Service and Relationship Marketing Report: The Grace Hotel Operations

This report examines service and relationship marketing strategies within The Grace Hotel in Sydney, analyzing both front and back stage operations. It begins with an introduction outlining the report's purpose: to create a flowchart of operational activities and highlight the significance of each stage. The report details front stage operations including pre-arrival, arrival, registration, room allocation, and departure procedures, emphasizing guest services like transportation and room service. Backstage operations, such as identifying target customer groups, marketing strategies, website design, database management, and gathering guest feedback are also discussed. Managerial implications are considered at each stage, stressing the importance of proper execution for quality service. The report concludes by emphasizing that the smooth operation of both front and back stage activities is crucial for the hotel's reputation and customer satisfaction.

Running head: SERVICE AND RELATIONSHIP MARKETING
Service and Relationship Marketing
Name of the Student
Name of the University
Author Notes

1SERVICE AND RELATIONSHIP MARKETING
Table of Contents
Introduction......................................................................................................................................2
Flow chart for front stage and back stage........................................................................................2
Explanation of service.....................................................................................................................4
Managerial Implications..................................................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

2SERVICE AND RELATIONSHIP MARKETING
Introduction
The purpose of this report is to prepare a flowchart for the operational activities in front
stage and backstage of The Grace Hotel Sydney. It is important for all hotel service industry to
have an organised flow of operations for both the front and back stage. This will help to ensure
that the overall operational activities of the hotel are maintained properly and the customers are
able to get the best quality of service.
The report will also highlight upon significance of each stage activities within the
operation of front stage and backstage of the hotel. The managerial implications of the each stage
will also be highlighted.
Flow chart for front stage and back stage
Pre-Arrival
Enquiry Reservation Pick-up
Service
Arrival
Luggage
Handling
Registration
of Guests
Room-
Allocation
Issuing of
key and
Welcome
Kit

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Figure 1: Front Stage Operations for The Grace hotel
Occupancy
Managing
Transportation Room Services Managing
Guest Service Telephone calls Currency
Exchange
Check Out
Procedure
Payment
Clearance
Luggage
Handling
Drop
Service
Departure

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Figure 2: Back Stage Operations for The Grace hotel
Explanation of service
It is important for the grace hotel to properly manage all the operational activities within
the front stage and backstage of the hotel activities. From the flowchart that is provided in the
above section it is clear that all the operational activities in the front stage can be divided into 4
categories.
Initially, is the stage of pre-arrival that can help to deal with all the activities of the guest
that before their arrival at the hotel (Hahn et al. 2017). Guest will make enquiry about the service
available and then make the reservation. After reaching the destination in Sydney airport or
Record the opinion of
the guest as they
depart from the hotel
from the survey forms
Link the details of the
customers with the
activities related to
support functions
Record the detail
information of each
Guest within the
database
Designing of the online
website for the
customers to get
information and also
book in advance
Map the process of
Marketing and the
ways the customers
can be contacted
Identify the target
customer groups for
the hotel

5SERVICE AND RELATIONSHIP MARKETING
railway station, the hotel has arranged for the pickup service. This will ensure that the guests are
able to arrive at the hotel without any trouble.
After the guests arrive in the hotel, it is the duty of the hotel service personals to carry all
heavy luggages for the guests. This can help to properly enter the hotel lounge and complete the
next step that is registration. All the detail information of the guests is provided within the
registration form. This will help the hotel management to keep a detail record of individual guest
information that can be used in future for reference.
After that, rooms are being allocated to the guests according to their reservation made.
There are different types of rooms available within the hotel and the guest will have the option of
making their choice of room according to availability. After the room allocation, keys and
welcome kit are being handed to the guests and allow them to settle.
During the time of stay in the hotel, the guests can avail the service of Hotel
transportation that can help them to visit all the places of tourist attractions in and around of
Sydney. The guests can also avail various room and guest services that may include ordering
food, laundry service and also make sure of that they do not face any trouble during the time of
stay (FitzPatrick et al. 2013).
Finally, is the stage for the departure process. The guests have to fill up a survey form
where, they provide opinion about the quality of service they received within the hotel. All
payments that are due are cleared. The hotel also offers currency exchange service, which is
helpful for all the guests arriving from the foreign Nations. The service persons of the hotel will
carry out the luggage for the guests. The drop of service is offered, which allows the guest to
reach their destination of Sydney airport or railway station.

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The operational activities of back office are also an important part of the overall
functioning of the hotel (Mok et al. 2013). This helps to ensure that all the front stage activities
within the hotel can be carried forward and the guests can get experience of the best quality
service.
The primary function of the backstage office is to identify the target group of customers
for the hotel by using various marketing tools. After that the marketing plan for communicating
with the customers are prepared. This is an important part of the promotional activities of hotel.
It is also important to properly design the website of the hotel, which will allow the customers to
get detailed information and also pictures of the hotel and the quality of room that is available.
The website with the feature of online reservation system will help the guests to make sure of
their room allocation after the time of their arrival.
After the guests arrive and they provide the detailed information it is important for them
to record that information in the database of the hotel that can be used in the future for further
references and also make contact with the guest in future. The choices of each individual guess
also need to be noted down that can help them to provide better service quality in future.
Finally it is the duty of the backstage office to collect information from the survey as the
guest departs from the hotel. With the help of the opinions and suggestions that are provided by
the hotel, it is possible for The Grace hotel to provide better quality of service by improving
upon their existing service quality.

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Managerial Implications
At each step of the activities of backstage and front stage of the hotel, it is the duty of
individual manager at their respective department to ensure not all the operational activities are
carried out properly.
For example at the backstage it is the duty of the marketing manager, to make proper marketing
plan in order to communicate with the customers. It is the duty of the customer care manager to
ensure that all the detail information is provided within the website of the hotel. It is also their
duty to ensure that all the Services within the hotel are provided to the guest in order to ensure
their convenience during the time of visit.
Overall it is the duty of the operational manager to ensure that all the activities of front
stage and backstage of the hotel are carried out properly in order to provide the best service
quality to the customers (Xie et al. 2014).
Conclusion
Smooth operation of the activities of backstage and front page of the Grace Hotel in
Sydney will help to increase the popularity of the organisation and also raise the reputation by
providing the best quality service.

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Reference
FitzPatrick, M., Davey, J., Muller, L. and Davey, H., 2013. Value-creating assets in tourism
management: Applying marketing's service-dominant logic in the hotel industry. Tourism
Management, 36, pp.86-98.
Hahn, S.E., Sparks, B., Wilkins, H. and Jin, X., 2017. E-service Quality Management of a Hotel
Website: A Scale and Implications for Management. Journal of Hospitality Marketing &
Management, (just-accepted).
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Xie, K.L., Zhang, Z. and Zhang, Z., 2014. The business value of online consumer reviews and
management response to hotel performance. International Journal of Hospitality Management,
43, pp.1-12.