GSBS6015 | Marketing | The Flow Chart Of Service Industry Like Hilton

Choose a real-life service organisation that you are familiar with.

Prepare a flowchart of the back-stage as well as the front-stage operations of this business.

Using this flowchart, explain the significance of the service encounter, and its managerial implications.

Introduction

In current time doing business is not easy one as it was in old time. Because of globalization there is not restriction for any business player whether small or big player in this business world. As the numbers of players are increasing, the scope of creating new product has become decreasing because somehow they are almost dealing in same kind of products and there is only one thing that can create a difference in between them that is only service (Gronroos and Ravald, 2011).  Any service in any kind of company is actually a combination of front stage and back stage department. Clients are the life line for any occupation. Considerate the significance of respectable client service is so vital for a vigorous occupation in generating novel consumers, keeping faithful customers, and emerging recommendations for upcoming clients. The significance might differ by creation or service, business and client. The awareness of achievement of such connections will be reliant on workforces who can regulate themselves to the character of the visitor.

For companies which are especially in services, analysis and comprise the requirement s of the customers and the new visitors is the main part of their operation. This report will focus on the flow chart of service industry like Hilton and will also include the importance of the services encounter. Managerial implication is considered as the back bone of any service industry especially like Hilton (Madar, 2014). There are so numerous features that if achieved correctly can direct to an improved client satisfaction and can upsurge the business significantly.

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For Hilton service flow chart is formed and established as per the service standards, outlooks of the visitors and the quality of service providing by the rivals. Service is basically to thoughtfully consider the wants of the customer, sequence of offering, exploration of restriction and the prize which will be required for managing the excellence standard inside the Hilton organization (Padhi and Aggarwal, 2011). Service flow chart serves as one of the most significant part that help the management of the Hilton organization for handling the sequence of development and distribution of information, facilities and products to fulfill the main objectives of the Hilton organization both internally as well as externally.

Front stage flow chart

In Hilton organization the front flow chart is used for managing data information and services as per international standards and to fulfill the requirements of the visitors. As per my surveillance the main element of front stage of Hilton organization is generating the interaction with the new potential clients as well as old visitors to gather the information about them and allow an interaction to back stage to offer expected services (Hensley and Utley, 2011). The front stage flow of Hilton organization is also involved in making reservation, check-in information, waiting zone preparation and handling the room services as well the check –out information is being recorded by the front-stage subdivision of Hilton organization. Hence, tried to explore whether the Hilton organization is following their standard operating procedures or there is some gap in their business process.

As per this flow chart the Hilton organization is forming their choice on the foundation of data information and the data that has been provided by the front stage related to each potential customers as well as visitors and then provide the necessary direction to the backstage section of the Hilton to create the facilities and products (Hollebeek and Brodie, 2009). It is because of this front stage chart that Hilton management is able to handle all the arrangements properly and uphold all the activities which are necessary for fulfilling of the customer or visitors demand.

Back stage flow chart

The back stage section of the Hilton acts as the backbone of the complete business operation to conduct all the job and internal processes. In any service organization back stage act as the support pillar which stand still to provide all necessary support all business operation activities (Kaya and Azaltun, 2012). In case of Hilton it accomplishes that role which includes customer care support, chat support and email support with complete filing of customer information. Back stage flow also includes main support role like cleaning, housekeeping and all necessary post operation facilities which are necessary which for maintaining the international service standards. It also includes the implementation of all the strategies that the Hilton management has developed which filling all the necessary details of the customers (Block et. al., 2009). It is observed that Hilton organization usually have a flexible back stage flow chart in order to make any necessary change which is being demanded by the customer for fulfillment of demands related to the time.

Significance of the services encounter

For organization which is operation on international level just like Hilton, it is very important to maintain the excellence in their services as per international standards to remain sustainable in this dynamic business environment (Wu and Liang, 2009). The top executives of Hilton organization are well aware of this dynamic change and know that for this they are in need of some kind of competency, may be in the form of improvement in their services encounters by expecting the pattern and demands of the potential clients. The communication between the organization and customers always has significant influence on the procedure and criterion of services offering that comprise numerous forms of encounter with the staff and top executives of the Hilton organization. For any service industry there are mainly three pattern of encounter which involves distant, direct and direct individual encounters (Prebensen, Vitterso and Dahl, 2013). By understanding the form of encounter, the Hilton management creates the choice about the procedure of placing resources, preparing of functions, allocating roles and responsibilities to the employees and upsurge the effectiveness in their business operation to accomplish their objectives. It has been observed that service encounters of Hilton organization has always remain good in terms of providing food, gym services and rooms but there is issues like irrational demand of the clients and sometime immoral behaviour of staff members forms serious problems in professional service encounters (Gil, Berenguer and Cervera, 2008).

Behavioral encounter is a usual result of collection dynamics. In the modern world, besides staff’s inspiration and abilities, stressed relations between staffs meaningfully inspiration presentation of persons and organizations. The very landscape of human beings offer upsurge to the conflicts in commonplace. The management of conflict plays a very vital part in approaching to wanted productivities (Qin and Prybutok, 2008). Thus, it develops authoritative to comprehend and associate these ideas for a healthier growth viewpoint of the Hilton organization. It also attempts to investigate the inferences of conflict management in the hospitality business like Hilton.

In order to handle all this Hilton organization currently practices direct, indirect and remote encounters to handle issues related to services encounters. They also include well-structured preparation of the product formation and delivery procedure. It has been observed that remote encounters are all ways beneficial for Hilton organization because it includes the use of internet banking, computer or tables which are user friendly in terms of facilities offered to the customers. It has been said by any quality gurus that if we cannot measure we cannot explore and lead in the direction of creativity. Hence Hilton ensures that they can measure the quality so that they can modify the service according to the demand of the customers (Heinonen et. al., 2010). Though indirect individual encounters involve the telephone communication which has wider scope in terms of communication errors and enquires related to services of the Hilton. In Hilton most preferences is being given to the indirect individual encounters because they actually provides the management of the organization to improve upon the gap which is being formed between the expectation of the customer and the original services which is provided to the customers. Usually in industry like service provider the interaction between the people and the organization basically form the way of direction in which service of the Hilton can move to accomplish its internal and external objectives because they involves the behaviour of both customers as well as employees of the organization to upgrade the rules and regulation of the business process for Hilton.

Managerial implication

As revealed the corporation must make utilization of these service encounters in receiving the client to their crinkle. Unlike other corrections in the service steady, service meetings cannot be arbitrated just founded on any scientific calculations; there is a ration of qualitative aspects manipulating the service (Von Nordenflycht, 2010). The executive suggestions that these encounters can have straight impact the ROI and the market part as it directly effects the client’s satisfaction. This grips respectable particularly in the case of a hotel brand like Hilton, where faith substances the maximum and most of the occupation that they have is founded on the positive word of mouth in the marketplace. In command of services most of the current day hotel might be one and the similar; it is just the mode the facility is being obtainable that substances. Occupation of Hilton organization service is being indomitable through the services encounter between clients and staffs (Chen, 2008). The procedure and approach of communication assist to explore the potential and expectation of the visitors for handling the excellence and efficiency of facilities. As per services criteria as well procedure of handling services it is important to mark good communication with the clients that might be helpful for emerging the recommendation for human resources and advance their presentation. In count to this, meeting of services and proper watching of the processes and services expansion procedure has positive influence on the brand picture and organization efficiency of Hilton organization (Parasuraman, 2010). It has been observed that for administrative prospective attending to client, thoughtful of their requirements and offering of extra facilities as well worth are having the productive influence on the organization procedure of services association. Though, Hilton organization has respectable brand worth and excellence in services but absence of service encounter method is hindering the management method. Now to overwhelm the gaps, administration needs creation efforts in thoughtful the requirements and demand of the clients as well staffs have to be dangerous obliging, well-organized in announcement and accountable towards the part define by the top executives of Hilton organization (Kimpakorn and Tocquer, 2010). According to the exploration of services it can be recommend that, this pattern of organization method of Hilton organization will assist to fulfill the Hilton administrative business purposes and offering of services in optimistic pattern utilizing the front and back stage flow chart as well the correct services encounters utilizing the remote and indirect personal interaction.

Conclusion

For any service industry the front stage and back stage of service flow chart plays a very important role to determine the quality of service related to international standards. It also focus on the importance of having proper coordination of communication in the service industry like Hilton because communication help in resolving all kind of issues that happens in managerial as level as process level of the organization. A misunderstanding in this communication level can move the organization in that direction from where it will become difficult for any company to have a comeback. As communication is the base for creating any positive relation with the customers as well with the employees of the company. In case of hotel industry the most important asset of the organization is its strong base customers which can be achieved with the help of providing better service experiences to the customer or visitor. The personal level of interaction actually provides the practical experience which ultimately helps the management to go for altering their current process to form a loyal customer base.

References

Block, D., Volny, J., Brotz, S.A. and Mueller, S.A., Airport America. (2009) Automated internet based interactive travel planning and management system. U.S. Patent 7,pp.599-847.

Chen, C.F. (2008) Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), pp.709-717.

Gil, I., Berenguer, G. and Cervera, A. (2008) The roles of service encounters, service value, and job satisfaction in achieving customer satisfaction in business relationships. Industrial marketing management, 37(8), pp.921-939.

Gronroos, C. and Ravald, A. (2011) Service as business logic: implications for value creation and marketing. Journal of Service Management, 22(1), pp.5-22.

Heinonen, K., Strandvik, T., Mickelsson, K.J., Edvardsson, B., Sundström, E. and Andersson, P. (2010) A customer-dominant logic of service. Journal of Service management, 21(4), pp.531-548.

Hensley, R.L. and Utley, J.S. (2011) Using reliability tools in service operations. International Journal of Quality & Reliability Management, 28(5), pp.587-598.

Hollebeek, L.D. and Brodie, R.J. (2009) Wine service marketing, value co-creation and involvement: research issues. International Journal of Wine Business Research, 21(4), pp.339-353.

Kaya, E. and Azaltun, M. (2012) Role of information systems in supply chain management and its application on five-star hotels in Istanbul. Journal of Hospitality and Tourism Technology, 3(2), pp.138-146.

Kimpakorn, N. and Tocquer, G. (2010) Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), pp.378-388.

Madar, A. (2014) Hotel services quality assessment using SERVQUAL method. Case study: Athénée Palace hotel. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 7(2), p.71.

Padhi, S.S. and Aggarwal, V. (2011) Competitive revenue management for fixing quota and price of hotel commodities under uncertainty. International journal of hospitality management, 30(3), pp.725-734.

Parasuraman, A. (2010) Service productivity, quality and innovation: Implications for service-design practice and research. International Journal of Quality and Service Sciences, 2(3), pp.277-286.

Prebensen, N.K., Vittersø, J. and Dahl, T.I. (2013) Value co-creation significance of tourist resources. Annals of Tourism Research, 42, pp.240-261.

Qin, G. and Prybutok, V.R. (2008) Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. Quality Management Journal, 15(2), pp.35-50.

Von Nordenflycht, A. (2010) What is a professional service firm? Toward a theory and taxonomy of knowledge-intensive firms. Academy of management Review, 35(1), pp.155-174.

Wu, C.H.J. and Liang, R.D. (2009) Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), pp.586-593.