HC2112 Service Marketing: Case Study and Report on Service Industry

This report is divided into two parts. Part 1 presents a case study that critically evaluates Psy's "Gangnam Style" music video using the 5 Ws model to analyze its integrated marketing communication strategies and the importance of communication within the video. Part 2 offers a report focusing on service marketing and relationship management, specifically examining the Royal Melbourne Hospital. It includes a flowchart illustrating backstage operations, analyzes service quality, speed, dependability, flexibility, and cost, and discusses managerial implications within a healthcare organization. The report aims to provide a comprehensive understanding of service marketing principles through real-world examples and operational analyses.

Service Marketing and Relationship
Management

Table of Contents
Part 1: Case Study............................................................................................................................2
Introduction......................................................................................................................................2
1. Critical Evaluation of "Gangnam style" using the 5 Ws model..................................................2
2. Importance of Communication in Psy's video.............................................................................4
Conclusion.......................................................................................................................................5
Part 2: Report...................................................................................................................................6
Introduction......................................................................................................................................6
1. Flowchart.....................................................................................................................................7
1.2 Backstage...............................................................................................................................7
1.3 Front stage.............................................................................................................................9
2. Explanation of the significance related to healthcare services..................................................10
3. Managerial implication in healthcare organization...................................................................12
Conclusion.....................................................................................................................................14
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Part 1: Case Study
Introduction
Integrated Marketing Communication refers to the simple concept which ensures different
methods of communications such as oral communication, verbal communication and message
which are connected. The study will briefly elaborate communication method based on Psy’s
Gangnam video making style. The video of Psy’s achieved huge popularity on YouTube. The
Ws model will be critically evaluated to understand integrated marketing communication. The
fundamental significance of the video and the concept of integrated marketing communication
shall be discussed in the following study by implementing the Ws model.
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1. Critical Evaluation of "Gangnam style" using the 5 Ws model
Who
The South Korean rapper Psy initiated to launch a video of “Gangnam Style" to attract maximum
consumers in different countries. The “Gangnam Style” made its popularity in the era of digital
marketing. The primary approach behind its promotion was to attract maximum viewers. The
South Korean rapper made its sustainable management to promote high standard music videos as
a better procedure of integrated marketing communication.
The music video was prepared based on the cravings of the customers. The video of “Gangnam
Style” helped to accomplish market demand. The audience management methodology that was
followed by the video maker to pursue client’s attraction. Psy took initiative to make the music
video to target the maximum audience.
What
The South Korean rapper Psy took initiative to promote the most popular music video of
"Gangnam Style' not to gain fame on YouTube but for accomplishing the cravings of the
maximum audience in the country. YouTube chose to launch this famous video as YouTube
displayed its proper illustration all over the world and it would be the perfect field to launch such
a video for attracting customers. The fundamental reason behind the video’s popularity was
Psy’s proper implementation and planning of integrated communications technique by which
exposure was achieved. High-quality volume was leveraged while launching the music video of
"Gangnam Style" to increase the attention of generalist and traditional social media sources. The
song’s popularity was propelled due to the publication of Gawker and Gizmo. The promotion of
the “Gangnam Style’ helped Psy to achieve the top most position as a famous you tuber and his
fame was increased for reaching a large fan base. A cinematic graphic-based platform was used
to make this video. The video hit almost 1 billion viewers in the platform of video sharing
websites such as YouTube and twitter and Facebook. In the year 2014, the video exceeded more
than 2 billion viewers.
How
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Psy had made this video with intense demand of customers and to significantly implement the
integrated marketing communication. Before launching the “Gangnam Style” video Psy’s record
label YG Entertainment had been building up the substance of maximum reach across a huge
amount of channels. The line-up artists had accounts on different social platforms with followers,
millions of subscribers and fans. The entire procedure of cinematic graphics and attractiveness
was efficiently managed by the whole team for maintaining the effective approach of the video.
High-quality presentation and movements were displayed with the appropriate assistance of
integrated marketing communication. The video was launched in the platform of “YG Label
Entertainment’ and this platform of video launching had made its effective approach of editing
skills and good precision. The effective approach of YG Entertainment and intense collaboration
of integrated marketing communication helped the video reach the maximum amount of
audiences in South Korea.
Where
The music video of "Gangnam Style' had made its best approach to attract most of the customers.
The video was prepared by keeping several things in mind such as the quality of the video,
insulation appropriateness and broader part of the audience. Psy made this video on the Korean
Portfolio with pertinent visualization. There were different factors such as high resilience in the
video which were considered during the comprehension of the video. Psy followed online
technology to gain popularity and mainstream attention was achieved by video penetration.
Different social media sources such as Twitter, Facebook and YouTube started spotlighting on
‘Gangnam Style’ which ensures record breaking success of the video.
When
The "YG Entertainment' had chosen the perfect time for promoting the video with its best
approach to the maximum audience. There was an urgent need for the video presentation in the
field of entertainment. The fundamental objective of the video was to entertain the audience
perfectly. Certain factors brought success for the video such as consistency of video
presentation, time of making and entertainment factors. Time is considered as the most essential
factor for the success of the video as it would help the “Gangnam Style’ video to be elevated in
terms of the previous video of Psy.
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2. Importance of Communication in Psy's video
There was a significant importance of communication in Psy’s video and music explanation. The
rapper had followed different sorts of methodologies for integrated marketing communication
such as indirect and direct communication. The actual value of these methodologies are being
considered upon the pertinent factors of communication management based on marginal profit.
The video was appropriate to make an effective approach to direct and indirect communication.
For making communications in different segments of the country the content of "Gangnam
Style" was relevant enough.
Moreover, the video of Psy was entertaining and it contained a message for the audience. The
encapsulated meaning of the lyrics was an anti-materialism theme that gives fun to the men who
want to fantasize about their lives as a part of "elite'. The video was made in the context of the
economic recession and the inherent story of the song helped to make the video more appealing
and intense to the viewers.
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Conclusion
The movement and entire structure of the video were made for gaining fame by entertaining
maximum fans. The video was delivered in front of the audience through high-quality cinematic
graphics and a high version of stereo quality. Proper techniques were involved in the video for
high-level approaches of integrated marketing communication in future. High-quality
communication techniques are required for the increment of video based growth in the
entertainment industry.
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Part 2: Report
Executive summary
The service marketing and relationship management refers to customer services. The Royal
Melbourne Hospital is being taken for a brief discussion of healthcare services and its pertinent
factors. The healthcare organization provides tertiary healthcare services to the patients. The
organization is famous for offering healthcare services to the Australian community with utmost
efficiency. The fishbone diagram was presented to elaborate on different segments of healthcare
services.
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Introduction
Service marketing and relationship management refers to both business to business and business
to consumers services. The service marketing includes business of different types of services
such as financial services, healthcare services and entertainment services. The Royal Melbourne
Hospital of Australia is considered as one of the leading public healthcare organizations. The
healthcare organization provides tertiary healthcare services to patients. The organization is
famous for offering healthcare services to the Australian community with the utmost efficiency.
The study will briefly elaborate on two primary aspects such as backstage and frontstage factors
of the healthcare organization. Flowchart will be presented in the following study to display a
clear understanding of quality, speed, flexibility, significance of service counter and managerial
decision of Royal Melbourne Hospital.
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1. Flowchart
1.2 Backstage
Figure 1: Backstage Operation of Royal Melbourne Hospital
(Source: Kumar et al. 2019)
The above flowchart displayed different backstage operations of healthcare organizations such as
Royal Melbourne Hospital of Australia. Where the symbols have symbolized availability of
nurses and their activities such as taking pulse rate, blood pressure rate and weight and urine
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tests. The Royal Melbourne Hospital of Australia offers quality healthcare services to the
patients (Abah, Grey and Onoja, 2016).
When the patients arrive at the hospital they have to complete the required paperwork for
admission into the hospital. The patients are sent into the waiting room after completing a
preliminary check-up by nurses. The patients wait for the doctor’s availability and the patient is
pursued under the specified doctor's treatment. The specific doctor is assigned for the proper
treatment of the patient and prescribing medication (Bankole et al. 2019).
According to the flowchart of the backstage operation, the patient is sent to the pharmacy for
buying medicines and after dispense medication, the patient leaves.
Quality
The healthcare organization follows different types of procedures to maintain quality assurance
while providing healthcare services. Quality optimization of this organization depends on
standard medication, advanced therapies, improved operations methods and treatment policies.
The quality of healthcare services is measured by healthcare resources. The primary objective of
the Royal Melbourne Hospital is to assure good quality of medication to recover the patients and
to extend their life expectancy. The leader of the organization set some determinants such as
effectiveness, efficiency, safety, equitable and life expectancy to measure the quality of healthcare
services (Chun et al. 2018).
Speed
The speed of delivering healthcare services in Royal Melbourne Hospital is excellent. The nurses
and doctors of the healthcare organization are reliable enough to provide their best services to the
patients. The patients are provided with efficient treatment after admitting to the hospital.
Patients are pursued under the nurse’s assistance for the preliminary checkup and then they sent
to the waiting room for the doctor's arrival. The healthcare professionals of the organization are
enough responsible and they maintain punctuality. The emergency patients are taken into special
consideration by the doctors and they may skip the paperwork for urgent admission. High quality
pertinent time-based applications and real-time simulation are used by healthcare professionals
to serve their patients efficiently.
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Dependability
The entire team of doctors and nurses of the organization are enough responsible to deliver their
best services to the patients. The owner of the healthcare organization initiated to increase the
reliability of the healthcare professionals across every shift to each patient. The advanced
therapies and treatments of the organization increase the patient's satisfaction. Communication
becomes a major aspect of their internal cognitive ability. Moreover, the healthcare organization
implemented Artificial Intelligence technology for proper maintenance and the best healthcare
services (Getova, Pavlevska and Carceva-Salja, 2018).
Flexibility
The operations of Royal Melbourne Hospital are flexible enough following the high demand for
healthcare services that must be provided to the patients. The healthcare professionals of the
organization are efficient to deliver treatment and healthcare services as per the demand of
patients. The supply chain management of the organization is flexible too for bringing sudden
changes in healthcare provision. The superlative ability in decision making is another important
prospect of the healthcare organization that increases its flexibility.
Cost
The owner of Royal Melbourne Hospital initiated to provide the best quality healthcare services
at regulated prices. Treatment and healthcare services that are offered by the organization must
reach the maximum people of the country. The healthcare professionals are assigned to provide
advanced therapies and improved treatment to the patient at a low price. The cost of healthcare
services is being estimated in such a way so that maximum people could afford this.
1.3 Front stage
The front stage operation of the healthcare institution is broadly classified into counter type and
off counter type. The counter based job is associated with customer servicing, greeting and
documentation of basic details. The job related to counter services is document screening of the
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