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Services Marketing and Relationship Marketing

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Services Marketing and Relationship Marketing

Services Marketing and Relationship Marketing

Introduction

The service organisation in focus is Marriot Hotel that is situated Brisbane. The chain of this service organisation exists across the globe and operates in more than sixty countries. This service organisation is a brand that excels through their service staff and therefore is one of the best brands of service providers. According to surveys, it has received commendation regarding work styles and comfort for their employees. My focus on the branch located in Brisbane will highlight their best offers in service that reflects their dependency on the employee and guests experiences for their services. Using these techniques, Marriot aims to be the leading service organisation for services in hospitality across the globe (www.marriot.com, 2018). The proper cultivation of organisational culture and structure supports the model of the organisation that is service driven. It utilizes strategies of marketing to focus on the brand image and the culture. The organisation follows specific service components to run the operations for the business that serve as a blueprint of the operations. These services include actions of the customers, visible and invisible contact in the actions of the employee, support procedures, and physical evidence.  Provided below is the blueprint summary of the service organisation.

Flowchart for Operations

Backstage Operations:

According to the flowchart above and my research, the functions of the backstage are the procedures followed by the departments of support. The works of the backstage functions are the support for the front stage functions. The backstage functions do not engage directly with the customers at the service organisation. They are rather invisible. These functions have no direct communication or dealings with the guests. The backstage functions include human resources, marketing and sales, finance, hotel security, kitchen, housekeeping, and accounts. Even though these functions do not engage directly with the consumers, they provide critical support to the functions conducted on the front stage. 

Each backstage function has a separate connection to a front stage function. For instance, efficiency in the housekeeping section will ensure customer satisfaction regarding the cleanliness of the premises of the hotel. Proper functioning of the human resources will ensure the right employees and their development for the organization. The marketing and sales function to promotion of the brand image of the organization along with the advertisements. The finance department can ensure the funds and capitals for the organization. The functioning of the kitchen will allow the organisation to serve the best quality of food to the customers on the front end. Security of the hotel is essential since it assures the customer of their safety. The accounts department keeps the records of the employee incomes and their development through their tasks in the organization.

Front stage operations:

According to my research and the flowchart above, the major stages of the encounter of services between the management of the hotel and the customers are mapped through the flowchart. The front stage operations essentially focus on the procedures related to the delivery of the services of the organisation. The operations of the front stage for the service organisation in focus resembles the general front stage operations conducted in any hotel. These operations begin with action of the customers that is vital for the following operations. It includes appropriate customer greeting that involves a positive attitude. In addition, the staffs are responsible to handle the personal information of the consumers along with making arrangements for the delivery of their luggage to the respective rooms. They handle the inquiries made by the consumers and provide assistance in order to book transport for travels and tours. These actions are carried out directly between the employee and the consumers, therefore determining them as front stage operations.

These procedures present physical evidence to the consumers that can ensure their trust and affect their perception regarding the hotel. Employee empowerment is conducted through the functions of the front stage on a certain level in order to adjust the delivery of a service according to specific situation in focus (Alonso, 2017). The functions of the front stage are said to consume more energy since it requires intensity from the employees in order to manage the customers and multitask along with managing good relations with the higher management and other employees.

 

Reference List

Aas, T.H. and Hjemdahl, K.M., 2015, January. Service innovation practices in tourism: The case of hotel chains. In ISPIM Conference Proceedings (p. 1). The International Society for Professional Innovation Management (ISPIM).

Alonso, W., 2017. A theory of the urban land market. In Readings in urban analysis (pp. 1-10). Routledge.

Jayawardena, C., McMillan, D., Pantin, D., Taller, M. and Willie, P., 2013. Trends in the international hotel industry. Worldwide Hospitality and Tourism Themes5(2), pp.151-163.



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