Service and Relationship Marketing

Service and Relationship Marketing 1
SERVICE AND RELATIONSHIP MARKETING
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Service and Relationship Marketing 2
Executive Summary
Marriot Hotel is one of the leading hospitality facilities worldwide as it focuses on service
delivery. The company ensures that the customer-employee relationship is commendable as it
affects how much profit it makes. Alternatively, the flowchart determines the front-stage and
back-stage operations of the facility; the front-stage is considered as an important section as it
consists of how the guest is received at the hotel, and how he or she is handled at the reception
area. Consequently, service encounters are critical moments of truth in which clients
occasionally develop permanent impressions of a firm.

Service and Relationship Marketing 3
Table of Content
INTRODUCTION........................................................................................4
1.1 Introduction...........................................................................................4
1.2 Purpose.................................................................................................4
1.3 Problem Statement...................................................................................5
LITERATURE REVIEW...............................................................................5
2. Vital Components of a Service Blue Print of Marriot Hotel....................................5
Client Actions....................................................................................5
Visible Contact Worker Actions........................................................;.......5
Invisible Contact Worker Actions.............................................................6
Support Procedures..............................................................................6
Physical Evidence...............................................................................6
FINDINGS AND DISCUSSION.......................................................................6
3. The Services Organization’s Front-Stage and back-Stage Functions...........................6
Front-Stage Operations..........................................................................7
Back-Stage Operations..........................................................................8
4. Essence of the Service Encounter....................................................................8
5. Examination of Managerial Implications..........................................................10
Conclusion.................................................................................................11
References.................................................................................................13

Service and Relationship Marketing 4
Part 2
INTRODUCTION
1.1 Introduction
The Marriott Hotel and Resorts is a worldwide brand of an exhaustive hotels. The firm is located
in Washington D.C, and has established operations in at least 60 nations. The brand is first-class
sample of a service supplier having in-service brilliance staff (Marriott, 2000, p.15). From its
years of operation, it has emerged one of the most exclusive firms by both the Forbes and Times
journals. This article focuses on the Marriott Hotel located in Brisbane that has a personal
connection between clients and the hotel operators, which is a primary focus of its services. As a
worldwide chief in the hospitality enterprise, it depends mostly on service capabilities between
the visitors and its workers. Importantly, the latter’s experience within the service delivery
procedure is a primary factor of their gratification provided services and multiple facilities
available in the hotel. This is exhibited from Marriott Hotel’s vision statement to be a global
leader as a provider of hospitality services (ICMR Center for Management Research, 2009, p.1).
Majority of the procedures at hotel are governed by meetings between clients and its staffs. Thus,
it has successfully invested in having a well-organized structure that aids this service-driven
approach. In addition, it uses various marketing strategies to relay its brand image and culture.
Notably, these processes used by Marriott Hotel are in form of a service blueprint.
1.2 Purpose
The purpose of this article is to prepare and explore a flowchart of Marriott Hotel, which may
include the back-stage and front-stage operations of its business. Conversely, the flow chart will