Service marketing analysis of Fantasy Kingdom Complex

Abstract

This report on the service marketing analysis of Fantasy Kingdom Complex was prepared as part of the completion of ‘Masters of Business Administration’ degree from BRAC University. This report, which extensively explores the service delivery process of Fantasy Kingdom Complex, was prepared using different service marketing theories learned during the course of the previous academic semesters. In order to make my report more effective I conducted two Survey Questionnaires to analyze and better comprehend the factors that influence the service quality of Fantasy Kingdom Complex. The survey questionnaires were prepared online in Google doc form and covered both customer expectation and perception of Fantasy Kingdom Complex. My survey had a sample size of 60 respondents. The objective of the survey was to determine the quality of Fantasy Kingdom Complex provides to its customers in order to increase the level of customer satisfaction. The survey results were then interpreted and the findings were used in preparing the various concepts that are discussed in the report. I analyzed The Gaps Model of Service Quality of Fantasy Kingdom Complex, using the provider gap 1, 2, 3 and 4. Based on survey conducted, I have deduced some points imposed on each service aspect for both expectation and perception. Then I analyzed customer expectation and perceptions of services from Fantasy Kingdom Complex. Here it was found that the service experience often did not live up to the expectation. In the Listening to Customers through Research section I basically discussed my method of survey, the type of questions, sample size, and etc. The survey results were interpreted and the findings were summarized. I also looked at Fantasy Kingdom Complex recovery strategies, as well as the process by which the company designs and develops new services. My overall findings appear to indicate that Fantasy Kingdom Complex is surviving on the strength of its reputation. As an old and established company it manages to attract new customers largely through word of mouth. This would indicate that it has a decent number of repeat customers. However, this is not a sustainable strategy, and it Fantasy Kingdom Complex is to remain relevant in a rapidly changing business landscape, it must evolve and adapt. It must learn how to leverage new technologies and media to increase customer awareness, and more importantly it must focus more on improving customer satisfaction and loyalty in the long run