Field visit to Phoenix The Mall of Millennium in Wakad

On 18 April 2026, students of the Service Management course participated in a field visit to Phoenix The Mall of Millennium in Wakad, Pune as part of their Continuous Internal Assessment (CIA). The primary objective of the visit was to provide students with practical exposure to service management concepts and to help them understand the role of service recovery in enhancing customer satisfaction and loyalty. The visit also aimed to enable students to apply classroom theories such as the GAPs Model, Service Blueprinting, and the 7Ps of Marketing in a real-world service environment.

During the visit to Pune, students worked in groups and selected different service outlets within the mall, including food and beverage outlets, retail stores, entertainment service providers, and more. Rather than limiting their learning to observation, students actively engaged with customers and service personnel to gain first-hand insights into service delivery processes. Each group interacted with at least five customers and collected feedback regarding their service experiences. The students gathered information on customer expectations, levels of satisfaction, challenges encountered during service encounters, and the effectiveness of the complaint-handling mechanisms adopted by the outlets.

The interactions revealed several common service-related issues. Customers highlighted concerns including billing and order processing delays, inadequate staff responsiveness during peak hours, insufficient communication about products and services, and occasional cleanliness issues. At the same time, customers expressed appreciation for courteous staff behaviour, prompt resolution of complaints, comfortable ambience, and the availability of convenient payment options. These observations helped students understand the factors that influence customer satisfaction and the importance of maintaining consistent service quality.

Based on the feedback collected, students applied the GAPs Model to identify discrepancies between customer expectations and actual service delivery. They examined gaps in management's understanding of customer needs, differences between service standards and service delivery, and inconsistencies between promotional promises and the actual customer experience. This exercise enabled students to critically evaluate service quality and identify areas requiring improvement.

Students further developed Service Blueprints for their selected outlets. The blueprints mapped the complete customer journey, from entry into the outlet through service interactions, ordering, waiting time, payment, and exit. The activity helped students identify customer touchpoints, backstage operations, and critical fail points where service breakdowns or delays occurred. This practical application enhanced their understanding of service design and process management.

To address the identified issues, students proposed their recommendations using the 7Ps of Marketing framework. Suggestions included improved staff training, better queue and billing management systems, enhanced cleanliness and signage, and more realistic promotional communication. Students also evaluated product offerings, pricing strategies, and outlet accessibility based on customer feedback. 

The field visit successfully bridged the gap between theory and practice by providing students with experiential learning opportunities. It strengthened their analytical, communication, and problem-solving skills while enhancing their understanding of service quality management through field visit. The activity enabled students to appreciate the importance of effective service recovery and demonstrated how customer-focused service practices contribute to long-term customer satisfaction, loyalty, and organizational success in today's competitive service industries.