Transcript
Presented to: Prof. Priyanka
Services MarketingHotel Industry
Group No.: 1
Group MembersName Roll No.
Yogesh Parekh 39
Rinku Parekh 38
Vikram Jain 21
Archana Kanade 25
Pushkar Dhongde 14
Sarang Phansalkar 42
Module:1
Introduction to Services Marketing
Distinguishing Characteristics of Services
1. Customers do not obtain ownership of servicesEg: Hospitality Services
2. Service products are ephemeral and cannot be inventoried
Eg: Hospitality Services (e.g. Room service, House-keeping, Help Desk) is available 24 hours.
3. Intangible elements dominate value creationEg:
4. Greater involvement of customers in production process
Eg: Self check-in counters.
5. Other people may form part of product experience
Eg: Reference from Existing Customers.
6. Greater variability in operational inputs and outputs
Eg: Segmentation of Customers -Walk-ins-Frequent guests
7. Many services are difficult for customers to
evaluateEg:
8. Time factor is more important--speed may be key
Eg: i) ii)
9. Delivery systems include electronic and physical channels
Eg: Billing can be done Online as well as through Cheque.
Module:2
Competitors in Hotel Industry &
Positioning
Close Competitors in Hotel Industry
What are the Attributes that makes select one Hotel against another?
• Image (Brand value)• Price/Value• Supplementary Services• Hotel ambience• Marketing offers• Food & Beverages services• Room ambience• Security measures• Location
Price Vs Services
Price LOW
HIGH
LOW
HIGH
Services offered
Hotel Sun N Sand
Intercontinental Marine Drive
Orchid
Ramada Plaza Palm Groove
Hotel Mirador
Hyatt Regency
Hotel Sahara Star
Leela Kempinski
Location Vs Brand Value
LocationNEAR
HIGH
LOW
FAR
Brand Value
Hotel Sahara Star
Intercon
Leela Kempinski
Hyatt Regency
Orchid
Ramada Plaza Palm Groove
Hotel Sun N Sand
Hotel Mirador
Module:3
Creating the Service Product
Core service• Guest rooms with STATE-OF-ART Bathroom,
Balcony, LCD’s• Dinning • Meeting and conferences
Supplementary services
• Airline confirmations &reservations• Banqueting & conferencing facility• Business centre• Chauffeured car hire service• Courier services• Currency exchange• Doctor on call• Laundry, dry cleaning & ironing services• Major credit card accepted• Safe deposit lockers• Wi-Fi internet connectivity• Interactive TV• Spa and wellness•9 Speciality food & beverage outlets•valet parking
Facilitating elements and Enhancing elements • Facilitating elements: Means use of the Core Services or
Product Online Booking Order taking Billing Room Service
• Enhancing elements: the Value and Appeal of the Core product
Loyalty towards customerLocationTransportation
Branding Services Product
• Product Lines & brands
Aamby valley pvt ltd (Holiday resorts) Award Shows For business travellers Wedding halls 9 Different Restaurants Sahara Grace
New Service Development:A Hierarchy of New Service Categories
• Major service innovations- Banquet hall – 5000 capacity
• Major process innovations- Shopping center
• Product line extensions- Traditional look
• Process line extensions- Booking through SMS.
• Supplementary service innovations- Bought Hotel in London
Module:4
Service Delivery System
Distribution embraces three interrelated elements
• Information and promotion flow: (The objective is to get the customer interested in the service)– By Word Of Mouth– By Promotion
• Negotiation flow: (Agreement on the service features & terms of offer, to close the purchase contract.)– Making reservation and pay the bill
• Product flow: (People or possession processing services require physical facilities for delivery)– Accommodating the room– Having food– Attending meetings
Distinguishing between Distribution of Supplementary and Core Services
• Core Services:– Meeting and conferences– Dinning – Guest rooms with STATE-OF-ART Bathroom, Balcony,
• Supplementary services:– Airline confirmations &reservations– Banqueting & conferencing facility– Currency exchange
Options for Service Delivery• Customer goes to the service provider:– When customer wants to accommodate , attend the
meeting, have food
• Service provider goes to the customer:
• Interaction at arm’s length:– When customer have problems or complaints
related to hotel staff, ambience, or any such thing.
Technology Revolutionizes Service Delivery
• Airline confirmations &reservations• Banqueting & conferencing facility• Business centre• Major credit card accepted• Safe deposit lockers• Wi-Fi internet connectivity• Interactive TV•valet parking
• Designing and Managing Service Processes
Module:5
Developing a Blueprint – Some Basic Advice
• Identify all key activities in creating and delivering the service• Distinguish between front stage (what customers experience) and back
stage– Between the two lies the Line of visibility
• Chart activities in sequence• Show how interactions between customers and employees are supported
by backstage activities and systems • Establish service standards for each step • Identify potential fail points• Focus initially on “big picture” (later, can drill down for more detail in
specific areas)
Service Blueprinting: Key Components
1. Define standards for frontstage activities2. Specify physical evidence 3. Identify principal customer actions4. ------------line of interaction (customers and front stage personnel)--------
5. Front stage actions by customer-contact personnel6. ------------line of visibility (between front stage and backstage)--------------
7. Backstage actions by customer contact personnel8. Support processes involving other service personnel9. Support processes involving IT
Make Reservation
Coat RoomValet Parking
Accept reservation
Greet customer, take car keys
Greet, take coat, coat checks
Check availability, insert booking
Take car to parking lot
Hang coat with visible check numbers
Maintain reservation system
Maintain (or rent) facilities
Maintain facilities/ equipment
Line of interaction
Line of visibility
Line of internal physical interaction
Contact person (visible actions)
Contact person (invisible actions)
Fro
nt -
S
tage
Ba
ck
- S
tage
…
Timeline
Act 1
Physical Evidence
Service Standards and Scripts
Support Processes
W W W
F
Go to Room Food ServiceRoom Service
EscortingMaintaining Room,Conference ,Transport
Greet, take orders,Delivery drinks
Cleaning, Replacing, Security
Place order with Kitchen
Elevators Maintain facilities/ equipment
Maintain order,Billing Records
Line of interaction
Line of visibility
Line of internal physical interaction
Contact person (visible actions)
Contact person (invisible actions)
Fro
nt -
S
tage
Ba
ck
- S
tage
…
Timeline
Physical Evidence
Service Standards and Scripts
Support Processes
W W W
F F
Act 2
Checkout Process
Leave and Transport
Bill Payment
EscortPayment process and faclities
Greet,car facility
Check Validate credit card,Security system
Secure and Maintain parking lot
faclities Maintain payment system
Maintain facilities/ equipment
Line of interaction
Line of visibility
Line of internal physical interaction
Contact person (visible actions)
Contact person (invisible actions)
Fro
nt -
S
tage
Ba
ck
- S
tage
…
Timeline
Physical Evidence
Service Standards and Scripts
Support Processes
W W W
F
Act 3
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