Service marketing Recommendation

Introduction:

SMRT Corporation is a multi modal transport operator in Singapore. They provide different modes of transport such as bus, rail, taxi and other public and private transport. The East West MRT line is the longest train line in operation which connects 35 stations at it first opened on 12 December 1987. SMRT Corporation is committed to provide safe, reliable and comfortable service for their commuters. However, on 3 different occasions, they have failed to provide the service they were committed to, hence leading to service failures.

1) On 14th August 2018, the East West line was hit by delays during the peak hour.

2) On 19th September 2018, the East West line was hit by delays due to track point fault at clementi.

3) On 15th March 2019, the East West line was hit by major delays during the morning rush.

On the 3 different occasions, SMRT Corporation has failed to provide the service and transport that their commuters require to travel around the country and mostly happening during the peak hour where commuters are on their way to work hence causing them to be late and feeling negative disconfirmation.

· 3 different articles and all to be consolidated in the SWOT analysis under weakness

· For SWOT conclusion, choose the worst and most serious issue

· Go into Audit paragraph and write about the worst failure

· Choose 3 theories (People, Mood State and Financial) (To mention / touch and go in the introduction)

·

How to do 2 recommendation:

· Read your 1 paragraph of audit and determine which colour (Blue, pink or green) it belongs to

· Blue service failure because they have to incur fixed costs/ excess capacity/ wasted resources (salary, article and utilities)

· Recommendations for Blue:

1) Shutdown and let your employee rest (Work too hard for the 1st peak period)

· Shutdown ≠ close down but just close to rest

2) Training

· Send employees during off-peak period to conduct in house training

3) Customisation of services

4) Promotions

· Red is perfect.

· Pink service failure because demand exceeds optimum capacity/ service quality declines

· Green service failure because demand exceeds capacity hence business is lost.

· Recommendations for Green & Pink:

1) Use part-time employees

2) Invite customers to perform self-service (co-production)

3) As customers to share

4) Create flexible capacity

5) Rent or share extra facilities and equipment

· Refer to page 196

1st paragraph description

2nd theory 1

3rd theory 2

4th theory 3

5th short paragraph of service blueprint