Service marketing is mainly related to the marketing activities that are performed to market the services. Earlier Britain was concerned with manufacturing industry but since year 1980 it has also taken interest in services industry. Various jobs are introduced in this sector to reduce the rate of unemployment in the country (Foxall, 2013). Marketers in service industry use the expanded P's of marketing mix that includes product, price, place, promotion, physical evidence, people and process. The organisation chosen for this report is Burj Al Arab Jumeirah, Dubai and it is taken form third series of made in Britain. This report is mainly based on the service industry of Britain in which characteristics of services and their framework. The way in which organisations can consistently deliver the high quality services have also been discussed under this project report.
Key characteristics of Services
Overview of the hotel: Burj Al Arab Jumeirah is a hotel which is mainly based in Dubai and operating its business successfully. It is a luxury hotel with world's fifth tallest building. It was made on an artificial island and it is connected to a mainland with the help of a bridge. It was designed by multidisciplinary consultancy which was led by Tom Writh who is an architect. It mainly concerned with the hospitality services that are provided to national and international visitors (Gummesson and Grönroos, 2012).
Hospitality services have various type of characteristics all of them are as follows:
Perish-ability: It refers to the feature of the service that cannot be stored for the sales purpose in future. If the service is rendered to the customers than it will be completely consumed and cannot be transferred to another person.
Variability: Nature of service is variable and the quality of the services can be changed according to the requirements of the customers.
Intangibility: Services are intangible in nature which cannot be seen or touched by the service user. It is not possible for a service user to pass judgement on a service until it has not yet been experienced. According to this feature it don't have a physical presence. The services provided by Burj Al Arab Jumeirah hotel are tangible but the customers may feel their services by visiting the hotel and than experiencing the same. The hotel is providing services in different forms like deluxe rooms, good restaurant services and other wellness services.
Inseparability: According to this feature services cannot be separated from its consumption. As some of the products can be used multiple times but a service can be used only one time. If the users are willing to experience the service again than they have to bear the cost of service. Burj Al Arab Jumeirah hotel is providing hospitality services, visitors get good quality services and it is not possible to separate them from the hotel and if they want to use service again than they have to pay again for the same service (Characteristics of services, 2018).
Service marketing theory: In marketing mix three elements are added that are mainly concerned with service industry. These elements are people, process and physical evidence. All of them are as follows:
People: employees and customers are the part of this element in which all the staff members of Burj Al Arab Jumeirah hotel are trained to interact and cooperate with the visitors and also resolve all their queries so that they may have a great experience of visiting hotel. Employees of the hotel are the main resources of marketing the services as they communicate with all the customers who visit the hotel.
Process: It refers to the process that are used by Burj Al Arab Jumeirah hotel to facilitate their customers and help them to be comfortable in their hotel. As managers of hotel are using good pay system in which they may pay their amount in cash or any other digital media. It helps to maintain good relations with customers.
Physical evidence: Whenever individuals visits to a hotel they always want a physical evidence for the hotel where they are going to stay. As Burj Al Arab Jumeirah hotel has a good market image and position which is a physical evidence for it and helps to acquire higher market share (Huotari and Hamari, 2012).
Service framework which is used to provide good service experience to the visitors
Service framework is the set of different types of principles, rules and regulations that are imposed by the legal authority of a nation to operate business. For all the organisations it is very important to follow all the regulations so that business can be operated effectively. All the laws are as follows that are required to be followed by Burj Al Arab Jumeirah hotel:
The food act: Various type of laws are included in this act such as preparation and composition of food, hygiene and cleanliness of food items and food additive related acts. This rule covers many aspects of hospitality industry and it is very important for all the organisations who are operating their business under this sector to follow the regulation. Burj Al Arab Jumeirah hotel is following this act as it helps to execute business effectively because government supports those companies who are implementing governmental rules and regulations (Lusch and Vargo, 2014).
Liquor control act: Government take control over the consumption of liquor in a country. This act was introduced to control sales, reduce misuse and use of alcoholic items. It directs the organisations who are operating business under hospitality industry to provide proper tra9ining to the employees who are selling liquor. If Burj Al Arab Jumeirah hotel is selling liquor that it is important for the hotel to take license form liquor control commission. It is also very important to renew the license every year and it is provided on the basis of the size of hotel or other organisations.
Responsibilities and liabilities of hotel keepers: It includes all the responsibilities of the hotel staff who interacts with customers and liable to cooperate with them so that they may have good experience of visiting the hotel. Under this act hotels or other organisations are responsible to reimburse customers if they are having trouble while staying in the hotel. Burj Al Arab Jumeirah hotel follows the act as it helps to establish good relationships with the clients.
The way in which organisations may deliver high quality services
For all the companies it is very important to provide qualitative services that may help to provide good experience to the customers. Burj Al Arab Jumeirah hotel is offering good quality services to all its customers and they get attracted towards hotel because it has good market image. If the owners of Burj Al Arab Jumeirah hotel are willing to keep the hotel in the list top hotels in the world than it is very important to offer services to the customers consistently. If it is not able to provide higher quality services to the visitors than the market image of Burj Al Arab Jumeirah hotel can be decreased and its market share will also get affected due to this. The marketers of the hotel are using model of service quality to provide consistent and high quality services (Sargeant and MACQUILLIN, 2016). The model has been elaborated below:
Corporate image: Corporate image of Burj Al Arab Jumeirah hotel is very good that help to attract large number of customers. This also guide the organisation to render high quality of services so that image can be maintained.
Technical quality: As the hotel in operating its business with higher market share and it is using innovative technology in the hotel because customers are becoming more friendly with technology. This quality help to provide good services to the visitors and it is very important for Burj Al Arab Jumeirah hotel to maintain its quality level.
Functional quality: Services that are rendered by Burj Al Arab Jumeirah hotel are concerned with safety and the hotel is extremely safe all the customers. It attracts large number of visitors towards hotel because it is a safe place. All the tourists focus of those hotels who are safe and they may stay there freely and Burj Al Arab Jumeirah hotel is rendering safe services to all the customers (Wilson and et.al., 2012).
All the above mentioned elements are used by Burj Al Arab Jumeirah hotel to render consistent and high quality services to the visitors who are visiting their hotel.
From the above project report it has been concluded that service marketing is the process of promoting services in the market so that large number of customers can be attracted toward the organisation. Various types of regulations are introduced by legal authorities of the countries and all the companies have to follow the rules. Customers get satisfied if the hotel staff is very cooperative and understanding. Hotels may retain their customers if it is rendering high quality and consistent services.
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