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Essay / Research Paper Abstract
This 8 page paper looks at the way a spa company in Singapore may deal with two issues. The first is the way that the service may be improved, based on the concept of services marketing. The second section of the paper looks at the way the firm may enhance existing marketing, suggesting three linked strategies. The bibliography cites 8 sources.
Page Count:
8 pages (~225 words per page)
File: TS65_TEspasinga.doc
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Unformatted sample text from the term paper:
the inward elements of the service as well as look outward to assess the impact of the external environment and market themselves in a cost effective manner that will attract
customers. Question 1 Ayuthaya Royal Thai Spa is located in Singapore, with three branches located at hotels. Two cater for men and one caters for both genders (Business
Times, 2004). To consider the way that service may be improved it is necessary to look at the importance of the service in the context of the Spas services offered.
The aspect of service and way it is perceived may be appreciated when looking at the service concept. Higginson (2009, p3) defines the service concept as the "foundation upon
which the components of the service delivery system are built". This is a holistic view and can be appreciated as a broad concept, which represents more than simply the service
itself which is provided, also looking at the way the service and the brand providing that service is perceived. The service concept incorporates different inherent aspect of that service
including the emotional aspects that are associated with the brand and/or the service (Higginson, 2009, p3). The way that the service is provided impacts on this, but other influences will
include the vision of the firm and the values that they project (Higginson, 2009, p4). Effectively, the way that the customer feels about the service and the brand will impact
on the way in which they experience the service. Therefore, a service at the Ayuthaya Royal Thai Spa, is not only the actual spa services such as the Thai massage,
it is the way that the customer feels. Effectively, the customer is buying the overall experience, the expectations, the feeling of relaxation, the ability to leave the spa feeling well
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