Synopsis Draft 1 (Cheryl, Christine, Tricia & Swathi)
1. Introduction
This report discusses the average
service standards in Singapore’s spa industry and how the
Singapore’s spa
service standards lag behind when compared to the amicable service standards in
Thailand, also known as Asia’s most hospital country (incite). The team would explore the
service gaps in Singapore
Spas through a case study on Banyan Tree Spa. Through his case study,
the team
aims to incorporate an ideal framework on personalized services in Singapore
Spa
operations and ultimately enhance its service standards. Personalized
services include a high
touch, low tech element which focuses on service
excellence greatly.
1.1 Workplace Context (Spa industry
background)
According to Global Wellness Economy
Monitor, the wellness industry has grown by
12.8% in the past two years from a $3.7
trillion market in 2015 to $4.2 trillion in 2017
(Global
Wellness Institute, 2018). Similarly, the spa industry in Singapore is
seeing a
positive outlook. Currently, there are
approximately 400 spa centres in Singapore and
the growth of spas has been reportedly
seen an increase with demands for more
specialized treatments (The Peak Singapore, 2017)
1.2 Thematic Focus
Service delivery in a spa setting
involves high contact encounters with significant
interaction among the customers, employees as
well as facilities (Lin, 2014). Hence,
this project focuses on the service
delivered by spa employees to provide a greater guest
satisfaction. Emphasis will be placed
on both verbal and nonverbal communications to
increase the service quality. A high
quality of service can translate into high customer
satisfaction and thus customer loyalty (Kumar, Kee,
& Manshor, 2009).
1.3 Singapore Service Culture
Singapore is typically not mentioned as
a country with a strong service-oriented culture.
Despite the 9.9% direct contribution of
tourism and travel in Singapore to Singapore’s
Gross Domestic Product in 2016 (World Travel and Tourism Council,
2016),
Singapore’s service standards are
rarely rated as first class. The same can be said for
Singapore’s spa industry. Despite the
growth of the spa industry, service standards are
commonly
condemned and compared against other countries (see
appendix). For
example, in Thailand, a spa experience
does not entail just the spa treatment but
importance is given to pre and post
arrival of the guest. Additionally, the employees
of spas in Thailand are naturally
service-minded, pleasant and work towards providing
excellent service standards (incite). However, the likelihood of the
same occurring in
Singapore is very little. In comparison
of a same spa brand located in Singapore and
in another country, Singapore spas have
shown signs of under performing and has
received more negative ratings on the
services.
Example:
TripAdvisor, Banyan Tree Singapore
receive a rating of 4.5/5 stars with 58% “excellent”,
27% “very good” and 6% “poor” ratings
TripAdvisor, Banyan Tree Bangkok has
receive a rating of 4.5 stars with 75% “excellent”,
21% “very good”, 0% “poor” ratings.
2.0 Research Methodology
After understanding the current
situation of Singapore’s Spa service standards,
the team has decided on the following
action plan:
·
Case Study (Banyan Tree Spa)
This case study would entail a detailed
analysis of Banyan Tree Spa Singapore where
its SOPs are discussed. An interview
with the spa director was also arranged to
understand how the operations of BTS
Singapore differ from other BTS properties.
Through this case study, the team aim
to identify the root cause of the average service
standards here in SG as compared to
other countries.
·
Interview (Ritz Carlton Spa Manager)
An in-depth interview with Ritz Carlton
Spa Manager was also arranged to further understand
about Singapore Spa Service
Standards. The aim of this interview is to see if both spas face the
same issue
when it comes to providing personalized services in Singapore. As RC Spa
Manager
also has worked in other spas outside of Singapore, she was asked about
the differences in
service standards as well.
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