Service Marketing Report: Analyzing First World Hotel Services

This report analyzes the service marketing strategies of the First World Hotel, focusing on its service offering diagram and service blueprint. The report begins by outlining the hotel's service offering, differentiating between core, supplementary, and augmented services. The core service is identified as accommodation, while supplementary services include facilitating services like information and billing, and enhancing services like consulting and hospitality. Augmented services encompass system support and after-sales services. The report then presents a service blueprint, detailing physical evidence, customer actions, onstage and backstage contacts, and support processes. It describes the customer journey through the hotel, from arrival to check-out, and analyzes the time invested in each process. The blueprint highlights the importance of each stage in delivering quality service and maintaining customer satisfaction. The analysis is supported by references to academic research and industry practices, providing a comprehensive overview of service marketing principles in the hospitality sector.

Running Head: SERVICE MARKETING
Service marketing
Essay
[DATE]
[Company name]
[Company address]

SERVICE MARKETING 1
First world hotel Service offering diagram
Service offering diagram is a three-layer diagram in which first layer is core, second layer is
supplementary and third layer is augmented services. First world has registered their name in the
top list of the hospitality industry through their service. They have shaped their service in three
layers in order to invest their time as per priority (Ariffin, Maghzi and Aziz, 2011). First layer is
core, which is connected with the main service offering, which is accommodation and includes
services like Room, bed, table, TV, fridge, attached bathroom, air conditioning, dressing cub
board with deposit box and Tea maker.
Then comes the second layer which is called supplementary layer, this layer consists of those
services, which act as helping hand to the core service. It is offering two types of services one is
facilitating service and other is enhancing service.
Facilitating service
After sale
Delivery &credit
Consultation
Information
Hospitality
Billing
Security
Accommodati
on
Service

SERVICE MARKETING 2
It includes offering information, order-taking, billing, and payment. All the hotel related
information is provided to the potential customer with the help of website or direct
communication in order to create a unique impression on the potential customer. Order related to
accommodation and food service is being covered in this section (Wittmer and Rowley, 2014).
Customer is made aware of the billing pattern of the availing service in the hotel in billing
section. In the payment section, customer is made aware of payment modes available in the
hotel. In addition to this parking and luggage carrying support are also covered in it.
Enhancing service
It includes services like consulting potential customers, offering internet service, hospitality, and
safekeeping. Customer is offered consultation about the package, which can best suit them,
related to their need. In addition to this customers are offered services like internet, swimming
pool, indoor and outdoor games under the hospitality section. In addition to this, customers are
also offered services like personal safety, child safety and safety related to customers’ asset.
Then comes the third layer called as augmented services, it includes service like that provide
system support to all the facilities like payment modes and after sales services like customer care
support and membership offers.
Service blueprint
Blueprint plays a very important role in the growth of the organizations, which are mainly in the
hospitality industry because it offers them equal opportunity to explore strength and weakness on
the single platform. As the name, itself represent the service of this hotel in the hospitality
Physical
evidence Parking, menu food, bill desk, desk registration
Customer
actions Arrive at hotel, check in, call room, sleep, check out
Onstage contact Greet, registration process, deliver food, check out process
Backstage
contact Take food to room
Support
process Registration system, Food preparation and check out system

SERVICE MARKETING 3
market on the global level and this hotel is well known in following corporate ethics and service
quality standards. As per the above diagram, Physical evidence comes in first place in which
those services are includes which are tangent in nature or which can be seen and feel. It includes
services like parking to park vehicle, desk on which registration service can be offered and menu
card which hold food items along with their price (Lee,Wang and Trappey, 2015). Only 7-10
minutes are invested in this process. Second section is customer action, in this process the
potential customer pay visit to the hotel location and explore its physic presence along with
service. Then customer moves towards check-in mode where they decide to avail this service or
not and what type of room they want. In this process around 25 minutes gets invested. Then
comes third phase in which visiting customers are welcomed with greeting and these visitors are
made aware of the detailed information related to the hotel services and facilities. Then customer
information is registered in the information database and then they are allocated their room. It
also includes food order service along with check out process where customer decides to exit the
hotel (Seppelt et al., 2012). This phase has not fixed time or spending hours. Then comes
backstage contact, in this phase customer are facilitating with all the delicious food and
beverages, which they are expecting in this kind of hotel and this process take 20 minutes. Then
comes the most important phase known as process stage and is also known as the backbone of
the complete blueprint process because it connected all the four-phase with each other by
forming an interlink node without the use of customer interaction. This phase also includes the
use of high-tech technology by which they sequence registration, check-in, preparation of
ordered food and check out with a single module thread. In order to complete, this whole process
in an effective and efficient way it takes around 24 hours.

SERVICE MARKETING 4
References
Ariffin, A.A.M., Maghzi, A. and Aziz, N.A. (2011) Understanding hotel hospitality and
differences between local and foreign guests. International Review of Business Research
Papers, 7(1), pp.340-349.
Lee, C.H., Wang, Y.H. and Trappey, A.J. (2015) Service design for intelligent parking based on
theory of inventive problem solving and service blueprint. Advanced Engineering
Informatics, 29(3), pp.295-306.
Seppelt, R., Fath, B., Burkhard, B., Fisher, J.L., Grêt-Regamey, A., Lautenbach, S., Pert, P.,
Hotes, S., Spangenberg, J., Verburg, P.H. and Van Oudenhoven, A.P. (2012) Form follows
function? Proposing a blueprint for ecosystem service assessments based on reviews and case
studies. Ecological Indicators, 21, pp.145-154.
Wittmer, A. and Rowley, E. (2014) Customer value of purchasable supplementary services: The
case of a European full network carrier's economy class. Journal of Air Transport
Management, 34, pp.17-23.