Comprehensive Analysis of Service Marketing at the Marriot Hotel

This report provides a comprehensive analysis of the service marketing strategies employed by the Marriot Hotel. It begins with an introduction and company overview, highlighting the hotel's global presence and reputation. The report then details the front and back stage activities, illustratin...Read More

SERVICE MARKETING
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Table of Contents
Introduction......................................................................................................................................3
Company overview..........................................................................................................................4
Flowchart.........................................................................................................................................5
Backstage Activities at Marriot Hotel.............................................................................................6
Front stage Activities at Marriot Hotel............................................................................................6
Explanation of significance of the service encounter......................................................................7
Analysis of managerial implications...............................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
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Introduction
Marriot Hotel is one of the world’s famous hotel organizations which provide total services of
hotels and resorts. The main branch of the hotel is located in Washington DC whereas all its
activities are operated in almost 70 countries. This hotel is the perfect example of a total service
provider as it has great superiority in delivering service. This hotel is considered as one of the
best organization of hotel industry and has been nominated several times by Times and Forbes
Magazines.
Marriot Hotel has successfully formed and established an organizational culture and
structure which totally helps the company to be a service-determined company. It has utilized its
effective marketing strategies to establish its brand image and organizational culture. The
following essay will show the different components of services provided by the organization and
will also show the flowchart of various activities which is operated by the management and by
the employees of the hotel. Apart from this, the study will also represent the significance of the
service driven company and will also portray the managerial implication analysis.
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Company overview
Marriot Hotel is one of the world’s famous hotel organizations which provide total services of
hotels and resorts. The main branch of the hotel is located in Washington DC whereas all its
activities are operated in almost 70 countries. This hotel is the perfect example of a total service
provider as it has great superiority in delivering service. This hotel is considered as one of the
best organization of hotel industry and has been nominated several times by Times and Forbes
Magazines.
Marriot Hotel has successfully formed and established an organizational culture and
structure which totally helps the company to be a service-determined company. It has utilized its
effective marketing strategies to establish its brand image and organizational culture. Every
service enterprise is distinguished into two main components; these are Front Stage and Back
Stage. Front stage activities comprise all the processes and activities which are used to connect
with the customers and the clients. Employees operating in the front stage of the organization are
perfectly trained about what kind of services should be delivered and even hold appropriate and
effective skills to ensure that service providing a structure of the organization is of superior
quality and standard (Sekulic and Mandaric, 2013). Whereas, back stage workers deal with the
processes which are not directly connected to the clients or customers. For the purpose of
delivering effective services, the company should have togetherness and better cooperation in its
front stage and back stage operations.
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Flowchart
In the following, the flowchart of Marriot Hotel is represented:
Figure 1: Flowchart of Marriot Hotel Operations (Vorina and Veljkovic, 2012)
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Marriot Hotel Service
Operations
Back stage
Operations
Kitchen
Preparation of meals
House Keeping
cleaning of hotel
premises
Sales and Marketing
advertisement of hotel
in public
maintenance of
comapny website for
online booking of
customers
Administrative
recruitment of human
resources
Accounts department
Hotel security and
training of employees
Front stage
Operations
Front Desk Operations
guest booking and
assignment of rooms
tour and rental car
service
data Management
Meeting of Guests
regular needs
Recreational Activities
Maintenance of hotel
extra facilities such as
pool, spa , gym
Dining Rooms
Room service
Special requests

The flowchart shown above guides to figure out the service encounters stages among the
customers and the employees of hotel management. The portrayed flowchart cover up various
operations and activities of the front stage and back stage.
Backstage Activities at Marriot Hotel
The backstage activities of the Marriot Hotel are processes which are commenced basically by
the guidance of support department of the hotel. Back stage workers and staffs are the
forerunners of the front stage workers in the hospitality service delivery section. The activities at
the back stage are not really shown to customers (Ghose and Mukherjee, 2008). Workers operate
at the backstage of the hotel normally do not interact with the customers or clients directly. The
back stage of Marriot Hotel involves activities like kitchen services, housekeeping services and
hotel safety and security services. Even if the customers or guests do not directly communicate
with all these service providers, they are still important to support the front stage activities. As
for example, best kitchen services and better housekeeping services are significant for the
customer’s satisfaction at the enterprise. Marketing and sales are also vital because it brings right
clients at the hotel door (Jayakanth and Adalarasu, 2016).
Front stage Activities at Marriot Hotel
The front stage activities at Marriot hotel basically starts with customer’s actions and with visible
worker’s performances. The primer activities are associated to the front desk of the hotel. Front
stage activities include the greeting of the customers with a positive attitude and smile on face,
checking them inside, handling their personal stuff and information, inquiries of the customers,
rental car services, tourism services and most importantly delivering their luggage in their
respective rooms. All these activities are front line actions, occurs between the staff and the
customers (Crossgrove, 2013). Every activity at the front desk are all about giving physical proof
that makes positive views regarding the hotel services in the customer’s mind. The front desk
workers or staffs sometimes have to manage many complex conditions and also have to do
adjustments about their service delivered, for the purpose of bringing the intense situation in
control (Ismail, 2011). The front desks activities of the hotel bring wide-ranging operations to
workers because they have to perform multitask and even have to manage customers, top
management and also other workers.
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Explanation of significance of the service encounter
A service-determined organization always has customer-oriented activities, which basically starts
with positive communication between the company and a guest. This communication is basically
about gaining respect in the customer’s mind and views. Providing effective and better services
to the guests is actually to derive the positive views of the guests regarding the hotel. Marriot
Hotel has to confront many indirect and direct communications with the guests and even with the
employees (El-Ansary, 2005). Satisfaction of the customer is considered as the important aspects
in order to determine the achievement of the company. Marriot Hotel functions worldwide and
has also achieved a brand value, so it is significant for the hotel to maintain that brand value and
goodwill of the hotel.
The hotel should also handle its front stage activities as well as back stage activities
appropriately for ensuring that they have to create the experiences of the services to the customer
effectively (Hotel Convention Sales, Services and Operations, 2007). The management of the
hotel has to set all these services in a way that it can change the emotional experience of the
guests at the time of visiting the hotel premise being a positive one. Every service
communication of the hotel is a chance for showing their brand value and global standard. So,
every positive experience of the guests has to be established according to the brand value. The
hotel should also increase the service activities in communicating with the guests and also
knowing their requirements for developing the services of the hotel accordingly.
Analysis of managerial implications
Marriot Hotel utilizes the above-discussed services in gaining the customers to their fold. A
service encounter does not depend on any mathematical calculations and also there are many
qualitative aspects encouraging the same (Rama Moahana Rao, 2011). The managerial
implications which the encountered services can conduct could directly encourage the market
share of the hotel because it has a direct connection with the demand of the customer. This
association is vital in the situation of hotel where most standard services matters. As per the
facilities, many hotels can be the one or the same, but it is the path to deliver the services which
matter largely. It is significant for the managers to allocate different service connections, which
the customers will have during their stay in the hotel and should also observe what can affect the
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satisfaction of the customer’s in a negative way. The entire management of Marriot should
improve their services to assure those consumers are made aware of the wholeness of the
procedure (Hyun and Han, 2010). The encounters with the workers as well as the customers can
be utilized through the management for increasing sell on different services which hotel provide.
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Conclusion
From the above study, it has been analyzed that every service enterprises are basically
distinguished into two main components; these are Front Stage and Back Stage. Front stage
activities comprise of all the processes and activities which are used to connect with the
customers and the clients whereas, back stage workers deal with the processes which are not
directly connected to the clients or customers. The back stage of Marriot Hotel involves activities
like kitchen services and hotel safety and security services.
It has been found that Marriot Hotel functions worldwide and also achieved a brand
value, so it is significant for the hotel to maintain that brand value and goodwill of the hotel. The
hotel should handle its front stage activities as well as back stage activities appropriately for
ensuring that they have to create the memorable experiences of the services to the customer
effectively.
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References
Crossgrove, P. (2013). Boardroom games. Canada: Influence Publishing.
El-Ansary, A. (2005). Relationship Marketing Management. Journal of Relationship Marketing,
4(1-2), pp.43-56.
Ghose, A. and Mukherjee, I. (2008). Customer service in hotel industry. Hyderabad, India: Icfai
University Press.
Hotel Convention Sales, Services and Operations. (2007). Taylor & Francis.
Hyun, K. and Han, J. (2010). The Influence of Customer Value on Customer Satisfaction and
Post-purchase Behavioral Intention in Hotel Service. Jounal of Korea Service Management
Society, 11(5), pp.199-216.
Ismail, A. (2011). Experience Marketing: An Empirical Investigation. Journal of Relationship
Marketing, 10(3), pp.167-201.
Jayakanth, S. and Adalarasu, D. (2016). Dimension of Customer Satisfaction in the Hotel
Business. Bonfring International Journal of Industrial Engineering and Management Science,
6(4), pp.158-165.
Rama Moahana Rao, K. (2011). Services marketing. New Delhi: Pearson.
Sekulic, D. and Mandaric, M. (2013). Quality of services as a determinant of customer
satisfaction in the hotel industry. Marketing, 44(3), pp.231-246.
Vorina, A. and Veljkovic, B. (2012). Modern quality management in hotel tourism. Marketing,
43(4), pp.264-269.
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