Physical Evidence and Service Scape of Melbourne Marriott Hotel

Running Head: SERVICE MARKETING 1
Service Marketing

SERVICE MARKETING 2
Table of Contents
Introduction.................................................................................................................................................3
Physical Evidence of Service Organization...................................................................................................3
Physical Evidence of Melbourne Marriott Hotel......................................................................................3
Service scape of Hotel.............................................................................................................................4
Explanation..............................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

SERVICE MARKETING 3
Introduction
Service marketing is the process of promoting economic activities which are offered by any
service organization. There are various aspects which may help a company to promote its
services and attract more customers towards its services (Lovelock and Patterson, 2015). For this
report, the chosen service organization is Melbourne Marriott Hotel. Melbourne Marriott Hotel is
a luxury accommodation service organization which offers world class services and unique style
to the travellers in Australia. The suites and rooms of this hotel are very spacious and have
minibar, TV, high speed internet etc. Moreover, it features a swimming pool, fitness center and
restaurant for guests. The major target market of this hotel is families, business and leisure
travellers, people from higher income level and upper and middle classes of society. The below
report describes the service scape of this hotel and discusses about its physical evidences which
affect the expectations of targeted guests (Melbourne Marriott Hotel, 2018).
Physical Evidence of Service Organization
Physical evidence is one of the most significant components of any service organization
especially accommodation or hotel organization. It is the environment in which the services of a
company are being delivered and in which organization and its potential customers interact and
any tangible elements which facilitate the communication and performance of services.
However, Melbourne Marriott is offering intangible services but still there are various tangible
and physical components which can attract more customers (Aghaei, et al, 2014).
Physical Evidence of Melbourne Marriott Hotel
At Melbourne Marriott Hotel, there are various tangible and physical elements that differentiate
its services from other hotels in the country. These elements are discussed below:
Exterior Facilities
At this hotel, exterior facilities include parking, buildings, signage, and logo, surrounding
environment, ambience, hotel rooms and exterior design of hotels. Hotel buildings of Marriot are
the biggest physical evidence for this service organization. It provides its customers a great
ambience with the eternal physical experience that makes the guests to revisit and retain that
experience. Considering the needs and expectations of targeted guests, Melbourne Marriott is