MKT203 - Service Marketing: Hilton Hotel Service Analysis Report

This report provides a service marketing analysis of Hilton Hotel, fulfilling the requirements of a Services Marketing (MKT203) assignment. The analysis begins with a service offering diagram, categorizing services into core (accommodation), supplementary (information, order taking, billing, consultation, safekeeping), and augmented services (payment options, after-sale services). The report then constructs a service blueprint, detailing the physical evidence (parking, menu, desk), customer actions (arrival, check-in, calls, sleep, check-out), onstage contact (greeting, registration, food delivery, check-out), backstage contact (food service), and support processes (registration, food preparation, check-out). The blueprint outlines the processes and estimated time for each stage. The analysis is supported by references to academic sources and industry publications, as required by the assignment brief. The report demonstrates an understanding of service marketing principles and their application to a real-world business context.

Running Head: SERVICE MARKETING
Service marketing
Essay
[DATE]
Hilton hotel
[Company address]

SERVICE MARKETING 1
Hilton service offering diagram
Above diagram is representing service offering diagram of Hilton hotel, which is
considered as one of the best hotel organization in the world. The diagram is divided in to three
sections as per their business operations. First layer is known as core in which the main objective
or purpose of the organization is to offering accommodation. In addition to this, this section also
includes other services like offering basic infrastructure, safe deposit box, small refrigerator, air
hairdryer, LED, air conditioning, basic facilities like tea and coffee, direct dial telephone, bath
and small bar. Second layer is known as supplementary services, this section adds value to the
core layer service like information offering, order taking, safekeeping of customers, billing,
consultation and so on (Wisdom, 2019). In information, customers are made aware about the
service of the hotel. In addition to this customers are made aware about the payment charges
overnight stay as per their preference package. In order taking, service is offered through
website, email and call conformation about their stay with hotel. In billing, customers is made
aware about the price information associated with the various additional supplementary services
likely to be offered. In consultation, customer are being guided by the expert regards to the
package, which can better suit them. In safekeeping, customer are being offered a safety related
to their child, things and personal safety (Nscpolteks, 2019). Then comes the third layer of the
service offering which is known as augmented services. In this service customers are offered
with the mode of payment which better suits them both debt as well as credit. In addition to this,
this layer also includes all the service, which are being offered after the availing of service.
After sale
Delivery &credit
Consultation
Order taking
HospitalitySafekee
ping
Accommod
ation
Information
Billing

SERVICE MARKETING 2
Service blue print
Hilton hotel has formed their blue print as per the international quality standards in order
to meet the expectation of the potential customers, which arrives in the hotel. They have divided
their service blue print in to five phase. First is physical evidence, in this hotel management
offers services like parking, menu card of food &beverages, desk where registration can be done
along with bill desk (Geum & Park, 2011). This process carries ten minutes. Second is customer
action, in the section customer arrive in the hotel, explore the services, then decide to check in ,
then make necessary calls according to their needs, enjoy sleep and then check out. This process
carries almost 20 minutes Third phase is onstage contact, in this phase the arrival customer are
being greeted, all the information related to customer are being gathered on data base, then take
order for food and check out procedure. This process carries almost 30 minutes. Fourth phase is
backstage contact in which food and beverage are served to the customer in their particular room
and take about 20 minutes. Fifth is support process phase in which there is no direct interaction
between the customer and service provider (Seppelt et al., 2012). This phase include all the
support system related to registration, food preparation and check out and takes around 30
minutes to complete the whole process in regular season but during peak season time varies.
Physical
evidence
Customer
actions
Backstage
contact
Onstage contact
Support
process
Parking, menu food, bill desk, desk registration
Arrive at hotel, check in, call room, sleep, check out
Greet, registration process, deliver food, check out process
Take food to room
Registration system, Food preparation and check out system

SERVICE MARKETING 3
References
Geum, Y., & Park, Y. (2011). Designing the sustainable product-service integration: a product-
service blueprint approach. Journal of Cleaner Production, 19(14), 1601-1614.
Nscpolteks. (2019) Service Marketing Strategy [online]. Retrieved from:
https://nscpolteksby.ac.id/ebook/files/ebook/business%20administration/customer
%20service%20-%20principles%20of%20service%20marketing%20and
%20management%20(2008)/part%20three%20service%20marketing%20strategy-chapter
%20seven-the%20service%20product.pdf
Seppelt, R., Fath, B., Burkhard, B., Fisher, J. L., Grêt-Regamey, A., Lautenbach, S., ... & Van
Oudenhoven, A. P. (2012). Form follows function? Proposing a blueprint for ecosystem
service assessments based on reviews and case studies. Ecological Indicators, 21, 145-
154.
Wisdom. (2019). Supplementary Services in Service Marketing [online]. Retrieved from:
https://www.wisdomjobs.com/e-university/principles-of-service-marketing-management-
tutorial-310/identifying-and-classifying-supplementary-services-10448.html