Service and Relationship Marketing - Essay Example

Introduction: This paper is fundamentally concerned about service and relationship marketing in the tourism industry, with special reference to Werribee Park in Victoria, Australia. Through efficient ecological and tourist administration, Parks Victoria is devoted to protecting the ordinary and inheritance principles of the Werribee parks, coves and stream, consisting complete guard of sensitive regions. Protection is the chief assurance of the Park so that it helps to maintain the good service relationship management. Customer relationships are of key concern to make marketing strategy of the Werribee Park. The tourism industry can succeed only if the number of consumers increases. Changes have to be brought in with a strategic marketing approach on the basis of the service and relationship marketing. "Relationship marketing is not only a new or improved way of communicating with customer it is much more than that." (Gronroos 2007, p. 43). Background on Werribee Park: Werribee Park is situated in Australia. It is one of the oldest parks with a past tale of love and betrayal. It was a part of older England that situated in the centre of Victoria and also Werribee Park hall is the largest personal house ever constructed in Victoria. Park envelops 40,500 hectares and the homes have 60 quarters. "The Ministry of Tourism adopts many policies to counteract hurdles and obstacles which come in the way of the development of Tourism in a country. Policies adopted by Ministry of Tourism are aimed at enhancing services and tourism tools to attract as many tourists as possible." (Tourism industry growth, n.d.). The Victorian government has formed a scheme of almost13 Maritime Nationwide Parks and 11 minute Maritime Sanctuaries. All these recreational areas and sanctuaries at present guard almost 5.3% of Victoria's waters protect significant maritime territory and genus, important normal features, artistic tradition and artistic values. Visitors of the Park can take pleasure in an idle setting. Proper customer relationship must be maintained in every service industry to attract more visitors. Almost 10 hectares of land and beautifully manicured ceremonial gardens are enclosed by the Werribee hall "a recent addition to the grounds is the Werribee Park Sculpture Walk. Winding through the original farm and riverine, the Sculpture Walk features 29 works by Australia's leading sculptors, including selected winners of the national Helen Lempriere Sculpture Award." (Werribee park, 2009). Through efficient ecological and guest organization we can see that, Parks Victoria's greatest commitment is to protect the resources. Parks Victoria utilizes employee's crossways in the State in a broad variety of functions. Just about 70 per cent of the employees are experts with formal training in park and preserve administration, ecological administration and leisure. This extremely capable and knowledgeable team contains experts from all the business schemes. In addition to that, proper service and customer relationship must be maintained to increase profit as well as revenue. The mansion in the Werribee Park has been said to be the biggest private dwelling ever in Victoria. It was built more than hundred years back for a popular family of those days. The building is rich with its pictures and other artistic reserves which prove that it is almost similar to an English noble residence. Target market: The target market is any place where the product is to be sold. In the case of park taget is to implement the environment to attract the visitors who are about to visit them. The market place is found by mutual analysis and evaluation on the demand for the product. The target marketing actually divides the market into different category, these allows the organization to concentrate on the only product they deal with. There should be interested places for the kids, students, teens, and the adult. The target marketing also helps to find the right pricing for the parks in the locality. It also helps in keeping a record on the dealer's capability to service the travelers. Target Marketing consist of dividing a market into various sections to later concentrate the marketing workson one or few important sections which have been selected. It is one of the methods used for the business to flourish. The benefit of the market depends upon the best targeting, getting and maintaining the customers by providing those services at apt time. These enable the businessmen to have good dependable customers. These services are requested either by email and websites or by call centers and face to face discussions. CRM plays a major role in understanding their customer to fill the gap between wants and providing. CRM or Customer Relationship Management consists of direct interactions/discussions to the retailer which helps the manager in finding the requirements of the customers. "CRM systems act as an enabler, capturing customer information and delivering it to the various touch points." (Lovelock & Wirts 2007, p. 34). The customer loyalty towards the firms is very important for the progression in the business. Customers expect much more respect from the organization by which they will consider it as cost effective. Also they are aware of being cheated by the discounts given by starter services like giving starter items at low price in the park. Because of this, customers seldom get fooled."Successful RM would seem to require a supportive culture which involves effective internal marketing." (Warnaby et al 2010, p. 37). Targeting the right customer is another important need. The firms have to consider their dealer's ability to handle customers by knowing each personnel individually. The success of a company still lies in the satisfaction of their customer. An additional thing that enables customer loyalty is the quality and capability of the products that the firm sells through the dealer. Thus CRM can be used to enhance the company sales and to achieve customer satisfaction in all aspects and thereby reducing the overall cost of the product. CRM has a wide variety of tools which are delivered through internet. The park has no risk in maintaining the tools as they require any special hardware. It has seen a varied improvement in the annual income of companies, which made it to be used by more and more companies. These tools are required for the collection and retrieving of data and information while any inspection. Industry analysis: The mansion in the Werribee Park has been said to be the biggest private dwelling ever in Victoria. It was built more than hundred years back for a famous family of those days. The building is rich with its pictures and other artistic reserves which proved that it is almost similar to an English noble residence. The building has now been administered by Parks Victoria which is making several efforts to protect the mansion. In those days itself the park possessed facilities for playing sports like polo and the grounds were fit for animal riding. This mansion has been now taken over by the government of Victoria and the building has been brought back to its ancient grandeur and richness. The landscape was rich with many kinds of animals and the place was best suited for hunting. These factors made Werribee Park rich in heritage. This park has been recognized as the venue for many kinds of events all over the year. Several matches were conducted and prizes were awarded for the winning team which the visitors enjoyed a lot. The 140 hectare parkland possesses different styles of gardens which has made the park a main spot of tourist attraction within the State. The rose garden here has attracted a large number of visitors. There is also an open zoo which adds to the richness of the park. "It attracts interstate and international competitors and visitors to major events like Equitana and the World Polo Championships." (Werribee park national equestrian centre, 2009). The chief business and trade centre is located at Watton Street which is around 300 metres south of the Werribee railway station. The people who reside in these areas are better served by this chief commercial centre. Housing developments have been started to multiply and the ground is expanded for this purpose. New residential house builders are building novel family houses in the latest ways which range from small houses to larger ones. This has made people from different regions to relocate in this area. A host of home builders are constructing new residential family homes which include Simonds Homes, a multi-award winning builder who are building modern single and double storey residential houses of up to 4 bedrooms in Tarneit. Reference List Gronroos, C., 2007. Service management and marketing: customer management in service competition.3rd Ed. [Online] Wiley- India, p.43. Available at: http://books.google.co.in/booksid=2cbteRrlf3IC&pg=PA69&dq=Gronroos,+C.,+(2000)+Service+Management+and+Marketing&hl=en&ei=DdbfS6a8AczGrAfo5LyvBw&sa=X&oi=book_result&ct=book-thumbnail&resnum=1&ved=0CDsQ6wEwAA#v=onepage&q=Gronroos%2C%20C.%2C%20(2000)%20Service%20Management%20and%20Marketing&f=false [Accessed 5 May 2010]. Lovelock, C & Wirts, J., 2007. Managing relationships and building loyalty: Customer relationship management. [Online] Services Marketing, p. 34. Available at: http://docs.google.com/viewera=v&q=cache:lyO9bxkOvc0J:https://www.bschool.nus.edu.sg/Departments/Marketing/Jochen%2520papers/sm6coverloyalty.pdf+Lovelock,+C.+and+Wirtz,+J.+%282007%29+Services+Marketing:+People,+Technology,+Strategy,+6th+ed.,+Pearson+Education+International,+Upper+Saddle+River,+N.J.&hl=en&gl=in&pid=bl&srcid=ADGEESjPrmLV5RzRKE_Scbq3r2_peI7ht3FgOxOtasrarAs57n8WncNPd9ewpcQcQQR4W0EttLFGA27yozHbwpIklgEtDszmb_IEcXe9UwuJQ1-rtLDE1y-gxMOcLSd1fEYi1tmCg4TC&sig=AHIEtbTy7ymlD-0E46UAqXuJKkpgiHbNLg [Accessed 5 May 2010]. Tourism industry growth, n.d. [Online] Economy Watch. Available at: http://www.economywatch.com/world-industries/tourism/ [Accessed 5 May 2010]. Warnaby, G., et al., 2010. Relationship marketing: A consumer experience approach. [Online] SAGE Publications Ltd, p. 37. Available at: http://books.google.co.in/booksid=snaH92hcsCgC&pg=PA42&dq=Christopher,+M.,+Payne,+A.+and+Ballantyne,+D.,+(2002)+Relationship+Marketing&hl=en&ei=M_7fS4H3D9G7rAfu7LmWBw&sa=X&oi=book_result&ct=book-thumbnail&resnum=1&ved=0CDsQ6wEwAA#v=onepage&q=Christopher%2C%20M.%2C%20Payne%2C%20A.%20and%20Ballantyne%2C%20D.%2C%20(2002)%20Relationship%20Marketing&f=false [Accessed 5 May 2010]. Werribee park, 2009. [Online] Parks: Victoria. Available at: http://www.parkweb.vic.gov.au/werribee/w-park.cfm [Accessed 5 May 2010]. Werribee park national equestrian centre, 2009. [Online] Only Melbourne. Available at: http://www.onlymelbourne.com.au/melbourne_details.phpid=6521[Accessed 5 May 2010]. Read More