Final Service Mgmt. PPT

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)

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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

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Ba

ck

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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