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S ervice marketing Project on-
Physical evidence of Radi adisson Hotel tel
SEC-C GROUP-1
Submitted By: Submitted To:
PGDM (2008-10)
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Deepshikha Deepsh ikha Mahajan( Maha jan(FT FT-08-08-642) 642) Deepankar Mukherjee
Dr. Dr.
Kanika Anand (FT-08-667) (FT-08-667) Kumari Sweta (FT-08-674) Sukalpa Datta (FT-08-) (FT-08-)
ACKNOWLEDGEMENT
With profound sense of gratitude and regard, we express our sincere thanks to our guide and mentor Dr. DEEPANKAR MUKHERJEE for his valuable guidance and the confidence he instilled in us, that helped us in the successful completion of this project report. Without his help, this project would have been a distant affair. His thor His thorou ough gh unde unders rsta tand ndin ing g of the the su subj bjec ectt and and professional guidance was indeed of immense help to us. Also, this acknowledgement would remain incomplete without thanking all the respondents at Radisson Hotel for their valuable time and
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excell excellent ent hospit hospitali ality ty.. Witho Without ut their their co-op co-opera eratio tion n this endeavour would not have been possible. We are als lso o greatl eatly y tha thankfu nkfull to Mr. Ajay jay Gup Gupta whose acquaintances in Radisson Hotel helped us in gett gettin ing g all all the the requ requir ired ed in info form rmat atio ion n with withou out t much hassle. Mutual understanding between members is highly appreciated.
the
group
Index Topic Page-no.
1.
Executive summary
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2.
Physical evidence- meaning
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3.
Physical environment of a Hotel
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4.
Introduction to Radisson Hotels & Resorts
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5.
Physical evidence of :Reception
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6.
Rooms
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7.
Restaurants
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8.
Gym
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9.
Parking
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10.Conclusion 20
EXECUTIVE SUMMARY The proje project ct on the the give given n topic topic under under ‘SER ‘SERVI VICE CE MARK MARKET ETIN ING’ G’ was was a learn learning ingex exper perie ienc nce. e. We had visi visite ted d RADI RADISS SSON ON HOTE HOTEL-N L-NOI OIDA DA to underst understand and the physic physical al evidenc evidence e of its rooms, rooms, restau restaurant rants, s, recept reception, ion, gyms and parking. The reason for selecting this hotel were the following-
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Proximity to our workplace
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Some acquaintances in Radisson
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Accessibility
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World class repute of the Hotel
This project covers the basic definition of physical evidence to give a better unders understa tandi nding ng of the the topic topic.. Also Also the the vari various ous eleme element nts s in the the physi physica call environ environment ment of a Hotel Hotel are descri described. bed. A brief introdu introducti ction on to Radiss Radisson on Hotels & Resorts has been given. Later the perceived physical evidences of the different areas have been discussed in detail.
Physical evidence Physical evidence is the ability and environment in which the service is delivered. delivered. Both tangible tangible goods goods that help help to communicate communicate and and perform the the service, and the intangible experience of the existing customers and the
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abili ability ty of the the busin busines ess s to relay relay that that cust custome omerr sati satisf sfac acti tion on to poten potenti tial al customers. Physi Physica call evide evidenc nce e is the the eleme element nt of the the serv servic ice e mix mix whic which h allow allows s the the customer again to make judgments on the organization. Consumers will make perceptions perceptions based on their sight of the service service provision which will have an impact on the organizations perceptual plan of the service. For e.g. If one moves into a restaurant his expectations are of a clean, friendly environment, environment, besides high quality food which is the core service service of the restaurant. On an aircraft if he travels he expects enough room to be able to lie down. Some Some poin points ts stat statin ing g the the impo import rtan ance ce of phys physic ical al evid eviden ence ce in serv servic ice e marketing are➢ ➢ ➢ ➢
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Physical Physical evidence is ‘packaging’ for services, therefore creation of service environment should not be left to chance. Cust Custom omer er judg judges es the the serv servic ice e qual qualit ity y thro throug ugh h the the proc proces ess s of deduction. Physical evidences both- dominant and peripheral should be coordinated to achieve uniformity in its projected service image. Peri Periphe pheral ral evide evidenc nces es are small small and triv trivial ial but have have impac impactt on cust custom omer er perc percep epti tion on abou aboutt servi ervice ces s and and are are real real sour source ce of competitive differentiation. It makes the intangible service apparent.
Physical Environment of a Hotel ✔
Location
– What kind of customers prefer a city centre?
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– What
kind of customers prefer a hotel at seaside?
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Signs and logos Many hotels belong to chains and their signs and logos are well known. Different chains help hotels to profitable business. 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.
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Style, furniture, colours, lighting
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Clean air Some customers want luxury, and they are ready to pay for it. Other customers are satisfied with a little lower level.
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Reception What is good customer service at the reception?
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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. today.
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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 extr extra a prov provid ided ed that that a cust custom omer er has has not not expec expecte ted d gives a good feeling.
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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.
INTRODUCTION
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Radisson hotels & resorts, one of the world’s leading, full- service global hotel companies, companies, operates, manages and franchises franchises more than 400 hotels and resorts in 66 countries. Radisson is focused on being the hotel of choice choice for today’ today’s s indepen independent dent-- minded minded frequen frequentt busines business s and leisur leisure e travellers who want more control over their hotel experience. Vision:
A global hotel company distinguished by great places in great places, a recogni recognized zed and truste trusted d brand, brand, buildi building ng valuabl valuable e relati relationsh onships ips with with the guests it serves and achieving superior returns for owners and invertors. Mission:
To provide warm and engaging hospitality at every point of guest contact.
Radisson Hotel Noida
The Radisson Hotel Noida is centrally located in the business and leisure dist distri rict ct of the the Nati Nation onal al Capi Capita tall Regi Region on of Delh Delhi. i. With With cont contem empo pora rary ry architecture, warm hospitality and a convenient location, this hotel is surely a pleasure to both business and leisure travellers. As the first and only fivestar hotel in Noida, this hotel is a cut above the rest and features services and amenities that sets it apart from other hotels in the region. Radisson hotel, Noida is the first five star deluxe hotel in Noida, Uttar Pradesh Pradesh.. Strate Strategic gically ally locate located d in Noida’ Noida’s s upscale upscale sectorsector- 18 shoppin shopping g district. •
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Radisson hotel is 35 minutes from Domestic Airport and 45 minutes from International Airport. The Hotel is 20 minutes drive from Connaught Place, the central business district of Delhi.
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15 minutes from Pragati Maidan exhibition grounds and India Expo Mart. Clos Close e prox proxim imity ity to Delh Delhi’ i’s s key indus industr tria iall esta estate tes: s: Great Greater er Noid Noida, a, Faridabad.
Reception A hotel receptionist's job is to make guests feel welcome, to check them in and out efficiently, and to deal professionally with enquiries, face to face and by phone, fax or email. 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. The receptionist in short represents the “entire hotel” in front of the customer. ➢
RADISSON provides a 24 hour reception service
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At Radi Radiss sson on ther there e was an arra array y of expe experi rien ence ced d and and qual qualif ifie ied d receptionist to handle the customers. They worked in a batch of three that is at any time there were three receptionists in the front office for the convenience convenience of the customers customers.. They also changed changed the shifts shifts to ensure the best service possible.
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Dres Dresse sed d in “pin “pink” k”,, the the rece recept ptio ioni nist sts s act act as a guid guide, e, a frie friend nd,, a counselor to the customer.
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They used laptops and telephones to manage the accounts and to handle the queries or to provide service to the customer.
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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.
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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.
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Receptionist looked after the customer’s personal taste such as his menu, movies and music and proper functioning of equipments in his room.
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The The recept reception ionis istt also also allot allotte ted d time time for for visi visits ts to the the spa spa and and fixe fixed d appointments with doctors.
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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.
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The reception was decorated decorated with beautiful paintings. paintings. Soft lightening made made the the ambi ambien ence ce even even more more rela relaxi xing ng and and comf comfor orti ting ng for for the the customers.
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Instead of using artificial fresheners, fresh flowers were kept at the reception to refresh the mood of the visitor.
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The floor and the furniture had good finishing. The furniture was stylish and well furnished.
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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
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serv servic ice e in Radi Radiss sson on acco account unts s for for the the high high sati satisf sfac acti tion on among among its its customers.
Rooms at Radisson There were 115 accommodation rooms for visitors in Radisson. All of them were spacious and attractively decorated. The rooms were differentiated on two major criteria’s.
Space
Facilities provided
The rooms were categorized as follows: superior, deluxe, club, crescent, terrace, executive and presidential suite. However the superior, deluxe and club club rooms rooms were were the same in area, area, the visitors visitors of the president presidential ial suite were were provi provide ded d supe superi rior or serv servic ices es and the the most most spac spacio ious us rooms rooms.. The services provided inside the rooms were as follows: ➢
Mini bar: with an array of cocktails like Bacardi, Gilbeys, Smirnoff etc.
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Coffee and tea maker to provide the ease of making it according to their own preference.
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Hairdryer.
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Iron and an ironing board.
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Televis elevision ion facili facility ty with with 36 domest domestic ic channel channels s and 8 interna internatio tional nal channels.
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DVD play player ers s and and a varie ariety ty of vide video o tapes apes were ere provi rovide ded d for ente entert rtai ainm nmen entt and and rela relaxa xati tion on purp purpos oses es in the exec execut utiv ive e and and presidential suites.
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High speed internet facility was provided.
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Telephone with speaker facility.
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LG refrigerator refrigera tor..
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Smoke detector.
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Hita Hitach chii spli splitt air air cond condit itio ioner ners s were were provi provided ded:: the the numbe numberr of AC’s AC’s depended on the size of the room.
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Two newspapers- Times of India and Economic Times were catered to all the rooms. Apart Apart from this some magazines were also there for spare time.
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Convenient and adequate plug points were there in the room.
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Electronic safe and door locks for ensuring the safety of the visitor.
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Bathrobes and slippers were provided for the visitors.
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User friendly bathroom fittings.
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Jacuzzi.
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Apart from all these services services cleanliness cleanliness and the maintenance maintenance of the room was the most prominent feature.
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The room could accommodate around six people.
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The room was decorated with antique pieces and scenic paintings.
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The position of the rooms was such that it allowed sufficient sunshine to come in.
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The The wall all colo colour ur as well ell as the the colou olourr of the the bed bed shee sheets ts were ere complementary to each other and were such that it provided solace
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to the visitor. visitor. The The floor loor of the the room room as well ell as the bathr athroo oom m was clea clean n and and
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completely dry to make sure that it was not slippery. slippery. The The temp temper erat ature ure of the the room room coul could d be attu attuned ned acco accordi rding ng to the the
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individual needs of the guest. The cupboards provided were broad and had ample space in them so
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that all the belongings could be kept inside safely. For ensuring the health of the customer flower pots were kept at each
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table. ➢
The bed and the beddings provided were comfortable enough.
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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
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handicapped and unprivileged people.
Shortcomings noticed: ➢
The complementary mineral water bottle supposed to be there in the room was missing.
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There was a fruit basket in every room but it was surprising to see that the fruits kept in it were not fresh and partly rotten.
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Hot water promised to be available 24 hours a day was not provided.
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Restaurant Human aspect of a service sector industry sets it apart from the production sect sector or.. The The inhe inheren rentt quali quality ty of a produc productt and and also also its its physi physica call outl outlook ook attr attrac acts ts the the cust custom omer ers s towa toward rds s it. it. But But when when it come comes s to serv servic ice e the 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 RADISSON’s restaurant. The whole experience of our group there has been discussed below ➢
The The entr entran ance ce made made us forg forget et that that we were were ther there e with with the the sole 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 and wanted.
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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. Had not the waiter approached all of us would have been still admiring the creation in that awestruck fashion.
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It was our our luck luck that that we got got a tabl table e in the the corn corner er.. To begi begin n the 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 illuminated the entire ceiling. All this illuminated illuminated the physical objects around in such a manner that it kept everything alive.
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Our eyes began to feast upon the furniture laid around. The chairs and table had wooden finish. The tables were arranged to cater to the customers’ needs i.e. buffet and sitting arrangement. The buffet had a long table with expensive copper, copper, steel and glass cutlery. cutlery. The sitting sitting arrangement arrangement was planned judiciously judiciously keeping in mind the customers customers comfort as well as taking care of the economic aspect of space utiliz utilizati ation. on. The furnit furniture ure was elegant elegant and highly highly comfor comfortab table. le. The chairs had soft cushions and there was arrangement for two persons, four and a group. If any table was booked for the day, it was clearly mentioned to avoid confusion.
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Soft carpet was laid on the floor of maroon color. The windows were richly draped with sophisticated and expensive curtains. On our day
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of visit the colors of the curtains were of very light yellow shade with beautiful laces. ➢
The The most most attr attrac acti tive ve and and sign signif ific ican antt part part was the the atti attitu tude de and 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 see whet whethe herr the the cust custom omer ers s are are take taken n care care of prop proper erly ly.. All All the the customers were escorted by separate men to their respective tables and the waiters soon addressed them.
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We took tea which was refreshing. The food which we did not taste of course looked good and the guests seemed to enjoy it completely. We came to know that RADISSON served 57 cuisines. It was not just the food, but the entire experience and ambience which made the customers seem satisfied.
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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.
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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 REST RESTAU AURA RANT NT whic which h we exp experi erien ence ced. d. `
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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.
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Front door- The front door was made partially of glass and partially of wood. ood. Ther There e was a guar guard d at the entra ntranc nce e who chec check ked the membership cards of each customer.
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Smoot Smoothi hie e bar bar AreaArea- There There was was a bar bar area area whic which h incl includ uded ed many many drinks: energy and fruit drinks besides providing normal water.
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Membership Card- All the customers were given membership cards for easy recognition and catching the defaulters.
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Appearance of Employee- All the employees had a dress code which was similar to the other employees of the Hotel.
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Walls- The walls of the gymnasium were green and white in colour, well decorated with posters suggesting suggesting health and gymming tips and motivational phrases.
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Locker Lockerss- There was locker locker facili facility ty for all custome customers rs to keep their belongings safely. safely.
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Music- The gym has an in-house DJ who played Trans music.
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Equi Equipme pment ntss- The The gym gym had had all all equip equipme ment nts s relat related ed to cardi cardio o and weight training.
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Light- The hall was well illuminated with focused lights.
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Appearance of staff- The trainers and the supervisors were wearing branded sportswear spo rtswear..
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Towels- The towels were very ve ry clean and dirt free.
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Hair Dryer- There was hair drying facility for customers.
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Cleanliness- It was well maintained to keep the entire area spic and span.
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Floor- The floor was wooden.
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Therapist- There was a therapist to look after any unexpected injury.
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Temperature- The room r oom was conducive for comfortable exercising.
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Mercha Merchandis ndisee- If the custom customers ers intende intended d to purchas purchase e any simila similar r health product, the same was made available.
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Sauna and steam bath
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Jacuzzi
Parking ➢
Radisson provides “valet parking” for its customers.
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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.
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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 This means that he can park the car wherever he feels it convenient to do so.
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The valet’s white colored dress showed that they are trustworthy and loyal loyal towa toward rds s thei theirr job. job. This This gave gave a sens sense e of sati satisf sfac acti tion on to the the customers.
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This leads to better service of the customers as they can enjoy the stay at the hotel without caring for maintenance of their vehicle.
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Offering a valet to take care of the car adds luxury to the service
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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 these further bring a sense of pride and contentment in their customers.
Conclusion
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“It’s “It’s not always words that impress”…. impress”…. Truly Truly,, physical evidence evidence in hotels and restaurants speak louder than words. It is through these evidences that the the cust custom omer er atta attach ches es himse himself lf.. A hotel hotel like like “Rad “Radis isso son” n” is an abode abode of customer delight. During this endeavour 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 tangiblise 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. For a hotel industry viral marketing is the strongest advertising tool, hence all efforts should be made to make the customer satisfied.
