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