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Project Report on (Service marketing)

Physical evidence of Radisson Hotel

Submitted by: Munnawar Khan Shubham Sahu Vishvendra S Rajput

Submitted to: Prof. Romi Sainy

Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

EXECUTIVE SUMMARY

The project is given on the topic under SERVICE MARKETING which was 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.

Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

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 the intangible 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 customer perception 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.

Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

PHYSICAL ENVIRONMENT OF A HOTEL

Location Location 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. Good reputation 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. Reception What 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.

Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

 A hotel room What 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 Hotel The restaurant and its kitchen create the heart of a hotel. At a big hotel there can be many different types of restaurants.

Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

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 so this 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 the customers. 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.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

 They used laptops and telephones to manage the accounts and to handle the queries 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 in house 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 fixed appointments with doctors. At the reception there was an adjoining waiting lounge. A number of magazines and newspapers were kept there to enable the customer to utilize his time. The reception was decorated with beautiful paintings. Soft lightening made the ambience even more relaxing and comforting for the customers. Instead of using artificial fresheners, fresh flowers were kept at the reception to refresh the mood of the visitor. The floor and the furniture had good finishing. The furniture was stylish and well furnished. The quality services provided by the receptionist at Radisson made the customers 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.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

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 Other Five-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.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

 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 to each 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 dry to make sure that it was not slippery. The temperature of the room could be attuned according to the individual needs of the guest. The cupboards provided were broad and had ample space in them so that all the belongings could be kept inside safely. For ensuring the health of the customer flower pots were kept at each table.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

 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 for handicapped 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 of completing 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 new experience and delight. The overall ambience increased our curiosity.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

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 see out 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 were richly 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 and professionalism 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 was not the end of service. They were escorted to the gate with due respect wishing them a happy day as well a visit soon.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

 With this we also got a picture of how tough it is to satisfy a customer in service 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 with approximately 25 stairs to climb. Front door- The front door was made partially of glass and partially of wood. There was a guard at the entrance who checked the membership cards of 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 easy recognition and catching the defaulters. Appearance of Employee- All the employees had a dress code which was similar to the other employees of the Hotel.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

 Walls- The walls of the gymnasium were green and white in color, well decorated with posters suggesting health and gym(exercise) tips and motivational class. Lockers- There was locker facility for all customers to keep their belongings safely. Music- The gym has an in-house DJ who played Trans music. Equipments- The gym had all equipments related to cardio and weight training. Light- The hall was well illuminated with focused lights. Appearance of staff- The trainers and the supervisors were wearing branded sportswear. 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.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

 Merchandise- If the customers intended to purchase any similar health product, 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 customer and 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 loyal towards 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 the hotel 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.
Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

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

Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy

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.

Jaipuria Institute of Management, Indore Services Marketing Subject By: Prof. Romi Sainy