Service Marketing and Relationship Marketing: Gangnam Style & Darling

This report delves into the concepts of service marketing and relationship marketing, examining their application through two distinct case studies. Part 1 analyzes the integrated marketing communication (IMC) strategies employed in the global success of the song "Gangnam Style," utilizing the 5Ws model to dissect the campaign's elements. It explores how content contributed to the video's widespread appeal and impact. Part 2 shifts focus to the service industry, specifically examining "The Darling at the Star" hotel. It breaks down the hotel's operational structure, differentiating between front and back office functions and their interdependencies in delivering high-quality service. The report also highlights the significance of service encounters and managerial implications within the hospitality context. The report underscores the importance of effective marketing strategies and customer relationship management in achieving business objectives.

Service Marketing
and Relationship
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Case study on the song “ Gangnam Style”......................................................................................1
Analyse the “Gangnam style” case using the 5 Ws(Who, What, How, Where, When)model in
the integrated marketing communications planning process. ................................................1
Watch the “Gangnam style” video. Explain how the communications content adds value to
consumers of Psy’s music. What impact does content have on the video’s success?............3
PART 2............................................................................................................................................3
Case study on the service industry “ The Darling at the Star”.........................................................3
CONCLUSION................................................................................................................................8
.........................................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Service marketing is the one which is related to the marketing of the services and the
product in the market place so that the customer base for the goods and services can be
strengthen. This process includes activity of marketing to be performed with the help of effective
communication about the items to the consumers. Whereas the concept of the relationship
marketing is diverse to the concept of service marketing as it deals with the procedure of
maintaining the relationship with the customers so that the customer can be retained towards the
brand of the association. In this current assignment the areas which are taken into consideration
is in two different part where the first part mainly covers the study about the concept of
integrated marketing communication and the second part covers the study about the flow chart
and working process of the front and back office of the Hospitality industry that is The darling at
the star which is renounced hotel providing their customers with the services of the extreme
quality. This report also covers the study about the significance of the service encounter and
managerial implications.
PART 1
Case study on the song “ Gangnam Style”
Analyse the “Gangnam style” case using the 5 Ws(Who, What, How, Where, When)model in the
integrated marketing communications planning process.
Integrated marketing communication is the concept of marketing which is utilised by the
associations to brand and coordinate their activity of the marketing across the multiple
communication channels. This concept of the marketing provides the consumers with the clear
and concise message. Integrated marketing communication has been used by the PSY who is the
South Korean singer to promote the song that is “Gangnam style”. This songs is worldwide
famous with 1.6 billion views among the social networking sites. Gangnam style is the song
which is most watched you tube video of all time. The views of the songs rise with the increased
rate within the duration of three month. To promote the songs across the world the singer have
focused on the 5Ws that is Who, What, When, Where and Why(Al-Hawari, 2015).
In which the first W represents the Who in which it describes that this style is developed by the
South Korean musician named PSY, is a world wide known south Korean signer, song writer,
singer and record producer. He is famous domestically for his hilarious videos and stage
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performance and internationally he is famous because of his only hit single track “ Gangnam
style”.
The second W showcase the What happen after releasing this style. The drastic changes
was happened after this single released as the million of copies of this single was sold which
made him a household frequenter. This song get marvellous success in the whole world because
of the colourful, intense music and the attractive dance move of this song. Along with this, the
uniqueness and eye catchiness of this song was able to attain higher attention of the listeners.
Third W presents that When this song get higher success in world wide. “Gangnam
style” was released on 15 July, 2012. Only after the 24 hour of releasing this became the highest
watched song that is 38 million views. After this it was ready to climb more succession in the
music industry as on the 21 December 2012 it became the first video which has been cached the
billions viewers interest on this song. But after all this it did resist the succession but it became
more successful and famous in the whole world(Baker and Saren, 2016).
In the Fourth W Where the “Gangnam style” take place has been defined. This song
come out form the South Korea which became the most popular or world wide known song.
Firstly this song was viral on the you tube and other most famous websites from where this song
was able to attain get more success and which brings the buzz in the whole music world. Also, it
appears in various famous shows like Jimmy Kimmel Live, the American music award and
Saturday night live from where this single was able to capture more listeners attention and
curiosity.
In this fifth W denotes Why,This happened because of the buzz which were present
every where from the social networking sites to the mind of the individual. The views of the
songs got increased due to the curiosity of the public to listen the songs because of the
promotion of the song at every sites and billboards, news etc. in addition to this to songs got on
the hike of the public mind just because of its presence at Facebook, Twitter, YouTube(Šonková
and Grabowska, 2015).
Thou this model of the integrated marketing communication has supported the PSY to
launch their song successfully with the hope of getting the position of the top rated videos on the
YouTube.
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Watch the “Gangnam style” video. Explain how the communications content adds value to
consumers of Psy’s music. What impact does content have on the video’s success?
Content plays a crucial role in the success of the music video as the music is all together
a integration of the songs lyrics, dance form, background, tone, base etc.“Gangnam style” this
music video has become the most popular video steaming every social networking sites as well
as websites as the lyrics of the songs was so powerful with the content which focused on each
and every age group of people so that every individual can listen to it and can feel the joy of
listening. The song has become successful due to the dance step which was unique and was full
of energy which made people keen to listen to song. The base of the song was so powerful that
the Korean public went crazy and started uploading the videos of their dance on the you tube.
The base of the songs were high and strong that it was played everywhere from the streets to the
clubs. The songs was valued everywhere and in every customers mind as the background of the
songs and the dance form in the song was so unique that public became keen to learn the form
and started watching it continuously. PSY composed this music considering the background and
scenario in the music video which has also increase their public views and subscription. These
factors has values the song and the content of the songs has made it successful within a short
duration of time in the world wide. After the success of the song the singer PSY stated that the
success of the song was not by incident it was all planned from the before about what lyrics will
be what quality of the base will be and the dance form was specially focus more to attract the
public as the dance step used in the video were easy and can be performed by every individual.
All these factor made the song successful.
PART 2
Case study on the service industry “ The Darling at the Star”
The Darling at the Star is the service industry which serves their customers with the
quality of services from their arrival to their departure. The hotel has been structured beautifully
with the five star services. The business has managed their operations very systematically due to
which the working process of the Hotel is well known to their staff and customers. The manager
of the hotel has decided to break down their complex work procedure into two parts that is the
front office work and the back office work in order to provide their clients with the best services
and full satisfaction. The manager working in the back office will work on the guidelines which
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are provided to them by the Front office managers. Back office mangers are the one who are
responsible for the proper execution of the operation. The role of the back office in the Hotel
industry is similar to the other industry. The task perform by the manager and staff of the back
office can be better understood with the help of the example of the restaurants in the hotel of The
Darling At the Star suppose the customer visits to the restaurants and places a order for the food
which they wish to eat the waiter take the order from the guests and come to the area where the
food is to be prepared. Here the working of the back office manager starts as they will take the
order from the waiter and will guide the chief according to the requirement of the
customers(Baker, 2016).
The manager of the back office will provide their chief and staff with all necessary
equipment and utensils which are required and will also provide them with all the necessary
vegetables and ingredients that will be needed to prepare the food with all the exact essence
which is to be present in the eatables. The manager will ensure that the food is prepared under a
proper hygienic conditions and will also focus on the factor that the chief working with their
business knows that how to cook the variety of the food such as all about the Italian dishes,
Chinese dish, Indian foods etc. so that the client of the different regions can be serve
accordingly. After the preparation of the food the manager will also decide the serving so the
food in a unique way so that the customer can get more attracted towards the foods which is
going to be serve (Payne and Frow, 2017).Once the food is served to the guests the waiter are
asked by the manager to keep an eye on the customers if there is any other demand. The back
office manager also seeks to take feedbacks from the customers about the quality and taste of the
food so that they can identify the part where they are lacking and can guide their staff to improve
those through proper training and guidance from the seniors. All the major decision in the
restaurants will be taken by the manager of the back office only as they know exactly what the
problem is and how it can be resolve with the proper techniques and methods. They also supports
the hotel industry by managing their accounts related problems as they are the one who are
responsible for the estimation of the budgets and proper allocation of the funds to each and every
activities.
In hotel industry there are two department one is front office and other is back office
work. Both this aspects are interdependent on each other in order to provide best and quality
services to the customers. Here, front office includes, sales and marketing, reception,
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reservations, housekeeping and concierge. In The Darling at the star service encounter plays a
vital role to meet the emerging needs of the customers. The term service encounter is defined as
one person like, travel agent, vendor etc. provides services (airline tickets, product, appointment
etc.) to the other individual. By providing quality and unique services to the targeted customers
they can be bind emotionally clients for longer time period. By doing so set goals and objectives
of the organization is achieved in the set time duration over the years (Bianchi and Mathews,
2016).
Front desk covers arrival of guests, reservations, take the guest to the table, bring check
to the table and guest leave. This mentioned activities are performed by front desk department
in hotel industry. In the eyes of the customers the first positive or negative impression is created
by front desk office. In order to generate huge profits service encounter is monitored every now
and then in order to make corrections accordingly. The very first step of front desk office is to
receive the guest on priority level. For this organization make all the necessary arrangements
such as, car or cab is send at the visitors location, name of the concern person is written in a
clipboard for recognition etc. so that visitor can easily reach out to the hotel without any
difficulty. Soon after this welcome of the visitor is done at the door step in traditional way so that
positive image regarding The darling of the Star is framed. This helps the administration directly
or indirectly in creating mouth publicity which is a positive sign for the company. It helps in
raising productivity and profitability of the company at a rapid scale.
The next step which is performed by front desk office is to check the reservation details
as well as cross the information of the customers. In this case all the data and information are
cross verified and some formal formalities are done. It is mandatory to carry out this step so as to
reduce the chances of fraud and miscommunication among both the parties (Chakiso, 2015).By
effectively performing this activities in the working premises of hotel industry rest other steps
are carried out smooth without any interpretation. The member of the front desk escort the
customers to their reserved tables and tries to provide them unforgettable experience. By this
activities customers are assured that they are the valuable assets of the administration and are
taken on priority level. This unhidden gestures creates positive atmosphere around the visitors .
This small act push travellers to be part of the same service and hotel again and again in their
next trip. All this increases overall productivity and profitability ratio in the competitive market
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place. As well as uniqueness in their service encounter assist business administration to gain
competitive advantages(Ngo and Nguyen, 2016).
When the delicious food is taken by the guest bill is offered to them on their table. The
front desk office team members are accountable for the bill payment. Visitor pay the bill as per
their ordered food and beverages at the reception. Some additional amount is given for their
quality service to their staff members or waiters. By doing so the team engaged in providing best
services gets motivated to perform effectively and efficiently. This leads in generation of huge
revenue as compared to competitors in the intense competitive world. The last step is leaving the
guest from the hotel, here the front desk plays a critical role in designing positive image about
the organization and it's services offered to them during visiting hours. However, The Darling of
the Star is accountable for all the activities from receiving to leaving the guest safely without any
discomfort(Gummesson, 2017).
To grow the business rapidly in the international market it is important to carry out all
the activities of front desk properly. Top level management of the organization need to change
the working criteria as per the dynamic environment prevailing in the open market place.
6Illustration 1: Flow chart of the operations
Source :(Flowchart for Restaurant Operations, 2019)

Every organisation undergo certain issues and problems while serving their customer
with their best efforts. In the hotel industry this plays a significance role a for the service
encounter to look into these matter of the drawbacks. Through the feedback collected from the
customers the manager can easily identify all the unexpected problems which are arising while
operating the business operations. These problems can be related to the services providers ,
behaviour of the staff and waiters towards the customers, last delivery of the products which
have been ordered by the customers(Huang, 2015).By conducting and collecting the feedback the
business can easily work on these factors as this will play a significant role in the development
and growth of the business. Unexpected problems which arises in the business can be some
technological errors due to which the booking which the customer do with the online process can
also create a problem to the business, constant changing demand of the customer can also create
a great problem in front of the management, leaving of the offices premises by the labour
without any prior notice can also cause a great problem to the business, cleanliness issues,
security issues etc. these issues are the one which may occur due to any reason.
Managerial implication is essential for the resolution of these issues as the customers
arriving to the hotel may come up with the good comment as well bad comment towards the
service of the hotel industry . In order to resolve this the managers plays a vital role as they will
focus on all the aspect which are the root cause of the problems which has arise unexpectedly.
The manager will formulate the strategies and plans in such a manner so that the employees
working within the hotel can easily understand those and can apply so that the issues arising can
be reduced. They will guide their employees and staff about how to behave and will arrange a
proper training and development for their personality development. The manager will also
provide4 their employees with the familiar environment of working so that the staff working
within the industry stay retained in the association. Managers will also look after the requirement
which customers is demanding over a period of time so that the demands of the customers which
is constantly changing can be meet up in the best possible manner. For the betterment of the
business the manager will also seek to utilise their resources effectively so that the problems
related to the scarcity of the resources can also be minimised and the business can attain a
reputed position in the market as compared to their rivals(Kushwaha and Agrawal, 2015).
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CONCLUSION
It is concluded from the above file that marketing has a huge role to play whenever any
of the new things are going to be published within market. Main reason behind huge success of
Gangnam style was very simple as they were able to attract youths and different age group to
watch this particular video. In any of organisation, back office and front office have equal work
which they have to perform but they are totally different from each other. In any of the situation
organisation wants to improve, they does need the help of customer interaction and there
reviews.
REFERENCES
Books and journals
Al-Hawari, M. A., 2015. How the personality of retail bank customers interferes with the
relationship between service quality and loyalty. International Journal of Bank
Marketing. 33(1). pp.41-57.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in
Chile. Journal of Business Research. 69(2). pp.426-434.
Chakiso, C. B., 2015. The effect of relationship marketing on customers’ loyalty (Evidence from
Zemen Bank). EMAJ: Emerging Markets Journal. 5(2). pp.58-70.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and
beyond. Journal of Services Marketing. 31(1). pp.16-19.
Huang, M. H., 2015. The influence of relationship marketing investments on customer gratitude
in retailing. Journal of Business Research. 68(6). pp.1318-1323.
Kushwaha, G.S. and Agrawal, S. R., 2015. An Indian customer surrounding 7P׳ s of service
marketing. Journal of Retailing and consumer services. 22. pp.85-95.
Ngo, V. M. and Nguyen, H. H., 2016. The relationship between service quality, customer
satisfaction and customer loyalty: An investigation in Vietnamese retail banking
sector. Journal of Competitiveness.
Payne, A. and Frow, P., 2017. Relationship marketing: looking backwards towards the
future. Journal of Services Marketing. 31(1). pp.11-15.
Šonková, T. and Grabowska, M., 2015. Customer engagement: transactional vs. relationship
marketing. Journal of international studies. 8(1). pp.196-207.
Verma, V., Sharma, D. and Sheth, J., 2016. Does relationship marketing matter in online
retailing? A meta-analytic approach. Journal of the Academy of Marketing Science.
44(2). pp.206-217.
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Online
Flowchart for Restaurant Operations. 2019.[Online]. Available Through:
<https://www.edrawsoft.com/restaurant-operations-flowchart.php>.
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