SERVICE MANAGEMENT

Hotel Mayfair Lagoon Bhubaneswar

Submitted By:
Akash Das (UEMF17003)
Arun Kumar Mohapatra (UEMF17008)
Bijaylaxmi Pati (UEMF17011)
Sharada Prasanna Pani (UEMF17029)
Contents
Introduction to Mayfair ................................................................................................................................ 3
Vision and Mission ........................................................................................................................................ 3
Target Market and Market Segmentation .................................................................................................... 4
Customer Expectation................................................................................................................................... 4
Customer Service Plan .................................................................................................................................. 4
Incorporating inputs ..................................................................................................................................... 5
Customer Service Measures ......................................................................................................................... 5
Service Quality Dimensions........................................................................................................................... 6
Measuring Service Quality of Mayfair .......................................................................................................... 6
Method of Measuring SERVQUAL ................................................................................................................. 7
Excel Output .................................................................................................................................................. 7
Service Recovery ........................................................................................................................................... 8
Employee Education and Motivation............................................................................................................ 8
Service flower model- Mayfair Hotels & Resorts .......................................................................................... 9
Pricing and Distribution ................................................................................................................................ 9
Demand & Capacity Alignment ................................................................................................................... 10
Typical Challenges in Hotel Industry ........................................................................................................... 11
References and Bibliography ...................................................................................................................... 12

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Introduction to Mayfair
• The MAYFAIR Group is a leading hospitality player in Eastern
India.
• With astute clientele and industry fraternity, the group has over the
years built its reputation as a high end niche player.
• The resort offers a very personalized hospitality with excellent
eco-friendly ambiance.
• Prestigious and indulging, MAYFAIR lavishes business and
leisure travelers with discrete service in plush elegance.

Vision and Mission

Vision

• Stay with us , stay with nature

Mission

• To provide utmost priority and personal privacy by noting down

predilection of every guest and having a consummate and
committed team of courteous staff

3
Target Market and Market Segmentation
• Primary targets are professional visitors to the region from the
following industries, where annual corporate contracts can be
entered into:
• Travel trade
• IT industry
• Automotive
• Conference facilities are used by local firms, rooms for visiting
executives and long stay professional guests.

Customer Expectation
• Different customer groups have different expectations
• The most effective way is simply to talk to them
• Why did your current customers choose your hotel? What are their
travel plans? These questions could answer expectation
• Customer expectations have two levels – a desired and a sufficient
level. Customers find a certain service sufficient or acceptable and
desires another level of service.

Customer Service Plan

• Personalized experiences
• Going 'above and beyond’
• Focus on metrics that matters the customer
• Empower employees for using their judgement

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Incorporating inputs
• By engaging on review sites
• By listening to what customers are saying online-respond to
reviews
• By not censoring reviews
• By managing guest expectations

Customer Service Measures

• The method used to measure customer satisfaction is SERVQUAL
survey
• Closed-ended and self-administered questionnaire formed to
identify and analyze the gaps between the expectations and
the perceptions of hotel’s guests.
• A 7-point Likert scale was used in this questionnaire
• Regular feedback is taken from customers to improve the service
quality and to build long term relationships with customers.

5
Service Quality Dimensions

Service Quality
Definition
Dimensions
The ability to perform the service dependably, consistently and
Reliability
accurately

Responsiveness The willingness to help customers and provide prompt service

The knowledge and courtesy of employees and their ability to

Assurance
convey trust and confidence
The physical evidence of service including physical facilities,
Tangible appearance of personnel, tools, and equipment used to provide
the service

Empathy Caring, individualized attention to its customers

Measuring Service Quality of Mayfair

There were five key discrepancies that can influence customer evaluations
of service quality:
• Gap 1 was the gap between customer expectations and
management’s perceptions of those expectations.
• Gap 2 was the gap between management’s perception of what the
customer wants and specifications of service quality.
• Gap 3 was the gap between service quality specifications and
delivery of the service.
• Gap 4 was the gap between service delivery and what the company
promises to the customer through external communication.
• Gap 5 was the gap between customers’ service expectations and
their perceptions of service performance.

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Method of Measuring SERVQUAL
• Closed-ended and self-administered questionnaire was formed to
identify and analyze the gaps between the expectations and the
perceptions of hotels’ guests.
• A 7-point Likert scale was used in this questionnaire, which
comprised two sections.
• The first section was to measure the respondents’ expectations
regarding service quality in MAYFAIR by using the five
SERVQUAL service quality dimensions.
• The second section was to examine the respondents’ perceptions of
service quality actually provided by the MAYFAIR when they
stayed.
• A sample of 10 guests was taken who stayed in Mayfair.

Excel Output
SERVQUAL
GAP Score(P-E) Weight SERVQUAL Score
Dimensions

Tangibility 0.075 20 1.5

Reliability -0.1 30 -3

Responsiveness -0.15 15 -2.25

Assurance -0.125 20 -2.5

Empathy 0.06 15 0.9

-0.048(Avg) -1.07(Avg)

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Service Recovery
• Service recovery comes into play when the services fails to live up
to the customer's expectations.
• Hotel takes responsibility to build a strong image of the destination
so that it attracts other customer to visit there.
• 7 Ps of marketing is very effective to evaluate the service of the
hotel industry.
• Promotions activities is more important factor to improve the
service level and differentiate between earlier and existing service

Employee Education and Motivation

• Training: Policy and procedures, Skill based training, Human
relation and soft skill training, Problem solving, Managerial and
supervisory
• Motivation: Reward and Recognition, Feedback system and
Training as motivation
• Performance Management: Incentives linked to employee
performance, 360 degree feedback system

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Service flower model- Mayfair Hotels & Resorts

Pricing and Distribution

• Pricing is competition based, which is adequately supported by the
facilities and amenities and ambience being provided
• Pricing is used for revenue management
• Tie-ups with various stakeholders for delivering quality service

9
Demand & Capacity Alignment

10
Typical Challenges in Hotel Industry

• Inefficient process causing guest’s to wait – at check in or check

out for example.
• A high degree of variability and inconsistency in service delivery.
• Hindrances to inter department information flow – between Front
Desk and Housekeeping.
• High Food and Beverages cost due to food wastage.
• Frequent breakdown of critical equipment.
• Long procurement approval as well as long lead time for procuring
supplies and consumables.

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References and Bibliography

1. http://www.mayfairhotels.com/mayfair-lagoon/
2. https://online.csp.edu/blog/business/the-importance-of-
marketing-in-the-hospitality-industry
3. https://en.wikipedia.org/wiki/Hospitality_industry

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