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Snow Valley Resorts: Revisiting the Service Blueprint
內容大綱
On July 10, 2023, a Snow Valley Resorts co-owner was reviewing his organization’s first quarter financials for fiscal year 2022–23. Snow Valley Resorts was founded in 1993 in the Indian state of Himachal Pradesh, when the first of the group’s four resorts, Snow Valley Resorts Manali, was built among the Himalayan mountain range with panoramic views and pleasant weather. The co-owner had set a goal to increase the organization’s revenue growth rate to nearly twice the previous year’s rate, but he realized several issues had to be addressed first. Technology and operations at the four resorts needed to be integrated. Communications and transactions had to be smoothened. Actions had to be taken to address various issues raised in the customer feedback. Service quality had to be improved at each of the four resorts. Overall, the ripples of customer complaints had to be converted into guest satisfaction by taking appropriate measures.
學習目標
This case study is suitable for marketing specialization courses in undergraduate or postgraduate management programs, including BBA, MBA, Executive MBA, or executive development programs. It can also be used in services marketing, sales and distribution management, operations management, services in operations, or marketing management courses. After completion of this case, students will be able to<ul><li>understand how an organization attracts new customers;</li><li>apply the concepts of service quality and the service blueprint;</li><li>assess the importance of standard operating procedures and the need for personal touch in the service industry; and</li><li>recommend ways for an organization to achieve the goal of increasing its revenue growth rate to twice the previous rate.</li></ul>