Process as part of the marketing mix Process is another element of the extended marketing mix, or 7P's.

There are a number of perceptions of the concept of process within the business and marketing literature. Some see processes as a means to achieve an outcome, for example - to achieve a 30% market share a company implements a marketing planning process. Process is referred to the procedures, mechanisms and flow of activities by which the service is delivered i.e. the service delivery and operating systems. The process of travelling with a budget airline, is very different from that with a full-fledged premium airline. Because services are performances or actions done for or with the customers, they typically involve a sequence of steps and activities. The combination of these steps consitute a service process which is evaluated by the customers. Furthermore, in a service situation customers are likely to have to queue before they can be served and the service delivery itself is likely to take a certain length of waiting time. It helps if marketers ensure that customers understand the process of acquiring a service and the acceptable delivery times. Creating and managing effective service processes are essential tasks for service firms. Managing the process factor is essential due to the perishability of services which means that services cannot be inventoried, stored for reuse or returned. Hotel rooms not occupied and airline seats not purchased cannot be reclaimed. As services are performances that cannot be stored, it is a challenge for service businesses to manage situations of over or under demand. Another distinctive characteristics of the service process that provide evidence to the customer is the standardized or customized approach based on customers needs and expectations. Since services are created as they are consumed, and because the customer is often involved in the process, there are more opportunities for customizing the service to meet the needs of the customers. The first concerns the extent to which the characteristics of the service and its delivery system lend themselves to the scope of customization; the second relates to the extent of flexibility the contact employees are able to exercise in meeting the needs of the customers. As services are dynamic and experiential, and frequently co-produced in real time by customers and employees, service firms use service blueprinting to better manage the service encounter and to allow clearer visualization of the service processes. Blueprinting is a method invented by Shostack (1984) to accurately portrays the service system with (i) line of interaction separates the customer action area from the supplier action area, (ii) line of visibility differentiates between actions visible and invisible to the customer, (iii) line of internal interaction distinguishes between front office and back office activities, (iv) line of implementation separates between planning, managing and controlling (management zone) and support activities (support zone) In a typical service blueprint, the customer occupies the top zone, management occupies the bottom zone and service operations are sandwiched between them. Thus, service blueprint shows how service provider can be empowered to manage the service components to bridge the gap between management intent and customer

demand. As the service providers span the boundary between the firm and the customers, they can become frustrated. The role ambiguity experienced by boundary-spanning employees greatly decrease job performance, which negatively affect customers perception of service quality.

Process In Taj Hotel In order to ensure that the core product and the supplementary product is developed and delivered in the right manner and at the right time, the hotel has formed certain set processes. When the room is being prepared for customer check-in , the housekeeping department make sure that all the room amenities are provided as per the check list. For e.g. certain room amenities like 3 embroidered laundry bags, 2 closed slippers with logo, 2 shoe bags, etc. are provided by The Taj Mahal Hotel. Infact the processes are so specifically laid down that hotel staff are even advised on what to say and what words to use while talking to a customer. The following example will illustrate this better. When a customer asks for something to be done instead of saying no problem, the staff is taught to say most certainly.

The Taj Blueprint

When the service provider comes in contact with the customer, he needs to surpass the customers expectations, for which a blue print is made and followed by the service provider, in this case the Taj Mahal Hotel.

Dinner Service Sequence Procedure 1 2 Greet Guests Entrance Host(ess) / Manager Host(ess) / Manager

Smile using appropriate Entrance salutation,correct posture,eye-contact and guest name where possible. Smoking/Non-smoking preference to be confirmed. Entrance

Host(ess) / Manager

4 5 6

Assist guests to their seats.

Restaurant

Host(ess) / Manager Captain Captain / Manager

Unfold the napkins, ladies first Restaurant Suggest the Dinner buffet, Table and describe the buffet highlights - specials etc. Present the food menu along Table with the beverage list/ wine menu, if A La Carte is desired by the guest. Suggest daily specials and advice non availability`s, prior to food orders. Suggest bottled water and Table offer wine by glass. For wine service, appropriate Table glassware to be present on the table.

Captain / Manager

Captain

Captain / Server

10 For all orders, serve ladies Table first 11 Clear plates accordingly Table before guests return after second helping from buffet. 12 For A La Carte orders, plates Table to be cleared only after all complete their meal. 13 Replenish accordingly. the cuttlery Table

Captain / Server

Captain / Server

Captain / Server

Captain / Server

14 Napkins to be folded neatly in Table half and placed on the left arm-chair, when guests leave for second helping. 15 For A La Carte orders, offer Table dessert menu and describle

Captain / Server

Captain / Server

items. 16 Offer tea / coffee after entre Table and side plates are cleared. 17 Always maintain table top Table clean, before resetting the table 18 Place bill folder with cheque Table on table for signature, as per guest convinience 19 Thank all guests using their Table names respectively. 20 Bid farewell. Restaurant Captain / Server

Captain / Server

Captain / Server

Captain / Server / Host(ess) / Manager Captain / Server / Host(ess) / Manager Captain / Server

21 Upon guest departure, clear Table table immediately.