Marketing BAD

NAME ID

ABID FAISAL 1821456

1821456
NOORUS SABAH 1731142
1731142
MOHOMMAD SAYED HOSSAIN 1722017
1722017
NUSRAT JAHAN DEEPTI 1820634
1720190
NUZHAT AFREEN KHAN 1820079
1731114

Course Name: Services Marketing

Course ID: MKT 350
Section: 02
Subject: Case Study on The Palace Luxury Resort

Submitted To
Mr. Suman Prasad Saha, Senior Lecturer, IUB
 CASE RELEVANT TOPICS OF CHAPTER 4

Product & Service Features

“The Palace Luxury Resort” is driven by satisfying its customers in the most fulfilling way.
They make each customer’s journey fulfilling by giving them access to fishing, trekking,
outdoor games, indoor games, and cycling. They give customization to their packages to each
customer’s unique wants. In addition to all these features, they also established world-class
state-of-the-art facilities for hosting activities such as community events, business meetings,
and family gatherings. They also ambulance services in case any emergency occurs and also
provides mosque facilities for spiritual fulfillment. On top of that, each employee is properly
assigned to their duties & responsibilities and tends to each customer’s care whenever they are
needed which contributes to the overall satisfaction of customers.

Customer Emotions
The Resort’s business is mostly customer-centric service, so customer’s participation is
involved in almost any arrangements. It has been noted that upper-class residents are more
well-mannered and cultured, making it possible for a luxury resort such as "The Palace Luxury
Resort" to provide top-notch service. Corporate customers are more considerate, less
demanding, kind & mostly stays in a happy mood when they are on holiday. The positive frame
of mind influences the outcome of service experiences from both customer's & employee's end.
Positive emotions such as pleasure, elation, sense of warm-heartedness enhance customer
satisfaction.

Attributions for Service Success & Failure

It has been stated in the case that the customer who visited with their family members in the
resort was offered a special package even when no offers were going on. They were served
welcome drinks to quench their thirst after the long drive. They were especially surprised when
they upgraded their lunch to the buffet with A la Carte dishes at the olive restaurant. Instead of
founding themselves just satisfied, they were delighted. Thus, it attributed greatly to the resort’s
success.

1|P a g e
Tangibles: Representing the service physically
Tangibles are often utilized by service organizations such as “The Palace Luxury Resort” to
enhance their image, provide continuity, and signal quality to customers. It has been stated in
the case that the resort has two categories of rooms targeted towards different classes of people.
It has 107 rooms in Tower Building which includes Executive King rooms, Signature King,
and Twin rooms. The customers in the case were graciously greeted in the big and well-
decorated reception lounge by its employees. They have stayed in the Tower Building rooms
with splendid rubber garden view on the 3rd floor. The furnishings of the rooms are attractive
and luxurious. The rooms are most comfortable as it is ample in size with super comfy beds.
All of these tangibles indicated their customers of its ability to meet customer demands
efficiently & provide quality service to meet their expectations.

Empathy: Treating Customers as individuals

Customers always want to feel understood by and important to firms that provide service to
them, the resort successfully gives their efforts to this dimension of the service quality. It has
been stated in the case that the resort has different customized programs for its valuable guests
which fall into their customization strategy to provide one-to-one solution that meets individual
customer’s needs to encourage customer loyalty. All the employees are encouraged by the firm
to remember their returning customer’s names, likes, or dislikes. Regular guests are surprised
when a cake is delivered on their birthday. All of these prove that the firm is empathetic towards
its customers, providing individualized attention to each of its customers.

Responsiveness: Being willing to help

“The Palace Luxury Resort” emphasizes attentiveness and promptness in dealing with
customer requests, questions, complaints, and problems. It has been stated in the case that they
provide facility for team building sessions, hire local artists for cultural programs, DJ for parties
& organizes local snacks upon request for large groups. Once they even managed to prepare
snacks for 350 people within 1 hour on short notice. According to the experience of the real
customer, it seems no request is too much trouble for them which makes sense as in comparison
to other luxurious resorts, The Palace workforce is less occupied and exhausted because tasks
are spread evenly, and the staff-to-room ratio is much higher.

2|P a g e
 CASE RELEVANT TOPICS OF CHAPTER 11

The effect of employee behaviors and satisfaction

Employee retention is the main evidence of their satisfaction so goes for the customer. When
a customer avails of the service again and again gradually he/she becomes loyal to the brand.
This is also a good sign for the organization to be able to retain the employees which give
customers a matter of relief and about the consistency of the service. As mentioned in the case,
the clients themselves confessed that the gratitude the employees show to the clients or the
“Thank you” they say to them is not scripted and that is evident.

Hire the right people

When it comes to hiring the service personnel it’s important than any other position, because
they give open-handed service to the customers. The key behind a strong workforce in the
service industry is a careful selection process. According to Jakir Ahmed who is the HR
manager of the Palace Luxury Resort considers several factors while hiring such as educational
background, previous work experience, communication skills, personality, and attitudes. He
also prefers that every staff should be energetic and eager to learn. It’s important for
management to always have a clear mind of the requirements and targets which they should set
before hiring the employees to get the right people.

Compete for the Best People

As per the case, the first recruitment of the resort for the skilled and semi-skilled workforce
was done in Dubai. In that recruitment process, people were selected since they were all
Bengali people with previous experience in the other renowned Hotel and Resorts in Dubai.
They also have recruited chefs but previous working experience in 5-star hotel establishment
to give their customers the best taste. From our point of view, the management of the resort
had done that to compete the best people for their best service. “The Palace Luxury Resort” is
a 5- star resort that chooses to serve financially affluent people. That’s why they did their
recruiting from Dubai, which is a top-class country in the world for hotel service management.
As a result, the customers of this resort can get world-class service by sitting in their own
country also can get the best experience compared to others.

3|P a g e
Develop People to deliver Service Quality
Training is an ongoing process for employees to deliver quality service. The Palace Luxury
Resort knows the importance of the training, so they conduct 6 types of training, a few of them
once and most of them are continuous. HR team conducts monthly training, which is for
interactive skills like grooming, smiling, teamwork, leadership skills, etc. Specific job training,
Role-playing training, Fire-Safety prevention training are some of them.

Measure Internal Service Quality

Measuring Internal Service Quality is very important because this motivates employees, the
employee becomes more experienced, increases the service quality also. Based on the
measuring work management can also decide which employee needs specific training. The
Palace Luxury Resort hires a Professional trainer to review the overall operation of the resort.
Also Head of each department reviews each member of the department which boosts
employee's productivity, team-works, etc.

Provide needed support system

Service workers require internal support and motivation that are aligned with their need to be
customer focused. It is the heart of any service provider without motivation and reward. The
Palace Luxury Resort charges a service charge of 10% which is a small bonus to reward theirs
work for all kinds of stuff. The bonus amount is evenly distributed among employees of all the
ranks.

Treat Employees as Customer

If employees feel valued and their needs take off, they are more likely to stay with the
organization. The customers of hotel and resorts are more likely to see familiar faces that insure
them to get better service. To maintain this lower turnover rate The Palace Luxury Resort treats
its staff like family members and also do take care of their needs. All the employees of the
resort live on-site, management provides them full accommodation, benefit from top-class
facilities such as a gymnasium, music club, sports arena, etc. They have separate buildings for
all the female staff. All employees get a long vacation for 5-6 days after every 3 months of the
year which keeps them energetic and motivated. All of these facilities are the reason why the
employees can give the best service to the customers of the Palace rather than others and also
have the lowest employee turnover rate.

4|P a g e
5|P a g e