Service Marketing (Service failure in Yolo Run)

YOLO Run organisers apologise after criticism over delays, unclear race routes https://www.channelnewsasia.com/news/singapore/yolo-run-organisers-apologise-after-criticism-over-delays-9397826

Please refer to Google scholar (People theory x Service Marketing, custom range: 2009~2017) and rephrase to fit the service failure, must be related to PEOPLE (audit).

Such as, http://www.emeraldinsight.com/doi/abs/10.1108/03090561111095658

http://www.tandfonline.com/doi/abs/10.1080/15332969.2010.510724

https://www.sciencedirect.com/science/article/pii/S014829631400109X

http://journals.ama.org/doi/abs/10.1509/jmkg.74.5.61

 

3.1 SWOT Analysis

3.1.1 Strengths

• The run had a unique goodie bag that contained items like yoga mats.
• There was a social cause element to the run whereby a donation would be made to a charity for every shirtless runner.
• After the run, there would be a mass yoga session.
• The running location was universal.

3.1.2 Weaknesses

• The bag tagging delay and lack of coordination caused some anger among participants.
• The unclear routes also caused some frustration among participants.

3.1.3 Opportunities

• The run and the publicity it brings can aid the organisers in seeking more sponsorships for upcoming editions.
• The organisers can expand on the current yoga focus of the run and make it into a yoga business or even open up a studio.

3.1.4 Threats

• There are many similar runs (Colour Run, Sundown Marathon etc).
• The weather can cause the event to be delayed or even cancelled.

3.1.5 Concluding from SWOT Analysis

The organisers do have a unique angle to their run with the integration of a mass yoga session after the race however, fundamental aspects of the race itself have to be improved. The bag tagging and unclear routes are vital to the success of the event and as such, these weaknesses need to be corrected. 

3.2 Target Market

The YOLO Run targets mainly adults of both genders aged 18-40. The target market are working adults and are diploma holders and above. They target people of all ethnicities in Singapore and also foreigners who resides here (work permit holders, Permanent Residents). The target market are relatively active, want to fulfil their social needs, seek to relieve stress and are tech savvy.

EXAMPLE for TIME audit (I need sth like this*), 

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Importance of the Time Factor

Time factor assumes great importance when it is involved in service distribution. According to Lovelock, speed and convenience of place and time have become important determinants of effective distribution and delivery of services (Lovelock and Wirtz 2011, 115-116). Today, many customers are time sensitive and avoid wasting time. Time has been seen as a scarce resource to be spent wisely with careful planning. For example, some YOLO participants targeted to finish the entire route by 8am so they could continue to work on time without taking one day leave. The one hour delay in flag off caused participants’ great dissatisfaction because they could do nothing but to waste their time in waiting unwillingly.

It has conclusively been shown that perceived wait duration appears to strongly affect the negative emotional response to the wait (van Riel et al. 2012). To some YOLO Run participants, attending a paid running event means that they can attain personal best performance after all their prior trainings, the one hour waiting time is seen emotionally as an unacceptable service failure. Participants complained to YOLO Run SG Facebook account to express their dissatisfaction, negative posts and comments on the inefficiency and the disruption in the service process were spread over the runners’ communities. 

References:

Lovelock, Christopher and Wirtz Jochen. 2011. Services marketing: People, technology, strategy. 7th edition. Prentice Hall.

van Riel, A. C. R., J. Semeijn, D. Ribbink, and Y. Bomert-Peters. 2012. Waiting for service at the checkout. Journal of Service Management 23 (2): 144-69. doi:http://dx.doi.org.libproxy.murdoch.edu.au/10.1108/09564231211226097. http://libproxy.murdoch.edu.au/login?url=https://search-proquest-com.libproxy.murdoch.edu.au/docview/1008641937?accountid=12629.