Marketing for Services Essay Example
Marketing for Services Essay Example

Marketing for Services Essay Example

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  • Pages: 12 (3114 words)
  • Published: March 12, 2018
  • Type: Case Study
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Using various , we have discussed the client interaction, operations, and services of Gold Spa and Fitness Club in our report. This includes information on their pricing method, vendor management, client retention strategies, and human resource management. We conducted interviews with the Hrs Manager Muhammad Susan Aziza and Manager gym Mali Karma to gather this information. Overall, our goal was to accurately represent the exceptional health provider services offered by Gold Spa and Fitness Club in Iberia Town, specifically located on the 3rd floor of The Mall of Lahore. This health club stands out in the country by offering a diverse range of high-quality services to its clients. The training equipment provided by 'Life Fitness' and the highly qualified trainers ensure top-notch fitness experiences. Similarly, the internationally qualified and experienced masseuses at the spa offer a wide range of mass

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ages, scrubs, and other services. Additionally, Awkward Rica and his team of experts manage the salon at Gold Club.Gold Spa offers a variety of full body massages performed by internationally trained masseuses who excel in their craft. The full body massage options include: 1) Arrived Massage, 2) Traditional Thai Massage, 3) Balinese Massage, 4) Swedish Massage, 5) Deep Tissue Back Massage, 6) Traditional Japanese Shiatsu, 7) Indian Head Massage, 8) Loom Loom (Hawaiian Massage), 9) Four Hand Massage, and 10) Herbal Massage. Additionally, there is an Aroma Hot Stone Massage available.

Services marketing is a subfield within marketing that can be divided into goods marketing (which covers the marketing of fast moving consumer goods and durables) and services marketing. Services marketing encompasses both business to consumer (BBC) and business to business (BOB) services, including hospitality services, car

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rental services, air travel, healthcare services, and professional services. The goal is to develop effective marketing strategies that effectively communicate ideas to a diverse population.

A service product consists of tangible and intangible elements that create value for customers. The service concept includes a core product accompanied by supplementary services.

Due to the increased focus on health consciousness, health club businesses have gained popularity in recent times.Due to a busy work schedule, work-related pressures, and changing lifestyles, people's health is being negatively affected. Stress, hypertension, heart disease, cancer, and obesity-related diseases are becoming common, as stated by HR Manager Susan. Additionally, lack of time has led to an increase in the tendency to indulge in junk food, resulting in various health disorders. Lack of physical activity and sedentary lifestyles are also contributing factors. With the mechanization of workplaces and homes, there is little opportunity for physical activity. However, people are now recognizing that exercise, proper nutrition, and relaxation are essential for good health. This realization has led to a boom in the health club and spa business in Pakistan. Gold Spa and fitness club, which started operating in January 2012, aims to provide consumers with a unique experience. Targeting Section A and B customers, Gold Spa offers a range of recreational, physical, and mental activities such as gym workouts, swimming pool facilities, and spa treatments. These health clubs and spas are excellent ways to revitalize both the body and soul. Over time, an individual's energy level decreases, making a spa visit the ideal place for body massages, facials, and other body treatments. At Gold Spa, one can indulge in self-pampering while socializing with friends. The gym at

Gold Spa also offers entertaining workouts for bodybuilding and fitness enthusiasts.

The Gold Spa and Fitness Center offers several supplementary services to enhance the overall experience for its clients. These include the Awkward Rica Salon, which provides physical grooming services, and the Cafe Panic, where patrons can enjoy healthy snacks and foods.

The facilities at the Gold Spa and Fitness Center are luxurious and offer a variety of options. These include saunas, shower rooms, a gymnasium, and beauty treatments such as facials, manicures, and pedicures. By incorporating a wide range of beauty treatments, the business aims to increase its profits.

Obesity is a prevalent health issue nowadays, with many individuals focused on losing weight. The Gold Spa and Fitness Center offers a healthy diet regimen as a weight loss therapy.

To ensure a steady flow of clients, it is crucial to regularly update fitness programs based on client feedback. This can involve incorporating both traditional and modern methods, such as meditation and yoga.

In summary, a well-structured business plan for a Spa and Fitness Center should cater to the needs of clients, help them improve their health, and bring happiness into their lives. The Gold Spa offers all of these services to its clients.

The gym at the Gold Spa and Fitness Center is equipped with machinery from 'Life Fitness', which is known as the top gym equipment brand in the world.

The facility consists of three sections: Cardiovascular, Weight training, and personal training. The Personal Trainers are experienced professionals who can guide and assist members in achieving their goals. They conduct a comprehensive assessment for each member to determine their starting point based on individual

needs and limitations.

Additionally, there is a user-friendly and accurate body analyzer that provides detailed information on body composition, such as fat percentage, muscle percentage, and limb strength ratio. The treadmills are equipped with cable television, a music library, and headphones. The treadmills also offer a spacious and refreshing view of the swimming pool through a front window.

The swimming pool is 15 meters long and 5 &1/2 feet deep. It is temperature-controlled, ensuring comfort throughout the year with cooling during summers and heating during winters. Lifeguards are present constantly to ensure safety. The pool area also includes beach chairs for relaxation, where members can enjoy snacks or beverages from the cafe.

In addition to the fitness facilities, Gold Spa and Fitness Club offers a Turkish Hammam, where clients can relax, cleanse themselves after a workout, or experience rejuvenation before a soothing massage.The Jacuzzi can accommodate four people at once and provides highly soothing jet water. It offers the ultimate relaxation and comfort. You can use the Jacuzzi to sit, watch TV, or chat with friends while the water gives your body a heavenly massage. The Aroma hot stone massage uses hot stones to massage the entire body, which helps connect the flow of energy and rebalance the physical body, emotional mind, and soaring spirit. The healer replaces the hot stones with new ones as they cool down. Hot stone massage also stimulates the feet, which are extremely energy sensitive. The Balinese massage combines gentle stretches, acupressure, and aromatherapy oils to stimulate blood and energy flow, bringing deep relaxation and wellness. It soothes damaged tissue, relieves strained muscles and joint pain. Four

hand massage involves two therapists working together in a choreographed manner, allowing clients to request attention to specific areas of the body. Many people find four hand massage extremely relaxing and enjoy being pampered. When consuming any product or service, it involves purchase and use.To develop effective marketing strategies, it is essential to understand how consumers make buying decisions and use services. Service consumption can be divided into three main stages: pre-purchase, service encounter, and post-purchase. The three-stage model of service consumption helps us understand how individuals recognize their needs, address perceived risks, search for alternative solutions, and evaluate their experiences based on their expectations, ultimately creating value.

In the pre-purchase stage, consumers go through various phases in order to make a decision about using a product or service. Evaluating this stage can be challenging in the service sector due to the intangibility of the offerings. However, service providers can establish value through their past experiences, creating a positive reputation.

Creating awareness among consumers is crucial in this process. During discussions about the consumption model, we found that Mr. Susan, the HRS Manager of Gold Spa and Fitness Club, focused on creating awareness in the community during the first phase of pre-purchase.He emphasized the importance of consumers having complete information about a service in order for their desires to be met. Gold Spa and Fitness Club prioritized providing high-quality service and did not initially worry about making a profit. Their dedication to quality resulted in positive word-of-mouth and a good reputation. This approach allowed Gold Spa and Fitness Club to convince clients that they would deliver the necessary quality even before providing the service. Furthermore, he explained

that a person's decision to purchase and use a service is driven by a specific need. Once the need is recognized, customers begin searching for information and sometimes seek advice. It is crucial for organizations like Gold Spa and Fitness Club to provide complete information to help clarify consumer needs and explore potential solutions. For example, during the induction process, clients are given a full tour of the spa and gym, including a physical evaluation, before any further assessment takes place.Service Encounter
The service encounter begins with the consumer learning about the services provided by Gold Spa and fitness club. The core service of the club is to provide health-related services. The intangibility of these services is crucial for the service provider to perform their duties and encourage customers to return in the future. This stage involves various phases, such as placing an order, attending an induction course, or submitting an application.

Gold Spa and fitness club considers each phase, from reservation to billing, to be important. Mr. Susan, the club's owner, believes that the quality of service is more significant than the number of memberships. They do not follow conventional approaches to customer interactions; instead, they aim to make customers feel obliged when they seek their health services. By providing high-quality service, they strive to enhance customer satisfaction.

During the service delivery, customers evaluate whether the services meet their expectations. This evaluation creates a significant impact and influences customer satisfaction, leading to what is known as the "moment of truth." Gold Spa and fitness club specializes in a high-contact service experience.The text highlights the importance of interaction between a service provider and the customer. This interaction can

be physical and tangible, especially for large corporate clients who are highly involved in services provided by businesses like spas and gyms. However, even low involvement members trust these businesses blindly due to their reputation. The operations manager and gym manager work behind the scenes to ensure smooth operations and direct dealings with vendors. This creates value and satisfaction for the customers. The post-purchase stage involves customers evaluating the service performance compared to their expectations.The text discusses the importance of customer satisfaction and future intentions. It emphasizes that positive expectations can lead to customer surprise and delight. The process of achieving the right goals relies heavily on customer feedback. Golden Spa and fitness club should prioritize the feedback process and ensure positive word of mouth to meet their targets. Clients are given evaluation forms, and post communication should occur at least every two weeks. Iberia Town can assist with public relations to establish long-term relationships with clients. Understanding the nature of the service being provided is crucial in comprehending the flower of service, as customer involvement levels differ in each service.

Now, in regards to our service, health-related services fall under the people processing process. This is due to the high level of interaction between the customer and the service provider. Therefore, for Gold Spa and fitness club, it is essential to have a specific flower of service. Moving on to the flower of service, it is important to properly identify and understand the core and supplementary products offered by Gold Spa and fitness club. As a people processing service, they strive to provide the best health snacks and foods.

Additionally, one of the supplementary

services they offer, which helps create and maintain their exclusivity, is public relations for their corporate clients. When considering the facilitating factors of Gold Spa and Fitness Club's flower of service, information is key. Customers often seek information on how to obtain and use the products or services. In the case of Gold Spa and Fitness Club, they rely on word of mouth and referrals for spreading information since they do not heavily advertise.

At Gold Spa and Fitness Club, they strongly believe that providing high-quality service will lead to positive word-of-mouth from clients and attract more potential customers. Furthermore, their service hours are flexible and designed to create a relaxed atmosphere.

Additionally, during the first meeting between the customer and Gold Spa and Fitness Club, an introductory course is provided to address and discuss any questions and concerns. Order taking occurs when clients visit, using the same reception for both corporate clients and private individuals or families. In this initial meeting, customers are informed about the offerings and associated costs of Gold Spa and Fitness Club. Later, various membership details are presented before offering a package. Billing is a straightforward process, involving charging membership fees that include an initial amount followed by monthly charges. The club believes that keeping the payment process simple helps maintain a stress-free environment and fosters good customer relationships. This is why they accept cash or credit as payment methods. By prioritizing their reputation, Gold Spa and Fitness Club endeavors to be flexible in this area, which greatly appeals to clients.Gold Spa and Fitness Club focuses on the enhancing elements of the flower of service, including consultation, hospitality, and safekeeping. They

are highly regarded in the market due to their successful track record and excellent reputation. Extensive consultation is offered to clients, including personal trainers in the gym and facilitators in the spa. The club prioritizes creating a comfortable and friendly environment for customers, achieved through various teams and managers. They also provide proper security for their mainly upper middle class and upper class clientele. Lastly, they strive to provide quality without deceiving the client or setting unrealistic expectations.

Moreover, lockers are available for the safety of personal possessions. When providing health services, many exceptions need to be made in order to maintain healthy relations with customers and address any problems or complaints that may arise. Gold Spa and fitness club strives to avoid mistakes but is committed to fulfilling any client requests.

In a service context, distribution is not typically associated with physically moving products. Instead, experiences, performance, and solutions are delivered electronically or through physical channels. The options for service distribution and delivery will be discussed, taking into consideration factors such as the nature of the service and the firm's positioning strategy. This may require direct physical contact between customers and service personnel, equipment, and facilities, either by visiting the service organization's facilities or through personal channels.

Individuals who possess confidence and knowledge in a particular service or channel are more likely to use impersonal and self-service channels. On the other hand, customers with social motives tend to prefer personal channels. Convenience greatly influences the choice of channel, especially for Gold spa and fitness club customers who are required to physically visit the service site due to the nature of core services such as processing

and possession. When deciding on the location of a service facility, factors such as cost, productivity, access to labor, and the convenience of service locations must be taken into consideration. Retail gravity models can be utilized to assist firms in making informed decisions regarding facility location and operational schedules, particularly when physical presence is necessary. Traditional service schedules were typically limited to daytime hours and approximately 40 to 50 hours per week. However, in today's world where flexibility and responsiveness are crucial, services are provided 24/7 globally. While some organizations still avoid 7-day operations, Gold spa and Fitness Club operates seven days a week from morning until 10 pm. The suppliers involved in this business, including Gold spa and fitness club, consist of equipment vendors, cosmetics providers, and under vendors.

Gold spa and fitness club stocks various products in their warehouses, which are obtained from vendors. Occasionally, they hire vendors for their expertise. The gym equipment is provided by the life fitness company, USA. They also import spa treatments from well-known companies worldwide. According to the General manager, the vendors hired by Gold spa and fitness club do not take their work seriously. They lack commitment and timely delivery. Although perfection is not always achievable, human errors can still occur. The operations and security managers at Gold spa and fitness club handle these issues meticulously. They take responsibility for dealing with vendors and ensure efficiency and effectiveness in their processes. If unforeseen circumstances or mismanagement cause problems, they strive to solve them promptly and compensate their customers if necessary. In doing so, they also assure customers that they maintain high-quality standards and aim to prevent

similar issues in the future.

Furthermore, the company strives to maintain good relationships with vendors by proactively booking them in advance, thus avoiding potential problems from the very beginning.

Blue Printing and fail points are techniques utilized by the staff both on and off stage to ensure that tasks are carried out to the established standard. Blue printing is also employed to analyze the different interactions between consumers and staff, enabling managers to identify areas in need of improvement. In our case, for instance, the valet parking attendant takes an excessive amount of time before attending to other customers' needs.

Blue printing serves as a blueprint for ensuring smooth operation across all departments of the company. It consists of three main stages: the introductory stage, the delivery of the core product, and the conclusion of the drama in the introductory stage. This stage encompasses the activities that occur both on and off stage when a consumer visits the Gold spa and fitness club.In the first step, consumers are advised to call and inquire about the club's timing and available packages. The management prepares various packages considering factors like the range of services provided and the target market.

The next step involves the consumer visiting the mall where the club is located. The valet parking officer takes the car keys and parks the car while another officer guides the consumer to the fitness club. At the club's reception, there is a coat check facility if desired.

At the reception, the consumer is presented with different packages, whether they want to purchase a membership or simply avail of a one-time service. The delivery of the core

product or service is crucial because any issues at this stage will diminish the overall experience, regardless of the quality of secondary services. The main service is what determines the entire experience.

Once the consumer selects the package plan and desired service, they will be directed to the massage area if it is available. However, if the massage area is occupied, the consumer will be directed to the spa's waiting area, designed to provide a relaxing and soothing experience.

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