MOS Project

7/30/2019 MOS Project

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Jaipuria Institute of Management, Indore

Services Marketing Subject

By: Prof. Romi Sainy

A

Project Report on

(Service marketing)

Physical evidence of Radisson Hotel

Submitted by: Submitted to:

Munnawar Khan Prof. Romi Sainy

Shubham Sahu

Vishvendra S Rajput


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EXECUTIVE SUMMARY

The project is given on the topic under SERVICE MARKETING whichwas a live project. We had visited RADISSON HOTEL-INDORE to

understand the physical evidence of its restaurants, reception, rooms, gyms

and parking. The reason for selecting this hotel was the following.

Keen interest for making project on world class Hotel Near to our institute With bigger brand more will be the learning Familiar to this hotel reason visited earlier also

This project covers the basic of physical evidence to give a better

understanding of the topic. Also the various elements in the physical

environment of a Hotel are described.


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PHYSICAL EVIDENCE

Physical evidence is the environment in which the service is delivered. Both

tangible goods that help to communicate and perform the service, and theintangible experience of the existing customers and the ability of the business to

relay that customer satisfaction to potential customers.

Suppose if any customer moves into a restaurant his expectations are of a clean,

friendly environment, besides high quality food which is the core service of the

restaurant.

On an aircraft if he travels he expects enough room to be able to lie down. Some

points stating the importance of physical evidence in service marketing are

Customer judges the service quality through the process they deliver. Physical evidences both- dominant and peripheral should be co-ordinated

to achieve uniformity in its projected service image.

Outermost evidences are small and trivial but have impact on customerperception about services and are real source of competitive

differentiation.

It makes the intangible service apparent. Physical evidence is packaging for services, therefore creation of service

environment should not be left to chance.


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PHYSICAL ENVIRONMENT OF A HOTEL

LocationLocation prefers by the customers are near to the city, posh

area, near to railways, airport, local and city bus stations.

Signs and logos- Many hotels belong to chains and their signs and

logos are well known.

- Competition is very hard nowadays. Goodreputation and recommendations help very much a

hotel to get new customers and also make them to

come again.

- Different chains help hotels to profitable business. Ambience - Style, furniture, colours, lighting

Clean air

Some customers want luxury, and they are ready to pay for it. Other

customers are satisfied with a little lower level.

ReceptionWhat is good customer service at the reception?

Office, information, customer service

Is it easy to reserve a room? What is the easiest way to reserve a room

today?

Good customer service is very important in the competition today.


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A hotel roomWhat does a customer want from a good hotel room?

The room itself and the bath room must be clean and the bed must be

comfortable. Something extra provided that a customer has not expected

gives a good feeling.

Restaurant- heart of the HotelThe restaurant and its kitchen create the heart of a hotel. At a big hotel there

can be many different types of restaurants.


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INTRODUCTION

Radisson hotels & resorts, one of the worlds leading, full- service global hotel

companies, operates, manages and franchises more than 400 hotels and resorts in

66 countries.

Radisson is focused on being the hotel of choice for todays independent - minded

frequent business and leisure travellers who want more control over their hotel

experience.

Reception

A hotel receptionist job is to make guests feel light, calm and welcome also to

check them in and out efficiently.

To deal professionally with enquiries, face to face and by phone, fax or email. At

the time when guests call at a hotel to make a booking, the receptionist is the first

person they speak to and may also be the first person whom they meet at arrival sothis is a kind of big welcoming opportunity. The receptionist in short represents the

entire hotel in front of the customer.

Radisson provides a 24 hour reception service. Dressed in white & black, the receptionists act as a guide, a friend, to the

customer.

At Radisson there wear experienced and qualified receptionist to handle thecustomers. They worked in a batch of 4 that is at any time there were 4

receptionists in the front office for the convenience of the customers. They

also changed the shifts to ensure the best service possible.


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They used laptops and telephones to manage the accounts and to handle thequeries or to provide service to the customer.

The front office plays the most important part in hospitality industry.Welcoming the customer with a smile, making them feel important is the

valuable job of the receptionist.

Receptionists at Radisson provided extra services such as calling the inhouse porter to carry the luggage, arranging for conveyance for sightseeing

or official visits, booking flight or rail tickets and arranging parties.

Receptionist looked after the customers personal taste such as his menu,movies and music and proper functioning of equipments in his room.

The receptionist also allotted time for visits to the sky spa saloon and fixedappointments with doctors.

At the reception there was an adjoining waiting lounge. A number ofmagazines and newspapers were kept there to enable the customer to utilize

his time.

The reception was decorated with beautiful paintings. Soft lightening madethe ambience even more relaxing and comforting for the customers.

Instead of using artificial fresheners, fresh flowers were kept at the receptionto refresh the mood of the visitor.

The floor and the furniture had good finishing. The furniture was stylish andwell furnished.

The quality services provided by the receptionist at Radisson made thecustomers feel at peace. The customer knows that there is always someone

to look into his needs. This aspect of service in Radisson accounts for the

high satisfaction among its customers.


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Rooms at Radisson

There were 200 guest rooms and suites with free Wi-Fi for visitors in Radisson. All

of them were spacious and attractively decorated.

Categories of guest suites are as following:

Business class rooms, large contemporary rooms, luxurious suites, business club

lounge, However the superior, deluxe and club rooms were the same in area, the

visitors of the presidential suite were provided superior services and the most

spacious rooms. The services provided inside the rooms were as follows:

The Creative Kitchen

Cakewalk Lobby Bar Business Class Lounge OtherFive-Star Services Health Club Sky Spa & Salon Guest Services Free high-speed Internet Hairdryer. Iron and an ironing board. Television facility with 36 domestic channels and 8 international channels. DVD players and a variety of video tapes were provided for entertainment

and relaxation purposes in the executive and presidential suites.

High speed internet facility was provided. Telephone with speaker facility.


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Refrigerator. Smoke detector. The number of ACs depended on the size of the room. Two newspapers- Times of India and Economic Times were catered to all

the rooms. Apart from this some magazines were also there for spare time.

Convenient and adequate plug points were there in the room. Electronic safe and door locks for ensuring the safety of the visitor. Bathrobes and slippers were provided for the visitors. User friendly bathroom fittings. Jacuzzi. Apart from all these services cleanliness and the maintenance of the room

was the most prominent feature.

The room could accommodate around six people. The room was decorated with antique pieces and scenic paintings. The position of the rooms was such that it allowed sufficient sunshine to

come in.

The wall color as well as the color of the bed sheets were complementary toeach other and were such that it provided solace to the visitor.

The floor of the room as well as the bathroom was clean and completely dryto make sure that it was not slippery.

The temperature of the room could be attuned according to the individualneeds of the guest.

The cupboards provided were broad and had ample space in them so that allthe belongings could be kept inside safely.

For ensuring the health of the customer flower pots were kept at each table.


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The bed and the beddings provided were comfortable enough. The glasses kept on the sides of the beds were free from any stains and

fingerprints.

Last but not the least, there were special rooms and facilities forhandicapped and unprivileged people.

Restaurant

Human aspect of a service sector industry sets it apart from the production sector.

The inherent quality of a product and also its physical outlook attracts the

customers towards it. But when it comes to service the approach is totally different.

Through its service, i.e. the quality of service provided, an industry in the service

sector, tends to retain as well as create a customer. The service has to be made

tangible in this fashion.

This is the gist of our experience from entry to exit at RADISSONs

restaurant. The whole experience of our group there has been discussed below

The entrance made us forget that we were there with the sole purpose ofcompleting an assignment. It made us feel that it is surely going to be a

memorable experience. The entrance finished in glass and wood wore the

majestic look. The warm welcome by the man at the gate made us feel

comfortable.

One look and we all had the same opinion it was the beginning of a newexperience and delight. The overall ambience increased our curiosity.


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Had not the waiter approached all of us would have been still admiring

the creation in that awestruck fashion.

It was our luck that we got a table at the wall side from where we can seeout of the hotel. To begin the experience, let us talk about the lighting.

The whole area was dimly lit with a royal look, but bright enough for

everyone to see properly. The positioning of the bulbs was strategically

planned. The bulbs were placed in such a manner that it reflected the

light shades of the walls. The hanging lights illuminated the entire

ceiling. All this illuminated the physical objects around in such a manner

that it kept everything alive.

Soft carpet was laid on the floor of maroon color. The windows wererichly draped with sophisticated and expensive curtains. On our day of

visit the colors of the curtains were of very light yellow shade with

beautiful laces.

The most attractive and significant part was the attitude andprofessionalism of the waiters. They were dressed in black and white.

The ratio of waiters and table was 2:1, because of which customers were

always at ease and taken care of. The food for four or more was brought

in fashionable trolleys. Two captains took regular rounds to see whether

the customers are taken care of properly. All the customers were escorted

by separate men to their respective tables and the waiters soon addressed

them.

When customers had finished with their food and paying the bill it wasnot the end of service. They were escorted to the gate with due respect

wishing them a happy day as well a visit soon.


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With this we also got a picture of how tough it is to satisfy a customer inservice sector especially in restaurants where the service delivered should

provide the maximum satisfaction- which itself differs from one

individual to another and how RADISSON has successfully catered to

this need. This is all about the richness of service at RADISSONS

RESTAURANT which we experienced. `

Gym

The physical environment at the gym included the following:

Stairs- The gym was situated at the basement of the Hotel withapproximately 25 stairs to climb.

Front door- The front door was made partially of glass and partially ofwood. There was a guard at the entrance who checked the membership cardsof each customer.

Smoothie bar Area- There was a bar area which included many drinks:energy and fruit drinks besides providing normal water.

Membership Card- All the customers were given membership cards for easyrecognition and catching the defaulters.

Appearance of Employee- All the employees had a dress code which wassimilar to the other employees of the Hotel.


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Walls- The walls of the gymnasium were green and white in color, welldecorated with posters suggesting health and gym(exercise) tips and

motivational class.

Lockers- There was locker facility for all customers to keep their belongingssafely.

Music- The gym has an in-house DJ who played Trans music.

Equipments- The gym had all equipments related to cardio and weighttraining.

Light- The hall was well illuminated with focused lights.

Appearance of staff- The trainers and the supervisors were wearing brandedsportswear.

Towels- The towels were very clean and dirt free. Hair Dryer- There was hair drying facility for customers. Cleanliness- It was well maintained to keep the entire area spic and span. Floor- The floor was wooden. Therapist- There was a therapist to look after any unexpected injury. Temperature- The room was conducive for comfortable exercising.


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Merchandise- If the customers intended to purchase any similar healthproduct, the same was made available.

Sauna and steam bath Jacuzzi

Parking

Radisson provides valet parking for its customers.

Valet parking is a service whereby a valet takes the car from the customerand parks it in the parking lot. The customer is hence spared of the hassles

involved in car parking.

In most five star hotels the parking lot becomes jammed during peak hours.Car parking by the valet proves beneficial for both customers as well as the

hotel officials. On one hand the customer does not need to worry about the

parking place; on the other hand the valet has the car at his own disposal.

This means that he can park the car wherever he feels it convenient to do so.

The valets white colored dress showed that they are trustworthy and loyaltowards their job. This gave a sense of satisfaction to the customers.

This leads to better service of the customers as they can enjoy the stay at thehotel without caring for maintenance of their vehicle.

Offering a valet to take care of the car adds luxury to the service This is further increased by the valet bringing the car up to the main entrance

and holding the door opened to allow the customer to get in.


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Radisson is a name which is known for its luxuries and acts like thesefurther bring a sense of pride and contentment in their customers.


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Conclusion

Truly, physical evidence in hotels and restaurants speak louder than words. It is

through these evidences that the customer attaches himself. A hotel like

Radisson is an abode of customer delight.

We learnt the importance of physical evidence in a service industry like the hotel

industry. Physical evidence serves as an entire package for a service industry. It

holds the power to tangibles the intangibles.

In the end we can conclude that the physical evidence of the services provided at

Radisson was highly impressive and efficient. It made sure that the customer

makes repeated visits.

MOS Project

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Transcript of MOS Project