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.