Servqual Analysis

SERVICE MANAGEMENT
FINAL TEST

Developing the Role of E-Commerce Sales in Ambhara Hotel to Increase the Selling Through Online Booking

Ambhara is a 4-star business hotel located in the heart of Jakarta, in a walking distance of a shopping center and entertainment area. This property has 222 rooms and four types of room, started from Deluxe, Junior Suite, Business Suite, and Executive Suite. Ambhara does not only have a pretty large number of rooms, but also has 13 function rooms that can accommodate from 10 until 300 persons. Looking at those facts, Ambhara is considered as one of the best 4-star hotel in Jakarta. In addition, the choices of food and beverages outlets in Ambhara make the visitors keep coming back to this hotel.
Despite the fact that Ambhara is usually fully-booked almost every weekday, from a market survey conducted by the business development department of Ambhara, it is concluded that most of the guests are booking directly through the reservation and/or sales and marketing department through phone or e-mail. Here comes a question. In the electronic era like today, online shopping or booking can be regarded as an important aspect in increasing the selling and attracting more costumers, and why do most of the customers make a reservation through e-mail or calling directly to Ambhara?
The answer is that the role of e-commerce sales in selling or promoting Ambhara through website is not being fulfilled accordingly. It because of the website is not representative to conduct an online booking and the turnover of e-commerce’s position is high, if cannot be said that the position is mostly vacant all the time. In order to rise the selling and expand the market worldwide through online promotion, it can be concluded that the role of e-commerce sales in Ambhara need to be developed.

Questions:
  1. Draw the flowchart to show the online booking process carried out by the e-commerce sales!
  2. Analyze the strength, weakness, opportunity,... [continues]

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