The Importance Of The Physical Evidence Marketing Essay

The Importance Of The Physical Evidence Marketing EssayServices be radic solelyy different from products and require to be marketed very differently. So the classical 4 P structure of the Marketing Mix needs to be circumscribed suitably to incorporate the 8 Ps for go trade, which was previously known as 7 Ps only.Services chiffonier range from financial run provided by the banks to technology returns provided by the IT Company or hospitality armed services provided by hotels and restaurants Services marketing are dominated by the 7 Ps of marketing namelyProduct, Price, Place, Promotion, People, ProcessandPhysical evidence. All of these factors are necessary for optimum service delivery. While everyone knows about the 7 Ps of services marketing, the8th P of Services Marketinghas emerged in research very recently. The 8th P isProductivity and Quality.8-P-Marketing-MixPhysical evidencePhysical evidence is the world power and environment in which the service is delivered.Both t angible goods that help to communicate and perform the service, and the intangible experience of the existing guests and the abilityofthebusinesstorelaythat guest happinesstopotential guests.Physicalevidenceistheelementoftheservicemixwhichallowsthecustomer again to make judgments on the organization. Consumers will make perceptions basedon theirsight of theservice readying 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, besides high feeling food which isthe coreservice ofthe restaurant. On an aircraft if he travels he expects enough room to be able to laydown.Somepointsstatingtheimportanceof physiologicalevidenceinservice marketing are-Physical evidenceis packaging for services, thitherfore creation ofservice environment should not be left to chance.Customerjudgestheservice timberthroughtheprocessofdeduction.Physical evidences both- dominant and peripheral should beco-ordinated to achieve uniformity in its projected service image.Peripheralevidencesaresmalland trivialbuthaveimpactoncustomerperceptionaboutservicesandarerealsourceofcompetitive differentiation.It makes the intangible service apparent.Physical Environment of Hotel localization principleWhat kind of customers prefers a city centre?Whatkindofcustomersprefersahotelat seaside?Signs and logosMany hotels belong to chains and their signs and logos are substantially known. Different chains help hotels to profi tabular array business. Competition is very hard nowadays. Good reputation and recommendations help very much a hotel to get rising customers and also make them to come again.Style, article of furniture, colors, lightingClean air some customers want luxury, and they are ready to pay for it. Other customers are satisfied with a little lower level.ReceptionWhat is good customer service at the reception?Office, information, customer serviceIs it easy to reserve a room? What is the easiest dash to reserve a room today?Good customer service is very important in the competitiontoday.A hotel roomWhat 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 extraprovidedthatacustomerhasnotexpected gives a good feeling.Restaurant- heart of the HotelThe restaurant and its kitchen create the heart of a hotel. At a big hotel there can be many different types of restaurants.ReceptionA hotel receptionists job is to make guests feel welcome, to check them in and out efficiently, and to deal professionally with enquiries, typesetters case to face and by phone, fax or email. When guests call at a hotel to make a booking, the receptionist is the first-year person they s point in time to and may also be the first person whom they meet at arrival. The receptionist in short represents the entire hotel in frontof the customer.The Hotel should provide a 24 hour reception service.At the Hotel there shouldanarrayofexperiencedandqualified receptionist to handle the customers. They should work in a batch of 3 that is at any time there should be three receptionists in the front office forthe convenience of the customers.They should change the shifts to ensure the best service possible.Thereceptionists shouldactasaguide,afriend,a counselor to thecustomer.They should engage 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 Hotel should provide extra services such as calling the in house hall porter to railcarry the luggage, arranging for conveyance forsightseeing or official visits, booking flight or rail tickets and arranging parties.Receptionist should wait on after the customers personal smell such as his menu, movies a nd music and worthy functioning of equipments in his room.Thereceptionist shouldalsoallotttimeforvisitstothespaandfixeappointments with doctors.This aspect of servicein aHotelaccountsforthehighsatisfactionamongits customers.Rooms at HotelRooms should be spacious and attractively decorated. The live can be differentiated on two major criterias.SpaceFacilitiesprovided.The rooms can be categorized as follows superior, deluxe, club, crescent, terrace, executive and presidential suite. However the superior, deluxe and clubroomsmust bethe samein subject fieldThe visitors ofthe presidential suite should beprovided withsuperiorservicesandthemostspaciousrooms.The services provided inside the rooms can be as followsMini endCoffee and tea maker to provide the ease of making it according to their own preference.HairdryerIron and an ironing board.Televisionfacilitywith domesticchannelsand internationalist channels.DVDplayersandavarietyofvideotapesHigh speed internet facility.Telephonewith spe akerfacility.Refrigerator.Smoke detector.Newspapers and magazines.Convenient and adequate plug points in the room.electronic safe and door locks for ensuring the safety of the visitor.Bathrobes and slippers.User friendly bathroom fittings.Jacuzzi.RestaurantHuman aspect of a service sector industry sets it apart from the productionsector.The ingrainedqualityofaproductandalsoitsphysicaloutlook attractsthecustomerstowardsit.Butwhenitcomestoservicetheapproach is totally different. Through its service, i.e. the quality of service provided, an industry in the service sector, tends to obtain as well as create a customer. The service has to be made tangible in this fashion.Theentrancemade should wear a purple look. The warm welcome by the man at the gate should make the guests comfortable and wanted. The overall ambience should be mesmerizing.The furniture laid around The chairs and table should have wooden finish. The tables should be arranged to cater to the customers needs i.e. buffet and sit down arrangement. The buffet should have tablewith expensive copper,steel andglass cutlery. Thesitting arrangements should beplanned judiciously keeping inmind thecustomers comfort as well as taking care of the economic aspect of spaceutilization.Thefurnitureshould beelegantandhighlycomfortable.The chairs should have soft cushions.Themostattractiveandsignificantpartshould betheattitudeand professionalism of the waiters. They should be in a proper dress code. The ratio of waiters and table should be 21, because of which customers can always be at ease and taken care of.To satisfy a customerin service sector especially in restaurants where the service delivered should provide the maximum satisfaction- which itself differs from one individual to another.GymThe physical environment at the gymnasium should include the followingStairsFront door Thereshould beaguardattheentrancewhocheckedthe membership cards of each customer.SmoothiebarArea- Thereshould beabarareawhich shouldincl ude drinks such as energy and fruit drinks besides providing normal water. rank and file Card- All the customers should be given membership cards for easy recognition and catching the defaulters.Appearance of Employee- All the employees should have a dress code which should be similar to the other employees of the Hotel.Walls- The walls of the gymnasium should be with posters suggesting healthand gymmingtips and motivational phrases.Lockers- Lockerfacilityfor allcustomerstokeep theirbelongingssafely.MusicEquipments-Thegym shouldhaveallequipmentsrelatedtocardioand weight training.Light- The hall should be well illuminated with focused lights.Appearance of staff- The trainers and the supervisors should be wearing branded sportswear.Towels- The towels should be very clean and horseshit free.Hair Dryer- Hair drying facility for customers.Cleanliness- It should be well maintained to keep the entire area spic and span.Therapist- There should be a therapist to look after any unexpected inj ury.Temperature- The room should be conducive forcomfortable exercising.Merchandise-Ifthecustomersintendtopurchaseanysimilarhealth product, the same should be available.sweat room and steam bathJacuzziParkingHotel should provide valet greensing for itscustomers.Valet parking is a service whereby a valet takes the car from the customer and set it in the parking lot. The customer is hence spared of the hassles involved in car parking.In most five starhotels 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 athis own disposal. This means that hecan park the carwherever he feels it convenient to do so.This leads to better service of the customers as they can enjoy the stay at the hotel without caring for maintenance of their vehicle. pass a valet to take care of the car adds luxury to the serviceThis can be 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.ConclusionIts not always words that impress.Truly, physical evidence in hotels and restaurants speak louder than words. It is through these evidences that thecustomerattacheshimself.Ahotelisanabodeofcustomer 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 tangible the intangibles. In the end we can close down that the physical evidence of the services provided at Hotel should be highly impressive and efficient. It should make 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.s