Marketing of Services Service Experience Report

This report discusses the marketing of services and service experience of Hilton Hotel. It covers the factors that differentiate Hilton from its competitors, evaluation of service market theatrical performance, servicescape analysis, typology of Hilton, consumer behavior, and customer delight experience.

Marketing of services
Service experience
report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Description of organisation and services it provides..............................................................3
Identification of factors that differentiate selected service from other competitors and goods. .4
TASK 2............................................................................................................................................4
Evaluation of The actors, Audience, Setting, Performance components using Grove's
Framework of service market theatrical performance............................................................4
TASK 3............................................................................................................................................5
Description and analysis of servicescape of Hilton. Consideration of Lovelock and Writz's
(2011) suggestions for guiding analysis.................................................................................5
TASK 4............................................................................................................................................6
Description of typology of chosen service firm along with identification which of the four
category firm belong...............................................................................................................6
TASK 5............................................................................................................................................7
Evaluation of experience with chosen service firm and discussion on different stages of
consumer behaviour................................................................................................................7
TASK 6............................................................................................................................................8
Explanation of customer delight experience and level of heighted expectations received from
it..............................................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The concept of marketing of services is considered as a form of marketing that an
organisation which delivers services to its market-base uses for enhancing the awareness of
brand as well as sales. It concentrates on advertising of the intangible transactions which gives
value to the customer-base. Within this report, the service firm that is taken into consideration is
Hilton Hotel which is a UK-based organisation in hospitality industry. This report includes
description of organisation and factors that differentiate selected service from other goods and
competitors (AL-Ghaswyneh, 2020). There will be use of Grove's framework of service market
theatrical performance and along with this there will also be evaluation of four components.
Moreover, this report also includes description and analysis of servicescape of chosen service
organisation. Additionally, this report also covers description of typology of chosen service firm
as well as concept of consumer behaviour with its different stages. Furthermore, there will be
explanation of consumer delight experience and level of heighted expectations received from
service firm.
MAIN BODY
TASK 1
Description of organisation and services it provides
Within this project, Hilton Hotels and Resorts is taken into consideration as a service firm
which is a UK-based hospitality organisation. It was founded in the year 1919 by Conrad
Nicholoson Hilton and is a global brand that delivers full-service hotels as well as resorts. It is
one of the largest hotel brands within the world and is targeted at both leisure travellers with
locations and business in major city centres, convention venters, near airports and famous
vacation destinations across the world. The respective service organisation presently operates
over 145 hotels within the United Kingdom under seven brands (Altinay and Arici, 2021). For
nearly a century, Hilton Hotels and Resorts has been welcoming proudly the world's travellers.
With over 584 hotels throughout six continents, the organisation offers the foundation for
exceptional travel experiences as well as values each guest who walks through its doors. The
organisation is providing differentiated products and services as well as high end luxury hotel
chains with many different brands. Hilton Hotels and Resorts is providing a wide range of
services and these services of the organisation include concierge services, in-room dining, fitness

centre, valet parking, complimentary gourmet continental breakfast and coffee, indoor lap pool,
bag service, business centre, wireless internet, restaurant as well as lounge, board and meeting
rooms.
Identification of factors that differentiate selected service from other competitors and goods
Service differentiation can be considered as the cornerstone of strategy of Hilton Hotels
and Resorts. Specifically, Hilton Hotels and Resorts differentiates its services from its
competitors on the basis of some major factors. The competitors of Hilton hotel include Hyatt,
Marriott, Holiday Inn, IHG and Loews Hotels. There are various factors that are identified here
that differentiate chosen organisation from its competitors (Baron, Harris and Hilton, 2018).
These factors include the quality of services it is providing to the customers, maintaining the
greatest level of standards as well as integrating IT systems into multiple aspects of the provision
of service. Digital Hospitality is considered as one of the key source of Hilton Hotels competitive
advantage. The digitalisation efforts of the organisation such as mobile services, booking
channels, loyalty as well as data driven-personalisation guest experience as well as privacy are
the special services that are offered by respective organisation. Furthermore, effective integration
of such digitalisation points generates extra synergetic impact for the company. The business
strategy of Hilton Hotels and Resorts also depends on a great international expansion and the
respective organisation worldwide summed up more than 100000 rooms to its portfolio in the
year 2015 alone in which 14500 rooms get converted from the brands of competitors as well as
independent hotels. Through advanced technologies, key partnerships and global scale, the hotel
is able to drive the demand, maximise the revenue as well as develop strong customer
relationships (Bloomsbury and et.al., 2020). The consequence of this is the success in enhancing
the market share throughout the whole portfolio of Hilton brands.
TASK 2
Evaluation of The actors, Audience, Setting, Performance components using Grove's Framework
of service market theatrical performance
Grove developed a comprehensive framework which portrays the service encounter as
drama and also offers a generic representation of service dramas which incorporates four key
theatrical components. These components include actors, audience, setting as well as
performance. Actors are considered as the service personnel whose behaviours as well as

presence facilitate in ascertaining the service. Audience is the consumer who receives the service
and setting is concerned with the physical environment in which service gets occur. Performance
is referred to the enactment of the service itself (Mogaji, Soetan and Kieu, 2020). These four
different theatrical components capture necessary design as well as dimensions of most service
encounters and this framework joins and articulates such dimensions in a single unit.
The Setting gives the background for the service performance and the attributes of a
service setting can impact internal responses or behaviours of participants towards a service.
There are a lot of way in which a setting may perform roles identical to those performed by
packaging of physical goods. The interaction between the service actors as well as audience gets
positioned in the centre of the above figure for reflecting the notion that a service performance is
greatly considered as a matter of such interplay in the physical context as well as impact of
setting. Since, services are processual in character, the different components of drama blend
together over duration of delivery of service in order to create its performance (Murphy, Gretzel
and Pesonen, 2019). A service customer's experience in on the basis of how well an organisation
such as Hilton Hotels and Resorts can combine actor, audience as well as setting for the purpose
of sustaining a believable and enjoyable performance.
TASK 3
Description and analysis of servicescape of Hilton. Consideration of Lovelock and Writz's
(2011) suggestions for guiding analysis
The servicescape is considered as an environment in which the service gets assembled as
well as in which the customer and seller get interact, combined with tangible goods which assist

performance or communication of service. In context to service organisation such as hotels,
servicescape is the manmade space wherein core hospiatlity activities of accommodation, food
and beverage provision and travel as well as tourism take place. According to Lovelock and
Writz's (2011), Recognising that the service sector of the economy can best be characterised by
its diversity and no single conceptual model suffices for covering the issues related to marketing
among organisations that are varying from vast international businesses to locally owned as well
as operated small businesses like restaurants, laundries and many more business to business
services (Nwafor and et.al., 2019). Servicescape of Hilton hotel includes its management,
positioning services, luxurious decoration, lobbies ambiances, restaurant cleanliness for
maintaining positive experience that is possible for the customers of Hilton. The hotel lobby
services include Group Check in desk, Front desk, Club members desk, concierge, gift shop,
hotel bars, hotel restaurant, security office, conscession service and complimentary wifi.
TASK 4
Description of typology of chosen service firm along with identification which of the four
category firm belong
The hospitality industry is vast and it can also be broken down into separate sectors. The
top four categories consist of Food and Beverage, Accommodation, Travel and Tourism and
Recreation and Entertainment. It is identified that Hilton Hotels and Resorts belong to Travel and
Tourism typology of hospitality industry.
The hospitality industry is part of a larger business which is known as the travel and
tourism industry. Such industry is a huge group of business with a single goal of providing
essential or desired products as well as services to the travellers. Travel and tourism industry
consists of travel as well as stay and can also include day trips, business trips and many more.
The significance of travel and tourism is that this typology within the hospitality sector enhances
the revenue of the economy and generates employment opportunities, develops the
infrastructures of a nation along with developing a sense of cultural exchange among the citizens
as well as foreigners (Othman, Harun and Nazeer, 2018). The respective industry is connected to
the idea of people that are travelling to other locations either internationally or domestically for
the leisure, business or social purposes. New experiences, luxury, culture as well as authenticity

are some of the major trends that will facilitate the travel and tourism industry through shaping
the future of world tourism.
TASK 5
Evaluation of experience with chosen service firm and discussion on different stages of
consumer behaviour
Within hospitality industry, consumer behaviour impacts the process of selecting the
hotels, restaurants and entertainment by the guests. Hilton Hotels and Resorts maximise the sales
within the business through providing additional services such as family-run packages, bed and
breakfast as well as conference facilities. The respective chosen hotel also offers a Guest Loyalty
Program within which customers often can accumulate airline miles as well as points through
staying with multiple brands of Hilton Hotel. This organisation in hospitality industry honors the
program which assists in improving the maintenance of customer loyalty towards the hotel
(Valtakoski, 2020). Such program incentivizes them for returning to the brand time along with
time again since the hotel get points which result in free room nights and perks at time of their
stay that includes free wifi as well as room upgrades. pre-purchase, service encounter, and post-
encounter.
There are different stages of consumer behaviour and some of these are explained as
under:
 Pre-purchase: It is the initial stage of the consumer behaviour in which the customer-
base identify the alternatives, weigh the benefits as well as risks and also frame a buying
decision. The decision to buy and use a service is made in the pre-purchasing stage and at
this stage buyers get information regarding a product or service through advertisements.
 Service Encounter: It includes interactions of consumer with the service firm and at this
stage, buyers co-create experiences as well as values and co-produce a service at time of
evaluating the service experience.
 Post-encounter: It is the last stage and it includes the responses of behaviour and
attitudes of the market share to the service experience. It expresses a way in which an
individual thinks, feels and acts after making a purchase.

TASK 6
Explanation of customer delight experience and level of heighted expectations received from it
Customer delight experience is a process that includes surpassing of market share
expectations for developing positive and long-term experience around the product or service and
brand. The customer delight experience in context to Hilton Hotels and Resorts is that the hotel
is playing a major role in being environmentally as well as ethically responsible. The respective
hotel is committed to reducing the waste along with driving towards a circular economy. There is
an effective and high level of expectations received from the respective hotel and these
expectations include hotel cleanliness and comfort, safety as well as security, upstanding and
effective customer service, great amenities, breakfast and many more.
CONCLUSION
From above explanation of this report, it has been concluded that marketing of services is
the most common approach that is used by organisations which sell to individuals. This concept
investigate consumer behaviour for creating advertisements which appeal to certain
demographics that permit a company for narrowing focus of marketing to a concentrated effort.
This report has covered description of service firm and factors differentiate this firm from others
and along with this, it has also bee covered evaluation of different components using Grove's
framework. Additionally, it has covered the aspect of servicescape and typology of the chosen
service firm. Along with it, there has been an explanation regarding consumer behaviour and
discussion on its different stages as well as concept of customer delight experience has also been
covered in this report.

REFERENCES
Books and Journals
AL-Ghaswyneh, O. F. M., 2020. Marketing universities’ services role in providing financial
resources. Journal of Financial Services Marketing. 25(3). 65-75.
Altinay, L. and Arici, H. E. 2021. Transformation of the hospitality services marketing structure:
a chaos theory perspective. Journal of Services Marketing.
Baron, S., Harris, K. and Hilton, T. 2018. Services marketing: text and cases.
Bloomsbury and et.al., 2020. The importance of marketing strategies in the provision of physical
education and sports services. South Asian Journal of Marketing & Management
Research, 10(4), 111-119.
Mogaji, E., Soetan, T. O., and Kieu, T. A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal, j-ausmj.
Murphy, J., Gretzel, U., and Pesonen, J. 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7),
784-795.
Nwafor and et.al., 2019. Effects of Marketing Extension Services on the Control of Postharvest
Losses of Root and Tuber Crop Produce in Abia State Nigeria. Asian Journal of
Agricultural Extension, Economics and Extension, 29(3), 1-12.
Othman, B. A., Harun, A. B. and Nazeer, S., 2018. Issues and challenges faced by Malaysian
umrah travel Agencies in providing excellent marketing mix services to umrah
pilgrims. The Journal of Social Sciences Research, 611-618.
Valtakoski, A., 2020. The evolution and impact of qualitative research in Journal of Services
Marketing. Journal of Services Marketing.