Service Marketing & Relationship Marketing: A Case Study of Hilton Hotel

This report discusses the flow chart-services, front stage, and back stage flow chart of Hilton Hotel. It also highlights the significance of service encounter and managerial implications for the hotel.

Service Marketing & Relationship
Marketing
Hilton Hotel

Executive summary
The main aim of this report is to comprehend the blueprint of flow chart-services, front stage,
and back stage flow chart. It is evaluated that Hilton should implement the blueprint in order
to attain the standard of interaction and coordination. It also illustrated the significance of
service encounter regarding the indirect and remote communication with visitors. It also
exhibited that service encounter is used to communicate with the customers in Hilton hotel
and helps the representative for dealing the customers through web, face to face and phone.
The service encounter is beneficial as it aids the manager for comprehending the gaps in the
existing service practice. It can be further enhanced by pooling the feedback and service
encounter of the customer with the Hilton hotel. It is evaluated that Hilton hotel emphasizes
on services as unlike services are intangible, perishable, heterogeneous and inseparable that
makes it complex for the customer to analyze the services in the way customer does with
products. Hilton hotel is one of the premiers in offering the quality services to their guests.

Table of Contents
Brief Introduction.......................................................................................................................3
Flow Chart-Service Blueprint....................................................................................................3
Front Stage Flow Chart..............................................................................................................4
Back Stage Flow Chart...............................................................................................................5
Significance of Service Encounter.............................................................................................6
Managerial implication..............................................................................................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10
References................................................................................................................................12

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.

(Source: Bowie, et al., 2016)
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).
(Source: 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.
(Source: Kim, Vogt, and Knutson, 2015).
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.

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