms to the guests. Minimum confusion and chaos is the service
expectation at this stage (Jani & Han, 2011).
 Check in: Once the room is allocated, the bell staff ensure to take the guests and their
luggage to their respective rooms. This service is prompt and quick to manage
consumer satisfaction.

 Operating room: A team of trained waiters and housekeepers are managed in
Radisson blu Hotel to deliver services as per industry norms and guest experience.
 Food delivery: Preparing and delivering high quality food is the major responsibility
of this operational unit (Lin & Mattila, 2010).
 Waiting area: guest Staff of waiting are trained to respond to consumer queries, serve
guests with refreshments, drinks or needful while waiting. Ensuring cleanliness and
guest support is the key role of this team.
 Check out: The service excellence is managed until the guests leave the hotel. Helping
guests with the luggage, completing check out formality, payments and billing and
leaving luggage till the cars is carried out at this stage of operation.
Backstage operations
Backstage operations are the supportive operations which helps in ensuring service quality.
This operational stage does not keep the contact with the guests directly however they play a
significant role in managing and maintaining the operational excellence.
 Phone calls: making phone calls for reminding guests who are staying in the hotel or
are about to come, is managed by this staff. Moreover informing guests about
products services and operations is also carried out by this staff (Kimpakorn &
Tocquer 2010).
 File information: In order to ensure growth and success of the operation managing
guest’s information and managing security aspects is critically significant. This stage
is important in developing consumer database for hotel.
 Housekeeping: Delivering clean and prepared rooms with all amenities and equipment
is another significant operation. The housekeeping staff ensures cleanliness and room
service delivery for the guests (Palmer, 2010).
 Kitchen staff: Preparing high quality food, managing taste and delivering it to the
rooms and restaurants is the operational responsibility of kitchen staff. Radisson blu
has hired qualified chefs and kitchen staff for preparing, serving and managing
kitchen duties.
 Post operation: The most important operation is to maintain relationship management
services with guests for repetitive service demands and sales. This operational stage
helps in attaining guest feedback and informing them about new services or offers.
The major aim here is to develop a consumer loyalty through service operations.

2. Significance of service encounter
The flowchart of front and backstage services has a significant impact on the
approach and operational planning and implementation strategy of the organization. The
consideration of the approach is having a positive impact on the efficiency and effectiveness
of the hotel organization. Following are the major significance of the flowchart of front and
backstage services of Radisson Blu, Australia:
Facility management:
The service industry organization is offering a wide range of services such as
transportation, accommodation, food and beverages, pool and spa for the customers. The
proper integration of front and backstage services and coordination of the teams is helpful for
the organization for maintaining the high quality of the products (Theron & Terblanche,
2010). For example, the front stage staff of Radisson Blu is collecting the data related to
services requested by the visitors and sharing the information to the backstage team to
arrange the resources to develop and deliver customized services (Szende, and Reddy, 2017).
This type of approach for maintaining and delivering the services is helping the organization
to meet the satisfaction level of the customers (Wang, 2011). This kind of service integration
is also allowing the organization to manage the multiple tasks with effectiveness and focusing
on the expectations of the customers.
Consumer Satisfaction:
The services management and proper follow-up of the flow chart is having a
significant impact on the satisfaction level of the customers of the hospitality organization.
According to the analysis, the collaborative efforts of Radisson Blu, Sydney is helping to
develop a refreshing and positive environment for guests. The greetings and reception that
offer by the management of hotel improve their psychological satisfaction which is essential
for engaging them and meeting the level of comfort. For example, the front staff treating the
customers with flowers and warm smile as well as offering the detail information of services
(Gummesson, 2017). Apart from that, the backstage team of Radisson Blue is taking care of
hygiene, housekeeping services, transportation and other needs of visitors. The combined
efforts are influencing services quality and having a positive impact on the satisfaction level
of the customers of hotel organization.
Relationship marketing:

The services encounters are one of the effective sources of sharing the information
with staff and visitors of the organization. The effective sharing of information like time,
venue, products and events at the hotel is having a positive impact on building a relationship
with the customers. The constructive relationship with customers and visitors are helping to
encourage the brand value and develop positive word of mouth for Radisson Blu. Moreover,
the consideration of feedback and analysis of the suggestions by the backstage team is also
supporting the hotel to develop the plan and policies that help to improve the services
(Lovelock, and Patterson, 2015). The backstage team of the hotel is making emphasis on the
rating related to the cleaning, timely delivery of services, behaviour and quality of the
products and services desired by the visitors. This kind of flow and management of the
services is beneficial for the organization to minimize the issues and gain a competitive
advantage.
Managing service quality:
Service encounters helps in developing a significant link between guests and hotel
staff. They help in delivering valuable services to the guests. The service encounters of
Radisson blu helps in understanding consumer needs and demands. This created an effective
base in developing and delivering services as per consumer expectations. Moreover the
trained and skilled team of staff ensures to deliver high quality services in time and as
expected. Maintaining positive communication is yet another operation carried out by the
staff (Williams, & Chinn, 2010). The overall impact of service encounter helps minimising
the gap between consumer expectations and service delivery thus managing service quality
for the hotel.
3. Analysis of managerial implication
Service marketing and growth within the market is a critical concept of business
growth and development. Companies adopt different strategies and measures to create
significant success and growth in the economy. Radisson blu has adopted effective measures
to manage service quality and deliver high and effective consumer response. There are
significant managerial implications of the stated aspect. Management of the business focuses
on attaining information of business performance based on which it can develop strategies
and plan future growth. A well-integrated service unit helps in effective operations thus
delivering brand image and loyalty within the market (zende and Reddy, 2017).

Radisson Blu has developed a well-defined chain of command in the organization
which helps the business in efficiently carrying out the operations and minimizing the
possibilities of errors. The analysis of this chain of command helps management in
successfully managing the business operations without must interference. Moreover
managerial implications in service encounters help in communicating goals and objectives
through KPIs to the staff. This helps them in understating their roles and managerial
expectations out of it. Moreover this also helps in effectively evaluating their performance
within the organization.
Business operates in an open environment and the impact of changing business
environment directly effective the business performance. Management keeps a keen watch on
business environment and develop strategies to deal with competition and challenges as well.
Moreover in order to ensure high performing team in the business, effective policies for staff
management is developed and implied in the business. Radisson Blu is one of the supportive
employer which has developed effective policies for staff growth and development. This help
employees in developing effective service quality to create a positive growth impact on the
business (Theron & Terblanche, 2010). The needs and demands of the consumers are also
efficiently understood by the managers and strategies to deliver the same are developed. This
creates consumer loyalty and brand image within the economy. Radisson blu has developed a
service excellence in the market which has helped the company in attaining high consumer
satisfaction and brand loyalty.
CONCLUSION
Hotel industry is flourishing widely in Australian market. Service excellence of the hotel
results in ensuring repetitive demand and growth of the business. This creates a base for
relationship and service marketing within the economy. The present report evaluated the
service operations of Radisson Blu hotel Sydney. The Luxury hotel chain is established
globally and is successfully operating around the world. Radisson blu hotel, Sydney is a
renowned hospitality service unit of Sydney. Effective front and backstage operations of the
business has helped it in managing service excellence. The integrated operational efficiency
has helped business in managing service quality and consumer loyalty. The service
encounters help business in delivering quality, consumer satisfactions and facility
management. Managerial implications has helped in creating success and growth for the
business.