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Service Marketing - MKTG3040

   

Added on  2020-03-04

8 Pages1865 Words117 Views
Running Head: SERVICE MARKETING 1Reflective Essay: Service Marketing
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SERVICE MARKETING2Introduction Basically, a service organization plays out its capacities and operations by organizing its back and front stage divisions, which create and offer products and services by understanding the requirements of clients. This paper includes the reflective essay on different aspects of service in hospitality organization. This essay will examine the flow- diagrams for front and back stage operations of a service industry association, i.e. InterContinental Hotels. Further, it will clarify the importance of serviceexperience and service encounter. Toward the end, it will elaborate the managerial implications by looking at the flow charts for different stages. Flow Charts Flow charts of service delivery is produced and outlined by considering the standard of services, culture, needs and desires of visitors and guests and services of contenders. Service implies understanding the desires and requests of clients, procedure of offering the services, assessment of the obstacles and associated costs, which requires for the administration of the standard of quality in service organizations (Armstrong et al, 2015). In this report, flow charts of hospitality organization, i.e. InterContinental Hotels, are created, which will be exceptionally helpful in dealing with the method of developing and conveyance of data, services to achieve the goal of business in more operative and expert way.Front Stage Flow ChartI am working at InterContinental Hotels, where I have seen their operations and flow of services.Hotels are using front office flow chart for managing the data and services according to the international trends and to meet the expectations and requirements of clients. When I was working at InterContinental Hotels, I witnessed that the main aspects of front stage operations of service organization is assisting in improving the communication and interaction with the visitorsto collect the data about these guests and then discuss with the back stage departments about offering services to customers according to their needs and expectations (Bitner and Wang, 2014).
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SERVICE MARKETING3Flow Chart of Front StageWhen I joined this well-recognized organization, i.e. InterContinental Hotels, then I saw that the organization’s front stage flow chart incudes various activities and steps. These activities includes like; making reservation for the visitors, managing the check-in details, organizing the waiting area and operating the rooms. Additionally, the front stage department also notes about the check-out details. At this hotel group, my role is to assist the guests related to the hotel and food services (Grönroos, Edvardsson, and Sheth, 2013). At InterContinental Hotels, I experienced that front stage staff of hotel are performing the duties and responsibilities as per predetermined schedule and standard and procedure to attain the goals of organization. After looking at the front stage flow chart of the InterContinental Hotels, I can say that this process of the organization is effective and assisting the hotels in attaining its preset objectives. The front office flow chart of this hotel reflects that the organization is making decisions on the basis of information and details of customers, which are provided by the reception members for every client. This flow chart directs the back stage staff for enhancing the service delivery (Sørensen et al, 2013). I felt that the chart and process is supporting InterContinental Hotels to Check-in processand formalities Booking andreservation forrooms Communicationwith the visitors Informationcollection andsharing Managing theWaiting Area Managing the rooms Check-out Details
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