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.

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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


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