Service Marketing & Relationship Strategies at Marriott Hotels

This report provides an analysis of Marriott Hotels and Resorts' service marketing and relationship marketing strategies. It begins with an introduction to the company, highlighting its global presence and reputation for excellent service. The report examines the key components of Marriott's service blueprint, including customer actions, employee interactions (both visible and invisible), support processes, and physical evidence. It further explores the front stage and back stage functions within the hotel's operations, emphasizing the importance of balancing these elements for effective service delivery. The report also discusses the significance of service encounters in achieving customer satisfaction, utilizing the RATER model to identify potential gaps between employee performance and customer expectations. Finally, it suggests managerial implications for creating positive service encounters, including strategies for service recovery and employee management, to enhance customer loyalty and brand reputation. The document is available on Desklib, a platform offering a range of study tools and solved assignments for students.