Service Sector Management in Leisure industry

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SERVICE SECTORMANAGEMENT


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INTRODUCTION

The concept of leisure, and the freedom to choose individualpastimes and leisure pursuits, is a 20th century development forthe mass population. Historically, only the wealthy could divide uptheir time to engage in activities of their choosing. The workingclasses had neither the time nor the money to enjoy leisureactivities on a broad scale. The development of leisure is seenpredominantly in westernized cultures, where it has becomeincreasingly sophisticated.

Over the years, as working hours have shrunk, people found thatthey had more free time on their hands to spend on leisurelyactivities. Sitting home with a book could only go so far, and thusan entire industry sprung up to make money on those who wanted

something to do. This is the leisure industry, which actuallyspans numerous types of industries.

Leisure industry fields include: restaurants, amusement parks,theaters, hotels, gaming places, venues for musical groups orlectures, and sporting arenas. Also one might include spas, gyms,and areas where one can conduct sports, like golfing or boating aspart of the leisure industry. Anything that is made to be enjoyed,


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CHARACTERISTICS

Intangibility

Perishability

Inseparability

Heterogeneity

Ownership


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Simultaneity

Quality Measurement

Nature of Demand


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SERVICE MARKETINGTRIANGLE


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Leisure Services are offered by

Public sectorCommercial Providers

Voluntary provision in the non-public sectorNational Agencies


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EMERGENCE OF MULTIPLEX ININDIA

INOX LEISURE


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CHALLENGES IN MULTIPLEXINDUSTRY


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Service Encounter

Encounter cascade in a Multiplex.

Entry in the multiplex (Ticket counterReceptionist)

At Security Checking (Ticket Checking)

At Food and Beverage counter

At Inside the screen hall


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Types of Encounters:

Remote encounter

Phone encounter

Face to face encounter


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Service Failure

Service failure can occur in 3 ways:

Service delivery failures :

For e.g.:When there is an error in services of themultiplex like slow crowd moving during the end ofshow and so its takes a long time to move forward.

For e.g.: Many multiplexes dont encourage advancebooking without credit cards ,in India not many peopleuse credit cards, which is a trouble to people who donot have credit cards.

For e.g.: Sometimes a particular multiplex has itswebsite down which implies a customer cant book hisor hers tickets in advance.


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Failure to respond to customer needs :

For e.g.: While going to an amusement park customer expects tobe provided with a food n beverages which is not very expensive

For e.g.: Many a times a customer cannot locate his seat andneeds help from the service provider employees

Employee actions :

For e.g.: Rude behavior of an employee with a customer orignoring the customer.

For e.g.: Cheating the customer by charging unnecessary forvarious reasons may result into service failure.


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Customer Reactions

When a service failure takes place somecustomers tend to avoid it while some

may complain regarding it.Different customers give different

reactions to service failures.

Studies suggest that 90 96 % ofdissatisfied customers never complainwhereas 63 % customers have thetendency of spreading negative word of


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SERVICE MARKETING MIX

ProductPrice

PlacePromotionPeopleProcessPhysical Evidence


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Conclusion

Documents

Service Sector Management in Leisure industry