Service Design Management for Business Plan - myassignmenthelp

Question: Discuss about theService Design Management for Business Plan. Answer: Service design is a process to establish a business plan and to organize the people and the infrastructure of the service within an organization. Establishment of the effective communication is important for the management of the service design as it maximizes the interaction between the customers and the service providers(Baek Ok, 2017). A proper service design is required to make the service user-friendly and relevant to the consumers. However, in the hospitality industry application of social media is very popular to make a service design more transparent to the customers. In order to manage the service design in hospitality sectors, it is crucial to understand the demand of the gusts and to empower the employees. This study deals with the service design management in the context of Park Hyatt Melbourne, which is a popular Australian Hotel for its service and accommodations. The service design process and the strategy of such organization will be discussed in this section to unde rstand the service facility of this hotel. Servicescape design in the hospitality industry refers to the physical environment of such industry. However, the service of a hotel is introduced, delivered and performed in this physical environment(Suess Mody, 2017). The customer and the employees of the organization interact in the physical environment. Therefore, the customer experience and their responses are evaluated in the service design. In the context of Park Hyatt Melbourne, this is a well known Australian Hotel for its accommodation and service design of the servicescape focuses on the current service. This organization uses social media application to promote their service, which is a part of service design management. The hotel website is a part of servicescape where the customers interact with the organization.Park Hyatt Melbourne, develops an attractive website, which gives the customers physical evidence of its service and influences them to access the service(melbourne.park.hyatt.com, 2017). Interior and exterior design of the hotel is the parts of the physical evidence, which are associated with the customer responses (Jeong, Jeong, Lee, Lee, 2017). The exterior design of Park Hyatt Melbourne is well developed that easily attracts the consumer attention. An intimate waterfront is present in the exterior part of this hotel, which makes the service attractive to the guests. The landscape is too long and designed in a good manner. Suits are designed with maximal views and the windows are full height. On the other hand, the balconies are connected with each of the apartments. Oxidized metal, sandstone and timber are used for the exterior design. The rooftops contain pool and shower facilities are also available. On the other hand, the interior design offers the absolute luxury design with fireplace, private terraces, and the featuring spa. There are 240 largest guestrooms with Juliette style balconies. Bar, restaurants, and park club health are available. The service facil ity is unique, which provides 24 hours facility to the guests to meet their needs. The equipment is maintained properly and a regular monitoring process is carried out by the staffs(Dickinger Leung, 2017). Interaction of the employees with the service users in the hospitality industries is another vital part of the servicescape management(Ogbeide, Bser, Harrinton, Ottenbacher, 2017). In order to understand the response of the customers regarding the service, an effective communication is crucial. The employees of the hotel Park Hyatt Melbourne, try to build an effective communication with the customers to improve the service process, which is a positive aspect of their service. The service package is the part of servicescape that builds an image of the organization in the customer's mind. This is an important element for the new customers as based on the service package the consumer decide whether they access the service or not. Park Hyatt Melbourne offers the seasonal discount to their customers, which is an effective service design for their organization. Employee empowerment is a vital part of the service design management in the hospitality industry. In order to encourage the employees in their work, it is crucial for the organization to empower them in an effective manner(Limpanitgul, et al., 2017). Staffs are the prime resource of the business industry and in context of the hospitality industry; they are more valuable for the service as they have a direct interaction with the customers. In the context of Park Hyatt Melbourne, they provide a clear idea to their employees regarding the service standards. This allows the employees to make an effective discussion with the management about the improvement of the service standards. Training is an effective process of the employee empowerment, which develops their skill and knowledge regarding their service(Jaakkola, et al., 2017). Proper training process enables the employees to listen to the customer's complaint actively and to take necessary action over it. The management of Park Hyatt Melbourne, can coach the employees by providing them training and leads them towards the improvement. The reward program is an effective process to maximize the employee empowerment. Therefore, in a hospitality sector, it is essential for the staffs to recognize the issues of the guest while they get a call from them(Kim, Lee, D, Cha, 2017). However, in the Park Hyatt Melbourne, employee engagement issue has occurred for a certain time, which has been mitigated by the management by implementing the reward program. Employees often failed to develop a solution for the customers, as they were less interested in their work. Hence, providing a financial reward to the employees who are efficient in recognizing the customer issue Park Hyatt Melbourne has enhanced their service and mitigated the employee engagement issue. Reward helps the employees to increase their confidence level and leads them to take an independent decision regarding their work(Magnini, 2017). Management of Park Hyatt Melbourne gives month award and honoring the employees, those have made an effective decision. This process will reinforce the value of employee empowerment within this organization. Enhancement of the comfort level of the employees can be done by arming them with their choice in decision-making. This enables the employees Park Hyatt Melbourne to identify the customers issue with the service. This makes them independent in their work and empowers them to take quick decision to resolve any service related issues. The above techniques of the employee empowerment are valuable to enhance the service standard by increasing the employee engagement process within this organization. Blueprinting of the service is a vital technology that applies to design a service and innovation process. In the recent years, service blueprint has been using as a strategy to design the service according to the customer perspectives(Kim, Lee, D, Cha, 2017). Park Hyatt Melbourne uses the blueprinting technique as a strategy to design their service in a broader aspect. It is essential for the hospitality sectors to understand the process through which the customers evaluate a service. In the current years, the quality factor is a big issue for the hospitality sectors as the demand of the customers is changing. The success of a restaurant depends on the delivery of the quality service to the customer domain. Hence, the engineers are using the process of blueprinting to develop an effective service design in Park Hyatt Melbourne. This allows the organization to maintain the quality service in all the aspects of hotel operation. Blueprinting helps the organization to develop a prelimi nary framework for their service design based on the current market analysis. Therefore, it is important for the hospitality sectors to make a preview of their future operation process, which can be done by service blueprinting. An overview of the service is obtained through the blueprinting service strategy that allows the employees to develop a customer-oriented focus in the business. Employees of Park Hyatt Melbourne, are able to identify the issues of their operation areas that are associated with the continuous improvement of the quality. Blueprinting strategy focuses on the interaction between the external customers and the employees of an organization. This brings opportunities for the staffs of Park Hyatt Melbourne to evaluate the customer experience regarding the quality of the service. This provides information to create a service design in this organization(Suess Mody, 2017). Blueprinting enables is beneficial to set objectives about how to design a service. By making a clear understanding of the customer perceptions and the process of customer service blueprinting is framed. Service blueprint consists of a detailed description of the service, process, cost factor, quality and the equipment in th e context of Park Hyatt Melbourne. Customer action, employee action, support process and the physical evidence are the main components of a service blueprinting in n organization. Blueprinting helps Park Hyatt Melbourne to articulate the service process clearly based on the customers need. A measurement is developed based on the customer need and the employee action on it through creating service blueprinting(Magnini, 2017). This allows the management of Park Hyatt Melbourne creates a developed service design by adopting this strategy. The above study highlights on the service design process of Park Hyatt Melbourne, which is a popular hotel in Australia. It has been received that this hotel organization follows unique interior and exterior design to give a better accommodation to their guests. Therefore, employee empowerment is a big factor of such organization to encourage the employees in their work. For this reason, they follow reward system to empower their employees. 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