A

PROJECT STUDY REPORT

ON

“To Study the Role of Employee in Marketing of Services”

(With Special Focus on Fortis Hospital, Jaipur)
Submitted In Partial Fulfillment for the Award of Degree of
Master of Business Administration

Submitted By: Submitted To:

Shipra Mathur Ms. Ruchi Khandelwal
MBA IV Sem

2009-11
Deepshika Institute of Management Studies
ISI-17, RIICO Institutional Area, Sitapura
Jaipur
 PREFACE

Master of Business Administration (M.B.A.), one of the most reputed professional

courses includes both theory & practical as a part of two years curriculum.
In this course each student it reputes to undergo practical project in an organization of
repute. Project is an exercise by means of which student learn many things which
cannot be taught in the classroom. During project students understand the real modus
operandi of the concerned areas of interest in the real life situation.
The project process is an endeavour to converts all that’s virtual into a real image i.e. it
helps in applying all the theoretical concepts in to the real corporate world. It helps in
developing the managerial skills using which we can convert into language & convey
the taught & ideas from our mind to others.
 ACKNOWLEDGEMENT.
I express my sincere thanks to my project guide, Ms.Ruchi Khandelwal for guiding me
right from the inception till the successful completion of the project. I sincerely
acknowledge her for extending their valuable guidance, support for literature, critical
reviews of project and the report and above all the moral support he had provided to me
with all stages of this project.

I would also like to thanks the supporting staff for their help and cooperation throughout
our project.

Shipra Mathur
MBA IV Sem
 EXECUTIVE SUMMARY

The purpose of this thesis is to examine selected elements, which explore the role of
employee in healthcare services. The investigation is conducted both from a theoretical
and empirical point of view. The theoretical analysis considers four dimensions. The first
dimension is concerned with the service company's internal services, which have an
indirect influence on the overall customer satisfaction. It focuses on internal services
which involve an analysis of operations, processes, and activities which influence the
behavior of employees within service companies, e.g. internal marketing decision
making processes, management styles, communication patterns, empowerment, and
employee motivation.

The second dimension deals with the external value and there with the relation between
service providers and their customers. It focuses on issues of strategic service
marketing relating to customer satisfaction, e.g. service marketing mix, service delivery,
and service encounter. The third dimension takes the concept of service quality into
account which corresponds to the level of customer satisfaction. Service quality is
determined by the following criteria.

Analogy between the customer's expectation and his actual perception of the service
performance.

The service company's knowledge of their customer's needs and expectations.

Creation and implementation of service quality standards in line with customer's

expectations.

The match between intended and actual service delivery.

Analogy between the service company's image and the actual service performance.

The concept of service quality is then evaluated on several dimensions, which are the
tangibles, reliability, responsiveness, assurance, and empathy of service companies.
Apart from it a customer-contact service employee may reflect the image of the service
organization even if he or she is not directly providing the required service. Because
contact employees represent the organization and can directly influence customer
satisfaction, they perform the role of marketers. They physically embody the service and
are walking billboards from a promotional point of view.

The concept of internal marketing prescribes that the employees regard their colleagues
as internal customers. This implies that every employee strives to satisfy their co-
workers. One prerequisite is that the management facilities internal customers. The
purpose is to create a working environment, which supports the close cooperation
between all members of an organization. It has been argued that a favorable working
environment has positive effect on employee’s job satisfaction. Consequently, their
satisfaction stimulates employees to perform well in their service task.

In practice it appears that almost every manager in our sample of six service branches
seems to fulfill the prerequisite of successful internal marketing. The manager’s
interests in their subordinate provide valuable indications concerning their preferences
for a favorable environment. As the managers evaluate the level of job satisfaction very
high it is concluded that an effective internal marketing is prevailing.

So the overall study is done to understand the role of front line employee while
delivering the health care services.
 TABLE OF CONTENTS

Page
S.No. Particular
No.
1 Introduction to the Industry 1-19
2 Introduction of the Organization 20-46
3 Role Of Employee In Delivering The Services In 47-72
Hospital
3 Research Methodology 73-37
3.1 Title of the Study 74
3.2 Duration of the Project 74
3.3 Objectives of the Study 74-75
3.4 Type of Research 75
3.5 Sample Size and Method of the Selecting Sample 76-77
3.6 Scope of the Study 78
3.7 Limitation of the Study 78
4 Analysis and Interpretation 79-103
5 Facts & Findings 104-106
6 SWOT Analysis 107-111
7 Conclusion 112-114
8 Recommendation and Suggestions 115-116
9 Bibliography 117-119
10 Appendix 120-124