HC2112 Service Marketing and Relationship Marketing
Questions:
2. Examine, analyse and give reasons for and against. Be comprehensive in your answer and give details, usually to assess how satisfactory something is.
3. Clarify, interpret and elaborate on the material presented. Give reasons for differences of opinion or results, and try to analyse reasons behind it.
4. Illustrate Use a concrete example, diagram or figure to explain or clarify a problem or issue.
5. Indicate Identify and then focus attention so as to clarify.
Answer:
Brief Introduction
Service organization could primary perform their functions and operation coordinators of back and front stage departments which create and deliver their products and services evaluations and including the visitors and consumers requirements. Hilton Hotel is pioneers of the hospitality industry that has more than 570 Hilton Hotels & Resorts properties in approximately 85 countries (Hiloton, 2018). Services could be major factors in the hospitality industry because the brand of an organization could engage them to develop a blueprint service and operate accordingly in the context of the blueprint created. Further, it is also evaluated that services marketing appeared in the 1980s when a large number of organizations were developing more and less indistinguishable goods, thus, service marketing design to the incident to differentiate the brand accordingly (Hiloton, 2018). The services marketing could be the entirely new theme and quite different to the marketing of goods and services. There are many factors that could be considered by service industry like intangibility, inseparability, heterogeneity, and perishability. This reflective easy discusses front and backstage flow chart of Hilton hotel and their significance of service encounter. Towards the ends, it evaluates managerial implication to the managers for dealing with the diverse situation and offers data in the context of service flow planning.
Flow Chart-Service Blueprint
The services flow chart services blueprint is designed on the behalf of service standards, visitor’s expectation, cultures, and qualities of visitor services. Further, service is referred to understand needs of customers, analysis of limitation, the procedure of delivering services, and quality services, and standard quality with the organization (Bowie, et al., 2016). In addition, it is also examined that Hilton hotel has used well established back and front stage flow chart of service as it is very supportive for keeping the procedure of delivering services to accomplish their internal objectives of business in a systematic way.
As per the above chat, it is addressed that services blueprint of the consumer checks in the procedure in the hotel clarifying both Fronts as well as Back stage operations process.
Front Stage Flow Chart
A company could imply front stage flow chart for keeping data and services on the basis of the global level and accomplish visitor’s needs. As per my observation, the primary component of front stage service company is emerging interaction with their specified consumers and visitors to gather depth information about them and converse to backstage sections to offer desired products and services (Sigala, 2016). Apart from this, Hilton hotel front stage flow consider many services like reservation, waiting for area plan, check-in details, operating the rooms, and check-out details. These all activities have been documented by the front stage department of Hilton hotel. Herein, my role was to aid and supervise their specified visitors about the products and services of Hilton Hotel. For illustration, Hilton hotel front office associates were performing a task on the basis of identified procedure and quality standard to accomplish the professional and personal objectives (Lovelock and Patterson, 2015).
On the behalf of the flowchart, Service Company is making their decision on behalf of data that is collected by each consumer. The collected data is provided to the back stage departments to develop goods and services. It is also observed that this type of flowchart and procedure that is supporting to the management team of Hilton Hotel to manage the resources and keep activities as per the visitor's expectation.
Back Stage Flow Chart
In the services firm, backstage procedure plays an important in conducting their activities for the accomplishment of task and internal acts. There are certain types of services and process has been attaining by the back stage section of Hilton Hotel that picking the phone calls and convert on the emails by the proper filling of data as I detected at the time of working in this organization. Furthermore, the back stage flow chart demonstrates many activities as it could be associated with housekeeping, post-operational, and cleaning activities (Kandampully, Zhang, and Bilgihan, 2015). It could play a vital role in keeping the standard of services and execution of the plan. In addition, it is also examined that management could take the decision on behalf of the information of front office desk. In contrast to this, back stage flow chart could be changed by the top management of the department as it could support to accomplish the internal aim of this organization.
The significance of Service Encounter
Service encounter is beneficial for transactional process and interaction with the customers. It acts as a representative of the company and people who are entailed in the delivery of services to the customers. Service encounter could be defined as the initial point of customer customers with the representative of the corporation (Kim, Vogt, and Knutson, 2015). Furthermore, the objective is to make sure that the result of the service encounter is satisfactory and favorable hence, it leads the dissatisfaction among the customers. Hilton hotel provides special prominence to its service encounters and maintains evaluation to make effective communication with customers and representative of the company. Hilton hotel is primarily entailed to organize the service encounter at three phases such as phone encounter, remote encounter, and face to face encounter. In this phase, the company will discuss with their service encounter about their prime properties. For service company such as Hilton hotel is dealing with business in the global hospitality industry (Kang, Tang, and Fiore, 2014). It needs to keep the standard quality in the services for sustaining the position in this sector. For increasing the competitive benefits, the top authority always seeks for enhancement in the service encounter by projecting the requirements of the potential customer. The communication between the organization and customer has a significant effect on the procedure and standard of services delivery that entails different forms of encounter with workforces and top authority of company (Bilgihan and Bujisic, 2015).
There are different types of encounters at the service company such as Hilton hotel entails indirect, direct and control the personal encounter. The management makes the judgment regarding the procedure of arranging resources, allocates roles and responsibilities, planning of functions, and gains the efficiency in the operation for attaining the goal of the company. Although, the service encounter of the company is effective like delivery of services on time, rooms, gym and spa, and keeping the quality standard for goods but, the irrational demand of customer and unethical attitude of workforces generates concern in service encountering in a professional way (Ruizalba, et al., 2014).
In the existing times, direct and indirect, and remote encounter has been practiced for organizing the services and planning of developing product and delivering the procedure. As per the assessment, the remote encounter is prominent for service organization and customer due to the application of net banking, computer and user friend machine and services provided to customers (Neuhofer, Buhalis, and Ladkin, 2015). In this way, the quality of service encounter should be assured that could be measured, transformed and created personalization to attain the expectations (Huang, and Rundle-Thiele, 2014). In addition to this, indirect personal encounter entails the telephonic communication that potentially has a wider opportunity for considering stability in delivering services and aids to eliminate the errors of communication and enquiry of services (Kitapci, Akdogan, and Dortyol, 2014). Moreover, the service company such as Hilton is providing the inclination to lead the personal services encounters in order to comprehend and record the requirement of potential customers with visitors. In services encounter, services organization and people come together in order to create the goals and objectives by organizing the attitude of respondents and follow up the rules and regulation. This can help to keep the security and safety in the procedure of service encounter by implementing the indirect and remote procedure (Armstrong, et al., 2014).
Managerial implication
The business service of an organization could be measured by identifying the services encounter between consumers and workforces. The procedure and interaction level support to evaluate potential and visitors expectation could support to manage the service effectiveness and quality. On the basis of services standards and process of maintaining services which are effective for making reliable interaction with their consumers that would be effective for creating the policy for human resources and enhance its performance (Jani, and Han, 2014). Apart from this, service encounter and proper evaluating of services and operations development procedure have positively influenced the brand image and Hilton hotel effectiveness. On the basis of me, the manager should understand the desire, needs of consumers for delivering quality services to their consumers and make a reliable decision. Further, it is also examined that consumer perspective could be imperative in getting higher competitive benefits (Carlborg, Kindström, and Kowalkowski, 2014). Moreover, Hilton hotel has a positive brand value but it has a lack of encounter strategy that could impact on the management strategy. In addition, it is also examined that management needs to make appropriate efforts in increasing the understanding of needs and demands of the consumers and employees, which could be imperative in appropriate communication and reliable decision. In addition to this, it is also analyzed that such kinds of strategy could support Hilton Hotel as it would be imperative in attaining the business objectives and the delivery of reliable services in a positive way. For compiling this activity, the organization could use front and back stage flow chart along with the appropriate services encounter (Su, Swanson, and Chen, 2016). Moreover, I also realized that the front and back stage flow chart could be imperative in the indirect and personal interaction.
Conclusion
With respect to the above interpretation, it can be summarized that service company needs to create and imply the front and back stage flow chart in their working culture to deliver the standard quality services. It can also lead to conduct effective communication in the working place. In addition, it is also examined that encounter services could be imperative to conduct the indirect interaction with their consumers and visitors. Moreover, it can also be concluded that services vary from goods because of its certain features like intangibility, perishability, inseparability, and heterogeneity. It can also be summarized that these differences could differentiate the services as compared to market players. It can also be illustrated that the moment of truth is determined as the interaction of consumers towards the brand image. It can also be summarized that break part of a firm with their consumers demonstrates the service encounter. If the brand is capable to deliver services as per the expectation of consumers then they would be capable to make a positive image of the firm in the marketplace. It can also be summarized that the executives identify gaps in the existing situation and influence the tangible components to engage the consumers at the time of services waiting to be delivered.
References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. USA: Pearson Australia.
Bilgihan, A. and Bujisic, M., 2015. The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14(4), pp.222-232.
Bowie, D., Buttle, F., Brookes, M., and Mariussen, A., 2016. Hospitality marketing. UK: Routledge.
Carlborg, P., Kindström, D. and Kowalkowski, C., 2014. The evolution of service innovation research: a critical review and synthesis. The Service Industries Journal, 34(5), pp.373-398.
Hilton 2018. About us. [Online]. Available at: https://www3.hilton.com/en/about/index.html?cid=OM,HH,defaultA4,BrandNav (accessed: 28 September 2018).
Huang, Y.T. and Rundle-Thiele, S., 2014. The moderating effect of cultural congruence on the internal marketing practice and employee satisfaction relationship: An empirical examination of Australian and Taiwanese born tourism employees. Tourism Management, 42, pp.196-206.
Jani, D. and Han, H., 2014. Personality, satisfaction, image, ambiance, and loyalty: Testing their relationships in the hotel industry. International Journal of Hospitality Management, 37, pp.11-20.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), pp.379-414.
Kang, J., Tang, L., and Fiore, A.M., 2014. Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, pp.145-155.
Kim, M., Vogt, C.A. and Knutson, B.J., 2015. Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), pp.170-197.
Kitapci, O., Akdogan, C. and Dortyol, I.T., 2014. The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of-mouth communication in the public healthcare industry. Procedia-Social and Behavioral Sciences, 148, pp.161-169.
Lovelock, C. and Patterson, P., 2015. Services marketing. USA: Pearson Australia.
Neuhofer, B., Buhalis, D. and Ladkin, A., 2015. Smart technologies for personalized experiences: a case study in the hospitality domain. Electronic Markets, 25(3), pp.243-254.
Ruizalba, J.L., Bermúdez-González, G., Rodríguez-Molina, M.A. and Blanca, M.J., 2014. Internal market orientation: An empirical research in the hotel sector. International Journal of Hospitality Management, 38, pp.11-19.
Sigala, M., 2016. Introduction to Part 1. In Social Media in Travel, Tourism, and Hospitality (pp. 29-32). UK: Routledge.
Su, L., Swanson, S.R. and Chen, X., 2016. The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality. Tourism Management, 52, pp.82-95.
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