11/21/2013

A term paper on
Characteristics of Service
Marketing (Apollo
Hospital, Star Hotel of
Chennai and Radisson
Blu)

Table of Content
Topics Page No.
1. Acknowledgement
2. Letter of Transmittal
3. Executive summary
4. Introduction
5. Service Characteristics of Apollo Hospital
6. Service characteristics of Star Hotel Chennai
7. Radisson Blu
8. Service Characteristics of Radisson Blu
9. Findings
10. Conclusion
11. References

















Acknowledgement
At the starting of our term paper, we would like to thank the Almighty Allah for blessing us with the
strength, aptitude and patience for successfully completing our term paper.
We would like to thank our course teacher of Service Marketing, Nazia Nabi giving us this paper
as a result of which we have got the opportunity to know many more about characteristics of
service marketing. We have tried our best to implement his suggestions while doing this paper.
Finally our sincere thanks go to each and everyone who has helped and supported us significantly
in different stages during the completion period of this assignment.


Letter of Transmittal

21th November, 2013
Nazia Nabi
Assistant Professor & Head, BBA Program
Department of BBA
University of Information Technology and Sciences.
Subject: Submission of term paper on Characteristics of Service Marketing.
Dear Madam,
We have completed this term paper as part of our course Service Marketing. The Paper has been
compiled as per your requirements. It gives us immense pleasure to tell you that working on this
paper has given us a wide range of exposure.
The term paper is based on the knowledge, experiences and the skills that we have acquired
studying the course, Service Marketing.
We are thus submitting this paper with the hope that it lives up to your satisfaction. However we
would be glad if you enlighten us with your thoughts and views regarding the paper. In addition, if
you wish to enquire about any of the aspects of the paper, we would be glad to answer your queries.
Thank for your cooperation.
Sincerely
.
Md. Faisal Ahamed
ID: 10410511








Executive Summary
Today businesses are operating in a globalized economy. Market is challenges with
technologies and competition. Business are urging to adopt drastic changes to meet
empowered consumers .The industries are in need of design and deliver the services in
effective and efficient manner to attract more consumers due to boom in service economy.
Service, whatever the type of, is always intangible. And it is heterogeneous, parishable and
no separation in production and Radisson Blu. All these organization are well known in
their respective fields. The reports discusses the tangible or intangible cues, standard or
heterogeneous type, service providing and consumptions simultaneously parishability or
non parishability of hospital and hotel service. Thus lets us study about service
characteristics and different moods of operation.
The purpose of our paper is to identify the characteristic of service marketing in an
organization. To do this, we select three well known service organization and we examine
their action towards the customers and we get some findings.
























Introduction
It is important to understand what service means in the various industries as it varies from
industry to industry. To have a better understanding of the service one needs to find out what
kind of service a customer would expect. It could mean a variety of services put together like
the way the phone is answered or the way the Receptionists greets the customer or the way a
complaint is handled and what remedial action is taken etc. etc. Customer's expectations are
always high and before advertising for a particular service in the hospitality service it is
necessary to find out whether all the other components will back up the service on offer.

The reason why we choose the services characteristics of Hotel and Hospitals because those
organizations are well known about their promising service quality for a long time both
national and international perspectives.

The components will consist of staff and tangible and intangible services and the other
characteristics of services. Eventually whatever the product or the service may be, what
matters is how the product and service is being delivered. Staff plays a very important part of
the delivery of this service and their behavior and attitude is sometimes able to cover up other
shortcomings. To provide the quality service then we need to break the product into small
components.

We need to first understand what the product itself is. For example if the product is the Front
Office, then what are the expectations of a guest from the Front Office? Front Office is the place
which is the first focal point of a customer when a customer walks in. How is that handled? Is it
courteously with a smile or in a haphazard way? This is where the service quality is going to
make the difference as this will be the product that will back the main product. If it is a
telephonic reservation the courtesy and warmth should be felt as the guest cannot see the
smile. If the reservation is made by a fax or letter the duration for the response will then
become the service that backs the product. Will the response be within 24 hours or will it take
days to reply as there is sufficient time for the arrival. What would impress a guest? If the first
contact is not prepared to serve beyond the standard accepted, provider would find the guests
assuming that everything else on offer may be on line with the same quality of service.

Making customers happy is the motto of the Hospitality service. It is a service that requires to
be done with a smile. People of all walks of life, will at some stage or the other be able to enjoy
being served by someone or the other.

Whether greeting a customer at the Reception or serving a drink at the bar, the service has to
be provided in a way that the customer is felt special as the slightest dissatisfaction from any
quarter may warrant a complaint and may have consequences for the hotel and the staff
concerned. This may lead to the customer not wanting to visit again. Service personnel should
be those who are willing to serve without expecting reward. Reward may come in different
ways but if the expectations of the staff are appreciation then they are bound to be
disappointed. It is better to be prepared for this. If the customer is happy, then the he or she
becomes the best advertisement to the organization.


Hospitality service either hospitals or hotels, is to serve others to make them feel special.

Intangibility is the primary source from which the other three characteristics emerge. Due to
this service cannot be seen, felt, tasted or touched.
Inseparability is one of the most important characters if service because the production and
consumption run together. This creates an interaction between service provider and
consumer.
Perishability is closely related to the intangibility, they cannot produce at one point of
time,inventoried or sold at a later time when demanded.
The focus of the heterogeneity is standarization. The idea is that because human is involved in
provision of services, services cannot be standardized like goods.

Service characteristics of Apollo Hospitals
During the last few decades, the number of private centers providing health care services in
Bangladesh has been growing, and the private sector health care services market has turned
out to be a competitive environment. Quality is such an important aspect that it is considered a
really major concept in our real life. It is considered as a strategic weapon. And the vital need
of increasing service organizations and advancing their services necessitates the measuring of
service quality. The peer competitions have made the hospitals to provide superior services in
order to retain in the competitive environment. Hospitals provide the various types of services
but with different quality if the therefore quality can be considered as one of the important as
one of the important strategy to create the competitive advantage.

Tangible services:

Neat and well-dressed personnel
Clean and comfortable environment of the hospital
Modern and up-to-date equipment
Visually appeal of physical facilities

Intangible services:

Having patients best interest in heart
Understanding special need of patients
Knowledgeable personnel to answer patients questions
Individual attention to all the patients.

Standardized
Sincere interest in solving the problems of patients
Equity and fairness
Carrying out the service right at the first time

Heterogeneous
Standardization and quality control
Treatment may differ from other hospitals


Simultaneously consumed service

Providing services at appointed time
Error-free and fast retrieval of documents
Feeling safety and security in interaction with personnel
Prompt performance of medical and nonmedical service

Perishability

All kinds of services are perishable
Once treatment given to patients cant be return.
Non Perishability

Services are stored in:
Apollo Hospitals Management system
Building, Practioners, Man, Machines and Doctors.

Service is the global judgment related to overall superiority of service. The Apollo hospital has
maintained the best services with the patients and therefore it has lead to customer loyalty.
The hospital has considered all the dimensions as important in making the customer loyal and
retaining the customers with them it. Hence it will be profitable to both the customer and the
hospital.
Service characteristics of STAR HOTEL CHENNAI
Introduction
Early marketing thought was built on a foundation of goods marketing. Since marketing grew
out of economic science, with models developed during and intended to deal with the issues of
the industrial revolution, this goods based foundation is understandable .During the past 40 to
50 years service marketer have created a sub discipline of service marketing to address
exchange phenomena that have been previously underdressed in marketing, given this
manufacturing output orientation.
Characteristics of services:
Intangibility: The services of hospitality in any hotel cannot be seen or touched. The service of
this hotel cannot be felt or touched .Like the service of cook, room cleaner, floor managers etc.
Tangibility: The well decorated furniture, external design ,outlook, multilevel floor to ceiling
windows ,modern and art deco furniture, specious and relaxing guest floors.
Heterogeneous services: The service quality may differ from one another. Like the
room\design of Business class, Economy class etc and the Spa services also varies from one

another.
Standardized: The standard type of cook we provide for all and the facilities of Air conditioned
room, gym, sports room, pool area and health club are open and common for all.
Simultaneous Production and consumption: As hotel is service oriented organization .This
hotel provides simultaneous service while staying in hotel in security, feeding and caring, spa,
body and face treatment etc all those provides the consumption feelings and satisfaction.
Perishability: Like other services hotel services has its perishability. Once we give a service to
a guest, then the service gets finished. Some offer we provide during off season like Winter
season offer, Spring season and bundle offer etc, all those are perishable.
Non Perishability: Our services are stored in systems, buildings, machine, decoration,
knowledge and people.
Radisson Blu
Dhaka is proud to host the city's newest five-star hotel, Radisson Blu. The hotel is adjacent to
the diplomatic enclave and premium commercial hub of the city, only five km from the main
international airport.
The exquisitely appointed Radisson Blu Water Garden Hotel Dhaka boasts a comprehensive
range of facilities and amenities that are sure to make stay comfortable and convenient. This
5-star hotel's guest can enjoy the atmosphere of an exclusive resort and the conveniences of a
business hotel, including wireless Internet access in public areas, a Business Centre with board
rooms and secretarial services, the largest meeting facilities in Dhaka and undercover or
outdoor car parking facilities.
Service characteristics of Radisson Blu
Tangible Services:
Exclusive resort and gigantic building
Decorated furniture and Lightings
Largest meeting facilities and outdoor car parking
Spa and face treatment, Blu spa
Pool area and health club
Modern gymnasium, fitness equipment and jogging trail
Business class, executive suites room
Amenities offered in the Business Class Lounge:
Daily breakfast at the Lounge - complimentary
Laundry and dry cleaning - complimentary (maximum of four pieces per night)

Airport transfers complimentary
Golf club, deep swimming pool and message
24hour room service
Family room
Smoking area
Restaurant, salon
Intangible Services
Wireless internet access
Secretarial service
Well decoratation, touch, smell and mental satisfaction
Secured and relaxation
All day refreshment service
Delight senses with dreamy spa gate way
Standardized
Sincerity and willingness to serve
Service right at the first time
Offering various facilities
Heterogeneous
Giving the utmost service and quality control
Standardization of services
Simultaneous service giving and consumption
Health and spa treatment
Recreation and entertainment
Feeding, caring and attitude of servicing guests
Make the guests feel good in simultaneous production and consumption in all services.
Perishability
Services are perishable
Once given the service of Radisson Blu, cant be resold or returned
Non Perishability
As service oriented organization Radisson Blus services are stored systems, buildings,
decoration, equipments and knowledge.


Findings
Our report describe, the service characteristics of three service oriented organization.
Apollo Hospital, Star Hotel and Radisson Blu. The things we learn that the various
characteristics of services have different look.

Intangibility is the primary source from which the other three characteristics emerge.
Due to this service cannot be seen, felt, tasted or touched.


Inseparability is one of the most important characters if service because the production
and consumption run together. This creates an interaction between service provider
and consumer.

Perishability is closely related to the intangibility, they cannot produce at one point of
time, inventoried or sold at a later time when demanded.


The focus of the heterogeneity is standardization. The idea is that because human is
involved in provision of services, services cannot be standardized like goods.

The hospital is that organization provides health care and services for the patients and
the hotel or resort gives various services for their guests. Both hospitals and hotels
have different mode of operation and strategy for making customer satisfaction.


The main differences between goods marketing and service marketing is goods
marketing sell product and service marketing sell performance








Conclusion
Service marketing is becoming a recognized and accepted subset of the marketing discipline.
As the service marketing discipline grows by leaps and bound it is well to keep in mind that
marketing strategies is adopted for the product is not fruitful for the service marketing. The
main differences between goods marketing and service marketing is goods marketing sell
product and service marketing sell performance. The fast growing service economy compels
the academician and practitioner to work out fruitful strategies by keeping in mind about the
service differences.




















References:
1)Albercht and Zemke (1985)Service America,Homewood,IL do jones Irwin argo,stphe L and
Robert F.Lousch(2004)
2)Berry,Leonard L and AParasuaraman 1993 Building a new academic field-The case of
service marketing
3) The behavioral consequences of service quality. J Marketing 1996, 60:31-46.

4) Patient loyalty in a preoperative assessment clinic: an analysis using SERVQUAL
dimensions.
5) http://www.radissonblu.com