Project Critical Reflection

With the completion of my project, I have learnt the importance of service recovery to an organization in increasing revenue and visitorship, as well as the impact on guest satisfaction through an overall positive experience. In the research process, I had an in-depth understanding on how one negative service encounter can change the visitor’s perception of the organisation and their decision to return to the theme park again. In addition, I have learnt the appropriate steps in providing service recovery.

Looking back at the first meeting minutes of our project discussion, my team and I chose “Winning back an angry guest” in a theme park context as our project topic because most of us worked in a theme park for our Polytechnic internship previously. We managed to input our personal experience and realistic examples of the potential situations and guest issues that could happen in a theme park context, as well as how the organization would provide service recovery. It was our pleasure to be able to share insights on positive service delivery to the rest of our course mates.

Overall, the entire process was enjoyable as it is extremely relatable to our experience and I had the opportunity to role-play as an attractions operation crew which was my previous job designation. We even wore USS T-shirt and brought the props from the theme park to make the video look more realistic. However, if there is anything I could change on our project, I wish circumstances were more favourable to us so we could film in Universal Studios Singapore instead of the local amusement park – Uncle Ringo.

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Project Synopsis (Final)

Synopsis

1. Introduction of Hospitality Service Setting

Theme parks and Amusement parks are one of the key players in the tourism industry. They are the main motivators for tourism trips to many destinations and core elements of a tourism product. The primary foundation of the hospitality industry is built upon customer service. Service standards in Amusement and Theme parks are often viewed as one of the most important factor in attracting guests, as the service crews are the first contact point for visitors.

Customers in today context expects more than just an apology for a poor service encounter. Service recovery became an important element in the service line, especially in a theme park setting. In order to provide service to customers, there has to be communication (Samoszuk, 2015). Therefore, hospitality industry players must be prepared to modify their communication approach by using different interpersonal communication strategies and going the extra mile to meet the service expectations of guests. For example, providing a VIP access pass for an unpleasant encounter at a ride.

1.1 Theme Parks and Amusement Parks

In an international context, Universal Studios Singapore (USS) is a theme park located within Resorts World Sentosa. It is a major component in one of Singapore’s biggest and most anticipated tourism projects. USS successfully attracted more than two million visitors within nine months of its opening. It brings a wonderful experience to many tourists and locals with its 24 movie-themed rides and seven themed zones to create several different settings within the theme park.

In a local context, Uncle Ringo is an amusement park which is well-known to all families. It offers a variety of carnival games and thrill rides at different timings and locations, to cater to a wide range of audience.

Both attractions aim to maintain service quality and entertainment to create a positive overall experience for visitors. This will generate positive word of mouth and attract more visitors. Therefore, Amusement and Theme parks play an important role in generating tourism demand and increasing in profits.

2. Significance of Service Delivery

It is important to have a standard measurement of service within the organisation because the perception of service quality is restricted to past experience subjective cognition (Klaus, 1985). One excellent service encounter can change the perception of the organisation and the visitor decision to return to the theme park (Enzo Baglieri, 2014). Conversely, one negative service encounter can deter the guest from returning again. Although meeting the visitors’ expectations are important, the organisation and the service providers need to realise that retaining existing customers is as important. In order to do this, interpersonal skills and communication skills are essential in order to show empathy, respond promptly and to provide excellent service recovery. This can help to turn a service failure into a favourable service encounter thus achieving customer satisfaction. A service recovery paradox may also occur where the level of satisfaction of customers who received excellent service recoveries are higher than those of customers who have not experienced any problem (Maxham & Netemeyer, 2002). In addition, attracting new customers may cost more time and effort than retaining existing customers.

3. Introduction of Problem Statement

In the tourism and hospitality industry, service delivery failure is common and it is likely to occur at some point in time due to the complexity and heterogeneity of the consumer’s needs and expectations. Service providers, therefore, need to look at complaints or other unpleasant situation as an opportunity to do well and turn that customer into a loyal fan. This ensures businesses have a great flow of loyal customers to keep the business afloat and when people have a positive experience, positive word of mouth is generated and more customers are gained. Although implementing service recovery strategies seem to increase costs, such strategies can improve the service system and result in relational benefits (Brown, Cowles, & Tuten, 1995). Hence, winning back an angry guest is important as every customer lost will most likely give an opportunity to the competitors.

Since the focus is on theme park service, where most visitors would visit, our team will explore this topic in an amusement park setting by tapping on our personal working experience, observing actions of the service providers and research for professional advice and ideas.

4. Possible solutions and implementations

4.1 Management Team Support and Employee Training

Services varies from one another, making it hard for a firm to standardise the quality of service. It can be observed that service crew nowadays are not as well trained as before to perform professional service recovery or approach customers professionally. They may undergo induction training or on-the-job training on service operations. However, there is still insufficient training on ways to interact with guests professionally due to a lack of emphasis and focus on customer service. Organisations therefore need to realise the importance of service recovery and respond effectively and efficiently if a service failure occurs.

The support of the management team is essential to ensure that quality service standard is conducted through employee training. The management team would need to have efficient customer service programs in place in order for service providers to provide the high standard of service that customers would expect from visiting the theme park. For example, all employees are require to undergo a training to attain a certificate by Singapore Workforce Skills Qualifications on how to interact with guest appropriately.

In addition, organisations can construct a service recovery policy and standard operating procedures manual to guide the employees on providing proper service recovery to enhance guest experience and exceed guest expectations. This service recovery knowledge can be disseminated to the rest of the organisation. Furthermore, role play scenarios can be re-enacted for the employees to better understand the potential situations that could happen in a theme park context and how to handle the situations. The management should also give employees empowerment to handle these issues instead of relying on the team leads to resolve the issues. They should only inform the team leads only when the situation is out of hand. With empowerment, employees would feel the sense of importance and belonging to the organization. As such, it increases staff motivation and dedication to handle guest issues and provide a positive service experience wholeheartedly.

4.2 Steps to perform service recovery

Based on personal working experience in USS along with professional advice and ideas, four service recovery steps have been identified.

Firstly, service provider needs to pay attention by listening to the guests’ problem attentively. Secondly, thank the guest for bringing the matter to attention. Service provider needs to remain calm and composed as high level of service should always be the top priority in the hospitality industry. Thirdly, service provider needs to show compassion to the guest by empathizing with them. Lastly, service provider can offer a solution to meet the customer needs. This shows that the guests’ well-being is genuinely cared for.

5. Benefits of solutions

With the above solutions and implementations, employees are more well-educated on the appropriate steps to handle guest issues and provide service recovery. The service recovery knowledge can be disseminated to the rest of the organisation which serves as a guideline to all employees to provide consistent service delivery. As a result, there may be an increase in guest loyalty, repeat visits and ultimately increased revenue and visitorship. In addition, it could also increase branding and its reputation due to good customer service.

6. Conclusion

In conclusion, organisation needs to realise that effective and prompt service recovery is important as it brings about positive impacts to the company such as customer loyalty and customer satisfaction (Chihyung, 2004). On the other hand, one bad experience can cause customer dissatisfaction and ruins the customer’s lifetime value. On top of the intangible elements, companies might face possible losses in profits due to the loss of existing and potential customers. Therefore, service recovery strategies play a crucial role in the companies’ growth and survival.

7. References

1. Chihyung, O. (2004). The Effectiveness of Service Recovery and Its Role In Building Long-Term Relationships with Customers in a Restaurant Setting [online] Krex.k-state.edu. Available at: http://krex.k-state.edu/dspace/bitstream/handle/2097/31/chihyungok.pdf?sequence=1
[Accessed 2 Mar. 2017].

2. Digitalscholarship.unlv.edu. N.p., 2017. [online]. [Accessed 23 Feb. 2017.]

3. Enzo Baglieri, U. K. (2014). Managing Consumer Services. Springer. [online] [Accessed 14 Mar. 2017].

4. Ghaznavi, M. (2014). 5 Tips for Increasing Customer Satisfaction at Theme Parks. [online] Customerservice.ae.
Available at: http://www.customerservice.ae/5-tips-for-increasing-customer-satisfaction-at-theme-parks
[Accessed 23 Feb. 2017].

5. Groonroos, C., 2000, Service Management and Marketing, A Customer Relationship Hayes & Dredges. 1998.
[Accessed 16 Mar. 2017].

6. Haesun, P. (2010). Adapting Disneyland’s service strategy to Korea’s Everland theme park. [online] Digitalscholarship.unlv.edu. Available at: http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1559&context=thesesdissertations
[Accessed 27 Feb. 2017].

7. Roodurmun, J. (2010). The Benefits Of Applying Service Recovery Principles In Mauritian Service Organizations – An Exploratory Approach. [online] Academia.edu. Available at: https://www.academia.edu/333412/The_Benefits_Of_Applying_Service_Recovery_Principles_In_Mauritian_Service_Organizations_-_An_Exploratory_Approach
[Accessed 24 Feb. 2017].

8. Samoszuk, S. (2015). Communication Skills in the Hospitality Industry. Retrieved from Study.com: http://study.com/academy/lesson/communication-skills-in-the-hospitality-industry.html
[Accessed 15 Mar. 2017].

9. UKEssays. (2015). Tourism Case Study Of Universal Studios Tourism Essay. [online] Available at: https://www.ukessays.com/essays/tourism/tourism-case-study-of-universal-studios-tourism-essay.php
[Accessed 2 Mar. 2017].

Project Synopsis (Third Draft)

Synopsis

1. Introduction of Service Setting

Amusement and theme parks are the key players in the tourism industry, the main motivators for tourism trips to many destinations and core elements of a tourism product. For example, in an international context, Universal Studios Singapore (USS) is a theme park located within Resorts World Sentosa. It is a major component in one of Singapore’s biggest and most anticipated tourism projects. USS successfully attracted more than two million visitors within nine months of its opening. It brings a wonderful experience to many tourists and locals with its 24 movie-themed rides and seven themed zones to create several different settings within the theme park.

In a local context, Uncle Ringo is an amusement park which is well-known to all families. It offers a variety of carnival games and thrill rides at different timings and locations, to cater to a wide range of audience.

Both attractions aim to maintain service quality and entertainment to create a positive overall experience for visitors which may bring them back to visit the attraction in the future or generate positive word of mouth to attract more visitors. Amusement and Theme parks, therefore, play an important role in generating tourism demand and increasing in profits. Service standards in Amusement and Theme parks are often viewed as the most important factor in attracting guests, as the service crews are the first contact point for visitors.

2. Importance of Interpersonal Communication

The primary foundation of the hospitality industry is built upon customer service. In order to provide service to customers there has to be communication (Samoszuk, 2015). Therefore, hospitality industry players must be prepared to modify their communication approach, using different interpersonal communication strategies so as to meet the service expectations of guests. Establishing a good communication skill set is a process which develops slowly, and the ultimate goal is to help hospitality employees develop the optimum skills to interact and to build a rapport with guests, not to have them merely obeying the company’s standards.

3. Significance of Service Delivery

It is important to have a standard measurement of service within the organisation because the perception of service quality is restricted to past experience subjective cognition (Klaus, 1985). One excellent service encounter can change the perception of the organisation and the visitor decision to return to the theme park (Enzo Baglieri, 2014). Conversely, one negative service encounter can deter the guest from returning again. Although meeting the visitors’ expectations are important, the organisation and the service providers need to realise that retaining existing customers is as important. In order to do this, interpersonal skills and communication skills are essential in order to show empathy, respond promptly and provide excellent service recovery if anything goes wrong.

In the tourism and hospitality industry, service delivery failure is common and it is likely to occur at some point in time due to the complexity and heterogeneity of the consumer’s needs and expectations. Services varies from one another, making it hard for a firm to standardise the quality of service. Therefore, organisations need to realise the importance of service recovery and respond effectively and efficiently if a service failure occurs. This can help to turn a service failure into a favourable service encounter thus achieving customer satisfaction. A service recovery paradox may also occur where the level of satisfaction of customers who received excellent service recoveries are higher than those of customers who have not experienced any problem (Maxham & Netemeyer, 2002). In addition, attracting new customers may cost more time and effort than retaining existing customers.

3.1 Positive Impacts of Service recovery

Service providers, therefore, need to look at complaints or other unpleasant situation as an opportunity to do well and turn that customer into a loyal fan. This ensures businesses have a great flow of loyal customers to keep the business afloat and when people have a positive experience, a positive word of mouth is generated and more customers are gained. Although implementing service recovery strategies seems to increase costs, such strategies can improve the service system and result in relational benefits (Brown, Cowles, & Tuten, 1995). Hence, winning back an angry guest is important as every customer lost will most likely give an opportunity to the competitors.

3.2 Management Team Support and Employee Training

The management team support would be needed as service and employee training has a direct relationship in the theme park industry. The standard of quality service that a service provider offers to their customers comes through employee training which is essential in a theme park industry. For example, all employees are required to undergo a training to attain a certificate by Singapore Workforce Skills Qualifications on how to interact with guest appropriately. The management team would need to have efficient customer service programs in place in order for service providers to provide the high standard of service that customers would expect from visiting the theme park. It can be observed that service crew nowadays are not as well trained as before to perform professional service recovery or approach customers professionally.

4. Introduction of Problem Statement

The main function of theme parks is to create an escapist environment, an atmosphere of another place and time. It usually emphasizes on one dominant theme around which architecture, landscape, rides, shows, food services, costumed personnel, and retailing are orchestrated. Since the focus is on theme park service, where most visitors would visit, our team will explore this topic in an amusement park setting by tapping on our personal working experience, observing actions of the service providers and research for professional advice and ideas. What differentiates the service leaders in the hospitality industry from others is how they manage service failures and meet the challenge of turning an unhappy customer into one who can be satisfied with your service and becomes a customer for life. Therefore, this topic is worth exploring further.

5. Benefits of Service Recovery

Service providers need to understand the significance of service recovery and how to go from apologising to taking responsibility to giving customers something of value as a way of appeasing them and earning their loyalty. Moreover, the customer is often required to participate in the production of the services (Groonroos, 2000). This service recovery knowledge can then be disseminated to the rest of the organisation. With the fail-safe measures in place, it aids to prevent service failures, to plan for service recovery policy and procedures that apply to the workplace.

6. Conclusion

Companies invest in a large sum of money in delivering the desired loyalty programs to retain their customers. However, one important factor was often neglected, which is the service recovery offered by the service providers. When effective and prompt service recovery was provided, it brings about positive impacts to the company such as customer loyalty and customer satisfaction (Chihyung, 2004). However, one bad experience is sufficient to cause customer dissatisfaction and ruins the customer’s lifetime value. On top of the intangible elements, companies might face possible losses in profits due to the loss of existing and potential customers. Therefore, service recovery strategies play a crucial role in the companies’ growth and survival.

7. References

1. Chihyung, O. (2004). The Effectiveness of Service Recovery and Its Role In Building Long-Term Relationships with Customers in a Restaurant Setting [online] Krex.k-state.edu. Available at: http://krex.k-state.edu/dspace/bitstream/handle/2097/31/chihyungok.pdf?sequence=1
[Accessed 2 Mar. 2017].

2. Digitalscholarship.unlv.edu. N.p., 2017. [online]. [Accessed 23 Feb. 2017.]

3. Enzo Baglieri, U. K. (2014). Managing Consumer Services. Springer. [online] [Accessed 14 Mar. 2017].

4. Ghaznavi, M. (2014). 5 Tips for Increasing Customer Satisfaction at Theme Parks. [online] Customerservice.ae.
Available at: http://www.customerservice.ae/5-tips-for-increasing-customer-satisfaction-at-theme-parks
[Accessed 23 Feb. 2017].

5. Groonroos, C., 2000, Service Management and Marketing, A Customer Relationship Hayes & Dredges. 1998.
[Accessed 16 Mar. 2017].

6. Haesun, P. (2010). Adapting Disneyland’s service strategy to Korea’s Everland theme park. [online] Digitalscholarship.unlv.edu. Available at: http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1559&context=thesesdissertations
[Accessed 27 Feb. 2017].

7. Roodurmun, J. (2010). The Benefits Of Applying Service Recovery Principles In Mauritian Service Organizations – An Exploratory Approach. [online] Academia.edu. Available at: https://www.academia.edu/333412/The_Benefits_Of_Applying_Service_Recovery_Principles_In_Mauritian_Service_Organizations_-_An_Exploratory_Approach
[Accessed 24 Feb. 2017].

8. Samoszuk, S. (2015). Communication Skills in the Hospitality Industry. Retrieved from Study.com: http://study.com/academy/lesson/communication-skills-in-the-hospitality-industry.html
[Accessed 15 Mar. 2017].

9. UKEssays. (2015). Tourism Case Study Of Universal Studios Tourism Essay. [online] Available at: https://www.ukessays.com/essays/tourism/tourism-case-study-of-universal-studios-tourism-essay.php
[Accessed 2 Mar. 2017].

Project Synopsis (Draft 2)

Synopsis

  1. Introduction of Service Setting

Theme parks are the key players in the tourism industry, the main motivators for tourism trips to many destinations and core elements of a tourism product. It aims to maintain service quality and entertainment to create a positive overall experience for visitors which may bring them back to visit the theme park in the future or generate positive word of mouth to attract more visitors. Theme parks, therefore, play an important role in generating tourism demand and service standards in theme parks are often viewed as the most important factor, as the service crews are the first contact point for visitors.

  1. Importance of Interpersonal Communication

The foundations for the hospitality industry can be laid down into the different segments. Communication is one of the key aspects in the service sector. Hospitality industry players must be prepared to modify their communication approach, using different interpersonal communication strategies so as to meet the service expectations of guests. Establishing a good communication skill set is a process which develops slowly, and the ultimate goal is to help hospitality employees build their own self-control, not to have them merely obeying the company’s standards.

  1. Significance of Service Delivery

It is important to have a standard measurement of service within the organisation because service leaves a significant impact on how visitors would remember their experience in the theme park. One excellent service encounter can change the perception of the organisation and the visitor decision to return to the theme park. Vice versa, one negative service encounter can deter the guest from returning again. Although meeting the visitors’ expectations are important, the organisation and the service providers need to realise that retaining existing customers are as important.

In the tourism and hospitality industry, service delivery failure is common and it is likely to occur at some point in time due to the complexity and heterogeneity of the consumer’s needs. Organisations need to realise the importance of service recovery and respond effectively and efficiently if a service failure occurs. This can help to turn a service failure into a favourable service encounter thus achieving customer satisfaction. A service recovery paradox may also occur where the level of satisfaction of customers who received excellent service recoveries are higher than those of customers who have not experienced any problem (Maxham & Netemeyer, 2002). In addition, attracting new customer may cost more time and effort than retaining existing customers.

3.1 Positive impacts of Service recovery

Service providers, therefore, need to look at complaints or other unpleasant situation as an opportunity to do well and turn that customer into a loyal fan. This ensures businesses have a great flow of loyal customers to keep the business afloat and when people have a positive experience, a positive word of mouth is generated and more customers are gained. Although implementing service recovery strategies seems to increase costs, such strategies can improve the service system and result in relational benefits (Brown, Cowles, & Tuten, 1995). Hence, winning back an angry guest is important as every customer lost will most likely give an opportunity to the competitors.

3.2 Management Team Support and Employee Training

The management team support would be needed as service and employee training has a direct relationship in the theme park industry. The standard of quality service that a service provider provides to their customers comes through employee training which is essential in a theme park industry. The management team would need to have efficient customer service programs in place in order for service providers to provide the high standard of service that customers would expect from visiting the theme park. It can be observed that service crew nowadays are not as well trained as before to perform professional service recovery or approach customers professionally.

  1. Introduction of Corporate Training Video

The main function of theme parks is to create an escapist environment, an atmosphere of another place and time. It usually emphasises on one dominant theme around which architecture, landscape, rides, shows, food services, costumed personnel, and retailing are orchestrated. Since the focus is on theme park service, where most visitors would visit, our team will explore this topic in a theme park setting by observing actions of the service providers and research for professional advice and ideas. These will then be put to play by re-enacting scenes in a corporate training video on how to win angry customers back, in different scenarios to show how service providers can solve the various situation that occurred. This video can act as a management training video to demonstrate and educate the employees on how service recovery can be provided and may also standardise the service recovery process across all employees. What differentiates the service leaders in the hospitality industry from others is how they manage service failures and meet the challenge of turning an unhappy customer into one who can be satisfied with your service and becomes a customer for life.

  1. Conclusion

All in all, service providers need to understand the significance of service recovery and how to go from apologising to taking responsibility to giving customers something of value as a way of appeasing them and earning their loyalty. These service recovery knowledge can then be disseminated to the rest of the organisation. With the fail-safe measures in place, it aids to prevent service failures, to plan for service recovery policy and procedures that apply to the workplace.

  1. References 

Chihyung, O. (2004). The Effectiveness of Service Recovery and Its Role In Building Long-Term Relationships with Customers in a Restaurant Setting [online] Krex.k-state.edu. Available at: http://krex.k-state.edu/dspace/bitstream/handle/2097/31/chihyungok.pdf?sequence=1
[Accessed 2 Mar. 2017].

Digitalscholarship.unlv.edu. N.p., 2017. [online]. [Accessed 23 Feb. 2017.]

Ghaznavi, M. (2014). 5 Tips for Increasing Customer Satisfaction at Theme Parks. [online] Customerservice.ae.

Available at: http://www.customerservice.ae/5-tips-for-increasing-customer-satisfaction-at-theme-parks
[Accessed 23 Feb. 2017].

Haesun, P. (2010). Adapting Disneyland’s service strategy to Korea’s Everland theme park. [online] Digitalscholarship.unlv.edu. Available at: http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1559&context=thesesdissertations
[Accessed 27 Feb. 2017].

Roodurmun, J. (2010). The Benefits Of Applying Service Recovery Principles In Mauritian Service Organizations – An Exploratory Approach. [online] Academia.edu. Available at: https://www.academia.edu/333412/The_Benefits_Of_Applying_Service_Recovery_Principles_In_Mauritian_Service_Organizations_-_An_Exploratory_Approach  [Accessed 24 Feb. 2017].

UKEssays. (2015). Tourism Case Study Of Universal Studios Tourism Essay. [online] Available at: https://www.ukessays.com/essays/tourism/tourism-case-study-of-universal-studios-tourism-essay.php  [Accessed 2 Mar. 2017].

 

Project Synopsis

Synopsis

Universal Studios Singapore (USS) is a theme park located within Resorts World Sentosa. It is a major component in one of Singapore’s biggest and most anticipated tourism projects. USS successfully attracted more than two million visitors within nine months of its opening. In 2013, USS was acknowledged by Singapore Tourism Board (STB) to be one of the top five visited attractions that helped Singapore to achieve its record high visitorship for 2013. Furthermore, it has won the Trip Advisor’s Traveller’s Choice number one amusement park in Asia from 2013 to 2016. The Universal Studios brings a wonderful experience to many tourists and locals with its 24 movie-themed rides and seven themed zones to create several different settings within the theme park. It also aims to maintain service quality and entertainment to create a positive overall experience for visitors which may bring them back to visit the theme park in the future or generate positive word of mouth to attract more visitors.

Theme parks are the key players in the tourism industry, the main motivators for tourism trips to many destinations and core elements of a tourism product. Theme parks, therefore, play an important role in generating tourism demand and service standards in theme parks are often viewed as the most important factor, as the service crews are the first contact point for visitors.

The foundations for the hospitality industry can be laid down into the different segments. Communication is one of the key aspects in the service sector. Hospitality industry players must be prepared to modify their communication approach, using different interpersonal communication strategies so as to meet the service expectations of guests. Establishing a good communication skill set is a process which develops slowly, and the ultimate goal is to help hospitality employees build their own self-control, not to have them merely obeying the company’s standards.

It is important to have a standard measurement of service within the organisation because service leaves a significant impact on how visitors would remember their experience in the theme park. One excellent service encounter can change the perception of the organisation and the visitor decision to return to the theme park. Vice versa, one negative service encounter can deter the guest from returning again. Although meeting the visitors’ expectations are important, the organisation and the service providers need to realise that retaining existing customers are as important.

In the tourism and hospitality industry, service delivery failure is common and it is likely to occur at some point in time due to the complexity and heterogeneity of the consumer’s needs. Organisations need to realise the importance of service recovery and respond effectively and efficiently if a service failure occurs. This can help to turn a service failure into a favourable service encounter thus achieving customer satisfaction. A service recovery paradox may also occur where the level of satisfaction of customers who received excellent service recoveries are higher than those of customers who have not experienced any problem (Maxham & Netemeyer, 2002). In addition, attracting new customer may cost more time and effort than retaining existing customers.

Service providers, therefore, need to look at complaints or other unpleasant situation as an opportunity to do well and turn that customer into a loyal fan. This ensures businesses have a great flow of loyal customers to keep the business afloat and when people have a positive experience, a positive word of mouth is generated and more customers are gained. Although implementing service recovery strategies seems to increase costs, such strategies can improve the service system and result in relational benefits (Brown, Cowles, & Tuten, 1995). Hence, winning back an angry guest is important as every customer lost will most likely give an opportunity to the competitors.

The management team support would be needed as service and employee training has a direct relationship in the theme park industry. The standard of quality service that a service provider provides to their customers comes through employee training which is essential in a theme park industry. The management team would need to have efficient customer service programs in place in order for service providers to provide the high standard of service that customers would expect from visiting the theme park. It can be observed that service crew nowadays are not as well trained as before to perform professional service recovery or approach customers professionally.

The main function of theme parks is to create an escapist environment, an atmosphere of another place and time. It usually emphasises on one dominant theme around which architecture, landscape, rides, shows, food services, costumed personnel, and retailing are orchestrated. Since the focus is on theme park service, where most visitors would visit, our team will explore this topic in a theme park setting by observing actions of the service providers and research for professional advice and ideas. These will then be put to play by re-enacting scenes in a corporate training video on how to win angry customers back, in different scenarios to show how service providers can solve the various situation that occurred. This video can act as a management training video to demonstrate and educate the employees on how service recovery can be provided and may also standardise the service recovery process across all employees. What differentiates the service leaders in the hospitality industry from others is how they manage service failures and meet the challenge of turning an unhappy customer into one who can be satisfied with your service and becomes a customer for life.

Service providers need to understand the significance of service recovery and how to go from apologising to taking responsibility to giving customers something of value as a way of appeasing them and earning their loyalty. These service recovery knowledges can then be disseminated to the rest of the organisation. With the fail-safe measures in place, it aids to prevent service failures, to plan for service recovery policy and procedures that apply to the workplace.

References

  1. Chihyung, O. (2004). The Effectiveness of Service Recovery and Its Role In Building Long-Term Relationships with Customers in a Restaurant Setting [online] Krex.k-state.edu. Available at: http://krex.k-state.edu/dspace/bitstream/handle/2097/31/chihyungok.pdf?sequence=1
    [Accessed 2 Mar. 2017].
  2. Digitalscholarship.unlv.edu. N.p., 2017. [online]. [Accessed 23 Feb. 2017.]
  3. Ghaznavi, M. (2014). 5 Tips for Increasing Customer Satisfaction at Theme Parks. [online] Customerservice.ae.
    Available at: http://www.customerservice.ae/5-tips-for-increasing-customer-satisfaction-at-theme-parks
    [Accessed 23 Feb. 2017].
  4. Haesun, P. (2010). Adapting Disneyland’s service strategy to Korea’s Everland theme park. [online] Digitalscholarship.unlv.edu. Available at: http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1559&context=thesesdissertations
    [Accessed 27 Feb. 2017].
  5. Roodurmun, J. (2010). The Benefits Of Applying Service Recovery Principles In Mauritian Service Organizations – An Exploratory Approach. [online] Academia.edu. Available at: https://www.academia.edu/333412/The_Benefits_Of_Applying_Service_Recovery_Principles_In_Mauritian_Service_Organizations_-_An_Exploratory_Approach
    [Accessed 24 Feb. 2017].
  6. UKEssays. (2015). Tourism Case Study Of Universal Studios Tourism Essay. [online] Available at: https://www.ukessays.com/essays/tourism/tourism-case-study-of-universal-studios-tourism-essay.php
    [Accessed 2 Mar. 2017].

Service Recovery E-mail

Dear Mr Bennert,

I am Juliette Seng, a guest service agent at Marina Bay Sands Singapore. Thank you for staying with us, and I am truly apologetic about the incident that you had experienced during your recent stay.

At Marina Bay Sands, we strive to provide our guests with the best service possible, and leave our guests with a memorable experience at the end of their stay. We sincerely regret that on this occasion, we did not anticipate your needs well, and had left you feeling frustrated during your short stay with us. However, we do assure you that this is a one-off incident.

As each of our guest are highly valued, on behalf of the management, I would like to offer you and your family a complimentary one night stay at the Orchid Suite in Marina Bay Sands. Additionally, entry to the executive club lounge will be made complimentary for you and your family.

Please contact me directly by replying to this email, or contacting me at 61231234 with your intended date of stay, and I will personally ensure that your stay is well-taken care of.

I look forward to hearing from you, and we will be delighted to serve our promise on your next visit.

Yours sincerely,

Guest Service Agent

Juliette Seng

juliette.seng@mbs.com.sg

www.marinabaysands.com

Reflection: Interpersonal Communication Problem

Dear readers,

I would like to share on an interpersonal communication problem that I have experienced at my workplace.

As mentioned in my introduction blog post, previously I was working as an attractions operations crew at Universal Studios Singapore. After my Polytechnic internship period ended, I continued as a Casual staff for over a year, while coping with University at the same time.

As a Casual staff, it is my due diligence to submit a work schedule availability form every two weeks. However, due to my hectic schedule in University, it slipped off my mind and I missed the deadline to submit the availability form. Another two weeks past by and I received the latest work schedule through my personal email. To my dismay, I was scheduled to work on 3 weekdays, which I did not commit my availability on. I immediately texted my manager and kindly asked if she could remove the scheduled shifts as I have school on weekdays. She replied impolitely and said that she sent a reminder email a week ago, urging me to submit my availability or provide a legitimate reason for being unable to commit to any shifts for that schedule period, otherwise it will be scheduled according to operational needs. I double checked my personal email and SIT school email, but simply could not find the reminder email she mentioned about. It was slowly getting on my nerves. Hence, I insisted that I did not receive the email and requested for her to remove the work shifts.

Through my manager’s use of language and sentence structure, she obviously doubted my words and sent a screenshot of the reminder email that was being sent out. I then realized that she sent it to my Polytechnic email, which was no longer in use ever since I graduated from Polytechnic.

Upon reflection, I figured out that this is a case of misunderstanding. Firstly, the database was probably not updated which resulted in my manager sending the reminder email to my Polytechnic email instead. However, my manager could have sent me a text message or simply get any of the leaders to convey the message to me. Knowing me on a personal level, I would not have ignored her reminder email if I have received it. Secondly, my manager and I could have calmed down and speak in a more polite manner before jumping into conclusion. I could have checked with her on the email address that the reminder was being sent to before insisting that she should remove my shifts since I did not receive the email.

I would like my manager to remove the scheduled shifts and ensure that our manager-employee relationship will not be negatively affected. How should I address the issue and resolve the misunderstanding between my manager and I?


For the Ultimate Review

Our personal branding is built up by how supportive or defensive we are during communication, especially during group discussions. By being supportive, it portrays a positive personal branding as I often put myself in another person’s shoe. However, by being defensive, it portrays a negative personal branding as I am perceived to be self-centered and controlling. For example, one of the project team member is unable to turn up for project meetings for the entire week due to family issues, by showing empathy in my communication and actions by completing her parts for her, this shows that I am being supportive to her circumstances. However, if I were to be controlling by communicating to her that she has to complete her parts for the project by the next day at 2359, this shows that I am being defensive.

In addition, verbal communication and physical communication also forms our personal branding. For instance, if I were to speak in a harsh tone and use a mixture of vulgar language while communicating my thoughts, it would negatively affect my personal branding. Likewise, if I were to pinpoint on someone with my fingers pointing towards the opposite party, it shows disrespect.

Personal appearance also affects the overall personal branding of a person. For instance, if I am nicely dressed in a long dress, with my hair neatly tied up, and had my make up on, it portrays a positive image to others as I have self-awareness.

In conclusion, personal branding is formed through many different aspects. It is important to have self-awareness on actions, body language, verbal language used, and grooming.

Formal E-mail: Self-Introduction

 

Dear Mr. Blackstone,

My name is Juliette, currently an undergraduate pursuing a Bachelor’s degree of Hospitality Business with Honours in SIT. I am writing in regards to my educational and professional experience, as well as my strengths and weaknesses when it comes to communication.

Previously, I was from Republic Polytechnic’s School of Hospitality, from which I was awarded a Diploma in Integrated Events Management. In Year 3, I chose the Theme Parks and Attractions Specialization Track. I was given the opportunity to undergo an internship as an attraction operations crew at one of the happiest places in Singapore – Universal Studios. As a service-oriented person, I believe in providing an overall positive guest experience. Hence, the 6-month internship and 1.5 years of working as a Casual staff trained me to be outspoken and to communicate with guests effectively so as to resolve guest issues and provide empathetic service recovery. My communication skills was also enhanced as I got used to speaking to large groups, with guests coming from different countries, speaking multiple languages. Therefore, one of my strength in terms of communication is that I am outspoken, understand multiple languages and speak calmly when resolving guest issues or technical issues with the ride.

As I had prior experience in the hospitality industry back in Polytechnic, I was exempted from a 4-month internship in SIT. Therefore, I made use of the 4-month holiday period and secured a job as a Club Concierge at The Ritz-Carlton Millenia. During daily operations, I often engage in conversations with VIPs and Club guest in the Club Lounge, which further enhanced my communication skills as I gained an ability to strike up a conversation and connect with a complete stranger. Moreover, as I got used to facing situations where some guest would rather sit alone quietly than to engage in a conversation, it has enabled me to not be afraid of rejection and embarrassment in taking the initiative to speak first. However, one of my weakness that I came to realize was that I found difficulty in exiting a deep conversation with guests and often feel awkward to do so.

Still in the midst of improving my communication skills, I would value any feedback and suggestions from you. Thank you for your time and I look forward to hearing from you!

Yours sincerely,

Juliette Seng

Revised: 10 Feb 2017; 10:29AM 
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