MKT203 Services Marketing: Analyzing Ritz Carlton's Service Process

This report presents a service offering diagram and a service process chart for the Ritz Carlton hotel, analyzing its service marketing strategies. The service offering diagram categorizes the hotel's services into core (hotel room and facilities), supplementary (bed, bathroom, wifi), and augmented (sea view, AC). The service process chart maps the customer experience from arrival to departure, detailing interactions with valet, reception, and room service. The analysis highlights the hotel's focus on providing comprehensive and personalized services to enhance customer satisfaction. This document is available on Desklib, a platform providing study tools and resources for students.

Running head: SERVICES MARKETING
Services Marketing
Name of the student
Name of the university
Author note

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SERVICES MARKETING
Table of Contents
The service offering diagram.....................................................................................................2
Service Process Chart.................................................................................................................3
Reference...................................................................................................................................5

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The service offering diagram
This diagram is made in service marketing to show the services and their various
types being offered by a product or service company.
According to Lusch and Vargo (2014), the service has three kinds of classification,
depending on their importance and level of need:
 Core: The actual product which cannot be touched or felt
 Augmented: The add-on aesthetic value to the product or service, which again is not
physically present but adds to aesthetic pleasure while using the product
 Supplementary: This is the actual physical thing present to the product which can be
touched and felt and experienced
For this project, we will be studying the service-offering diagram of Hotel Ritz
Carlton. Here, the core will be the hotel room and the hotel facility including the dining hall
and the car parking.
Once we centre on the room, the supplementary will be the bed, how well the
bathroom has been made, if it has a wifi or not. Augmented will consist of the add-on which
is not important but are desired in a product like a sea view room, AC room, compartment
etc.

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Figure 1: The service-offering diagram
(Source: Created by author)
Service Process Chart
The service process chart or the service process blueprint is a set of cohesive flow
diagrams, which indicate as to what work is to be done and how it will be done (Kauppinen
and Grönroos 2015).
The service process chart is based on an experience that I had encountered while
residing at the Ritz Carlton for a night on 9th August 2018:
 The service offered by Rirz Carlton began from the moment I set foot outside of my
car. The valet boy came over to park my car, while another offered the services of
carrying my bag inside the hotel. I followed the service boy in the reception and had
my name checked-in while my bags were being carried to the rooms.
 After entering the room, I found that the service boy analysed the contents of the
room and ensures that everything was clean and in proper place. I was offered an
opportunity to order food from the hotel, but I declined as I had already dined.
 I was given all the necessary items that I require to spend the night at the hotel and
was asked to call the hotel helpline in case of any emergency or requirement. In the
morning, I was guided to the place where complimentary breakfast was served and
was provided with equal assistance as I had received the night before.
This service map explains in depth what exactly happens in a hotel and the kind of
service, which is provided to the people who come and stay there, thus availing their services
in any way possible (Wittmer and Rowley 2014).
This allows the services to move up and improve themselves in order to appeal to
more and more customers eventually, bringing in an altogether new energy for the company
to work themselves (Bitner and Wang 2014).

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Figure 2: The service process map
(Source: Created by author)

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Reference
Bitner, M.J. and Wang, H.S., 2014. Service encounters in service marketing
research. Handbook of service marketing research, 221.
Kauppinen-Räisänen, H. and Grönroos, C., 2015. Are service marketing models really used
in modern practice?. Journal of Service Management, 26(3), pp.346-371.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Wittmer, A. and Rowley, E., 2014. Customer value of purchasable supplementary services:
The case of a European full network carrier's economy class. Journal of Air Transport
Management, 34, pp.17-23.