SERVICE MARKETING

Assignment – V

Topic: Service Blue Print for overnight Hotel stay service

Submitted by: Group- II

[A.Achyut, Akshay V Kumar, Deepak.R, Kali Bharath,

Manish Mohan, Sabith Ahmed, Vivin R.K]

Amrita School of Business

Amritapuri Campus

20th November 2014

Ph

ysi

cal

Ev

ida

nce

Hotel Website

Hotel

Exterior

parking

cart of Bags

and employee

Desk

registration,paper,

key,Lobby,Bill Desk

Elevators,

Hallways,

Hotel

Rooms

Cart of bag

with the

employee

Room

Amenities,

Bath room

Television & a/c

RemoteFood Menu

Delivery tray

,Food

appearence

Food Bed room

Amenities Bill payment ,Lobby

Building exterior,

employee

Cu

sto

me

r

Act

ion

s Makes

Reservation

on website

Arrive at

Hotel

Gives bags to

the BellpersonCheck In

Go to the

Room

Receives the

bags

Bath

shower

Browse and

select TV

channael & on

a/c

Call Room

Service Receive Food Eat Sleep

pay the bill, check out and

leaveleaves the hotel

On

Sta

ge

act

ivit

ies

/v

isib

le

con

tact

act

ion

s o

f

Em

plo

ye

e

Greet and take

the bag from

guest

Does the

registration process

Deliver the

bagsDeliver the Food

Deliver Bill ,Take

cash/card/Return the

receiptor card

Return car,Bid

customer,Greet him

Line of Visibility

Ba

ck S

tag

e

act

ivit

ies

/In

vis

ible

con

tact

act

ion

s

of

Em

plo

ye

e

collect bill from cashier /

after customer pays

transact with the cashier

Retrive the car

Line of Internal Interaction

Su

pp

ort

Pro

cess

es

Bill preperation and

maintain billing system

Secure parking Lot and

Maintain parking lot

IT i

nte

ract

ion

Risk of Excessive waiting

Prepared by Service Marketing Group :2

Failure points

Line of Internal IT interaction

check out

Service Blue print for over night stay service at Hotel Royal Regency ,Oachira

Line of Interaction

Arrival

Cu

sto

me

r

ph

ase

s Information

search and

Booking

Stay

Take the bags to the guest's Room

*Take the Food Order *Maintain kitchen Facilities *Food storage *Food purchase

Make reservation for

guest

Reservation system of the Hotel rooms

Registration system

Prepare the food for the guest

Registration system

F

F

F

F

F F F

F

F

F

F

W

W

W

W

W

W W

Purchase System

Customer Records Orders and Billing Capacity reservationsF

F

F

W

W

W

A) The tangible cues or indicators of quality

1 Good Atmosphere of the Hotel

2 Person to hold the bags

3 Easy and fast registration process

4 Good room amenities ,Like A/c ,television .Bathroom cleanliness

5 Ontime delivery of food

6 Easy of payment while billing

7 Arranging Taxi at the time of check out

B) Whether all the steps in the Process are necessary

Yes , all the service provided by the hotel are necessary for their customer satisfaction

if they want to reduce the cost of operation they can reduce the "return taxi " service for the customer, which he himself can arrange by calling a local taxi.

c) The extend to which the standardisation is possible.

Service point Possibel standardization

1Customer reservation

Total rooms available is 200 for the hotel they can keep 100for non reservation

and rest 100 for customer opting reservation

2 Customer check in process

Make the verification process faster take maximum 3 minutes for a customer

check in process

3 Food ordering/Serving Take a Maximum of 15 Minutes lead time for serving the customer

4 Check out process Take maximum 5 minutes for the whole process

SI No: Potential Failure points Causes of failure Recovery procedure to avoid the failure

1 Customer making reservation through website Website down provide reservation facility through telephone/facebok page

Make reservation for the guest Rooms not available Refer the customer to one of the best hotels near by Oachira

2 Gives bag to Bell person Bell person may not be available The security man can do the job if bell person is not available

3 Check In Failure in registration process because of non availability of voters id cardcan use PAN/Aadhaar card/Passport for verification

4 Registration process failure due to error in computer system use ledger to enter the customer details

5 Not getting TV Channels due to some cable TV dish problem

Always keep to service providers for television ,Eg:Tata Sky and Asianet

Digital

6 Air conditioner not working due to some technical reasons

Fix it immediately by a technician -if its a major fault then give another

room for the customer.

7 Call room service Land phone at the food ordering reception not working

Fix a special calling bell in the room for every customer to call the waiters

if the customer need any service.

8 Failure in delivery of Food Ordered item may not be available

Make arrangements -tie up with near by good hotels to get special foods for

your customers (its done one to make the customer happy and satisfied of

your service )

9 Preparation of Food 1.Non availability of raw materials to cook 2. Shortage of LPG

the only solution for both these case is that , maintain a good supply chain

for easier procurement of raw materials.

10 Billing Failure in Billing machine Make a written bill Immediately and give it to the customer

11 Payment of bill ATM transaction machine failure

Always keep the card machines of more than 2 Banks, accept cheque, or

provide options for electronic fund transfer.

Question :E

SI No: Process Time How the process performance is measured

1 check in time per person 2-3 Minutes

2 check out time >5 minutes

3 Food delivery time >15 minutes

4 Billing time less than 1 minute

5 payment process lesst than 2 minutes

Potential falure ,its causes and recovery procedures

The persformance is measured by , how many customers were served in the

specific given time limit

Potential measures of the process performance

Question :D

F