ACE RESORTS -CASE STUDY

Submitted by: Rahul Devjeet Chand

FMS-MBA-2019-21-030

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?

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.