Service Marketing Project: Analyzing Marriott's Service Blueprint

This project analyzes Marriott International's service marketing strategy, focusing on its service blueprint. The assignment begins with an introduction to Marriott and its core values. It then delves into the classification of Marriott's services into core, supplementary, and augmented categories, providing a clear diagram illustrating these service types. The analysis continues with a detailed service blueprint, mapping the customer journey from arrival to checkout, highlighting front-stage and back-stage activities, and detailing the time taken for each process. The blueprint also considers complexity and divergence. The project concludes with a summary of the service offerings and references used, demonstrating a thorough understanding of service marketing principles and their application to a real-world business case. This assignment fulfills the requirements of the MKT203 Service Marketing course, providing a comprehensive overview of Marriott's service delivery process.

MARKETING
Service marketing
Student name

Service marketing 1
Introduction
Marriott international is one of the well-known hotel industries, which was founded by J.W
Marriott and was mainly guided by family leadership since 1927. In terms of principles, they
remain embedded in the company culture till today. Other than this, their diversity and
inclusion are the fundamental to their core values and in concern to the strategic business
gaols. In terms of services, J.W Marriott takes proper planning and coordination. They
believe in giving the right support at the right time to their ultimate customers so that they
can bring people, purpose and results together (Marriott, 2019).
Services – There are three types of services, which are core, supplementary and augmented
services (Hunt, and Ivergard, 2014). Hence, these services vary from industry to industry and
in term of Marriott they are majorly classified through diagram-
Marriott Core services-
Putting people first, embracing
change, acting with integrity,
serving world
Supplementary services
Reservations, receptions,
baggage services, cocktail bars,
restaurants, internet,
businesses centre, luxurious
room services, valet parking,
cashier, entertainment, sports.
Transport
facilities
Luxuriou
s quality
Luxurious
service
delivery
On and
off time
service
delivery
Quality and
expectation
Checkout
services
Augmented services

Service marketing 2
(Source: Chen, W.J., (2011) and (Dadwal, and Hassan, 2016)
Marriott service blueprint
Physical
evidence
Customers’
actions
Front
stage
contact
Back-stage
contact
Support
processes
Roo
ms
$10/
hr
Food
$10/
hr
Arrive
hotel
Give
Luggag
e
Check in
Arrive
room
Order
food
Receiv
e food Sleep
Check-
out
Line of interaction
Receive
luggage
Check
in
process
Deliver
luggage
Deliver
food
Process
checkout
Line of visibility
Internal interaction
Deliver luggage to
guest room Take order
Management
system
Point of sale system Property
management
system
Delive
ry tray
$10/h
r
Bed
Lob
by
$5/
hr
Gate
$5/
hr
Luggag
e
$5/hr
Lob
by
Maximum
output /hr
240 120 60* 90 80 120

Service marketing 3
Service cost per activity= 45 ÷ 60= $ 0.75
Blueprint-
The above drawn diagram majorly highlight about that how the services and activities are
carried within the Marriott hotels. The two major stages the front stage and the backstage
actuvities are controlled. Right from the start it’s a bit time consuming stage where all
regestration and placing of luggage is carried out. Then, afetr registration, supplementry
services such as carring luggae to room, resurant facilities, internet and various other
servioices are provided. Then at last agumented services such as trasport facilities to the
tourist, after services, all time services, and checkout service are providd to an ultimate
customers so that hotel aim and customers satisfaction both can be fulfilled (Hummel, and
Murphy, 2011).
Conclusion
Th above two mentined diagram majorly highlighst about the services generated within the
Marriott International. Hence, they are classified as core, supplementry and agumented
services. And the another daigram highlighst about the how the services are carried within
Marriott on front stage and backstage of the hotel.

Service marketing 4
References
Chen, W.J., (2011) Innovation in hotel services: Culture and personality. International
Journal of Hospitality Management, 30(1), pp.64-72.
Dadwal, S.S. and Hassan, A., (2016) The augmented reality marketing: A merger of
marketing and technology in tourism. In Mobile Computing and Wireless Networks:
Concepts, Methodologies, Tools, and Applications (pp. 63-80). IGI Global.
Hummel, E. and Murphy, K.S., 2011. Using service blueprinting to analyze hotel service
efficiency. Cornell Hospitality Quarterly, 52(3), pp.265-272.
Hunt, B. and Ivergard, T., (2014) Designing service excellence: people and technology. CRC
Press
Marriott.(2019). Marriott hotels for liesure and bsuiness travel [Online] Available from:
https://www.marriott.com/marriott-hotels-resorts/travel.mi [Accessed 20/04/2019]