Le Meridien Dhaka (Service Marketing Research )
As part of MKT 412 course we conduct a research for services marketing so that we select ‘Le Méridien’. We will apply our practical exposure, analysis and recommendation in the area of all service marketing of ‘Le Méridien’. ‘Le Méridien’ exposes the curious and creative-minded traveler to the most unexpected and engaging experiences a destination has to offer. ‘Le Meridien Dhaka, a concern of Starwood Hotels and Resorts Worldwide, they start their journey in Dhaka at November 16, 2015.The hotel in the capital's ‘Nikunja 2’, near the international airport, offers 304 guestrooms and suites, the upscale hotel said in a statement. It has a host of dining options, like Latest Recipe, an interactive all day dining restaurant with a live-kitchen setup; ‘Favola’, an Italian specialty restaurant; and’ Olea’, which serves the Mediterranean cuisine. ‘Le Meridien’ also has 15 above, a lounge bar offering stunning views, and Latitude 23, a casual coffee house. The hotel also features the signature Explore Spa, a fitness center as well as the highest skyline infinity pool on the 16th floor, according to the statement. We will analysis all service oriented entity, service quality, interaction between service quality, employee & customer satisfaction and their profitability. ‘Le Méridien’ already very popular and became successful in our country. Their service quality, customer satisfaction and wide range of service offer become build them big player in this industry. From our research, interview, and survey we find that Le Méridien is a symbol of a market leader of their wide range of quality service and customer satisfaction.
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Le Meridien Dhaka (Service Marketing Research )
- 1. Welcome to our Presentation Le Meridien
- 2. Name Md. Rakat Hassan Ajbinur Islam Mustafiz Al Aziz
- 3. Le Meridien
- 4. Brand value Reputation Location proximity Specialized Staff members Technological resources Le Meridien
- 5. Le Meridien Decision Making Problem Unreliability of Staff Time Consuming System Over Price
- 6. Le Meridien Fewer Competitors Guest Dependency Foreign Travelers Scope of Expansion
- 7. Market Entry Political Instability Global Economic Crisis Terrorist Fear Competition on the Price Point Le Meridien
- 8. Le Meridien 1. Guest Voice 2. Software Integrated System 3. Quality Control Team 4. Received Loyal Guest with Host 5. Transport Facilities
- 9. Le Meridien Reduce Prices Relationship Survey Take more seriously Customer Feedback
- 10. Customer Demographics Demographics mean segmenting the market on the basis of socioeconomic characteristics Target Customers : Backpackers and Solo Travelers Desire to spend more time exploring the city than spending time at the hotel They prize low prices over amenities and services They are being accommodated by offering “bare bones” Business Travelers Desire to spend more time staying in the hotel rather than exploring the city They prize fast Internet access, access to electronic devices like fax machines, printers, scanners and access to lounges. They provide attention to the details regarding quality of bedding, room service offerings of the hotel. Le Meridien
- 11. What is servicequality? Expected Service Perceived Service Customer Satisfaction Service Quality Customer Loyalty Le Meridien
- 12. Gaps Model of Le Meridien’s Service Quality • Standards Gap • Delivery Gap • Internal Communications Gap Le Meridien
- 13. Translationof perceptions into service quality specifications Management perceptions of customer expectations Le Meridien
- 14. Deficiencies in humanresourcepolicies Customernot fulfillingtheirroles Servicedelivery Customer-drivenservice designsand standards Le Meridien
- 15. Externalcommunicationsto consumers Servicedelivery Ineffective managementof customer expectations Le Meridien
- 16. Recommendations to Close the Gaps: • They should earn flexibility to be able to reduce the bill, if necessary. • They should take necessary steps to reduce deficiencies in human resource policies. • Different programs should be taken to educate the customers regarding different essential features of their self-service payment device. • They should take extensive program to build a positive image among their customers. In this process they should try to eliminate the misconceptions of the users regarding Le Meridien. Le Meridien
- 17. Training and Compensation Schemes Methods used by Le Meridien when training their employees : On-the-Job Trainings Lectures One-on-One Orientations Compensation Schemes : Group Performance Related Pay Schemes Commissions Festival Bonuses Le Meridien
- 18. New Service Innovations • Putting some chairs and tables on the narrow passage and charging premium price for sitting in that zone because of getting a clear view of Dhaka city. • Can name that zone as “Skyline View” Le Meridien
- 21. Information • To obtain value from any good service, customers need relevant information. • Nowadays customers are “information hungry” Examples : Website Official Video Front-line Employees Facebook Page Le Meridien
- 22. Order-Taking • Customers need to know what is available and may want to secure commitment to delivery. • Their order taking process is fast, smooth and easy to comprehend Examples : Reservations Order Entry Check-Ins Le Meridien
- 23. Payment • Customers may pay faster and more cheerfully if transactions are simple and convenient for them. • They accept all kinds of payment gateway Examples: Self-Service Payment Device (e.g. Kiosk) Cash Cheque Online Payment Le Meridien
- 24. Consultation • Value can be added to goods and services by offering advice and consultation tailored to each customer’s needs and situation. • They also advice their customers in order to add value to their services. Examples : Personal Counseling Management Consulting Le Meridien
- 25. Hospitality • Hospitality means the friendly and generous reception of guests, visitors or strangers. • Customers who invest time and effort in visiting a business and using its services deserved to be treated as “welcome guests” Examples : Greetings Waiting facilities and amenities Transportation Security Le Meridien
- 26. Safe keeping • Customers prefer not to worry about looking after personal possessions that they bring with them to a service site. • Safekeeping basically means caring of customer’s possessions Examples : Safe and convenient parking space for their customers’ cars Baggage Transport Safekeeping of valuables Le Meridien
- 27. Exceptions • Customers appreciate some flexibility when they can make special requests and expect responsiveness when things don’t go according to plan. Examples : Special Requests Complaints or Compliments Problem Solving Le Meridien Olea Mediterranean Cuisine
- 28. Exceptions Kebabs and Grilled Meats Red Lobster Seafood Le Meridien
- 29. Le Meridien Don’t have any clear Instruction Security Guard Behavior
- 30. Situation analysis: Where are we now? Objectives: Where do we want to go? Strategy: How do we get there? Tactics: Details strategy Action: Implementation – putting plans to work Control: Feedback Image Customer Expectation Perceived Value Overall Customer Satisfaction Customer Complaints Customer Dialogue Customer Benefit Customer Focus Le Meridien Redesign service recovery Program 3 customer perception tools 30
- 31. Providing Proper training their Security Guard Providing Clear Instruction
- 32. 3 These are Some Recommendation for Le Meridien Hotel 1 2 3 4 5
- 33. 3 Recommendation 6 7 8 9 10
- 34. 3 k You !!! our query