Airforce One

Table of Content

o Executive Summery

• Objective of this report

o Introduction

o How does Dusai Resort works

o Market Segmentation, target market, positioning

o Marketing mix and extended 7P’s

• Service Blueprint

o Flower of service

o SWOT Analysis of Dusai

o Survey analysis and findings

o Our recommended strategy for improving the service quality & business expansion

o Conclusion
Objectives of this report

 To know how Dusai works

 To get a quick view of the service road map from end to end view.
 To know what type of services Dusai is providing to the customers.
 To know service quality offered by the management.
 To know how they are managing both internal (purchasing and distribution) and
external (Restaurants, Customers).
 To know how are they partnering with different entities.
 To relate our learning from this course with their service process.
 Introduction
According to World Trade Organization (WTO), one incoming tourist in a particular country
provides direct and indirect employment to nine persons. Travel and tourism is now one of the
world`s fastest growing business segments. Tourism is one of top five export categories for as
many as 83 per cent of countries and is a main source of foreign exchange earnings at least 38
per cent of countries. According to a study of World Travel and Tourism Council (WTTC),
direct employment support by travel and tourism is forecast to rise by 2.9 per cent per annum to
1,785,000 jobs or 1.9 per cent of total employment in 2023. This includes employment by hotels,
travel agents, airlines and other passenger transportation services.

The world tourism market has grown at an average of 3.7 per cent over the past five years and is
projected to grow by an average of 4.9 per cent over the next five years, with Asia and Pacific
regions recording the fastest growth rate.

Like other countries, hospitality is now becoming Bangladesh`s one of the largest industries,
generating additional jobs across the country. Hotel industry can play a significant role in the
growth of the tourism industry as Bangladesh is strategically located in an ideal place in Asia and
a tourist destination on the map of the world.

According to the International Monetary Fund (IMF), the size of the GDP of Bangladesh reached
153.5 billion US dollars in 2013. During 1970-2013 GDP of Bangladesh grew by 146.4 billion
US dollars (in 21.6 times). During 1970-2013 GDP per capita in Bangladesh rose by 873 US
dollars (in 9.2 times) to 980 US dollars. The average annual growth of GDP per capita in
Bangladesh was 20.3 US dollars or 19 percent. Now GDP per capita of Bangladesh is 1314 US
dollars. The economy of the country has been maintaining 6 plus per cent growth since 2004.

DuSai Resort & Spa is the first world class 5-star standard boutique Villa Resort & Spa in
Bangladesh nestled within a small tropical forest on hillocks with thousands of trees and flanked
by a 1000 feet long serpentine lake on the south and two large fish ponds on the north side, just
beside the largest concentration of tea gardens in Moulvibazar District about 200 km north-east
of Dhaka. In this report we are going to analyze the services provided at Dusai and provide
critical views on the service quality provided.
 About Dusai Resort and Spa

DuSai Resort & Spa is the first luxurious 5-star standard boutique Villa Type Resort & Spa in
Bangladesh nestled inside 14 acres of rolling hills land dotted with thousands of trees and
flanked by an 800 feet long serpentine lake on the south and two large fish ponds on the north,
just beside the largest concentration of tea gardens in Moulvibazar District, Sylhet Region, about
200 kms north-east of Dhaka. In an amazing & spell bounding development, World Luxury
Hotels Award committee, has nominated DuSai Resort & Spa as the 'Best Forest Resort' in the
"Continental category" for 2016!! This was completely unexpected as we were expecting the
award in the Regional category. The committee took into account the three international awards
DuSai has received for the design of the resort and nominated us as the best forest resort in Asia
for the year 2016 for its ambience, atmosphere and surroundings in a gala ceremony at the St.
Regis Hotel, Doha, Qatar on 29th Oct. This award is dedicated to the impeccable management
and service that we render to our guests and which almost 99% of our guests sincerely
appreciate.

Vision

Delivering the ultimate experience through unique and personalized service, creating timeless
and everlasting memories and the best value to customers, employees, and communities.

Mission

1. Providing a consistent warm & friendly guest experience & everlasting memories.

2. Exceptional and personalized service, exceeding expectations, and inspiring a connection to

our brand in the experiences we provide.

3. Being the first choice of guests, team members, and owners alike.

4. Recruit and train the best talent in the industry.

5. Inspire and reward our associates and provide superior financial results to those who entrust us
with managing their assets.
6. Embrace change as a catalyst for continual improvement.

Core Values:

• Integrity

• Commitment

• Accountability

• Result oriented

• Teamwork

• Passion

• Excellence

How does Dusai resort Works:

 A perfect place for nature lovers looking for quiet tranquility.

 A place of choice for couples and families.
 A secret and enchanting hideaway for honeymooners.
 An adventurous destination to explore the charms of the tea gardens and the largest rain
forest in Bangladesh.
 A preferred destination for small corporate meetings and conferences.
 Market segmentation

Process of dividing a market into subset of consumers according to their needs, wants, choices
and preferences. Market segmentation is a marketing strategy which involves dividing a broad
target market into subsets of consumers, businesses, or countries who have, or are perceived to
have, common needs, interests, and priorities, and then designing and implementing strategies to
target them. Market segmentation strategies are generally used to identify and further define the
target customers, and provide supporting data for marketing plan elements such as positioning to
achieve certain marketing plan objectives.

Categories of Market Segmentation:

I. Geographic segmentation

II. Demographic segmentation

III. Psychographic segmentation

IV. Behavioral segmentation

V. Cultural Segmentation

Target Market

It implies selecting the most lucrative segmentation where companies can conduct business and
can be able to create value for customers in long term basis. Dusai basically segmenting its
market on geographic and psychographic basis.

Marketers can segment according to geographic criteria—nations, states, regions, countries,

cities, neighborhoods, or postal codes. The geo-cluster approach combines demographic data
with geographic data to create a more accurate or specific profile. Psychographic segmentation,
which is sometimes called lifestyle, is measured by studying the activities, interests, and opinions
(AIOs) of customers. It considers how people spend their leisure, and which external influences
they are most responsive to and influenced by.
 Positioning

Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative
to competing brands, in the mind of the customer. Companies apply this strategy either by
emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or
they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-
level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to
reposition it without destroying its credibility. It is also called product positioning.

In services marketing, additional 3P named People, Process and Physical evidence help to create
a positive brand image in the minds of the consumer. Hotel the Dusai has a nice, stylish, well
decorated building to its customers. People involving with the direct services are really very
cordial and polite. And the total procedure is very fast and cost effective. They have the largest
swimming pool among 5 star hotels, Golf Club, Helipad and so on. Overall, these things will
definitely create a positive brand image in the minds of the customers, for sure.

Facilities & Services

Facilities at Dusai Resort:

 The main swimming pool, in three different levels in based inside a small valley.
 Open air Jacuzzi on the top layer
 70' long main infinity edged pool in the middle layer with the sunken pool bar
 50' long lap pool on the lower layer
 Gymnasium with separate male and female steam bath facility
 Separate male and female changing room with lockers.
 56 seater Cineplex
 A 1.4 km long circular multidimensional walking trail
 Open air Amphitheater
 Children's Nursery Playground
 Air conditioned mosque
Sports facilities:

 One hard court Tennis

 Two Badminton courts
 Canoeing
 Cycling

Services:

 Free Wi-Fi in the entire resort premises

 Cable TV by fiber optic cable
 Shops
 Excursion tours
 Uninterrupted 24x7 full power supply

Excursion Tour

The Resort Front Office can arrange Excursion Tour for hotel guests.

1. Places to visit:

 Lawacharra Rain Forest

 Tea Gardens in Srimangal
 Madhabpur Lake
 Monipuri Village Bazaar in Srimangal
 Lunch at Kutumbari restaurant
 Seven layers’ tea at Neel Kontho Tea Stall

2. Minimum number of pax must be 4 pax

3. Tour timing: 1pm to 7pm – 6 hours

4. No. of pax. per vehicle: 6/9 pax.

5. Vehicle type: Noah or HI ace Micro

6. Per person cost will be as follows: For 4/6/8 pax Tk. 2000/1800/1500 respectively. Price
includes Lunch, 7 Layers Tea & Transport charges.

7. Order of Tour Itinerary:

 1:00 pm – Leave for Kutumbari Restaurant in Srimangal

 1:30 pm – Lunch at Kutumbari
 2:15 pm – Leave for Lawacharra Rain Forest; Guest Bungalow Hill
 3:00 pm – Leave for Madhabpur Lake, Arrive at around 3:30 pm.
 4:00 pm – Leave for Srimangal Tea Gardens; Arrive in the Gardens around 4:30 pm
 5:00 pm – Visit Monipuri Bazaar at Srimangal
 6:00 pm – Arrive at Neel Kantho Tea Stall
 6:30 pm – Leave for Resort
 7:00 pm – Arrive back at Resort

Accommodation in the resort consists of 30 superior and premium type rooms in the terraced
main hotel. Then there are 24 deluxe rooms in five two-storied terraced villas and 9 two-
bedroom suites on four separate two-storied terraced villas on the slopes of the south-facing hills,
a privately enclosed one-bedroom Honeymoon villa with private heated infinity pool and finally
a privately enclosed large Presidential villa with its own heated infinity edged pool.

room 1

 Hotel $120++
 start from / night
 Accommodation in the resort consists of 30 superior and premium type rooms in the
terraced main hotel.
  32" LED TV Free Wi-Fi internet access In-room personal safe 24-hour room service
VRF air conditioning

room 1

 Villas $180++
 start from / night
 24 deluxe rooms in five two-storied terraced villas and 9 two-bedroom suites on four
separate two-storied terraced villas on the slopes of the south-facing hills.
 Complimentary breakfast 32" LED TV Free Wi-Fi internet access In-room personal safe
24-hour room service Private Dining Private balcony VRF air conditioning
 Dine

Banana Leaf Restaurant

This is the fine dining restaurant of the resort situated in the ground floor of the main hotel
building. It serves multiple types of Continental, Chinese, Thai & Indian cuisine.

Tea Valley Restaurant

This half-moon shaped restaurant on the slopes of a small hill overlooking the rice field, lake and
tea plantations is made of wooden frame with thick thatch roof. It features a Show Kitchen where
cooking is done in front of the guests and serves limited varieties of Continental and Bangladeshi
cuisines. The buffet breakfast is also served here.

Forest Pub

The Bar of the resort is a floating platform jutting out onto the valley housing the main pool. It
serves different kinds of cocktails, mock tails, Red & White wines and non-alcoholic Beer.
Foreign guests are allowed to bring in their own alcoholic drinks for consumption in their rooms.

The Pool Cafe

This unique sunken pool cafe, the first of its kind in Bangladesh, serves snacks, soft drinks and
juices to the pool guests.
Enjoy Swimming pool

70 feet long first infinity edged swimming pool in the country with sunken pool bar. 50 feet long
lap pool on the lower layer. Shimmering beneath the sky the pool is fringed by lush green plants
to create the sensation of swimming within the tropics. The pool is open from 9:00am to 9:00pm
daily.

Spa

Holistic spa indulgence awaits to fulfill your every wish with an all-natural package that includes
herbal and floral concoctions. be ushered into the realm of quiet calm through a warmly
appointed reception, a Bamboo, wood and thatch combined natural atmosphere. sparkling crystal
reflections of indoor water body with 5 Spa Treatment Suites. Pick from treatments originating
from the Majestic Thai Experience to Exotic Armana experience, and relax under the skilled
pressure of nimble fingers of our professional Thai Therapists as you enjoy a massage. Operating
hours 10.00 am to 10.pm.

Open Air Jacuzzi

Professionally designed open air hot Jacuzzi means total relaxation and fun for you and your
family. Whether its winter or summer. Jacuzzi is open 9.00am to 9.00pm

Gym

A professionally designed facility with natural lighting, located in front of the lap pool. the Gym
offers you state of the art equipment for your work out with separate locker room for males and
females. Open 7.00am to 9.00pm

Cineplex

Cineplex with advanced BOSE Bass reflex sound system designed for family entertainment.
capacity 56 seats. Located in Reception building. Daily three shows. Special arrangements for
groups.
Amphitheater

Open air amphitheater located behind Tea valley restaurant ready for your outdoor
entertainments. BBQ nights could be arranged upon request while entertainments on.

Meetings & Events

M. SAIFUR RAHMAN Convention Center

DuSai Resort's new Convention Center, "M. SAIFUR RAHMAN Convention Center" was
formally opened recently. This purpose-built building consists of the following features and
facilities:

A 96 seater main Conference Hall. (Theater Style seating) A 19 seater large Meeting Room A 7
seater small Meeting Room a Lounge Room A 80 seater Dining Hall 20 rooms accommodating
upto 60 persons Business Center Car Parking for 40 vehicles.

Places of Interest

Lawachara National Park

Lawachara is the only rainforest in Bangladesh. In 1997 the Bangladesh government declared it a
National Park. It is situated a mere five kms from the center of the tea town of Srimangal.

Biological diversity in the Lawachara National Park consists of 460 species, of which 167
species are plants, 4 amphibian species, 6 reptile species, 246 bird species and 20 mammal
species. Different types of plants make the natural view of ‘Lawachara’ very thrilling and
attractive. Lawachara forest has a huge bamboo growth amongst other prominent tress. Among
the bamboos, ‘Jai Bash’ is a bamboo which is very thick and very rare. ‘Agar’ tree, which is
aged to make ‘Oudh’, is another excellent collection in ‘Lawachara’.

Madhabkunda Waterfall

Madhabkunda waterfall is one of the most attractive tourist spots situated in Baralekha sub-
district of Moulvibazar District, in Sylhet division. Water falls from about 30 meters’ height. Big
bolder stones and black stones with green leafy plantations are the base sidewalls of this
waterfall. The rhythmic sound of waterfall from 30 meters’ height is a sight to enjoy. Near to the
waterfall sight, you can also find a tribal village where you can also have a glimpse of a tribal
life. Thousands of tourists from all over the country and many from overseas come to
Madhabkunda waterfalls every year. If lucky there is a good chance to see elephants chaperoned
by their Mahouts.

Madhabpur Lake

Madhabpur Lake is natural lake inside the Madhabpur tea estate in Komolganj sub-district of
Maulvibazar. The water of the lake is so clean and clear that is hard to stop yourself from
jumping into the lake. This lake is amongst small hillocks which are planted with tea trees.
During winter season different kinds of migratory birds, mostly from Siberia, come here so bird
lovers can have a feast enjoying the activities of varied kinds of birds here. This is an ideal place
for professional photographers. There are sometimes strong winds in the lake during monsoon
rainy season which makes the lake water look like a river. One will surely enjoy the view and
quietness of this beautiful lake.

Tea Garden

Srimangal is known as the tea capital of Bangladesh and for miles and miles around one can see
the green carpet of tea gardens on the hill slopes and valleys.

There are nearly a 100 tea gardens in Srimangal sub-district including three of the largest tea
gardens in the world both in area and production. Nearly 300,000 workers are employed on the
tea estates of which over 75% are women. Employers prefer to engage women for plucking tea
leaves since they do a better job than the men who mostly engage in gossiping.

A visit to the tea plantations of Maulvibazar is a memorable experience. The gardens are relics
from the days of the British Raj. The plantations were started by the British and the garden
manager still lives in the white timber bungalows as they did in those days. The bungalows
usually stand on a hilltop having beautifully maintained lawns and the service and lifestyle is
pretty much unchanged.

Room Amenities:
Duck down feather pillows
Heavenly bed mattress (Except superior rooms)
VRF semi central air conditioning system
32" LED TV
Free Hi Speed Wi-Fi Internet Access
Mini bar (Non-alcoholic)
In-room personal safe
Tea & Coffee making facility
Designer Ceiling Fans
Cable television
24 Hour Room Service
Evening Turn Down Service
Private dining area (only at Villas)
Private balcony and / or terrace (except Superior rooms)
Uninterrupted 24x7 full power supply
Bathroom Amenities:

Hair Dryer
Telephone
Herbal Bath Gel & Shampoo
Bath Robes & Slippers
Outdoor Bathtubs in Deluxe Room Balconies
Rain Shower
Other International Standard Bathroom Amenities
Special Facilities for
Presidential Villa & Honeymoon Villa:
Personal Butlers
Private Heated Infinity Edged Swimming Pool & Gazebo
Double Vanity Basin in Bathrooms
Child Policy:

Any two children up to 12 years can stay in parent room.

Breakfast is free for children upto 6 years. Half rate for set/buffet breakfast will be applicable for
children between 7 to 12 years.
Child age must be confirmed at the time of booking.
If child is found to be of higher age then declared at Checking in time then extra bed charge of
US$30 will be charged.

Maids & Drivers Policy:

No maids can be accommodated in Resort rooms. Separate accommodation quarters for maids
are available inside resort premises including three times meal facility.
Driver accommodations are available at cost for bed only. No meals can be provided.
 SWOT Analysis

Strength Weakness

 Top notch service and excellent  The brand name comes with a
customer service perception of being expensive
I
n  Goodwill from Employees and  Current economic status is bound to

t customers take a toll on spending power

e  They offer really go deals and  Still trying to establish itself in the
r promotional offers hence attracting emerging economies
n more customers
 Long distance from Airport
a
 Situated in the tea Capital of
l  Lack of educated employees
Bangladesh
  Most of the staffs are not from
 High Brand Recall
hospitality background.

Opportunities Threat

 Using current economic scenario to  Terrorism event affects the tourism

increase clientele through special
 Huge number of strong competitors
packages
E  Weak communication with the other
 Expansion of the global tourism
x hotels.
market
t
 Lack of government interest towards
e  Can maximize foreign as well as
the development of the tourism
r local guest Giving more emphasize
n on packages can maximize revenue.  Lack of supply of trained manpower in
a Bangladesh.
 Travelers are looking for novel
l
destinations

 Local market can be targeted for

restaurants and others.
Things that can be provided by Provided by 5 star Provided by hotel
Hotels hotels Dusai
Helipad √ √
Honeymoon package √ √
Escalator √ ×
Customized Food √ √
Casino √ ×
Reservation √ √
Valet Parking √ √
Reception √ √
Baggage Service √ √
Security √ √
Cocktail Bar √ √
Restaurant √ √
Entertainment/Sports/Exercise √ √
Internet √ √
Wake-up Call √ √
Room Service √ √
Business Center √ √
Safety deposit boxes √ √
Cashier √ √
Beautiful sight around √ √
Bank booth √ ×
Ball room √ √
Cottage √ ×
Bank branch √ ×
Shopping complex √ ×
Same day laundry service √ √
Dusai Tea Resort & Golf at a glance:

 Started its journey on 25th October 2013

 Situated in Srimangal Road, Niteshwar, Giashnagar, Moulvi Bazar.
 The biggest hotel in the tea Capital of Bangladesh.
 135 rooms of 7 categories consisting with both of rooms and suits.
 International standard accommodation facilities.
 Rooms are individually air-conditioned.
 Running hot and cold water
 Valet parking with a large car parking area.
 The largest infinity temperature controlled swimming pool with Jacuzzi in
Bangladesh and 2 smaller children pools.
 3 world-class restaurants.
 2 world-class coffee shops.
 Well stocked bar with wide range of international liquors.
 Safety deposit boxes, luggage storage,
 A big library consisting of novel, history, reference books, business magazines
 High speed Wi-Fi facility at each Guest room & Lobby area and Business center
 Nine-hole Golf in hill, a Basketball court, Tennis court, badminton courts, pool
tables, table tennis, children`s play zone
 World class Gym with Spa, Steam & Sauna
 Saloon and Beauty parlor
 Doctor on call
 Own power supply facility
 Electronic safety vaults.
 44 seated 3D HD movie theatre
 2 large ballrooms, capacity to accommodate 200 people and 500 people respectively
 2 Business meeting & Conference rooms of accommodating 38 participants and 14
participants respectively
 Main competitors are The Palace, Hotel Rose View, Hotel Excelsior, Nazimgarh
Resorts and Grand Sultan.

Marketing mix & extended 7P’s:

Marketing mix definition:

Marketing mix definition is simple. It is about putting the right product or a

combination there of in the place, at the right time and the right price. The difficult part
is doing this well, as we need to know every aspect of our business plan.

Marketing mix 4Ps

A marketing expert named E. Jerome McCarthy created the marketing 4Ps in the 1960s.
This classification has been used throughout the world. The marketing 4Ps are also the
foundation of the idea of marketing mix.

Elements of 4P’s are

• Product

• Price

• Place

• Promotion

Marketing mix –product of Dusai

A product is an item that is built or produced to satisfy the needs of a certain group
of people.

In service marketing there are two types of product_

Core product: Core product response to customer’s primary needs. It must add value
for customer.

Core product of Dusai is

"A bed room with an attach bathroom"

Supplementary product: Supplementary services are those services which are enlighten
or furnishing the core product.

Supplementary product of Dusai are_

1. Reservation

2. Valet parking

3. Baggage service

4. Cocktail bar

5. Entertainment

6. Internet

7. Wake up call

8. Room Service

9. Cashier

10. online booking

Price Range of Dusai:

Price is a factor by which many customers decide their purchase decision. Again
depending on high and low price sometimes customers’ judge a service provider. Dusai
always offer premium price to its customers for their services. There are different price
model for different product and services offered by Hotel Dusai.
Room/Suite Type US Dollar
Superior King / Twin $120++
Premium King / Twin $150++
Deluxe Villa Queen $180++
Deluxe Villa King $200++
Suite Villa-C $300++
Suite Villa-B $360++
Suite Villa-A $390++
Honeymoon Villa $625++
Presidential Villa $750++
All Rates Exclusive of 9% service charge & 15% VAT.
All rooms have complimentary breakfast for two and for four persons in suites.

Place of Dusai:

The location of Dusai Tea Resort & Golf is very historyically populer place. It located at
Srimangal Road, Niteshwar, Giashnagar, Moulvi Bazar, Sylhet, Bangladesh. This place
has a great attrection for the tourist not only in Bangladesh but also to the in whole
world. Sylhet is mainly popular for tea Garden. On the other hand, Jaflong, the majar of
hajarat shajalal & shaporun , Monipuri-para are also attractive place there.

Corporate Office of Dusai is,

9/Flr.,Erectors House, 18 Kamal Ataturk Avenue, Banani C/A, Dhaka-1213,Bangladesh

Promotion:

Promotion refers to raising customer awareness of a product or brand, generating sales,

and creating brand loyalty. It is one of the four basic elements of the market mix, which
includes the four P's: price, product, promotion, and place. Promotion is also defined as
one of five pieces in the promotional mix or promotional plan. These are personal
selling, advertising, sales promotion, direct marketing, and publicity.

Dusai Resort & Spa has a very successful promotional strategy. The main purpose for
these promotions is to present information to consumers and others. They use social
media marketing for most of their promotion. They also have loyalty programs for
repeat customers. There are three Membership cards, Silver, Gold, Diamond card
membership for loyal customers that offers exclusive privilege for the members.
 Marketing Mix 7P’s:

The 7P’s model is a marketing model that modifies the 7P’s model. The 7P’s is generally
used in the service industries. Other elements of 7P’s are

5. Process

6. Physical Environment

7. People

Process:

The systems and processes of the organization affect the execution of the service. So,
Dusai Resort & Spa has made sure that it has a well-tailored process in place to
minimize costs. The entire sales funnel, a pay system, distribution system and other
systematic procedures and steps to ensure a working business that is running effectively.
Tweaking and enhancements can come later to “tighten up” the business to minimize
costs and maximize profits.

Physical Environment:

In the service industries, there should be physical evidence that the service was
delivered. Additionally, physical evidence pertains also to how a business and its
products are perceived in the marketplace. When you think of a hotel, the names Dusai
come to mind very early.

You immediately know exactly what presence is in the marketplace of Dusai, as they are
generally market leaders and have established a physical evidence as well as
psychological evidence in their marketing.
People:

Of both target market and people directly related to the business. The services
company’s employees are important in marketing because they are the ones who deliver
the service.

Dusai hire and train the right people to deliver superior service to the clients, they run a
support desk, customer service, copywriters, programmers…etc. They’ll be more open
to honest feedback about the business and input their own thoughts and passions which
can scale and grow the business.

Service Blueprint

Service-Blueprinting is a service planning help tool. It can be used for developing new
innovative services as well as for improving existing services. The method is also
appropriate for ensuring the quality of service processes. It can also be used for new
employee training or for showing clients a service cycle overview. The Service-
Blueprinting output consists of a graphically-presented overview of the service process
and its activities. Service-Blueprinting allows for visualization of the service
development process in its early stages. In each process step, contact points between
client and firm (and physical element, if a tangible service) become visible. It is possible
to identify failure points and discover areas for innovation as well. This technique eases
the identification of cost saving potentials and offers an excellent base for further
Service-process management.

Objective:

Services are difficult to conceptualize in development, due to their intangibility. It not

possible to “experience” services with prototypes alone. Service-Blueprinting is a tool
that gives a better understanding of the services and their basic processes. The objective
is to establish the activities of the service production in a graphical representation.
Service-Blueprinting with its strong client-focus differs from other methods of process
analysis; Service Blueprinting supports client satisfaction. Service Blueprinting
considers not only the client requirements during the process design, but also the firm’s
internal requirements.

Service Blueprinting differentiates between five degrees of client interaction and

integration:

 The client interaction line separates the process steps of the service activities that
the client carries out independently.
 The visibility line separates the service activities that the client can see from the
service activities which are hidden from view. Above the line, the process
components that can be seen, heard, smelt or perceived are ordered.
 The internal interaction line separates activities that imply immediate relation to
the client’s order from support activities. Support activities serve as the
preparation for the primary activities but do not belong to the client’s order.
Examples are the maintenance of a ski lift or the cleaning of an office.
 The control line separates the preparation activities from the general
management activities.
Act 1: Prologue and Introductory Scenes

Act 2: Delivery of Core Product

• Featured foods, seating, order food, room service

• Potential fail points: Menu information complete? Menu intelligible? Everything

on the menu actually available?

• Mistakes in transmitting information a common cause of quality failure—e.g. bad

handwriting; poor verbal communication

• Customers may not only evaluate quality of food and drink, but how promptly it
is served, serving staff attitudes, or style of service

Act 3: The Drama Concludes

• Remaining actions should move quickly and smoothly, with no surprises at the
end
 • Customer expectations: Accurate, intelligible and prompt bill, payment handled
politely, guest are thanked for their patronage

Component of service blueprint:

Service Blueprint Components

Physical Evidence

Customer Actions Line of Interaction

Visible Contact Line of Visibility

Employee Actions

Invisible Contact Line of Internal

Employee Actions Interaction
Support Processes

 Customer Actions: All of steps that show the customers’ activity

 Onstage/Visible Contact Employee Actions: Onstage/visible contact employee
actions: Face-to-face actions between the customers and employees
 Backstage/Invisible Contact Employee Actions: Backstage/invisible contact
employee actions: All of the employee actions, but the customer can’t see
 Support Processes: Support processes: All the tangibles that customers are
exposed to that can influence their quality perceptions.
 Physical Evidence: Physical evidence: All the activities carried out by individuals
and units within the company who are not contact employees.
THE FLOWER OF SERVICE IN DUSAI:
a. Information:

Dusai mainly involves in providing business to customer service. The customers get to
know about the products and services from the websites. Customers also can call to the
office and discuss with the respective personnel regarding the services. While the
customer taking the services there are dedicated person who share all the information
about the instruction manual. So, customers call and know about the services but in
terms of the big business client the sales team of GS meets with them face to face and
shares all the required information that required.

b. Consultation:

Consultation plays a vital role in service providing industry in which GS belongs to.GS
offering advice and consultation tailored to each customer’s needs and situation.
Keeping this in mind GS has developed an expert sales team who can guide or suggest
her client well during price requirement is prepared. This ultimately leads to customers’
satisfaction while customers find out that he was guided well by the service provider.
c. Order Taking:

Order taking plays another major role at GS. Dusai taking order by their website local or
International. The reservation from all service requirements is mentioned. The clients
fill up from and submit after a few minute he/she will get feedback available or not.

d. Hospitality:

GS is well aware about the standard of how well it can treat its clients. Since, its major
business comes from elite people (local and International) it maintain quality while
treating its customers and clients. For many occasions, clients visit to Dusai, during
those visits, GS ensures that its clients get warm welcome. Security protocol is tightly
maintained. GS does its best to keep its clients happy and satisfied.

e. Safekeeping:

GS is well aware and ever cautious in maintain the role of safeguard of the possession of
its clients. GS strictly hide all of client information except the special case and they
always maintain the professionalism in keeping the information safe.

f. Exception:

Like Hotel Industries GS is always open to exception if required. This exception and
flexibility is open mainly for the big events, loyal customers who is doing business with
GS for a long time.

g. Billing:

GS aims to make a paperless world. With the aim, GS has reducing usage of paper in its
office. It also encourages its clients also to do the same. GS send all its bills through
email and encourage its clients to send the bill via bank.

h. Payment:

GS encourages doing all kinds of financial transaction via bank. Online money transfers
and cards are preferable. It can’t accept cheque from the clients but cash.
 Partnership

Currently Dusai resort and Spa have numerous partnership programs with

 Trip Advisor, a leading travel booking website

 Telecoms
 Several Private banks offering discounts on membership and stays on special
suits.

Survey Analysis
1. How did you get to know about this hotel and their services?

Promotion

Website
Word of mouth
Promotions

2. Are you getting the service you were promised?

Barand Promise

Yes
No

3. If no, then what is the lacking?

 Service Lackings

Room features
On time service
Value added features
Others

4. What do you think about their customer service?

Customer Service

Excellent
Poor
Need Improvement

5. What do you expect from their product or services in future?

 Expectations in future

Better service
On time service
Competitive price
More added values

Findings

Dusai is a 5-star hotel in Bangladesh. Though the people of this country are not so
familiar and habituated with the service services offerings of GS. Most of us are passing
our leisure at Coxsbazar, Rangamati, and Bandarban etc. But GS is targeting not only
the local but also foreigners to provide world class 5-star hotel experiences and showing
them the natural beauty of tea resort, lauyachora forest, local famous spots etc. Among
the customers, from the perspective of Bangladesh, they are looking for more
competitive and affordable prices. But they are really very grateful to GS due to the
offerings they are providing. From the survey, it is very visible that customer’s
expectations, brand promises and services were fulfilled. But they should promote more
and more to create a positive buzz in the market place and market space.
 Recommended strategy for improving the service quality & business
expansion

Although The Dusai is providing very proficient and valuable Service and they have good
position in market. There are also some facts which can help them to improve their
service and generate more revenue. Some recommendations are given below:

 Marketing team should concentrate on effective promotional activities.

 Dusai needs to give more freedom in work to employee.
 Concentrate on service pricing.
 Marketing team need to more focus on customer relationship.
 Think about upcoming competitors.
 In Addition to Sight Seeing, more space for sporting activities can be included.
 Additional parking space.
 Make the online reservation system faster.
 Adding Golf courses.

Conclusion

As a leading five-star hotel of Bangladesh the Dusai hotel is serving promising selling
and marketing services to its customer. Customers’ interest for selling and marketing
service is satisfactory. The Dusai is a five-star hotel, conveniently located within the
prime diplomatic and natural zone of Sylhet in Bangladesh. It has a superior name in
the world. With its art and amenities, it is performing very well in the hospitality
industry from the beginning. Every aspect of Dusai is carefully selected to create an
emotional connection with the guests. For that reason, it becomes one of the best hotels
in Bangladesh and one of the top most hotels around the world.