Individual Report: HC2112 Service Marketing and Relationship Marketing

This report analyzes service marketing and relationship marketing, comprising two parts. Part 1 examines the 'Gangnam Style' case using the 5Ws model (who, what, how, where, and when) in integrated marketing planning, and assesses how communications content adds value to consumers. Part 2 focuses on the operational aspects of the hospitality industry, specifically a Four Seasons hotel. It includes an executive summary, an introduction to backstage and front-stage operations, flowcharts, and an analysis of managerial implications, including the service encounter process, housekeeping, facilities management, and marketing strategies, providing insights into the critical functions that ensure customer satisfaction and operational efficiency in the service sector. The report also references relevant literature to support its findings.

Service Marketing and Relationship
Marketing

Contents
Contents.................................................................................................................................................2
Part 1.....................................................................................................................................................3
1) Analyze of (Gangnam style) case by implementing the (who, what, how, where and when)
model in the integrated marketing planning process..........................................................................3
2. 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?.........................4
PART 2..................................................................................................................................................6
Executive Summary...........................................................................................................................6
Introduction.......................................................................................................................................6
Flow chart of backstage operation.....................................................................................................6
Analysis of managerial implications..................................................................................................8
Front stage flow chart............................................................................................................................9
3. Analysis of managerial function......................................................................................................11
Summary.........................................................................................................................................12
REFERENCES....................................................................................................................................13

Part 1
1) Analyze of (Gangnam style) case by implementing the (who, what, how, where and
when) model in the integrated marketing planning process.
Gangnam style is a dance video, which is performed by a well-known South Korean Rapper
who is recognized as Psy. The real name of PSY (Park Jae Sang) belongs and engages in the
South Korean rapper industry from the past few years. In the mid of the year 2012, in the
month of July when the music industry is at its peak (Vargo and Lush, 2014). The YG
entertainment organization is responsible because they are the producer of this song. After
uploading Gangnam style dance video on YouTube, it becomes an initial hit in instant days.
This result achieves a good exposure among the overall world.
The video of Gangnam style retains a better amount of online exposure. Moreover, due to its
unique steps, it is quite famous. This question will point out the 5W's model that how it is
applicable as well as favorable too for a music video or corporation.
WHAT- Gangnam style rap music and dance video is one of the most liked video on
youtube. In the 5W's model, this is mandatory for the management of YG entertainment to set
their targets. This refers to whom they want to see their songs. For this YG entertainment and
PSY identify and execute the desired channel communication channel to interact with their
target audience. In the context of Gangnam style, they target the youth and high teenage
individuals all over the world. As the video of Gangnam style is an adult video. Therefore,
adults and young persons are targeted to watch the video.
WHO- Corporation which is named YG entertainment is responsible for making such a
unique and energetic video. For introducing and launching the song inappropriate manner,
YG entertainment needs to decide what would be involved in the video before previewing its
video. The Gangnam style video targeted persons or individuals above from the age of 20.
This governs that launching a dance video is a complex and time-consuming task (Connell
and McManus, 2016). A large number of operations at the background is decided. Like the
sponsors and management decides dates and platform to launch the video at global level. For
the launch of the Gangnam style video, YG entertainment decided YouTube to launch this on
social media platform which also pays for each uploaded song.

WHEN- In the year 2012, a unique dance form is popularised all over the world by utilizing
social media platforms such as youtube. A large number of individual engages to make a
song, so organization accomplish their work through using various SEO search engine
optimization is favorable for earning money as well as popularity. In the present scenario,
social media platform is the most effective way to popularise a song among youths.
WHERE- In South Korea as well as at international level Gangnam style develop too much
hype for the song. On the other side, effective social media platforms exist which advertise to
make people aware of the launching date for a video song. To become famous YG
entertainment utilizes this technique to promote their song. Further, the individuals or team of
artists who are engaged for the making of this video are increasing awareness about their
video to making the song popular at a global level. For example- they shared the video of
their work for making Gangnam style on social sites such as Facebook, Instagram, etc. due to
this activity most of the organizations are already aware and attracted to this song (Dwyer, et.
al., 2014).
HOW- The company considered to enter into contract with singer and wanted to make the
music video to make the music video go international. The company decided to publish the
video in the market through the advertisement process. Here they decided to make the style of
dance come across all the country so that it becomes trending over the world. The video that
has been made by Psy used a music and dance so as to advertise in the market. They decided
to make it trending over the You tube so that it goes worldwide.
2. 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?
Gangnam style refers to Pop mix rap music. Therefore, it is very popular among youths and
teenagers. The music, rap lyrics and dance style are unique and attractive with full of energy
which helps in attracting a large number of customers. Along with this dance performance of
boys and girls attracts crowd and encourage them to dance on this song.
Psy is a famous artist and rapper of South Korea who had performed in too many events and
dance shows etc. Due to this, the stardom of Psy too many individuals or music lovers are
attracted to his performance. Rap music is very famous among youths because of its lyrics
and the dance form that is full of energy and filled the party with more enjoyable and fun.
Youth and teenage individuals use social platforms at short intervals. So, it is the best way to
attract a large crowd to popular the song.

A key strategy for the popularity of the Gangnam style is the implementation of an effective
communication channel. This results after the launch of the song it gained too much hype
among its initial period (Frow, et. al., 2014).
Artists play an essential role in making them popular. This activity helps them to earn more
amount of profit because whether producer, artist and other stakeholders all are focused to
increase the profit and popularity of the song. To develop positive from the song, the
organization uses all types of social platform for attracting the crowd towards the song. The
impact of those activities such as advertising, popularise the song resulted that on YouTube
for Gangnam style dance video likes increased with rapid speed. YouTube works as a
common platform for all individuals all over the world. Along with this, it is also easy to
share a particular video with friends and other persons.
For the Gangnam style, video Psy and YG entertainment focused on YouTube channel
because of its large scope that leads them to launch their song at a large platform. Whereas,
individuals who engaged their efforts to complete the video and song of Gangnam style was
also in favor to launch their song on youtube. This activity helps them to earn more amount
of money due to youtube policy of paying individuals for each video.

PART 2
Executive Summary
The music industry and hospitality management contain two stages, front stage as well as
backstage. Both of them are responsible for performing different operations and functions.
These operations are involved in this assignment and specifically, it is written from the
perspective of the four-season hotel for determining various key operations in the hotel and
hospitality industry.
Introduction
This report involves various types of backstage and frontage operations. So that it is easy for
customers and visitors to understand the activities of a particular hotel. Another benefit with
the execution of this task is to identify the purpose of the season hotel of Sydney. Most of the
backstage and front stage functions are interlinked with each other (McPhail, et, al., 2015).
Therefore, all these operations need to be analyzed by the management of four-season hotel
for a better understanding of management and its operations.
Flow chart of backstage operation
Hospitality industry, as well as Four season hotel, offers its services on a 24*7 among overall
the month to achieve more success in hospitality industry they must perform effective
function on backstage and also at front stage. Therefore, the organization must develop and
implement an accurate and effective communication channel incorporation. Front stage
operations are understood by most of the individuals while in the context of backstage people
it is difficult for complex for them to ensure that which strategy helps them to complete their
work with more efficiency.
Factors or aspect which helps to understand the service aspect is, most of the customers
prefer reservation online as well as offline basis. These activities are conducted by customer
handling department. It governs the backstage department perform a crucial role for an
organization by managing the rooms through the hotel website and other applications. Along
with this calls and customer, grievance are also handled by them through managing calls and
mails of the organization (Edvardsson, et. al., 2014).
This is also the responsibility of the backstage operation to ensure that the information of
clients is to keep in record by them. Identification and verification of customers are done by

front stage, but to check, handle and to keep in record is the responsibility of the backstage
department. The main purpose of this is to ensure the privacy of customers without disclosing
them to others.
Explanation of the service encounter
House-keeping is a crucial part of a backstage operation. They are responsible for cleaning
the rooms, so they are ready for the customers. Consumers encounter their services on
various perspectives such as cleanliness of meetings room, halls, and all public places. Where
visitor interacted with each other to perform their work. Follow up of hygiene factors while
completing their work. In the context of four-season hotel rooms, it requires a high level of
care because management charges premium prices from the customers. Whereas,
housekeeping department ensures the necessities of the customers.
Facilities management identifies that all services such as spa, food and many more are
delivering within a minimum period to its customers. In the hospitality industry consumers
devote or spend their time and money for relaxation, so four season hotels need to perform
their operations systematically. So it is easy for customers and management to complete their
effectively. Due to this act, a greater number of customers are attracted to their services.
Moreover, tour and travel services and security of customer bags are also managed by the
hotel to increase their goodwill in the market.
In last, marketing is also an operation that is to be performed by the backstage department. To
implement this effectively they manage the website of the hotel. I like to make sure the
website is user-friendly and undertakes plenty of information about the hotel. It helps
customers to book the rooms from their convenient place. In case of any issue, it is also the
responsibility of the marketing department and backstage operation to deal with customer's
grievances (Casidy, 2014).
Finance is an important part of an organization which helps a corporation to perform all types
of functions. So, this is necessary to manage the expenses due to this it is easy for
management to decide the price of their rooms. Along with this, it is also beneficial for
auditing the work of the organization. Example- Payroll helps the organization to check that
how much an employee needs to be paid for completion of their work. HR department is
authorizing to recruit skilled and capable employees to complete their operations accurately
and properly.

Analysis of managerial implications
In the present scenario, the majority of the hotel are performing their work online as well as
offline platform. Therefore, the manager is responsible to monitor all that their website is
unique and best from its rivals. It helps them to consider the best strategy for earning huge
amount of profits. This is done by increasing the market efficiency by using updated tools
due to which a greater number of customers are aware of the function of a hotel. Example-
Manager of the four-season hotel introduce it a new platform and grounds by executing
marketing technique for increasing customer's base as well as revenue for the organization
(Adapa and Roy, 2017).
Managers need to ensure the confidentiality of customer's information. This is mandatory for
the four-season hotel as it is defined under the legal act of a country. In case if the hotel
department is inefficient to perform it properly, then both parties legally sued each other in a
court. Proper security measures are needed by hospitality organization so that customers feel
comfortable in the hotel premises. Such as manager ensures that visitor does not face any
causalities during their spending time in the hotel. Proper action is needed for the safety of
the customers (Khoo, 2014).
Another execution that is taken by the manager relates to the service factor. In this, the
management of four-season hotels focuses on the aspect that services are delivered to
customers in minimum period. This organization needs to recruit sufficient staff for the
completion of their work in an appropriate manner. In last manager ensure that whether
customers are satisfied with their services or not. It is required by them to perform their
operations at the backhand as well as front hand to complete them sequentially and
systematically.
Explanation of the service encounter
The backstage operation needs to be control and handle with a systematic approach so that
customers are satisfied with the services of a particular corporation. Hospitality industry
works with the purpose of satisfaction of customers to leave them happily from outside the
organization. Moreover, the major purpose of the four-season hotel is to deliver inferior
quality services to its customers. Hence it increases the customer satisfaction level which is
favorable for enhancing the organizational performance (Jiang, et. al., 2016).

Front stage flow chart
Four season hotels are chosen as the organization and all of its front stage and backstage
operation is included in this report. There are various types of important, managerial and
effective operations are included that are important for the safety of various resources, all of
this is applicable in organization and decided the key factors to improve the process of the
organization (Lie, 2014).
Accommodation, bar, laundry, and restaurant are the major key operations that are performed
and offered by four season hotels to its customers. These work as key activities that are
performed by the hotel management and its staff. For this, they keep an eye and monitor that
all of this function is safe for the stakeholders. Managers of four-season hotel need to be
more focused on this too because accommodation service is the core business of a hospitality
organization. Most of the visitor consumer demands accommodation services while visiting
another place.
Hospitality organization provides various types of effective services to its customers. Like
waiting room or hall facility, easy check-in for visitors, cleaning of rooms and last is to pick
and drop facilities from airports, stations, etc. In such a competitive market area four season
hotels must accurately provide all mentioned service. As per the above flow chart, reservation
is made for the organization. This work as the service which hotel offer to guest for a
particular tour and specifically pick and drop facility (Um, et. al., 2014).
In the front stage, the hotel division is divided into three aspects which involve room
divisions, food department and sales or marketing of hotel services. All operations are
performed by the front stage of the organization. To satisfy the needs of customers it is
essential for management to manage between all consumers effectively. Further, the room
division is divided according to the operations and services provided. It includes front office,
housekeeping, security and other essential functions that improve the productivity of the
organization (Park and et. al., 2014).
The front office is responsible to develop healthy relationships with the guest, as when they
visit the organization. They are the first person to whom visitor interact; four season hotel
provides 24*7 services for satisfying the needs of customers. Due to this, it is easy for them
to manage the work and facilities which is performed by customers. Example- Night staff and
morning staff of an organization is different from each other. They perform similar but at
different periods. So, front stage operations need to complete their work effectively.

On the other side, the next division relates to sales & marketing. This division is responsible
for providing catering services to its customers. They offer services like group sales, in which
all services are provided to a customer. In the last segment of front desk operations
restaurant, lounge and bars are included that is included in services set of the organization.
All this service is required by the management for performing different operations due to
which it is easy for managing the task and operations of four-season hotel. All the services
are required by hotel managerial operations to manage the task of the hotel management
operations. Further, all other implemented operations help the organization to complete their
work systematically and sequentially (Sultana, et. al., 2015). Visitor who consumes the hotel
services provides feedbacks regarding their services. Therefore, it is easy for management to
improve the quality of their services. To implement this effectively in the organization
managers assign this task to front desk officers to not repeat similar mistakes while
processing through this operation.

3. Analysis of managerial function
This is important for an organization to write down an important division for the
organization. It represents that most of the functions are interlinked in the hospitality
industry. There are various managerial operations exist in a hotel, like check-in and check
out. Room, accommodation and bar services for satisfying the need of customers. It results it
is difficult for an organization to manage all this function at a similar level because a large
number of visitors stayed in a hotel at the time of peak season. In such a situation manager
needs to delegate the right task to the right person. All of these functions are included under
managerial operations for the organization.
To understand the importance of operations, it is included in an organization that all
managerial operations are performed by the front desk in their day to day operations.
Moreover, managers need to adjust a particular time to leave the duty for each employee, like
they assign tasks to employees for performing a particular task. Due to this, it is easy for
them to stabilize the key operations and to identify who is responsible for effectively
performing this task. Such managerial operations which are included in four-season hotels
help them to audit their work effectively. This determines that their functions are audited
properly for identifying profits at the end of the year. In hospitality industry managers
perform their work on different shifts such as day and night. So, the requirement of them is
not similar to perform their function effectively. Example- There is a difference between the
menu of catering services. Breakfast and dinner are separate from each other (Lee and
Kuwahara, 2014).
In the last to check the operations of the organization is also an essential part of the
management. The interaction between the staff and visitors plays an important role in
managing the task and systematically performing them. To overcome from this organization
manages the feedback and audits and try to implement those methods by which their
performance will be improved. The major motive to perform this task relates to performing
their work in a way by which the overall performance of an organization will be improved. It
refers that while doing auditing mostly all departments are included for identifying the actual
expenses and profits of the organization. With executing this activity four season hotel can
effectively perform their work.

Summary
This report is divided into two parts, the first is mentioned to discuss social media
communicates the process of a corporation through various social media platform. The main
intention of this report is to reflect upon the needs and importance of utilizing various social
media tools for increasing awareness about their product. The above-mentioned report
discussed and concluded that how important operations of an organization such as
housekeeping, front desk operations, and transportation facilities reflect upon the needs of
them for implementing them effectively in the future. Along with this the report also focused
and argued about the front stage as well as backstage operations in context to the four-season
hotel. It is favorable for understanding service factor and its importance for satisfying the
needs of customers, through analyzing its managerial implications.

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