Serviceable audit The Watson Bay Hotel Contents Watson Bay Hotel Profile Welcome to Beach Club. This harbor side retreat is the latest addition to the Sydney dining scene. Located on the waters edge of the world-renowned Watson Bay and boasting views of the breathtaking city skyline amid swaying palm trees and warm sunny breezes. Beach Club has established itself as a landmark venue for Watson Bay locals and families alike, as well as large celebrations, ultimate parties and as a must-go-to destination for all to visit.Enjoy a fun, distinctive, cheeky seaside dГ©core, which encourages long leisurely stays, leased cool vibes and an all are welcome attitude. Inspiration for the menus has come from the proximity to the sea as well as the chefs dedication and passion for fresh seasonal produce and quality seafood.
Open for breakfast, lunch and dinner seven days there is something for everyone. Be surprised and excited by our beverage and cocktail lists as well as espresso coffee prepared by our experienced barista at the coffee cart.Our early morning risers and walkers enjoy our coffee with our reputation for the best pitchers of cocktails in the east preceding itself.
Introduction This report will attempt to analyses the Watson Bay Hotel’s serviceable. In the hospitality industry, serviceable plays a vital role in how the consumers shape their attitudes about a service. Physical surroundings and other visible cues can have a profound affect on impressions customers form when they receive the quality of the service.
The perception of quality and service varies from person to person.There are many key factors that are analyses when consumers make opinions about their Organizations need to excel in creating a pleasant experience for their consumer in order to keep a respectable reputation. According to J. A. And M. J.
Optimizations (2006) “the dimensions of the physical environment surroundings include all the objective factors that can be controlled by the firm to enhance employee and customer actions and perception of the service”. “Peoples’ feelings in turn drive their responses to that environment”(Lovelace, 2010). T is evident that a healthy serviceable will indeed benefit employees who will inevitably have the same affect on the consumer.
The appearance of staff including clothes/grooming can also have impressions on serviceable. In this report I will analyses how the serviceable affected the behavior of the consumer including ambient conditions, space/function, signs, symbols and artifacts. I expect to find how factors such as lighting, temperature, music and employee grooming have significant influences on consumer behavior.Dimensions of the serviceable According to Bitter (2005), Serviceable can be described as the medium or the environment that facilitates the service. A service firm’s physical evidence plays a vital strategic role and it also affects the experience and behavior of consumers and employees. The effort that goes into designing buying environments to bring out pacific emotional effects from the consumer, which will increase their purchase probability is called atmosphere (Kettle,1973). Serviceable is a term given to the physical surroundings of a service organization.The serviceable influences both the customer and the employee’s.
“The serviceable needs to be carefully aligned to the organizations’ services concept and can influence not only the behavior of customers, but the behavior and attitude of employees. ” (Bitter, 1992). This report is based on how the Watson Bay Hotel’s physical environmental dimensions affected the consumer’s experience. It is vital to attics the consumers needs in order for them to have positive experience with the service provided. The five senses that influence the consumers are smell, sound, sight, touch and taste (Solomon,2002).There are three principle dimensions that influence the physical environment. These are: Layout and functionality Signs, symbols and Artifacts Ambiance Music Good music can extend the stay of the consumer in the service setting, which might lead to increase in their spending as well (cellar’s NAS Mantel, 1996). As per Sakes (2000) good music can help increasing the table turn over as music sometimes helps he guest feel that they have spent more time in the venue than they actually have.
There are several bars at the Watson Bay Hotel, each with it’s own character and music.Garden Bar – Downstairs in the beer garden you will find slow tempo music with a relaxing tone and slow beat. A place for consumers to relax and chill out. Perfect for a bucket of coronas. The music is set at a reasonable volume, loud enough to hear it but low enough to hear the person you’re talking to. Top Deck Bar – Was slightly more lifting music. It’s music is more up beat and pleasurable for younger “party goers”.
A DC was present playing new on the market tunes that resembled summer. Perfect for a cocktail. Medium – high volume level.The pub – In the pub you’ll find the races on full boar, very unpleasant and distressing. No music in this area. The Pokies – Slow, relaxing music to enhance more playing by consumers.
Low volume. Lounge Bar – The lounge bar had live music where a lady sang with a man playing an acoustic guitar. This room was not as busy as the rest of the venue. Volume was middle range. Could have been lower.
The toilets played a slow, relaxing beat. A sense of comfort and peace. Lighting Watson Bay Hotel uses dim lighting to create a romantic environment and ease the mood. This was noticed throughout the venue.Noise A non-musical sound can be classified as noise.
According to Line (2004) very noisy environments can lead to negative simulation. The Watson Bay Hotel is extremely noisy. Babies screaming were among the noisiest. The extreme noise resulted in a dissatisfied customer.
Some areas were noisier than others. The pub had substantial noise in correlation with the horse races being projected throughout the area via speakers. Scent The presence of scent can have a strong impact on mood, affective and evaluative espouses and even purchase intentions and in store behaviors. Lovelace,2010).
There was a particular smell of fish and chips in most of the venue, which inspires eating. There was a lavender scent in the pokies area, which was calming, balancing and soothing. Lavender is used as a muscle relaxant, soothing agent and astringent. A study conducted by Bone and Ellen (1994) for evaluation of customer behavior based on shopping in a scented room, showed that it lengthened the stay of the consumer and in not only retail but also service setting environments (Crowley et al, 1996). ColorThe color in most upscale venues is in accordance with the theme or type of the venue and creates a pleasing effect on the eyes of the customer, which stimulates their arousal, thus creating a sense of satisfaction. Color is an important element of facility aesthetics (Wakefield & Belonged, 1994). The Watson Bay Hotel has chosen a beach theme as they are located right on the water’s edge of Watson Bay only footsteps from the beach. Top deck is beautiful with a green Astronaut as flooring which matches all of the surrounding plants that have been placed there to add personality.
The green presents a cool sense of warmth and resembles growth, grass and trees. It gives a sense of nurturing, healing and unconditional love (Lovelace). The Garden Bar has more of a sailors theme with blue, red and white stripes. This represents a high sense of energy, relaxation, serenity, and passion and can be used to stimulate emotions and expressions to warmth. The yellow and blue umbrellas stimulate a sense of optimism, clarity, and intellect as it resembles the sun and The Pub has a traditional beach look with the baby blue and white correlation. It creates a sense of beach atmosphere of relaxation and summer.
It is a meditating place to enjoy a beer. The Pokies room is covered with red velvet, which inspires a sense of love and warmth. Temperature When a consumer enters the service setting, it is vital that he/she feels comfortable in the environment. Temperature plays an important role in making a person feel comfortable. Too cold or too hot temperature may ruin the mood of the customer that in turn would lead to dissatisfaction.
The temperature outside was beautiful as it is mostly open, almost too hot. Inside, the temperature was nicely controlled by full functioning air conditioners.This made it a pleasurable experience. Air quality was great with plenty of plants and breeze to cool you down. Spatial layout and functionality Facility aesthetics is a wide term that includes the architectural structure, interior and the dГ©core of the venue. All these factors together contribute towards the attractiveness of the service setting (Wakefield and Belonged, 1994). These are consciously or sub-consciously observed and evaluated by the customers throughout their service experience.
Their attitudes are very likely influenced by their evaluations (Baker et al. , 1988).In addition to ambient conditions, spatial layout and functionality are other key dimensions of the service environment.
The size of the venue is huge. It is overwhelming upon entering the venue and one could quite easily get lost or confused. There is plenty of room and lots of space to sit, eat, drink, smoke etc. The shape of furnishings invites movement around the area as there is plenty of room to go for a walk and explore.
All bars are quite spacious providing lots of leaning area with clean surfaces and marble tops. This makes it easy to make more than one queue and have a comfortable wait in the queue.There are multiple TV’s above the bars, which makes the wait more interesting; the TV’s show extreme sports such as surfing, kite surfing and others…
Downstairs in the beer garden, there is an area in which you can play table tennis and stand and chat/drink with mates. Awesome. There is an inside area of the garden bar, surrounded by glass windows to add light and keep the wind out. Seating is all arranged to face west for the sunset. The bars have easy access and have multiple tills to perform transactions. Tables seem to be too high off the ground in the lounge bar.
The pub has a full functioning pool table. Ark close by on a Sunday. All day parking is available around the area which isn’t too bad, if you like a walk. The car park was lacking friendly warnings, safety lighting, and maternity parking and had few disability parking spot’s available. The paint needed fixing as some lines were unnoticeable.
Signs, symbols and artifacts Signage is well locate and easy to understand. Because the venue is so large, signs are essential. The bar is well informative of specials and menus as well as general information. One problem was the lack of toilet symbols around which makes it quite uncomfortable when rushing to the bathroom.
Customers felt disorientated and anxious when having to ask staff for directions to the restroom. Social Factors In the service setting, social factors comprises of the employees/servers and the guests/customers (Baker, 1987). All variables like the outfit of the employees, their gender, appearance, age, number and the visual appearance of the customers come together to form social factors that influence the overall appearance of the environment. Employees The employees at the Watson Bay Hotel were in sailor uniforms, which fitted the hem remarkably. The majority of staff were nicely groomed with the exception of a couple.In terms of friendliness it was evident there was a large scale of Europeans behind the bar and serving in the kitchen which made communication difficult.
Some of the staff were uncomfortable with the extreme busyness of the day and physical pain was almost evident. Even though they were quite clearly in a bad mood due to the busy day, each member was nicely scripted with a greeting, the service being performed and a “thank you”. The customer left feeling satisfied with the employees of the venue.
According to Bitter (2005), the employees play an important part in the social factor pertaining to the serviceable.The appearance of the employees and their body language has an impact on the social factor. The arousal factor in the customer is based on the employee appearance and the service they provide. In some cases the appearance and the service offered. Therefore, employee appearance and body language is extremely important. Customers Customers of the Watson Bay Hotel seemed to enjoy their time at the venue, as it is a fun and lively place to have a drink with friends. With feedback from a few customers, it was a pleasant experience by most.
The customers were happy with the service being provided and their perceptions were confirmed when met with reality. In the hospitality industry the customers are generally referred to as guests. This shows the importance of their views and satisfaction. During an open service encounter like in a hotel, the customers base their perceptions on not only the way they are served but also in the way they observe, the other guests being served.
Emotion and Behavioral intentions of customers The behavioral aspects or intentions of the customers are dependent on a number f factors such as arousal and pleasure.These factors are directly dependent on the various elements of the physical environment represented by the serviceable (Wakefield & Belonged, 1994). From a customer’s perspective, Arousal and pleasure were experienced during the stay at the Watson Bay Hotel. The customer was satisfied with the organization and ambiance of the hotel.
The customer stayed longer than expected due to high arousal and felt comfortable in the surroundings of the environment and the crowd. The customer spent more money than expected and felt a great sense of satisfaction ND happiness when returning home from the venue.There is a high possibility the customer will return with friends to explore some more. According to Skived et al (2000), the re-patronage or repurchase intentions are affected by the various elements of the serviceable. Therefore, each element of the serviceable in a restaurant has an effect on the behavioral intention of the customer. Recommendations The Watson Bay Hotel needs to fix the design, ambiance of the car park. A new system needs to be enforced to control parking and keep cars from staying there all day and blocking spots.
Noise control can be enforced but Judging by the age of the crowd it isn’t a huge priority.It is a residential area so noise control at night should be looked at. More rubbish bins. They need more staff to constantly be cleaning the floor and bathrooms on busy days. Have at least one person speaking fluent English behind the bar to control any problems. The managers were close by at most occasions.
More toilet signs need to be placed throughout the venue. Bird control. The service environment plays a major part in shaping customers perception of a firm’s image and positioning.
As service quality is often difficult to assess, customers frequently use the service environment as an important quality signal.A well- designed service environment makes customers feel good and boost their satisfaction, and allows the firm to influence their behavior while enhancing the productivity of the service operation. The appearance of staff including clothes, grooming can also have impressions on serviceable. In this report I have outlined how the serviceable affected the symbols and artifacts. My expected findings on how factors such as lighting, imperative, music and employee grooming have significant influences on consumer behavior were correct.This report has analyses the service operations of the Watson Bay Hotel from a consumer’s perception and put forward recommendations to avoid a bad customer experience. The consumer was highly impressed with the ambiance of the hotel.
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