Hilton's Service & Relationship Marketing: A Detailed Report

This report analyzes Hilton's service and relationship marketing strategies, focusing on the interplay between front stage and back stage operations. It emphasizes the significance of service encounters, highlighting challenges and opportunities in customer interactions, including the impact on ...Read More

FRO M
ST UDE NT NA M E
Service marketing &
relationship marketing of Hilton

Introduction
Any service in any kind of company is actually a combination of
front stage and back stage department. For companies which are
especially in services, analysis and comprise the requirement s of
the customers and the new visitors is the main part of their
operation. This report will focus on the flow chart of service
industry like Hilton and will also include the importance of the
services encounter.

Front stage flow chart
As per this flow chart the Hilton organization is forming their choice
on the foundation of data information and the data that has been
provided by the front stage related to each potential customers as well
as visitors and then provide the necessary direction to the backstage
section of the Hilton to create the facilities and products. It is
because of this front stage chart that Hilton management is able to
handle all the arrangements properly and uphold all the activities
which are necessary for fulfilling of the customer or visitors demand.

Back stage flow chart
In case of Hilton it accomplishes that role which includes customer
care support, chat support and email support with complete filing of
customer information. Back stage flow also includes main support role
like cleaning, housekeeping and all necessary post operation facilities
which are necessary which for maintaining the international service
standards. It is observed that Hilton organization usually have a
flexible back stage flow chart in order to make any necessary change
which is being demanded by the customer for fulfillment of demands
related to the time.

Significance of the services encounter
The communication between the organization and customers
always has significant influence on the procedure and criterion of
services offering that comprise numerous forms of encounter with
the staff and top executives of the Hilton organization.
It has been observed that service encounters of Hilton organization
has always remain good in terms of providing food, gym services
and rooms but there is issues like irrational demand of the clients
and sometime immoral behaviour of staff members forms serious
problems in professional service encounters.
In order to handle all this Hilton organization currently practices
direct, indirect and remote encounters to handle issues related to
services encounters.

Managerial implication
The executive suggestions that these encounters can have straight
impact the ROI and the market part as it directly effects the
client’s satisfaction. This grips respectable particularly in the case
of a hotel brand like Hilton, where faith substances the maximum
and most of the occupation that they have is founded on the
positive word of mouth in the marketplace.
The procedure and approach of communication assist to explore
the potential and expectation of the visitors for handling the
excellence and efficiency of facilities

Conclusion
For any service industry the front stage and back stage of service
flow chart plays a very important role to determine the quality of
service related to international standards. It also focus on the
importance of having proper coordination of communication in
the service industry like Hilton because communication help in
resolving all kind of issues

References
Block, D., Volny, J., Brotz, S.A. and Mueller, S.A., Airport America.
(2009) Automated internet based interactive travel planning and management
system. U.S. Patent 7,pp.599-847.
Chen, C.F. (2008) Investigating structural relationships between service quality,
perceived value, satisfaction, and behavioral intentions for air passengers: Evidence
from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), pp.709-
717.
Gil, I., Berenguer, G. and Cervera, A. (2008) The roles of service encounters, service
value, and job satisfaction in achieving customer satisfaction in business
relationships. Industrial marketing management, 37(8), pp.921-939.
Gronroos, C. and Ravald, A. (2011) Service as business logic: implications for value
creation and marketing. Journal of Service Management, 22(1), pp.5-22.
Heinonen, K., Strandvik, T., Mickelsson, K.J., Edvardsson, B., Sundström, E. and
Andersson, P. (2010) A customer-dominant logic of service. Journal of Service
management, 21(4), pp.531-548.