Marketing of Services Service Experience Report

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