ASSIGNMENT

MARKETING OF SERVICES

ACE RESORTS -CASE STUDY

Submitted by: Poonam Chandwani

(PGDM 2019-21, term 3)

Submitted to: Ms. Rishika sharma

(Professor- IILM-AHL, Jaipur)
 ACE RESORTS CASE STUDY
Question 1: What are the most important characteristics of the service that
Ace resort markets?
Answer1:
1. Intangibility: the experiences ace resort is offering are intangible.
For e.g. – spa experience, pool, luxurious surrounding, architectural designs all
count in good experiences.
2. Inseparability: the services provided at Ace could not be separated from
them. For these services one has to visit the resort, there stands no
alternative.
3. Heterogeneity: the service quality may vary from individual to individual
For e.g. - the spa service cannot be delivered same to everyone.
4. Simultaneity: it means that services cannot move through channels of
distribution, so either the provider or the customer has to move.
For e.g. – the pool cannot be bought to a customer’s place, neither the
architecture cannot be bought. The customer has to go the resort.
5. Nature of demand: the demand can vary according to the need of
customer.
For e.g. – A customer may require specific menu for food in the resort, may be
a particular cuisine. Or demand for change of sheets in the room, etc.
6. The services cannot be returned.
Question 2: How important is employee interaction with customers at a
resort?
Answer2: Customer interaction is important because:
 Every interaction with a customer is a chance to change their opinion
about your service.
 Customers feel a desire to feel connected, so interaction is very
important.
 As more interaction is done, more customer needs can be identified and
service provider gets additional chance to satisfy them.
So, in conclusion it gives chance to overall increase the customer satisfaction
which is very important in a service process.

Question 3: Service quality involves meeting customer expectations. How

might the staff at the Bay harbour resort improve service quality?
Answer3: to improve the services at Bay harbour inn a “wow” factor needs to
be added that can meet customers’ expectations more efficiently. The staff
can:
 Bring more indoor and outdoor activities
 Sports like mud-biking or zip-lining can be added for more fun
 Water activities can be added
 Packages can be designed for meeting specific needs of different
customers, and for this a proper research should be done.
 Packages related to purpose of the customer can also be designed. For
example, different packages for holiday guests, conference guests, etc.

Question 4: If a customer has a problem or is dissatisfied with a service, how
should the customer’s problem be handled?
Answer4: to handle a customer’s problem-
 Acknowledging their problem is primary, and listening what they have to
say.
 Offering them support, by either compensation or any other means
which can eventually make them feel better.
 Make sure that customer understands to the offer, what service
provider has to say.
 Making an APPOLOGY with gratitude may work wonders, for resolving
the issue.
 And lastly, only providing with solution is not the end of story, one also
has to look for the follow up, which will create a better image and offset
the complaint to a certain limit.