Group Members

Name Yogesh Parekh Rinku Parekh Vikram Jain Archana Kanade Pushkar Dhongde Sarang Phansalkar Roll No. 39 38 21 25 14 42

Distinguishing Characteristics of Services

1. Customers do not obtain ownership of services Eg: 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 creation Eg: 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 evaluate Eg:

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.

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
HIGH

Services offered
Hyatt Regency
Leela Kempinski

Hotel Sahara Star

Orchid

Price

LOW

Ramada Plaza Palm Groove Hotel Sun N Sand Hotel Mirador

Intercontinental Marine Drive

HIGH

LOW

Location Vs Brand Value

HIGH

Brand Value

Hyatt Regency

Leela Kempinski NEAR

Orchid

Hotel Sahara Star

Intercon Hotel Mirador Ramada Plaza Palm Groove Hotel Sun N Sand

FAR

Location

LOW

Core service
Guest rooms with STATE-OF-ART Bathroom, Balcony, LCDs 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 customer Location Transportation

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

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 arms 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

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 activities 2. Specify physical evidence 3. Identify principal customer actions 4. ------------line of interaction (customers and front stage
personnel)--------

5. Front stage actions by customer-contact personnel 6. ------------line of visibility (between front stage and backstage)-------------

7. Backstage actions by customer contact personnel 8. Support processes involving other service personnel 9. Support processes involving IT

Act 1
Timeline
Service Standards and Scripts

Front - Stage

Physical Evidence

Make Reservation

Valet Parking

W Coat Room

Line of interaction

Accept reservation

Greet customer, take car keys

Greet, take coat, coat checks Hang coat with visible check numbers

Contact person (visible actions) Line of visibility Contact person (invisible actions) Line of internal physical interaction

Back - Stage

Check availability, insert booking

Take car to parking lot

Support Processes

Maintain reservation system

Maintain (or rent) facilities

Maintain facilities/ equipment

Act 2
Timeline
Service Standards and Scripts

Go to Room

Front - Stage

Physical Evidence

Room Service

W Food Service

Line of interaction

Escorting

Maintaining Room,Conferenc e ,Transport

Greet, take Contact person orders,Delivery (visible actions) drinks Place order with Kitchen

Line of visibility

Back - Stage

Cleaning, Replacing, Security Elevators Maintain facilities/ equipment

Contact person (invisible actions) Line of internal physical interaction

Support Processes

Maintain order,Billing Records

Act 3
Timeline
Service Standards and Scripts

Front - Stage

Physical Evidence

Checkout Process

Bill Payment

W Leave and Transport

Line of interaction

Escort

Payment process and faclities

Greet,car facility

Contact person (visible actions) Line of visibility

Check

Back - Stage

Validate credit card,Security system Maintain payment system

Secure and Contact person Maintain parking (invisible actions) lot

Line of internal physical interaction

faclities

Support Processes

Maintain facilities/ equipment