Service & Relationship Marketing

RUNNING HEAD: Service & Relationship Marketing
Service & Relationship Marketing
[Type the document subtitle]
Laptop04011
[Pick the date]

Service & Relationship Marketing 1
Introduction
The objective of this paper is to enlighten the reader about the internal as well as the external
working of the service company Hilton, Australia. Hilton is a hotel service organization that is
renowned in the market due to its luxury services quality. The organization is based in different
parts of the world and provides food, accommodation, sauna and spas etc. services of travellers
coming to the hotel (Chang, Chen, and Lan 2013). The services organization present in the
industry does not provide products to the customers instead; they entertain them with the
services. Services offered by the organization can be consumed at the time of delivery neither the
service user can take it with them. There is a great difference in the operations of the service
industry and product industry, as services do not provide any good to the customers that they can
take home with them (Bowie, et. al., 2016). Further, the below mentioned paper evaluates details
about the front stage and back stage operations of the hotel Hilton, Australia. As the organization
initiates its business, functions on a large scale that increases the intricacy of the back stage
operations in the organization. More details about the essay are mentioned below:
Discussion
Flowchart
A service flowchart is a diagram that explains the ways in which the company implements its
business functions and organize steps to achieve the defined targets for the company. Service
flowchart is a diagram that is designed and developed according to expectations of the visitors,
service standards, service quality and internal environment of the competitor as well. Service is
the activity that evaluates the understanding of requirements of the customers in the target
market and the process of delivering those functions that can help them to satisfy their
requirements (Dabholkar 2015). Services rendered have few limitations that restrict the process
of providing services in the market. Just like products, services are also paid for satisfying the
expectations of the customers. Hilton hotel present in Australia is a well-known organization
present in the hospitality industry of the country. The hotel chain is present in the country since
1919 and has spread its operations in different parts of the world. Hilton initiates its business
functions in six continents and in more than 85 countries as well. Conrad Hilton founded the
Hilton Hotel and Resort chain group (Gummesson 2014). Further, below discussed in the front

Service & Relationship Marketing 2
and back service flow chart of the hotel that properly explains the delivery process of
information and elucidation of ways in which the hotel group organizes its functions to meet the
internal business objectives in a professional as well as effective manner (Hilton 2018).
Front Stage Flow Chart
Hilton Hotel group is currently using the front stage flow chart in a way so as to manage the
information and service of the company on an international level. The front stage functions of the
company aim to deliver the back stage functions of the company to the directly to the customers
so as to increase their level of satisfaction in the market. According to my point of view, the
main focus of the front stage service functions of the organization is to develop the focus of the
customers on the services of the company and interact with them to attain their expectation about
the service and feedbacks as well (Kokkranikal, et. al., 2013). Front stage employees of the
company also help the back stage employees to appropriately deliver the services of the hotel.
The front stage employees communicate with the back stage employees to provide them with
information about the expectation of the customers and deliver the services to the customers
smoothly.
Further, it should also be noted that the front stage flow chart of Hilton Hotel include the services
of making reservations, check-in and check-out process, waiting for area planning and
facilitating room service as well. All these functions combine to form the front stage flow chart
of the Hilton Hotel Group. My role and responsibility in this process are to manage and
supervise all the functions and assure that the visitor coming to the hotel do not face any type of
problem in attaining services from the organization (Smit, and Melissen 2018). The front desk
employees of the employees of the organization perform all the functions under my observation
so that the visitors also attain information about the professional objective and motive of the
company.