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

This report focuses on the flow chart of service industry like Hilton and the importance of the services encounter. It also discusses the significance of having proper coordination of communication in the service industry like Hilton.

Running Head: SERVICE MARKETING & RELATIONSHIP MARKETING
HILTON HOTEL
Service marketing & relationship marketing
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SERVICE MARKETING & RELATIONSHIP MARKETING 1
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.
Flow chart
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.

SERVICE MARKETING & RELATIONSHIP MARKETING 2
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.
Customer
interaction
Check-in Waiting area
planning
Making
reservation
Sharing of
information
Check-out
information
Operating rooms

SERVICE MARKETING & RELATIONSHIP MARKETING 3
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.
Customer care
support (Calls)
Documents
fulfillment
Cleaning
House KeepingPost operation
facilities

SERVICE MARKETING & RELATIONSHIP MARKETING 4
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

SERVICE MARKETING & RELATIONSHIP MARKETING 5
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

SERVICE MARKETING & RELATIONSHIP MARKETING 6
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.

SERVICE MARKETING & RELATIONSHIP MARKETING 7
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