MARKETING OF SERVICES

(ASSIGNMENT)
RICHARD BAGE (0191PGM010)

1.) What should Kristen recommend to the general manage?

Answer: -

 Kristen should recommend that there should be an increase in the number of

employees especially at the registration desk.
 Proper online facility should be made available for the customer.
 Adding more employees to improve the service quality.
 Providing transport facilities from the airport to the Excelsior Hotel.

2.) What action steps and timetable should she recommend? How should
decisions be made about which steps should be done initially?

Answer: - Action steps and timetable should she recommend are as follows:-

 She should increase the number of employees at the registration desk

 Provide better transport facility.
 The employees should also be trained to put the needs of customers first. To
also ensure they provide high quality services to the customers.

Decisions about which steps should be done initially should be made through
a distinctive focus on priorities. Therefore prior to executing actions that will
benefit the company; actions to satisfy and better service the guest should be
done first.

3.) Discuss the gaps in the service quality process that Bill Foster
experienced?

Answer: -

 Customers are picked by the cabs at their point of choice and taken to the
hotel check-in point.

 Customers are cleared at the check-in point

 Customers are cleared and escorted to their rooms and their luggage carried
to their respective rooms.

4.) What kind of service failures occurred and what recovery strategies
were employed?

Answer: - Some of the service failures occurred are: -

 Bin Foster didn’t have a good experience.

 He was travelling with his wife and four year old son and their flight was
delayed and they were very tired and on that they were later on informed that
the check in facility was not available at the time of day.

 They had to wait for 20 to 30 minutes at the reception desk for their turn to
come.

 They did not give good customer service. They had to carry their own
luggage.

 They will not be able access their allotted room as there was a mistake in the
booking of double room.

Recover strategies were employed are: -

 They should improve their service procedure.

 They should provide alternative room.

 They should start online facility for booking of room.

 They should start their transportation facility for picking up and dropping up
of the customers to the specified location like picking up from airport or
dropping to the airport.

5.) How did the Excelsior Hotel fail to meet Mr. Foster’s expectations?

Answer: -

 They were not able to meet the foster expectations because they didn't give
them a good customer service.

 They double booked their room. Even after the mistake they were still not
able to provide better services
6.) What other actions could have been taken?

Answer: -

 They would have provided them with a next good alternative.

 Good customer service should have been provided

 Double checking to avoid the mistake

 They should have kept proper systematic record.