HR assignment report on: Definition of a Service Organization

Definition of a Service Organization:A service organization refers to a type of organization which helps in imparting services to the customers & fulfilling the needs of the users. There is a list of variety of services providing organizations which exceeds the needs as well as meets the requirements of the customer.

Some of the examples of a service organization would include a café, restaurant, night club, casino, dentist or doctor’s office, hotel, sporting complex (e.g., the M.C.G., a fitness centre, bowling alley or golf course), an aircraft (e.g., the Qantas Airbus), hairdresser/beauty salon, day spa, or tourist attraction (e.g., a theme park, the Melbourne Aquarium, the Old Melbourne Gaol or Sovereign Hill).

This particular report would help us in the better understanding of the Radisson Blu Hotels & Resort. The Radisson Blu Resorts & hotels is one of the leading resorts marking its presence in various parts of the globe such as the Middle East Africa & Europe. The Radisson Hotel & Resort is planning to expand its operations in the other parts of the world. The popularity of the hotel & Resort has been influenced not only by the way they treat their customers but also by the different forms of physical evidence which have been used by them in order to make the customers re-visit the hotel cum resort time & again.

One of the reasons as to how the Radisson Blu hotel & resort could be differentiated from its competitors apart from the motto i.e. ‘100% guest satisfaction’ & ‘Yes I Can spirit of service’ is also through the different forms of the physical evidences which communicates about the hotel cum resort.

Radisson Blu is a division of Rezidor hotel group, which is one of the quickest growing resorts all over the globe. Radisson Blu wants to be a market leader by mixing its different and stylish method to hotel hardware with its Yes I Can strength of hospitality on the software side.

One of the major requirements for a service organization would include an attractive service environment which communicates everything to its customers, employees, visitors who visit the place. Presence of fair physical evidence provides a positive impact on to the customers & they would be willing to visit the place again & again.

A well prepared & structured service design would also help the service organization in order to attract more number of visitors towards them. Service Design refers to an ongoing process which would help in the integration of new service practises in a particular service organization.

Service design would refer to a design which would help in solving the various issues, look for opportunities to be undertaken in the near future & create new ideas. The service design would also help in providing various strategies, guidelines as well as certain specifications to create one of the best ideas & solutions.

Physical Evidence:In the service organization one of the essential factors in order to attract more number of customers, the overall appearance of the hotel cum resort should be very appealing & bright & should communicate whatever the organization has to offer.

When a visitor enters the service organization, they interact with the personnel or a receptionist at the first site & the environment in which the service should be offered could be considered & the service experience should be understood.

This signifies that, the environment in which the service is being operated would include the following such as the service design & the environment in which the Radisson Blu Hotel & Resort is currently operating should be supervised with utmost care.

The service design as well as the service environment indicates the perception of the customers, visitors who visit the hotel on a regular basis.  It refers to a technique which enumerates how the customers would interact with hotel personnel & what do they feel (portray) about the entire physical appearance of the hotel cum resort.

In such type of organizations, the environment in which the service is being performed could be likened as to how they deliver the goods to the customers & deal with them.

Physical evidence could be defined as follows:“It refers to the environment where in the services would be delivered & where the service organization (hotel) would interact with their customers, any tangible element which would help in facilitating the message of the service being offered.”

The major constituents of the physical evidence which is being used by the Radisson Blu Hotel & Resort in order to represent the image of the organization would include any physical facility being imparted by the hotel cum resort to its visitors, customers, the building where the services are offered, signage’s & equipments used, letter heads, brochures, leaflets, business cards & also the various invoice being used by the Radisson Blu Hotel & Resort. The major function of the physical evidence being used by any service organization would give the organization a chance to communicate & interact with the customers, visitors regarding their product offerings, the purpose as well as the nature of the service being imparted by the service organization.

Why Physical Evidence would be required? (Importance of Physical Evidence)

Physical evidence would be required in case of any service organization such as Radisson Blu Hotel & Resort which would be recognized. The importance of physical evidence could be seen with the help of the following definition which as under:“The service images & the service realities appear to be shaped to a large extent by the things that the customer can comprehend with their five senses ¾ tangible things … [and] when a customer attempts to judge a service, particularly before buying it, that service is known by the tangible clues, the tangible evidence which surrounds it.

The physical evidence is one of the most important aspects in case of the service organization. The physical evidence constitutes of anything which marks the presence of any tangible asset in the hotel cum resort & the customer comes in contact with. The tangible assets help the organizations in counterbalancing the main feature of the services. Therefore, the organizations (Radisson Blu Hotel & Resort) should see that all the tangibles should be placed at the right place communicating the right attribute to its visitors.

Design of the Service:

In case of the hospitality sector, physical environment throws positive signals in the minds of the customer which propels the visitors to come & visit the hotel premises. The customers generally respond towards the internal as well as the external appearance of the structure of the hotel. The customers tend to get inclined towards those organizations where the overall appearance of the hotel or a resort is very attractive & it as wide range attractive offers to buy.

This way, the physical evidence in case of the hospitality sector helps in linking the tangibles with the intangibles being imparted by the hotel officials. This also influences the expectations of the customers in the fulfillment of the needs of the customers.In case of the Radisson Blu Hotel & Resorts, there would be different dimensions of the physical environment which would help to build or design the service atmosphere in the given service organization.

The different types of the dimensions in the physical environment in case of Radisson Blu Hotel & Resort could be divided on the following basis:

Þ   Ambience

Þ   Functionality

Þ   Spatial layout

The ambience as a physical evidence refers to how the different, attractive colors, are being viewed by the customers as well as the visitors who visit the hotel & resort.  It must be viewed that the Radisson Blu Hotel & Resort should use bright colors which would help the visitors in order to get attracted as it would reflect its visual senses & the visitors would be forced to see the physical evidence present in the service organization.

The second aspect which the hotel would take into consideration in the physical evidence would refer to the Spatial Layout. It refers to how the space has been utilized in the hotel area. It refers how well the scale & size of the hospitality sector influences the spatial layout. It consist of the how well the space has been allotted to the lobby area, dining hall, reception area as well as the bedroom made for the public to rest & relax. If the space area has been utilized in the most appropriate manner, then the customer’s expectations would be equivalent to the operational requirements.The third dimension of the physical evidence which is being used by the Radisson Blu Hotel & Resort would include the sign, symbols, artifacts as well as certain required tools which have been used & states that the hotel & resort has a consistent & an appealing physical environment of the hotel. The sign, symbols used by the Radisson Blu Hotel & Resort communicates very well i.e. directly or indirectly with the customers.

The physical environment in the hospitality sector has also been illustrated as a ‘servicescape’. The servicescape has been linked to the “landscape”. It refers to various facilities such as exterior & interior facilities. The servicescape would refer to the various tangibles such as invoice books, annual reports, cards, brochures, dress of the employees, essential forms of the servicescape etc.

The following three dimensions of the servicescape should be taken into consideration while designing the service design for any service organization:

°        Servicescape Usage – how the area available is to be used

°        Complexity involoved in the Servicescape – complexity involved in the operation

°        Aesthetics – the design style to be used while formulating the servicescape

ServiceScape Model:

The service scape model refers to a model which would help the service organization in order to perceive what the customer requires & how to fulfill the expectations of the customers.

The servicescape model designed below enumerates how to meet the individual needs & how well the service organization would be able to meet the specified requirements of their visitors, customers, etc.

The servicescape model is purely based upon the perceptions of the employees as well as the customers based upon the physical evidence. The model would help in providing or defining a fair match amongst the organization & customers perceived expectations.

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