Hospitality and Tourism Services Management at Hilton Hotel

This report discusses the hospitality and tourism services management at Hilton Hotel, including service concepts, impact of service concepts, service quality, and challenges of service quality. It also provides recommendations for the company to improve its services.

Hospitality and tourism services management
9/27/2019
Hilton Hotel

Hospitality and tourism services management 1
Contents
Introduction......................................................................................................................................2
About the company......................................................................................................................2
Service concepts of Hilton...............................................................................................................3
Impact of service concepts...........................................................................................................4
Service quality.................................................................................................................................5
Challenges of service quality.......................................................................................................6
Tangibility................................................................................................................................6
Reliability................................................................................................................................7
Responsiveness........................................................................................................................7
Assurance.................................................................................................................................8
Empathy...................................................................................................................................8
Recommendations............................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Hospitality and tourism services management 2
Introduction
In the service industry, service quality tends to emphasis on meeting customer needs as well as
requirements and the ways to which the service delivered to meet their expectations. The report
aims to discuss the hospitality and tourism services management on the selected hotel that is the
Hilton hotel. The company has been selected as it operates the business in the service industry
and provides the experience related to the service. The analysis of the impact of the different
service concepts and theories is done on the service that is consumed. The report includes the
analysis of the contemporary challenges for the service quality in the Hilton hotel is identified. In
the end, the ideas and recommendations for the manager are presented to attract the new
customers present in the market.
About the company
Hilton Hotel is a recognised American multinational hospitality company that contributes
effectively in managing and franchises a broad portfolio of the different hotels and resorts that
are present in the market. The company is founded by Conrad Hilton in the year May 1919 but
now the company is led by the Christopher J. Nassetta. The company has more than 15 brands
that belong to different market segments (Hilton Hotel, 2018). The value that is offered by the
company to their customers is that they are passionate about offering an exceptional experience
to their guest. Hilton provides the traveller with a world of authentic experience across the world.
This is the reason due to which company remains innovative, forward-thinking leader by
providing the best-in-class products and services to ensure that every single guest feels valuable
and respected (Hilton Hotel, 2019).

Hospitality and tourism services management 3
Service concepts of Hilton
The service concept discussed the service provider and can make realize the value as well as the
desired outcomes of its service. This concept majorly reflects the non-tangible aspects of the
service delivery and it's an integral part of the value proposition of the service providers (Service
Automation Framework, 2018). The service concepts majorly include the holistic combination of
the four different combinations, which include service operation, user experience, service
outcome, and value. The discussion of service concept is discussed based on Hilton.
 Service operations: - Hilton Hotel operations are 24-hour operations that include
providing quality to the customers. The major service that is delivered by the company is
providing the comfort and delight customer service on their visit. The company provide
the services for the accommodation, resort facility and many others. The employees of
the company ensure that they provided the value and personalised services to their guest.
The core services which is provided by the company include comfort to the customers at
their luxury places, high-quality services, transportation services, updated equipment and
many others (Travel and Tourism, 2019).
 User experience: - The user experience is the direct experience of the service from
customers. The company provide a range of food and drink that can meet the changing
demands of the customers in the market (Wilson, Zeithaml, Bitner & Gremler, 2016).
The company offer a delightful experience to the customer by offering them a wide range
of services which include luxury suites, well-furnished rooms, breakfast and other quality
food, gym and relaxing spas. The entire services are availed by the customers that make
their day memorable with the brand (Pratap, 2017).

Hospitality and tourism services management 4
 Service outcome: - The service outcome includes the benefits and results of the service
for the user. The guest visits the Hilton hotel because they want to make their trip
memorable with the brand. The services on time and with delight are provided to the
customers as this the only way through which the company can satisfy the needs. Once
the guest gets satisfied with the services then they like to visit the place repeatedly, which
is one of the service outcomes for the Hotel (Wirtz & Lovelock, 2016). Also, the service
has a direct influence on the service outcome for the Hilton Company.
 Value: - The value component includes the benefits that the user-perceived as inherent in
the service. The value is availed by the customers because of the interaction of the guest
with the staff helps the manager to be aware of the needs of the clients. The deep
knowledge about the customer and their behaviour helps them to form the value by
meeting the expected services by the guest (Chitty, D'Alessandro & Gray, 2019). Hilton
Company tries to maintain the service quality as it helps them to meet the perceived
service with the expected service.
Impact of service concepts
The different service concepts lead to an impact on the working of the business. The major
concept components include service operation, user experience, service outcome, and value. The
operation of Hilton involves the ways through which they deliver the services to their guest
present in the market. The effective operations help the Hilton hotel to grow in the market. The
luxury and premium segment hotel has contributed to make a space in the mind and heart of the
guest. The high-quality services are provided by the company with this they use updated
technology through which they can deliver the service effectively (Lovelock & Patterson, 2015).
The company maintains the high-quality service that is possible with the help of well trained and

Hospitality and tourism services management 5
carefully so that they can satisfy their clients with the services of Hilton hotel. The hotel is
elegance and class who can cater to various needs. Every customer wants to visit the hotel to get
classy and premium services. All these services of Hilton Hotel help to support in enhancing the
experience of the user within the market. Thus, this is very clear that service concepts lead to a
positive influence on the company (Kauppinen-Räisänen & Grönroos, 2015).
The outcomes of the service affect the business, as they can understand that the services provided
by them are helping the company or not. The service outcome helps the company to bring
changes in their existing services. The outcomes of the service reflect that the positive reviews
and opinion of the customer about the services makes the company keep working and focus on
the new values that they can offer to customers. Thus, this can be said that the outcomes of the
service lead to the positive and negative influence on the service that is provided by the Hilton
Hotel. The value of the service includes the perceived value by the customer for the products and
services that are consumed by them (Dedeoğlu & Demirer, 2015). In this, if the Hilton Hotel is
not able to meet the needs of the clients then they need to bring changes in their services and way
of delivering the services to their customers. It has been found that the company can provide the
training to the employees that make them effective in offering the services. Hilton hotel ensures
that they can meet the expectations of the customers. Thus, this can be concluded that the entire
component of the service concepts influences the working.
Service quality
Service quality is the contemporary conceptualisation as it includes the comparison between the
perceived expectations of the customers for the service with the perceived performance. The
service quality in the hospitality industry becomes one of the major essential factors for attaining

Hospitality and tourism services management 6
the sustainable competitive advantage and the confidence of the customers in the highly
competitive market place (Pratap, 2017).
Challenges of service quality
Hilton Hotel ensures that they can provide high service quality for the products and services.
Along with this, the company deals with the different types of issues related to the service
quality that can be understood with the help of SERVAQUAL model. The model is used to
measure the service quality present in the hospitality industry. SERVAQUAL model shows the
gap that exists between the services perceived and expected by the customers (Khan, Garg, &
Rahman, 2015). Along with this, the challenges are majorly related to the service gap that exists.
The analysis of the SERVAQUAL has been done by measuring the five dimensions of service
quality, which include reliability, responsiveness, assurance, empathy, and reliability.
Tangibility
Service that is offered by the company is tangible as the customer derives their perception of the
service quality by comparing the tangible linked with such services that are offered. Hilton hotel
provides tangible services that include the physical facilities as well-furnished luxury rooms,
suites, bar, pool, spa facility and many others (Al-Msallam, 2015). In addition to this, services
like quality food and beverages, personnel engagement, delivery of service by personnel and
many others. The major challenge which is faced by the Hilton Hotel when they complain about
the convenience and quality of the service as it remains difficult to meet the needs of every
customer.

Hospitality and tourism services management 7
Reliability
Reliability is the ability of the company to meet the promised services on which the customers of
the company can easily depend and take the accurate decision. The company majorly depends on
the delivery, service provision and many others (Bowie, Buttle, Brookes & Mariussen, 2016).
Hilton hotel expands its services so that they can meet the growing needs of its customers and to
maintain the promise that is done by them. For instance, the traveller for the business purpose
expected a meeting room due to which the company expand its business services and provide the
meeting areas that can help in meeting the expected services by the customers. However, the
pressure on the employees of meeting the promises of customers affects them in delivering the
services to customers. In addition to this, another challenge that is faced by the company is
related to resolving the complaints that are made by the guest. It becomes essential for the
company to Hilton to resolve the issues related to complaints that are made by customers.
Responsiveness
The responsiveness includes the willingness to help the customers and offer them the prompt
services. This dimension of the service quality majorly focuses on the attentiveness, promptness
for dealing with the request, questions, and complaints of the customers (Cheng, Gan, Imrie &
Mansori, 2019). Hilton Hotel responsiveness includes the communication with the front office
employees who provide the help to the customers and provide the rapid service to their
customers for the quick service, professionalism in handling and recovering back from the failure
of service. The challenge that is faced by the company is related to the service workers ability to
provide the service promptly with the factor of service quality for different guest. The lack of
motivation of the work is one of the factors due to which employees of the company become

Hospitality and tourism services management 8
incapable to provide the services to the customers. The motivation level gets affected which is
one of the leading issues for the company.
Assurance
It is referred to the erudition and politeness of the personnel as well as their capacity to carry out
the trust and confidence which include courtesy, reliability, proficiency and security. For the
Hilton Hotel, the customer has the perception that they have skilled and experienced employees
who can easily deal and handle the efficient criticism as well as issues from the customers
(Malik, Akhtar, Raziq & Ahmad, 2018). The company face the challenge of hiring the
experienced employees for providing the services to their customers. The experienced employees
are essential for the company as they are the one who can contribute effectively informing the
high trust and confidence of the customer towards the Hilton Hotel.
Empathy
The empathy refers to as the provision of the caring as well as individualised attention to the
customers. Every guest of the Hilton Hotel wants to feel valued and this is the reason due to
which the employees do their best to meet their needs. The rise in need of the customers in the
market makes the customers get the attention of the company (Abdulkerim, Avvari, & Cherkos,
2019). The issue that is faced by the Hilton Company is related to the lack of empathy from the
employees of a company that has affected the working. In the hospitality industry, sometimes the
hotel deals with a certain situation in which while focusing on one customer they do not think
about the other customers.

Hospitality and tourism services management 9
Recommendations
It is found that every company maintains the service quality that includes Hilton Hotel. However,
in some areas, they deal with different issues while managing service quality. The
recommendations are provided to the company so that they can deal with the issues that have
been witnessed by them in offering the services.
 The company should have the proper team who not only accept the complaints but also
takes further steps related to the complaints.
 Hilton Company should provide the training to the customer regularly which helps them
to deal query of customers and resolve the same.
 The company should contact the different consultancy and online modes through which
they can get wide options for the experienced employees. The hiring of experienced
employees is easily possible with the help of different online modes.
 The motivational approach should be adopted by the Hilton as this helps them to motivate
the employees in terms of financial and non-financial as this helps them to work for the
company and provide different benefits.
 The new team and grievance system should be introduced by the Hilton Company that
helps them in acknowledging the services and resolving them accordingly.
 The company should have a one-on-one meeting in which they can communicate with the
employee to know about the areas where the employees feel pressurised. This will help
them to deal with the employees and resolve the issue.

Hospitality and tourism services management 10
Conclusion
In conclusion, it has been found that it is essential for every company to maintain the services
effectively. The report is prepared on the Hilton Company who is dealing in the hospitality
industry and emphasis on offering the high-value services to their customers. The analysis of the
service concept and its impact on the Hotel has been discussed. Further, the discussion is done
related to the service quality that is a major component of service marketing. SERVAQUAL
model has been used to determine the major challenges, which are faced by the Hilton Hotel. The
different dimensions of this model that are focused on the report are tangibility, reliability,
assurance, responsiveness, and empathy. These dimensions reflect the major challenges and their
impact on the working of the company. In the end, the recommendations are provided
contributes to deal with these issues and contribute effectively offer high service quality.

Hospitality and tourism services management 11
References
Abdulkerim, I., Avvari, M., & Cherkos, T. (2019). Design of house of quality using
SERVQUAL and QFD for service quality improvement: a case of Bahir Dar city
hotels. International Journal of Applied Management Science, 11(3), 277-293.
Al-Msallam, S. (2015). Customer satisfaction and brand loyalty in the hotel
industry. International Journal of Management Sciences and Business Research, 4.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. Routledge.
Cheng, B. L., Gan, C. C., Imrie, B. C., & Mansori, S. (2019). Service recovery, customer
satisfaction and customer loyalty: evidence from Malaysia’s hotel industry. International
Journal of Quality and Service Sciences.
Chitty, W., D'Alessandro, S., & Gray, D. (2019). Services marketing. Oxford University Press
Australia and New Zealand.
Dedeoğlu, B. B., & Demirer, H. (2015). Differences in service quality perceptions of
stakeholders in the hotel industry. International Journal of Contemporary Hospitality
Management, 27(1), 130-146.
Hilton Hotel. (2018) Brand overview. Retrieved from: https://www.hilton.com/en/corporate/wp-
content/uploads/2018/03/HiltonDevelopersBrochure_USA.pdf
Hilton Hotel. (2019) Hilton. Retrieved from: https://www.hilton.com/en/?
WT.srch=1&WT.mc_id=zIMDPDA0APAC1MB2PSH3PPC_Google_search4cid123337
833_aid7683103353_me_kkwd-

Hospitality and tourism services management 12
387505705Brand_TopLevel6MULTIBR7en&utm_source=Google&utm_medium=ppc&
utm_campaign=paidsearch&campaignid=123337833&adgroupid=7683103353&targetid
=kwd-38750570&gclsrc=aw.ds&ds_rl=1259540
Kauppinen-Räisänen, H., & Grönroos, C. (2015). Are service marketing models really used in
modern practice?. Journal of Service Management, 26(3), 346-371.
Khan, I., Garg, R. J., & Rahman, Z. (2015). Customer service experience in hotel operations: an
empirical analysis. Procedia-Social and Behavioral Sciences, 189, 266-274.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Malik, S. A., Akhtar, F., Raziq, M. M., & Ahmad, M. (2018). Measuring service quality
perceptions of customers in the hotel industry of Pakistan. Total Quality Management &
Business Excellence, 1-16.
Pratap, A. (2017). Hilton: Management Innovation And Service Quality. Retrieved from:
https://notesmatic.com/2017/01/hilton-management-innovation-and-service-quality/
Service Automation Framework. (2018). What is a Service Concept?. Retrieved from:
https://www.serviceautomation.org/what-is-a-service-concept/
Travel and Tourism. (2019). The Hilton Hotel. Retrieved from:
http://stravelandtourism.weebly.com/the-hilton-hotel.html
Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services marketing: Integrating
customer focus across the firm.
Wirtz, J., & Lovelock, C. (2016). Services marketing. World Scientific Publishing Company.

Hospitality and tourism services management 13