Вы находитесь на странице: 1из 19

SERVICES MARKETING AUDIT

2/14/2018
INCLUDING GAP ANALYSIS OF
AN ORGANIZATION
A Report Presented to Professor Yatish
Joshi (FLAME School of Business)

In Partial Fulfilment of the


Requirement for the Marketing
Research Course in the
Master of Business
Administration Program

Vikrant jaiswalBy: Drasti Doshi


Shreya Jhamb
Vikrant Jaiswal
Contents
INTRODUCTION ....................................................................................................................................... 2
MARRIOTT IN INDIA ................................................................................................................................ 3
7 P’s OF SERVICE MARKETING of MARRIOTT .......................................................................................... 4
SERVICE QUALITY IN J W MARRIOTT....................................................................................................... 6
SERVICE QUALITY ATTRIBUTES OF J W MARRIOTT PUNE ....................................................................... 8
ROOM RATES ........................................................................................................................................ 13
RESTAURANT RATES.............................................................................................................................. 13
REVIEWS OF J W MARRIOT, PUNE ........................................................................................................ 14
BEST PRACTICES .................................................................................................................................... 16
SUGGESTIONS/ RECOMMENDATIONS .................................................................................................. 17
REFERENCES .......................................................................................................................................... 18

1|Page
INTRODUCTION

Excellent customer service is most important in the hospitality industry. It’s the first point of
contact, between for example, where the hotel guest and the representative of the hotel
usually interact. The first opportunity mainly is to establish that standards to impress and
create a lasting great impression. Hotels and restaurants and everything in between in this
type of industry, is a hospitality service provider that has a job to sustain customer
happiness and satisfaction. Great businesses like this put their customers on forefront of
their operation that will generally lead to steady flow of loyal customers to keep the
business afloat.

Hotel which chose the application of quality concept as a key factor of success should
experience the growth in the satisfaction of costumers (guests), i.e. successfully position of
brand in the market and thus gaining larger profit. However trying to reach the high level of
the quality of hotel services, managers often face issues when it comes to adequately
measuring service quality. Firstly hotel managers do not know what their guest consider an
important aspect while evaluating the quality of hotel products and very often it is difficult
to have reliable methods for determining the expectations and perception of hotel guests
when the service quality is concerned. The problem of measuring the quality appeared
already at the beginning of the development of a scientific thought about the quality itself.
As a solution to this problem, many suggest different methods for measurement of service
quality and customer satisfaction.

19 Different models of the quality are analyzed based on the following elements:

 Identification of factors which influence the service quality.


 Adaptability to different forms and types of services.
 Flexibility concerning permanent changes in the perception of customers.
 Suggestions for the improvement when it comes to service quality.
 Diagnosing the needs for training and education of the employees/staff.
 Flexibility concerning modifications depending on the changes in the surrounding
conditions.
 Emphasis placed upon the improvement of quality aimed at all levels of organisation
(vertically up and vertically down).

The report covers J W Marriott, Pune 7p’s of service marketing. It even covers the Gap
analysis and SERVQUAL model with reference to Hotel industry and relating it with the
service quality offerings of Marriott Pune. Along, with this the reviews received from guests
in online booking sites and recommendations/suggestions in the areas of improvement
when it comes to their current service.

2|Page
MARRIOTT IN INDIA

The world's largest hotel chain begun its operations in the country in 1997 with a project in
Goa and now currently it has 86 hotels and 15 brands spanning 35 cities. The tourism
growth has been very strong due to the measures introduced by government which has
made the Indian destinations more people-friendly resulting in increase in service sector.
"One of the pillars of growth, as projected by the government is tourism.” The hotel chain
nets around 75 per cent of its business from domestic consumers.

Recently, Marriott launched an initiative called as 'Shaadi by Marriott' a wedding focused


campaign. "It's a big signal that consumer her is the consumer of today and the future,” It is
looking at different kinds of weddings including culture at various overseas, seven-star, five-
star, beach wedding, destination wedding and others. Marriott as a company is targeting all
the customers, be it leisure or groups. Most importantly they have turned their focus
towards domestic consumers. With its 15 brands they play at various price points and don't
get into the market from pricing perspective. Their main philosophy is to try to win their
customers." "Marriott International has 86 hotels in the country and they are the biggest
hotel company in the world after Taj Group.

“Spirit to serve the customers” is the core value and core philosophy of Marriott is that “if
you take care of your employees who forms an important part of internal service provider,
they will take care of the customer and then the customer will keep coming back”.

"When you take good care of your people, they'll take pride in their work. And when they
take pride in their work, they'll take good care of the customers and if you take good care of
the customers, the customers will come back and back and back. And the business will take
care of itself. “– J Willard Marriott, Chairman and CEO, Marriott

Through an ever-evolving portfolio of innovative and award-winning brands created to


answer precise market needs, Marriott continues to lead the way in customer satisfaction,
and owner and franchisee preference (Marriott International, 2011). All levels of Marriott
are the proven systems, support and services that provide the means for individual brands
and hotels to operate efficiently and effectively, helping each to deliver the quality
experience those guests worldwide expect. This, alongside a tradition of attentive guest
care, exceptional amenities, in-depth local knowledge and loyalty programs) Marriott feels,
“empowers the company’s global brands to continually set industry standards around the
world” (Marriott International, 2011).

3|Page
7 P’s OF SERVICE MARKETING of MARRIOTT

The traditional marketing mix does not cover the customer interface. We therefore need to
extend the marketing mix by adding three Ps associated with service delivery- process,
physical environment and people. Collectively, these seven elements are referred to as the
“7 Ps” of services marketing. As service offering can be easily replicated, promotion becomes
crucial in differentiating a service offering in the minds of the consumer. The essential
elements of product, promotion, price and place remain in service the service marketing mix,
but three additional elements People, Physical evidence and Process are included to the 7Ps
mix.

Marketing Mix of Marriott basically recognises a brand via performing analysis of the
brand/company which covers the most prominent 4Ps i.e. Product, Price, Place, Promotion
and explains the Marriott marketing strategy. Since service delivery cannot be stored or
transported, the location of the service product is of utmost importance.

Product:
J W Marriott is one of the most recognized and prominent luxury hotel chains in the world. The core
product of is in the form of hospitality services. It disassociates its services mainly in the 3 parts:
core, actual and augmented which consists of numerous services like Hotels, Hospitability
management, Resorts, lodgings etc. Among all of these the maximum revenue is generated from
their core product i.e. hotels which ultimately depends on how to satisfy customers’ needs and
wants. Among the hotel as a product it is further subcategorized into different brands such as The
Ritz-Carlton, St. Regis, JW Marriott, BULGARI, Le MERIDIEN, Westin, Renaissance hotels, Gaylord
hotels, Courtyard hotels, four points, spring hill suites etc. Marriott almost follows the same
footsteps for its entire brand but they usually follow the same concept when it comes to their
location, environment as per the convenience of customers which made it so successful all across
the globe.

Price:

In terms of pricing management, J W Marriott’s hotels price differs with different hotels,
customers and location. Marriott resolve the prices of their hotels by keeping the value with
quality framework satisfied and also the pricing strategy is maintained in such a way that
without losing their brand name. Hotels prices also differ on the customer demand and also
to maintain the cost utilised in promotion and maintenance. Marriott products price also
follows a competitive strategy that their price also it varies based Deluxe, Executive and
Suites.

Place:

Marriott has rooted itself in more than 120 countries all across the world and its hotels are
also located in diverse places across the various areas of the city like near Airport, Main
streets, highways, near central market etc. Marriot is always being very location specific

4|Page
because they consider it as an advantage to attract customers especially business class,
whereas travellers prefer to do night stay in hotels near highways and airports, tourist
people prefer location near the Main area or central market where they can have easy
accessibility and feasibility when it comes to explore the place.

Promotion:

Marriott entirely targets on the digital promotion of their products. They have build their
website in such a way that they precisely focus on the services which they exhibits in all
their product offerings in a very good detailed manner and also follows precooking of the
rooms in hotel through various online booking websites like MakeMyTrip, Expedia, Trivago.
The various promotional mediums are through different advertisement, videos and
campaigns on different social media sites. Their campaign on ‘Shaadi by Marriott' got them
a huge success in India by promoting the bride’s big day in association with Marriott. It also
puts efforts by maintain customer loyalty through various promotional schemes and also by
attracting new customers with the marketing and advertising of new products.

People:

Marriott distinguishes the importance of serving its guests, which is the main people
strategy of the brand. They train their staff in minute details and give them authority in case
of any service failure. They focus on training the staff consistently so that they are highly
motivated to deliver the outstanding services which outstands the expectations of
customers. Marriott is awarded “Best place to work” in 2016 and it receives more reviews
related to its staff then its services.

Process:

Marriott has numerous business processes in place to certify quality customer services,
efficient bookings and a comfortable stay for customers. Marriott works in a transparent
manner where it guest can easily operate and use online booking websites to book the
room. It follows check-in from 10.00 and check-out on 12.00 pm policy.

Physical Evidence:

J W Marriott hotel buildings and resorts are the biggest physical evidence for the company.
Services are primarily intangible but Marriott tries to provide beautiful lavish ambience and
interior to their customers a lavish ambience with a lasting physical experience which itself
attracts customers easily and makes them to return back and retain that experience. The
other physical objects of the brand Marriott include towels, booklets, pens, soaps etc.
Hence this gives an insight in the marketing mix of Marriott.

5|Page
SERVICE QUALITY IN J W MARRIOTT

The SERVQUAL model is the most popular model in which customer satisfaction is measured
in almost all services industry. The model is primitively based on the client’s evaluation of
service quality, where comparison of the expected and the obtained value considering the
gaps in the process is studied and identified. Service quality is referred as consumer’s
perceptions about the relative superiority and inferiority of service providers and their
services. The foundation of SERVQUAL scale is the gap model. Parsuraman, Zeithaml, and
Berry formulated a service quality model that specifically highlights the main requirements
for delivering high service quality. The model identifies five gaps that cause unsuccessful
delivery. The GAP model of quality and quality dimension presented in SERVQUAL model
received the greatest advantage and the best critics. The main advantage of the model is
that it actually enables the management to identify the gaps in service quality on various
levels, as well as in its external orientation.

Figure 1: Gap Model of Service Quality

Gap 1: Gap between customer expectation and management perception:

Variation between actual expectations of customers and how the management


understands their expectations. Hotel administrators may think when customer want better
room service, but customer may be more concerned with the speed of the delivery.

6|Page
Marriott believes in delivering services keeping in mind the speed and time of delivery and
for this their front line staff are been trained in such a way that they can easily interpret
information about the guest expectations.

Gap2: Gap between management perception and service quality specification:

Represents variation between perceptions of the management about the expectations of


customers and specifications of service quality, i.e. management of a company realized the
actual customer’s expectations but has not developed a system of measures which will
enable the delivery of a desired quality. An example here would be that hotel administrators
may tell the staff to respond to a request ‘fast’ but many not specify ‘how fast’.

Marriott Staffs are been trained to plan the procedures and properly follow the service
development process for which they go rigorous training procedure.

Gap 3: Gap between service quality specification and service delivery:

Represent difference between specification of service quality and attributes of the process
of service production and delivery i.e. difference between what managers have defined as
an actual standard of service quality and the way how a service was actually delivered. This
gap may arise owing to the service personnel. The reasons are mainly related to poor
training, incapability or unwillingness to meet the set service standard.

Proper customer education and training along with systematic human resource policies of
recruitment, role ambiguity is the hallmark of Marriott staff.

Gap 4: Gap between service delivery and external communication:

Represents variation between delivered service and what customer was actually told about
the service itself. The hotel printed brochure may have clean and furnished rooms, but in
reality it may be poorly maintained. This discrepancy may lead to customer dissatisfaction.

The physical evidence with eye-catching interior promises that Marriott commitment to the
comfort of their guests is matched by our dedication with the environmental responsibility.

Gap 5: Gap between expected service and experience service:

The last gaps are the result off all the previous gaps. It represents the difference customer’s
expectations regarding the service and their perception about the specific service Managers
may keep asking customers about service but the customer interpret this as an indication
that something is really wrong.

Online reviews are where customers share their reviews and instant reply is provided by the
general manager. Customers share their experience which is equal to expected service
resulting in delightful customers.

7|Page
SERVICE QUALITY ATTRIBUTES OF J W MARRIOTT PUNE

Measuring service quality levels to minimise the gaps between customer perceptions and
expectations and many authors have used different attributes for measuring this purpose.
One study was carried out by Akbaba (2006) wherein service quality was measured on the
basis of 25 attributes and the results revealed that for business travellers convenience is the
most important factor. The attributes used within the study are relevant to the focus of our
study and also are similar to ones developed by Parsuraman (1985), therefore these
attributes would used to analyse the differences in customer perceptions and expectations
about the service quality levels. Service quality and customer satisfaction result in
“Repurchase Intentions” and “Brand Loyalty.”

The SERVQUAL model for evaluating service quality, mainly comprises of five dimensions i.e.
reliability, tangibility, assurance, empathy and responsiveness and on the basis of these
dimension service quality is referred as a function of differences between expectations and
performance. The SERVQUAL dimensions are widely popular and are used across almost all
hotel industries for evaluating service quality levels. In all, service quality is inherent aspect
of every service businesses and enables organizations to drive customer loyalty, employee
satisfaction and commitment, appeal new customers, word of mouth, enhanced corporate
image, reduced costs. Harrington and Akehurst (1996) in their study found a significant
relationship between service quality and business performance and suggest that it is not
only important to measure service quality but also to develop and promote services.

RELIABILITY

LIKELINESS TO
ASSURANCE VISIT
SATISFACTION
TANGIBLES WITH MARRIOTT
RECOMMEND
OTHERS
RESPONSIVENESS

BRAND LOYALTY
EMPATHY

Figure 2: Factors Leading to Customer Satisfaction in Marriott

8|Page
Tangibility:

 Modern and comfortable furniture near the check-in reception and various points
for the convenience of guest.
 Appealing eye catching interior and exterior hotel decor.
 Cleanliness and comfort of rooms.
 Hotel between Pune Airport and Mumbai Pune Expressway, making it an ideal
destination for business travellers and vacationing families here in India.
 Availability of Pool, fitness centres with Gym/workout Room, Restaurant,
Bar/Lounge, Spa, and Outdoor Pool.
 Availability of non- smoking areas in restaurants.
 Other hotel Amenities include dry cleaning, meeting rooms, laundry services,
Concierge, Banquet room, multilingual staff, conference facilities, babysitting.

Reliability:

 Staff performing services right the first time where complimentary drink is giving on
arrival of guest.
 Performing and delivery the services on time as they are been promised.
 Experienced, well-trained and knowledgeable staff.
 Accuracy of food orders inside the room or in their restaurants, Billing and accuracy
in all the information about hotel services.
 Airport transportation is also included in their Hotel Amenities.

Responsiveness:

 Keeping the guests informed about when the service will be performed.
 Quick check-in and check-out service
 Prompt breakfast service which is inclusive in booking of the room.

Empathy:

 Giving special attention to customer right from their stay.


 Understanding the customer requirements and suggesting them accordingly.
 Problem-solving abilities of staff is been seen. They prefer to call the
customers/guests by their name.
 Listening carefully to complaints and resolving it immediately without any delay.
 Marriott believes in keeping customer best interest at heart.

Assurance:

 Friendliness of staff and are just call away if guest need them or their guidance.
 Ability of staff to instil confidence in customers by making them tries out all “Things
to do” in Marriott.

9|Page
ENTRANCE AND ROOMS IN J W MARRIOTT, PUNE

Lobby

Executive Room

Presidential Suite- Whilrpool Tub

10 | P a g e
RESTAURANTS IN J W MARRIOTT, PUNE

Alto Vino

Shakahari

Spice Kitchen

11 | P a g e
FITNESS IN J W MARRIOTT, PUNE

Fitness center

Outdoor pool

Quan Spa Treatment Room

12 | P a g e
ROOM RATES

RESTAURANT RATES

Restaurants Cuisines Cost For Two Featured In


Paasha- JW Marriott North Indian ₹ 2500 Romantic Rooftops,
Pune Must-visit
restaurants in Pune,
Great food, no bull,
Trending this week
Mi-a-Mi- JW Finger Food ₹ 2500 Best bars and pubs
Marriott Pune
Shakahari- JW Bengali, Awadhi ₹ 2400 Veggie friendly
Marriott Pune
Alto Vino- JW Italian Salad ₹ 2500 Sunday brunches,
Marriott Pune Great Italian
JW Marriott Food Fast Food ₹ 800 -
Truck

13 | P a g e
REVIEWS OF J W MARRIOT, PUNE

Overall ratings for J W Marriott in various online booking websites:

TripAdvisor Expedia Booking.com


No. of Reviews 1936 201 413
Overall Rating 4.5/5.00 4.7/5.00 9.0/10.00
Cleanliness Nm 4.8/5.00 9.2/10.00
Comfort Nm 4.8/5.00 9.3/10.00
Facilities and Hotel Nm 4.8/5.00 9.2/10.00
Condition
Service and Staff Nm 4.7/5.00 9.0/10.00
*Nm- Not Mentioned

Positive Reviews on TripAdvisor

14 | P a g e
Negative Reviews on TripAdvisor

J W Marriott has an always a good ratings and reviews when it comes to their guests. The
general managers immediately respond to their reviews and express their heartfelt
gratitude for their compliments. They usually make their guests feel free to share their
positive or negative reviews on their services and if they wish to see any kind of changes in
their current services. They are been given gift cards and vouchers based on their reviews
on booking sites irrespective of their ratings. Most of the guests love to share their
experience by mentioning the staff personnel name. One of the guest review received
response from General Manager

“JW Marriott Pune take pride in crafting a luxurious experience coupled with authentic
dining options and a warm, intuitive service. We are happy to know our team comprising
Jenvie, Sachin, Suneel, Pritha, Abhishek, Kaustubh, Sunil, Emmanuel and our endearing
sniffer dogs and many more were able to orchestrate a memorable experience for you.
We look forward to welcoming you back!”- Vinnet Mishra, General Manager

15 | P a g e
BEST PRACTICES

J W Marriott rewards:

Marriott’s award-winning hotel loyalty program, Marriott Rewards, provides the foundation
for the company’s customer relationship strategy. Marriott Rewards provides actionable
information that allows the company to determine customer value, precisely target
marketing efforts and messages, and capture and use critical customer knowledge to predict
future travel behaviour and business potential. Marriott Rewards has the largest base of
active frequent business travellers of any lodging industry loyalty program, providing a cost-
effective, revenue-building mechanism to reach the most profitable customers

Architecture and Construction Marriott’s Architecture and Construction Division (A&C):

It is a global resource dedicated to optimizing products and assuring brand integrity.


Leveraging industry experience and diverse knowledge of the business, A&C delivers high-
quality, cost-effective hotels that impress guests around the globe.

E-Commerce:

E-commerce plays a growing role in the travel business, and Marriott.com has matured into
a high-impact component of the guest experience. Marriott.com ranks among the top-three
“most often used websites” for making hotel reservations among all travel websites, tied
with TripAdvisor, Expedia and other websites used by guests.

Marketing Excellence:

J W Marriott places special emphasis on finding, attracting, and retaining high-value


customers through integrated sales and marketing efforts involving ecommerce, revenue
management, channel strategy and analysis, and stellar marketing support.

Guest Satisfaction Surveys:

J Marriott in India tracks customer feedback on an ongoing basis through the sophisticated
Guest Satisfaction Survey (GSS). Tailored for each brand and managed at the hotel level, J W
Marriott’s GSS encourages guests to evaluate the hotel and staff by identifying strengths,
trends, and areas for improvement.

Global Strategic Alliances:

Marriott’s strategic marketing alliances include partnerships with strong global consumer
brands that increase awareness and trial for Marriott properties, drive incremental room
nights and revenue, and increase share.

16 | P a g e
SUGGESTIONS/ RECOMMENDATIONS

When it comes to service quality attributes Marriott stands out with its competitors like
Hyatt, Hilton, Sheraton, and Holiday Inn being some of them. Customers associate quality
with Marriott. They expect it and Managers always tries to see that customers received that
quality in every area by not compromising on the company's high standards. J W Marriott
tries to provide world class facility with its top class rooms, great service, swimming pools,
with the complete business environment and also excellent health clubs. It depends a lot on
the hotel and travel booking industry for its hotel room bookings. This includes online sites
like TripAdvisor, expedia.com, trivago.com, booking.com being some of them. They try to
read reviews and suggestions from guest and make necessary changes if needed. If any
customer is dissatisfied they provide them with some loyalty program which they can access
or use in their next stay. With the increased in standard of living of the people around the
world, coming of ecommerce, it has significantly taken advantage of both the situation to its
favour.

It never failed when it comes to their quality service which we can see from maximum
positive reviews received by them when it comes to their staff, comfort and cleanliness.
91% of guests out of 1937 recommend J W Marriott, Pune on TripAdvisor. There have been
hardly any few instances where some service failure would have aroused they followed
service recovery paradox e.g. If food been served in their restaurants is not up to the mark
when it comes to taste they replace it immediately and serve them along with some
complementary dishes, if room service are not satisfying and if they receive any negative
feedback from guest they send them personalised email apologizing for the inconvenience
and they give them some royalty points and free membership for their next and upcoming
stay.

The recommendation could be that they should follow up all their services, Train their staff
on continuous basis when it comes to service failure especially when they have to deal with
any service failure. In the end they believe that “PERFECT PAMPERING COMES FROM
PAMPERED PAMPERERS.”

17 | P a g e
REFERENCES

https://www.tripadvisor.in/ShowUserReviews-g297654-d1859177-r535549688-
JW_Marriott_Hotel_Pune-Pune_Pune_District_Maharashtra.html

http://www.soeagra.com/ijert/ijertjune2012/11.pdf

https://www.ijsr.net/archive/v3i3/MDIwMTMxMjIw.pdf

http://www.dgt.uns.ac.rs/turizam/arhiva/vol_1501_blesic.pdf

http://www.marriott.com/Multimedia/PDF/Hotel_Development/PowerofMarriott_brochur
eEMEA.pdf

//economictimes.indiatimes.com/articleshow/59954467.cms?utm_source=contentofinteres
t&utm_medium=text&utm_campaign=cppst

18 | P a g e

Вам также может понравиться