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

Running Head: SERVICE MARKETING & RELATIONSHIP MARKETING
HILTON HOTEL
Service marketing & relationship marketing
Report
Student name
[Pick the date]

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