Service Marketing Report: Service Blueprint of The Langham Hotel

This report provides a detailed analysis of the service marketing strategies and service blueprint of The Langham Hotel in Melbourne. It examines the hotel's check-in and check-out processes, service components, and customer segments. The report utilizes the service blueprint technique to illustrate ...Read More

Running head: SERVICE MARKETING
Topic: Service Marketing
Name of the Student:
Name of the University:
Author’s Note:

1SERVICE MARKETING
Executive Summary
Service blueprint demonstrates the ways in which an entity offers its service to the customers. This study
is concerned with the service blueprint and service marketing of The Langham Hotel in Melbourne. The
study has demonstrated the service blueprint of the hotel and described the components of the service
blueprint to assess its customer service level. Based on the assessment, the study has also provided
effective managerial recommendation to the hotel to improve its service level.

2SERVICE MARKETING
Table of Contents
1.0 Introduction...........................................................................................................................................3
2.0 Service Blueprint...................................................................................................................................4
3.0 Components of Blueprint.......................................................................................................................5
4.0 Description of Service Process and Customer Segment.........................................................................5
4.1 Description of Service Process..........................................................................................................5
4.2 Customer Segment.............................................................................................................................5
5.0 Description of Service Blueprint Component........................................................................................6
5.1 Process of Registration......................................................................................................................6
5.2 Greetings and Taking Bags................................................................................................................6
5.3 Managing Bags..................................................................................................................................6
5.4 Preparing and Delivering Foods........................................................................................................6
5.5 Process Checkout...............................................................................................................................6
6.0 Conclusion and Managerial Recommendations.....................................................................................7
Reference List.............................................................................................................................................8

3SERVICE MARKETING
1.0 Introduction
Service blueprint is the technique, which is used for creating service innovation to increase
customer value and customer relationship (Radnor et al. 2014). This study will depict the service
blueprint of The Langham Hotel in Melbourne. The blueprint will demonstrate the check in and checkout
service of the hotel. Apart from that, the study will also discuss the service process and customers
included in the service blueprint. The components of the service blueprint will be discussed in this study
in relevance with service theories.

4SERVICE MARKETING
2.0 Service Blueprint
Figure 1: Check in and Checkout Service of The Langham
(Source: Created by Author)
Customer
Phases Research
and
booking
Customer Arrival at
Hotel
Customer Accommodation at Hotel (Stay)
Physical Evidence
Hotel
Website
Visit
Hotel
Exterior
Parking
Entry at
Hotel
Cart for
Bags
Doorman
Visit
Registrati
on Desk
Key
Handove
r Using
Elevators
Receive
Bags
Laundry
Service
TV and
Remote
Entertainme
nt Service
Activate
Room,
Amenitie
s
Shower and
Clean-up
Selecting
from Menu
Use of
Telephon
e
Delivery
Tray, Food
TV and
Remote
Handover
Cart for
Bags
Hotel Lobby
Exterior
Parking
Using
Elevators
Make
registration
on website
Arrive at
hotel
Give bag to
Bell-person
Check-in Go to
room
Receive
Bags
Browse and
select movie Sleep
Shower
Call room
service
Receive
food Check
out
Leave
Customer
Actions
Record customer
information and
reserve room
Greet and
take bags
Provide
Movie option
and start
movie
Check out
via TV menu
Process
registration
Deliver
bags
Process
Check Out
Deliver
food
Onstage
Technology
Onstage
Actions
Line of Interaction
Transfer
information to
backstage and start
activating services
CCTV
Surveillan
ce
Take
bags to
room
Registr
ation
System
Registr
ation
System
Support
Processes
Take
food
order
TV/
Video
system
Prepare
food
Checko
ut
System
Backstage
Actions
Line of Visibility
Line of Internal Interaction
Laundry
Service
Entertain
ment
Service

SERVICE MARKETING 5
3.0 Components of Blueprint
Front Stage Service Components
 Process of Registration
 Greeting and Taking Bags
 Delivering Bags and Foods
 Process Checkout
Back Stage Service Components
 Food Preparation
 Managing Luggage
4.0 Description of Service Process and Customer Segment
4.1 Description of Service Process
The front stage check-in and checkout service of The Langham has direct interaction with the
customers (Calabrese and Corbò 2015). The hotel staffs must provide warm greet, take and deliver bags
securely and effective interaction in check out system. Back stage service components do not have any
such direct interaction with the customers, but it has significant contribution in the satisfaction level of the
customers. Moreover, managing the luggage securely, back stage registration system, food preparation
and entertainment system leads to high level of customer satisfaction in the hotel.
4.2 Customer Segment
Customer Segments Explanation
Demographic
Age 25-60 Years
Income Medium – High Income
Education Mostly Educated People
Occupation Business person, corporate officials and stable job holders
Marital Status Single and Married people
Psychographic
Attitude Positive Attitude
Hobbies Travelling and Entertainment
Brand Loyalty High
Benefit Sought Seeking benefits

SERVICE MARKETING 6
Behavioural
Table 1: Customer Segment of Service Blueprint
(Source: Koc et al. 2017)
5.0 Description of Service Blueprint Component
5.1 Process of Registration
The accommodation manager of The Langham is responsible for registering the name of the
customers and handover the keys of the room. In the registration process, the hotel uses online
registration system having high technology. As per 7p’s of service marketing, effective and smooth
registration system make the customers happy through booking the hotel rooms quickly and without any
harassment. On the other hand, the hotel also follows effective service triangle, where the hotel has
developed technical advanced registration system. It leads to high level of customer satisfaction.
5.2 Greetings and Taking Bags
Langhamhotels.com (2018) opined that The Langham hotel always ensures that its receptionists
are well informed about the hotel information to provide resolve all the queries of the customers properly
at their check in time. Furthermore, the hotel staffs are also highly responsible for providing assistance to
the customers in taking their bags to their room (Kazemzadeh, Milton and Johnson 2015). As per service
triangle theory, the hotel provides adequate training to the employees, which ensure that the employees
are capable enough to provide satisfactory check in service to the customers.
5.3 Managing Bags
The Langham has trained and effective bellboys for securely managing and delivering the bags of
the customers during their check in as well as checkout time (Lim and Kim 2014). As per the 7p”s of
service marketing, the employees of this hotel has strong interpersonal skills and customer service ability
to provide highly satisfactory customer service.
5.4 Preparing and Delivering Foods
In this service blueprint component, The Langham Hotel hires the most efficient cooks for
preparing delicious foods to be delivered to the customers. Lee, Wang and Trappey (2015) opined that the
waiters of the hotel often get delayed in service delivery and less polite and interactive with the customers
to provide them best food delivery experience. As per service triangle theory, the hotel is well capable of
maintaining its interactive marketing in their service through providing positive and satisfactory customer
service with the talented and trained hotel staffs.

SERVICE MARKETING 7
5.5 Process Checkout
Calabrese and De Francesco (2014) stated that the Langham Hotel uses express check out system,
where the customers can pay for their bill through using debit or credit card easily and quickly. The
customers can also get their receipt and pay bills one day before leaving the hotel. As per 7p’s of service
marketing, the hotel uses advanced technical process at its checkout desk for providing quick checkout
service to the customers. However, the checkout system of the hotel often less interactive as compared
with check in service.
6.0 Conclusion and Managerial Recommendations
In conclusion, it can be said that the service blueprint of The Langham Hotel demonstrates
satisfactory customer service provided to the customers. The bellboys of the hotel are also quite
responsible to take and deliver the baggage of the customers securely to their rooms. However, the
managers of the hotel train the hotel staffs to be more interactive at the checkout desk to get the feedback
of customers. The hotel must also be updated with technical advancement for providing more efficient
and satisfactory customer service. The managers of the hotel should provide training to the employees
frequently for upgrading their customer interaction skills.

SERVICE MARKETING 8
Reference List
Calabrese, A. and Corbò, M., 2015. Design and blueprinting for total quality management implementation
in service organisations. Total Quality Management & Business Excellence, 26(7-8), pp.719-732.
Calabrese, A. and De Francesco, F., 2014. A pricing approach for service companies: service blueprint as
a tool of demand-based pricing. Business Process Management Journal, 20(6), pp.906-921.
Kazemzadeh, Y., Milton, S.K. and Johnson, L.W., 2015. Service blueprinting and process-chain-network:
an ontological comparison. International Journal of Qualitative Research in Services, 2(1), pp.1-12.
Koc, E., Ulukoy, M., Kilic, R., Yumusak, S. and Bahar, R., 2017. The influence of customer participation
on service failure perceptions. Total Quality Management & Business Excellence, 28(3-4), pp.390-404.
Langhamhotels.com. (2018). Melbourne 5 Star Luxury Hotels | The Langham, Melbourne. [online]
Available at: http://www.langhamhotels.com/en/the-langham/melbourne/ [Accessed 15 May 2018].
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.
Lim, C.H. and Kim, K.J., 2014. Information service blueprint: A service blueprinting framework for
information-intensive services. Service Science, 6(4), pp.296-312.
Radnor, Z., Osborne, S.P., Kinder, T. and Mutton, J., 2014. Operationalizing co-production in public
services delivery: The contribution of service blueprinting. Public Management Review, 16(3), pp.402-
423.