SAKE HOTEL 1

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Undergraduate
  • Page:
    2
  • Words:
    1301

Sake Hotel

(University Affiliation)

Introduction

As it has been discussed in a significant number of studies, the physical evidence of any firm, particularly those in the service industry, plays an important role with regard to marketing the business as it paints a picture of the kind of service the customer should expect (Zeithmal et al., 2013). The organisation’s physical facilities, often referred to as servicescape, as well as other forms of tangible communication, have been identified as the elements of physical evidence (Collet &Patti Lynn, 2008). This paper aims at identifying all types of physical evidence associated with Sake Hotel based in Melbourne, Australia. Subsequently, this report will analyse each physical evidence as well as how it influences the customer’s service expectations as well as their service evaluations. Ultimately, the paper will indicate whether the physical evidence overpromises or under promises what Sake Hotel can deliver.

Located alongside Yarra River, Sake Hotel was skillfully established in a central location at the heart of Melbourne City’s cultural precinct in order to give its guests a wondering experience and serenity. The Hotel which is now is now open within the revitalised Hammer Hall, was designed to also have an outdoor dining area which is set on the river front. The Hotel offers both accommodation and food services.
Services Marketing

Sake Hotel’s Physical Evidence

As explicated earlier, the physical evidence of business is often the ability as well as the environment where its services are offered. It is important to note that it incorporates both the tangible aspects that help the firm to communicate as well as perform the service, and the intangible experience of the current patrons as well as the ability of the organisation to convey that customer satisfaction to potential clients. Besides, the physical evidence is the concept of the service mix which allows the patrons to evaluate the organisation. It is certain that most consumers usually acquire perceptions based on their sight of the service provision.

Reception

The reception often represents the entire personality of the hotel as it is the first place the customer gets to encounter with the organisation’s human resource. In effect, Sake Hotel has receptionists who are charged with making the guest feel welcome as well as diligently check them in and out. The receptionists also deal with the guest’s enquiries professionally face to face, email or fax as well as the phone. Evidently, the Hotel offers its potential customers with a 24-hour reception service. The reception department has an array of experienced as well as qualified receptionists who are expected to handle customers efficiently. At the reception, one would always find a batch of three receptionists at any given time which gives the customer the impression that he or she will get the attention needed. The receptions work in shifts to ensure quality service. The receptionists dress smartly in pink and black which conveys friendless and readiness to guide the customer. Notably, the receptionists often use laptops as well as telephones to efficiently manage accounts, handle the customer queries as well provide service for the client. One aspect that stands out is the extra service that the receptionists are often engaged in: they usually call the house porter to carry the guest’s luggage as well as arrange for conveyance as well as arrange for flight or rail ticket booking. At the reception, there are often a significant number of newspapers as well magazines which keep the guest busy as he or she waits to be served. It is without doubt that first experience at the reception leaves the customer to feel at peace as he or she knows there is someone to always look into his or her needs. Thus, the aspect of service at Sake’s reception plays a significant role as far as the high satisfaction among its customer is concerned.

Rooms at Sake Hotel

The hotel has 113 accommodation rooms for guests and all of them are spacious as well as attractively decorated. Notably, the rooms are differentiated based on two major standards: space and facilities offered. Furthermore, the rooms are pigeonholed as follows: presidential suite, superior, executive, club, terrace, deluxe and crescent. However, the club, superior, as well as the deluxe club rooms are located in the same area. The presidential suites are the most spacious rooms. All the rooms have high-speed internet connectivity, mini bar with an array of cocktails, entertainment facility which incorporates a smart TV and a home theatre, telephone with a speaker facility, LG refrigerator and electronic safe. All these aspects provided by the hotel leaves the customer’s desires fulfilled as he or she feels safe and well-taken care off.

Restaurant

The entrance of the restaurant leaves a client with a memorable experience as the doors are wide and finished in glass as wood, which wears a majestic look. At the gate, there is an usher who makes one feel comfortable and honoured. The overall ambience often burgeons the guest’s curiosity, and if the waiter had not approached a customer, the guest would still be left admiring the creation in the restaurant’s awestruck fashion. The lighting in the restaurant is exquisite as during the night the whole area is usually dimly lit with a royal appearance though it is often bright enough for everyone in the room to see clearly. Besides, the position of the bulbs was also artistically done as they are unique and strategically planned. Apart from the lighting, the restaurant area has nicely finished wooden chairs and tables, all arranged to take care of the client’s needs, that is a buffet as well as sitting arrangement. The furniture is elegant as well as highly comfortable. One cannot fail to feel the warmth of the soft maroon carpet on the floor. Additionally, one cannot fail to notice the richly shaped window the sophisticated as well as expensive curtains. The smartly dressed waiters have organised themselves such that everyone has his or her table to serve, which gives the customers a sense of organisation and service quality.

Sake’s customers often enjoy the valet parking offered by the hotel. The customer does not need to trouble himself or herself as far as parking is concerned as that is taken care of by a valet. The white coloured dress often worn by the valet leaves the client with a sense of satisfaction as the dressing reflects loyalty and trustworthiness.

From the comments left by the customers online and through word of mouth, it is evident that the physical evidence does not overpromise or under-promise what the firm can deliver. In other words, the physical evidence balances perfectly with what the hotel offers. In fact, a significant number of comments found on their website reflect satisfaction from customers who promise to often visit the hotel whenever they are in Melbourne. Right from the parking, where the client’s car is parked well to the reception, where the client is received well to the hotel room, where the customer feels comfortable to the restaurant where the customer enjoys a perfect serene and good food service is a perfect balance with the service gotten.

Conclusion

From this report, it is evident that an organisation’s physical evidence often translate to what the customer should expect while inside the premises. The report has gathered that it is through the physical evidences that the patron gets to attach himself or herself with the hotel or service provider. The physical evidence certainly serves as the entire packet of an organisation’s service delivery. Ultimately the report has found that Sake’s physical evidence directly coincides with the highly impressive as well as efficient services provided by the hotel.

References

Zeithmal, Valerie A., Bitner, Mary Jo, Gremler, Dwayne D. 2013. Services Marketing (6th ed.). New York: McGraw-Hill

Collet, Patti Lynn. 2008. Servicescape and Customer Satisfaction: The Role of Strategy. ProQuest LLC, 29