Evaluating Service & Relationship Marketing in Hilton, Australia

This report provides an analysis of service and relationship marketing strategies employed by Hilton, Australia. It delves into the front stage and back stage operations of the hotel, highlighting how these functions contribute to the overall service delivery and customer satisfaction. The front stage operations focus on direct customer interaction, including reservations, check-in/check-out, and room service, while the back stage operations involve tasks such as housekeeping, call handling, and administrative duties. The report also emphasizes the significance of service encounters, categorizing them into direct, indirect, and remote interactions, and discusses how Hilton leverages these encounters to enhance service quality. Furthermore, it explores the managerial implications of service interactions, emphasizing the importance of communication and feedback in improving service standards and brand image. The report concludes by suggesting that Hilton should focus on aligning front and back stage operations and continuously adapt its service delivery to meet evolving customer expectations. Desklib offers a platform for students to access similar solved assignments and study resources.

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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

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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.

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Source: By Author
The front stage flow chart mentioned above clearly explain the management of Hilton Hotel is
making decisions on the basis of information provided to the staff from the feedback received
from the customers of the company. The process goes in such a way as visitors initially provide
their experience to the front stage employees that are further forwarded to the back stage
employees of the hotel. Thus, this flow chart explains the ways in which the hotel group operates
its business functions in the external international market (Szende, and Dalton 2015). This front
stage flow chart of Hilton, Australia is unanimously used in all the other segments of the hotel
group present worldwide. This process also will initially provide services to the visitors and
clarity of work to the organization as well.
Back Stage Flow Chart
The back stage process of Hilton plays an important role in influencing the growth of the
company in the external market. The company provides various services to visitors in the market.
Both the front stage and back stage functions of the work hand in hand, the ineffectiveness of
one operation group can hamper the effectiveness of other. The back stage functions of the
Customer
Interactio
n
Making
Reservation Check-In
Waiting
Area
Planning
Sharing of
Information
Operating
Rooms
Check-Out
Information
Room
clearance
verification Make
Payment

Service & Relationship Marketing 4
company include receiving calls, checking the response of clients, replying them and completing
forms and paperwork etc. (Tsang, and Qu 2000). According to my perspective, these are the
most notable works done by the back stage employees of the company. The back stage flowchart
of the hotel also include activities like housekeeping service and other post operational actions.
The service standard of the company is maintained with the work of back stage employees only.
These employees make the changes occur according to the information delivered by the front
stage employees of the company (Min 2018). However, still I believe that back stage flow chart
has more roles, responsibility, and flexibility as the top management aims to make changes in the
back stage process so as to meet the expectation of the clients in the industry.
Source: By Author
The significance of the Services Encounter
The service organization of Hilton is collectively working in the external international market of
hotel and hospitality due to which it has become important for them to maintain the quality
standards of services that they provide in the environment. The hotel industry is occupied with
the tough competition due to which Hilton needs to maintain its service quality maintain its
position as well. Further, the top level management of the company aims at improving the
service encounter by analysing the trends, needs and demand of the potential customers present
Task 1 Taking Phone Calls
Task 2 File Information
Task 3 Cleaning
Task 4 Housekeeping
Task 5 Post Operational Activities

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in the industry (Tovmasyan 2017). With the help of proper research, the company easily attain a
competitive advantage in the target market. Feedback from the customers significantly helps
them in managing the growth of the company. The company initiates three types of encounter
that are a direct, indirect and remote encounter to increase the service standards. By using such
types of encounter, the management takes various decisions about the activities of the company
like planning functions, assigning roles and responsibilities, arranging the resources and
increasing the efficiency of the managerial operations of the company to attain the defined
objectives (Bowen, and Morosan 2018). The service encounter of Hilton is always effective as it
provides on-time delivery, appropriate quality of the room, food etc.
In the current business environment, all three business encounters have been used to manage the
services, plan and develop the delivery of services accordingly. According to the service delivery
analysis, the remote encounter is good for the company and the visitors as it make use of internet
banking facilities along with other technological resources as well (Lahap, O’mahony, and
Dalrymple 2016). Further, in the case of an indirect personal encounter, the company needs to
initiate telephonic interaction with the customers. This type of process eliminates
miscommunication and reduces service enquiry as well. Further, lastly in direct service
encounter, the people and the service associations come together to implement actions that can
help them to attain their goals by coordinating the behaviour of participants (Prayag, and Hosany
2015).
Managerial Implication
The service industry work is looked at the service encounter between the customer and
employees. The level and the process of communication help the organization to analyse the
expectations of the company and the effectiveness of the management to properly initiate the
activities that can help them to manage quality standards for the organization. According to the
process of managing service and service standards interaction between the customers and
employees of the company is crucial for the business as it helps them to attain the market
expectation from the brand. Different type of interactions helps the management to communicate
information with the HRM of the company (Rauch, et. al., 2015). Interactions at both the level
will positively improve the efficiency of the company. The encounter of service with good
follow back and observation of service development process significantly improves the brand

Service & Relationship Marketing 6
image of the company and helps them in effectively managing the business functions. In my
perspective, the management of Hilton understands the responsibility to gather information about
their customers and their needs in the environment. They take it as their responsibility to listen to
their issues and solve them accordingly (Martin 2015).
Further, it should be noted that the company should offer additional service to the customers in
order to increase the level of satisfaction. Such values will create a constructive impact on the
client. The good brand image of the company increases the service experience that subsequently
increases the expectations of the customers in the market (Trianasari, Butcher, and Sparks 2018).
Considering that expectation, the management of the company becomes bounded to deliver such
type of services to the customers accordingly. Thus, it should be noted that in order to overcome
the gaps present in the organization, the management of Hilton initiates activities in properly
understanding the requirements of the existing and prospective clients present in the industry.
The management also aims to train the customers in such a way so that they can effortlessly
communicate with the clients and deliver the services as well. The management should develop
the capabilities of the employees in such a way so that they can properly treat all the people
coming from different parts of the world (Bloomberg 2019).
So, in my perspective, this type of managerial approach will surely help the hotel to implement
the business function in such a way that expectations of the clients directly meet the service
delivery and growth motives of the company are appropriately fulfilled. Along these lines, the
administration conveyed will likewise indicate positive outcomes for the organization. The
organization ought to adjust the back stage and front stage works so that targets of the
organization are gotten. The organization ought to likewise care for various methods for
administration experience to successfully start its deals, the organization viably utilizes front and
back stage exercises yet it simply needs to adjust both the capacities together with the goal that
great correspondence is started at working environment (Reuters 2018).
Conclusion
Thus, in the limelight of above mentioned events, the fact should be noted that the above
mentioned essay evaluates information about the service encounter of the back stage as well as
front stage function of the hotel. The essay explained information about service activities of the

Service & Relationship Marketing 7
Hilton hotel present in Australia. It should be noted that the organization is effectively working
in the Australian hotel industry, it is appropriately delivering services on time and satisfying the
customers as well. However, the areas of improvement have been highlighted that can help the
organization to increase its profitability and reputation in the market.

Service & Relationship Marketing 8
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