Service Experience Report on Sugarpalm Resort in Phuket Essay

Service Experience Report on Sugarpalm Resort in Phuket - Essay Example Any individual visiting Phuket for the first time can go through the positive customer ratings and reviews on Sugar Palm Resort over the internet. The resort offers a complete recreation package which one can expect to have from a high quality vacation resort. Because of the increasing Sugar Palm as a favourite traveller’s resort, I have chosen it evaluate the service quality. I have made two visits to the resort and in this report I have discussed my experience to the resort. In the light of service marketing theories and concepts, I have developed this experience report on Sugar Palm Resort in Phuket. ANALYSIS AND EVALUATION OF SERVICE ENCOUNTER STAGE As mentioned above, I have selected Sugar Palm Resort Phuket to analyse the service quality therefore, all of the described models will be only used to evaluate the service experience of Sugar Palm Resort. Evaluating a service with few tangible clues can be difficult. A customer cannot evaluate the service of a resort without e xperiencing it. ... Figure I: Ease of Evaluation based on Product/Service Qualities Source: Lovelock, Patterson, & Walker, 2007 High-Contact Service When a customer visits Sugar Palm, he/she frequently interacts with the service personnel (Figure II). In other words, the nature of the service is high-contact service and in a high-contact service, making the experience of the customer appealing through the physical environment and excellent interaction with service personnel, is a challenge for the company (Lovelock, Wirtz, & Chatterjee, 2010). Although most of the customers visit Phuket because of its beauty, still the service quality at Sugar Palm Resort influences overall experience of the customers at Phuket. Figure II: Levels of Customer Contact with Service Organisations Source: Lovelock, Wirtz, & Chatterjee, 2010 Source: Lovelock, Wirtz, & Chatterjee, 2010 The Servucation System The service points of Sugar Palm such as physical environment that is visible to the customers is known as servucation s ystem and Lovestock has identified three overlapping elements of servucation system, based on which I will evaluate the critical service points of Sugar Palm Resort service. Service Quality Evaluation – First Visit In order to evaluate the service, I personally visit the Sugar Palm Resort twice. My experience has been different during the first and second visit. Service Operations Phuket has attracted tourists from all over the world and has been an all time favourite place for the holidays. The hotel that I have visited was located in the heart of the city and was twenty five minutes drive from the airport. The service in terms of eagerness of the hotel staffs to look after the requirements of any visitor was a feature seen in this