Services Marketing in Hilton Hotels: Front Stage and Back Stage Operations

Running head: SERVICES MARKETING
SERVICES MARKETING
Name of the Student
Name of the University
Author note:

1SERVICES MARKETING
Table of Contents
Introduction......................................................................................................................................2
Front Stage.......................................................................................................................................2
Back Stage.......................................................................................................................................5
Flow Charts......................................................................................................................................7
Conclusion.......................................................................................................................................9
Reference:......................................................................................................................................10

2SERVICES MARKETING
Introduction
The service industry booming lately and more and more entrepreneurs are taking up the
business of providing service to the clients. Hotel is one of the most fertile businesses in the
service industry and it is the largest growing business as well. In Australia the hospitality
industry is the most booming. In a report it is suggested that “the country's hotel scene would
likely see a construction boom lasting for at least another two years as tourism spending,
predicted to reach $167 billion by 2025, plays an ever-larger role in Australia's economy.”
Hotel Hilton is one of the largest groups of hotel resort and holiday home chain all over
the world. In the present days it is stated that the group of hotels is having presently more than
580 hotels resorts and restaurants under the brand of Hilton hotel in more than 85 countries
(Hilton.com 2018).
The Hilton hotel has changed and transformed the way globally this business is operating.
It has expanded its base to not only the tourists and the business executives but also the leisure
seekers and the people looking for entertainment and relaxation in their daily life.
The company has an efficient system of front office and back office activities and these
are internationally maintained. The front office system of a large hotel constitutes of the
employees and interfaces that directly interact with the employees. The back office is the system
and the employees who do not directly interact with the employees but take care of the
management of the whole organization.
Front Stage
The front stage of a particular organization constitutes of all the constituents that interacts
with the customers directly. The Front stage of an organization is where the service is directly in

3SERVICES MARKETING
touch with the customers (Amin et al. 2013). These are the touch points where the business is
directly in contact with the customers. In a particular service industry like the Hotel Hilton the
service. The various encounters or touch points are the areas where the various non-management
and non-technical like the process of communicating with the customers and giving more
empowerment to the employees (Defibaugh 2018).
The various constituents of the front office are the front office managers, the
receptionists, the guest service personnel, the bell staff and the guest staff (Leite and Vieira
2015). These employees are engaged in the service of the guests who are aiming to stay in the
hotel and looking for accommodation. These customers are important for the hotels as the
primary business of the hotel depends on these customers. Hotel Hilton aims at ensuring that
these customers return to their hotel when they make return visits. Therefore it is very important
for the hotel to maintain the perfect quality of service in the front stage. These are the people
who interact with the customers in the first place therefore they are the face of the organization.
When a person first enters the doors of any of the hotels from Hilton group in Australia,
the guest service personnel guides the guest to the reception while the Bell attendants carry the
luggage of the customers. The receptionists are directly responsible for receiving the guests and
then guiding them through the rest of the process. There are presently many other processes that
are in place which makes the process of check in for the customers and guests who are arriving
much easier and convenient. However there is also the system of manual employee supported
check in in place for the customers who are unable to accommodate with the digital self check in
process in the hotels.
There are various process of digitization in the check in process recently adopted in the
front stage of the Hilton hotels. One of the main changes that is in process is the newly