Assignment on Service Marketing for InterContinental Hotels and Resorts

Running Head: SERVICE MARKETING 1
Service Marketing for
InterContinental Hotels and
Resorts

SERVICE MARKETING 2
Table of Contents
Introduction......................................................................................................................................2
Blue Print for Service Organization................................................................................................3
Actions of customers....................................................................................................................4
Physical Evidence........................................................................................................................5
Employee Actions........................................................................................................................5
Support processes.........................................................................................................................5
Front and back stage functions........................................................................................................5
Front Stage Functions..................................................................................................................6
Back Stage Functions...................................................................................................................6
Moments of Truth for Organization................................................................................................7
Determinants of satisfaction/dissatisfaction....................................................................................8
Profitability..................................................................................................................................8
Market Share................................................................................................................................8
Repeat Intention of customers......................................................................................................8
Customer referrals........................................................................................................................9
Customer feedback.......................................................................................................................9
RATER Model.................................................................................................................................9
Service-recovery strategy plan........................................................................................................9
Conclusion.....................................................................................................................................11

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Introduction
InterContinental hotels and resorts are well-established hotel group in United Kingdom. The
group has more than 180 hotels, which are situated in over 60 nations worldwide. Since more
than 70 years, this brand is one of the major luxurious hotel brands in the world. The hotel
organization is very popular because of its excellent hospitality services and operations. The
company is engaged in green activities and operations (InterContinental Hotels & Resorts, 2017).
In addition, it is engaged in responsible business by conducting various environment friendly
activities, like; online sustainability systems, green engage system etc. This report includes
different service aspects for InterContinental Hotels and Resorts. It presents the services of
organization by creating a service blueprint for the organization. From the flow charts of
previous assessment, it includes functions of front stage and back stage departments. In addition,
it discusses the “moments of truth” of the service organization and there are some determinants
of satisfaction and dissatisfaction. At the end, the report describes the service-recovery strategy
plan for InterContinental Hotels.
Blue Print for Service Organization
Service blueprint is a diagram for representing the services process of a services organization. A
service blueprint includes various aspects of service process, like; process of service offering,
customer contact points and evidence of the services for the customer’s perspective. Service
blueprint works as a tool, which offers guidance to the organization, how a service will be
offered and specifies human resource actions, physical evidence of services, infrastructure and
support system that is required to deliver services (Amin & Zahora Nasharuddin, 2013). Using
service blueprint can be beneficial in the stage of service concept development, while planning
for a new service.
InterContinental Hotels and resorts are the well-known hotels in the United Kingdom hotel and
hospitality industry. This hotel group ensures that all the booking and reservations will be made
on the websites of hotel that provides the guests and tourists with the best prices and offers for
rooms and suites according to date and choices of guests. This online reservation process assists
the public to find out the affordable rate online and book the rooms confirmed in local currency
of hotel organization (Baum, 2016). In creating a service blueprint, cross functional teams and

SERVICE MARKETING 4
customers will be engaged in demonstrating the entire hotel service. InterContinental Hotels is
creating service blueprint that includes all the related aspects of the organization. The service
blueprint of this hotel consists of all customer contact points, physical evidence, support
processes and other related processes including customer experiences.
Most of the processes at InterContinental Hotels are determined by service encounter between
customers and employees (Bitner & Wang, 2014). However, the hotel has successfully
developed an organizational culture and structure, which assists service model of the company
and has implemented effective marketing strategies to depend on this organizational culture and
brand image.
The below-given diagram presents the service blueprint of InterContinental Hotels. It includes
various processes and components, which are stated below;
Figure 1: Service Blueprint of InterContinental Hotels
Actions of customers
This aspect of service blueprint includes all the actions, which are taken by the customers and
guests during delivery of service. In the case of InterContinental Hotels, guests’ actions begin
from the time, when they enter into premises of hotel (Dhar, 2015). The guests are greeted at the
door of hotel and taken to reception. Then after, customers interact with receptionist to check the