Marketing of services Assignment Example | Topics and Well Written Essays - 1500 words

Marketing of services - Assignment Example In today’s uncertain and competitive environment the travels whether leisure or business looks for maximization of the value they receive for the money they have paid. At the same time the service providers in the hospitality industry are looking at optimisation of working capital, faster flow of cash and increase the revenue they earn from each room (Genpact Limited, 2012). In this context the paper focuses on the marketing of their service, service guarantee and how to improve the same. Figure 1 (Source: Genpact Limited, 2012) The Strand Palace Strand Palace is the hotel that is located at London. This hotel is considered to be catering to every visitor such as visitors on a city break, foreign tour group and business travellers. The hotel consists of eleven meeting rooms and this is the major venue for organizing events and conferences. The prime locations of London that a tourist wishes to visit are all near to this hotel such as the theatres, restaurants and shops of the Covent Garden lies in the north with the Thames, Charing Cross and Waterloo Bridge on the south (Strand Palace Hotel, 2013a; 2013b; Tisdall, 2013). Thus, this makes it attractive to the visitors who have planned for partying and sightseeing. This hotel started its operations in the year 1909 and was an art deco gem of that time. The treasure and glamour of the hotel is still prevalent and is preserved in V&A museum as a memento. The hotel has got nine floors that comprises of total 758 rooms. These rooms are constructed around the inner courtyard. The hotel is quite big where the visitors can consider themselves as on another planet separated from the rest of the world. Evaluation of the services In the hotel industry service quality occupies a very important place as it has high level of contact with the customers. In order to evaluate the service quality of the hotel, five dimensions are required to be considered. They are as follows: Tangibles refer to the appearance of the perso nal who is interacting with the customer or providing services, physical facilities of the hotel and the equipments that is related to the delivery of service. Reliability: This indicates the ability of the hotel staff to perform or provide the promised service in an accurate and dependable manner. Responsiveness: This indicates the willingness of the staff to provide services to the customers and the promptness in their service delivery. Assurance: This indicates the courtesy and knowledge of the employees that provides them the confidence and trust to deliver properly. Empathy: This signifies the caring and individualised attention towards the customer’s requirement (Antony, Antony and Ghosh, 2004). Service evaluation is highly important in a hospitality industry. The main reason behind this is that it reveals the weakness and the drawbacks that are present in the services delivery of the hotel. The management of the hotel can consider these drawbacks and weakness carefully such that they can take preventive and serious measures to eradicate these problems. For a hospitality industry, the service quality directly impacts the customer’s satisfaction, which in turn impacts the profitability and the business performance. If the service quality is good, then the customers are satisfied and loyal and this loyalty is measured in form of customer retention and business performance. Therefore, in the evaluation of the s