Services and Relationship Marketing for Marriot -myassignmenthelp

Question: Discuss about theServices and Relationship Marketing for Marriot Hotel. Answer: Company Overview Marriot Hotel is a world renowned brand of full-service resorts and hotels. The main branch of the company is based in Washington D.C but has its operations in more than 60 countries. The Marriot Hotel is chief example of a service provider having great experience and superiority in service staff. Marriot Hotels and Resorts is repeatedly named as the best companies to work with as per Times and Forbes Magazines. Marriot Hotel being a global leader in hospitality industry delivers great service experience in between its employees and customers. Majority of the procedures at the stated organisation are encountered between its employees and guests. Thus, Marriot Hotel is has successfully developed and created an organisational structure and culture that completely supports the service driven model. It has also used marketing strategies to rely the developed organisational culture and brand image. Service organisations are mainly divided into two different components. These two components are front stage and back stage. Front stage functions constitute all the procedures and happenings that are used to interact with the consumers (Rama Moahana Rao, 2011). Staffs working in the front stage of the companys operations are well trained with what forms of services are delivered within a service organisation and also possess proper skills to assure that service delivery model of the company is of superior class. On the other hand, back stage staffs deals with the procedures that are not directly interacted to the consumers (Sheth, 2017). In order to deliver excellent service, an organisation must have harmony between its front stage and back stage operations. Flowchart Here is the flowchart of Marriot Hotel The above Flowchart helps to map out the stages of service encounter between a staff and a guest of hotel management. The outlined flowchart covers both the front stage and back stage of operations of Marriot Hotel. Backstage The backstage functions of a hotel establishment are referred to a procedure which is undertaken mainly by the support department. Back stage employees are the predecessor of the front stage employees in the hotel service delivery circle. The operations at the backstage are not visible by customers (Pirrie, 2006). Employees working at the backstage functions of a company usually dont interact or communicate with the guests directly. At Marriot Hotel, the backstage functions include the operations like sales and marketing, human resource activities, financial operations, hotel security and kitchen services. It also includes housekeeping facility (Lamb, Hair and McDaniel, 2013). Though customers do not get face to face interactions with these services, but they are still very much significant for the assistance of front stage functions. As for illustration, good housekeeping and good kitchen facilities is very much important for the guest satisfaction at the hotel. Sales and marketing is also very crucial as it bring right customers at the hotel door. Front stage The front stage operations of Marriot Hotel are mainly like a hotel. The front stage operation of the company starts with customers action and visible staff actions. The main operations are related to front desk of the company (Zboja and Hartline, 2010). Front desk operation involves the greetings of the guests with a happy and positive attitude, checking them in, handling their personal information, arranging and delivering the baggage to respective rooms, handling the guest inquiries, booking rental cars and tour services for the guests and many more (Lamb, Hair and McDaniel, 2013). All these process are front line operation between an employee and a guest. Each of the process at the front stage is about delivering physical evidence which creates positive perception about the hotel in the mind of the customers (Halinen, 2012). The front stage employees sometimes have to handle very complex situation and have to adjust regarding their delivery of service in order to bring the heated situation in hand. The front stages operations of a hotel bring extensive work to staffs as they have to deliver multitask and also have to handle guests, other employees and higher management. Explanation of significance of the service encounter A service driven company always have customer oriented operations which is about positive interaction between a customer and the organisation. This interaction is all about development of a formulation on the part of a customer or about leaving a positive impression in the minds of the customer. Providing an excellent service is about determining the views and perception of the customers regarding the organisation or the brand (Gummesson, 2017). Marriot Hotel has to face much direct or indirect interaction with the customers and also with the staffs of the hotel. A customer satisfaction is regarded as the most significant factor for determining the success of an organisation. Marriot Hotel operates globally and thus has a brand value and it is important for the stated firm to maintain that global standard. Marriot Hotel has to manage both its front stage and back stage operations effectively to ensure that they have to make the service experience of the customers better. The manageme nt of stated hotel have to design these services in such a way that it can convert emotional experience of the customers while entering the hotel premise as a positive one (Catherine Myhal, Kang and Murphy, 2008). Each and every service interaction of the Marriot Hotel is an opportunity to outline their brand value. Thus, it could be said that each positive experience of the customers have to developed as per the brand image. Marriot Hotel must maximise the operations of its services in interacting with the customers and understanding their needs and wants to develop the companys service accordingly. Analysis of managerial implications Marriot Hotel makes use of the above stated services in getting the customers to their fold. A service encountered cannot be determined on the terms of any mathematical calculations and there are lots of qualitative factors influencing the same. The managerial implications that the encountered services could have may directly influence the hotel market share as it has direct linkage with the customers choice and brand value. This linkage is crucial in the case of a hotel brand where quality service matters the most. In terms of amenities, most of the hotels may be one and the same, but it is the way of delivering the services that matters the most (Blythe, 2006). It is important for the managers to locate various service interactions that the guests will have during their stay in the hotel and must recognise what can affect the customer satisfaction in a negative manner. The management of Marriot Hotel to make improvement in their services in order to make sure those customers are ma de aware of all the completeness of the process (Catherine Myhal, Kang and Murphy, 2008). The encounters with the employees and customers could be used by management to enhance sell on various service the company offers. In the current business context, companies are spending a lot in promoting their brand with the help of various advertising tools but if they could manage to get their services at the right place, the image of the hotel or brand can get to the top of the mind of the customers. References Blythe, J. (2006).Marketing. London: SAGE Publications. Catherine Myhal, G., Kang, J. and Murphy, J. (2008). Retaining customers through relationship quality: a services business marketing case.Journal of Services Marketing, 22(6), pp.445-453. Chitty, W., Hughes, A. and D'Alessandro, S. (2012).Services marketing. South Melbourne, Vic: Oxford University Press. Gummesson, E. (2017). From relationship marketing to total relationship marketing and beyond.Journal of Services Marketing, 31(1), pp.16-19. Halinen, A. (2012).Relationship Marketing in Professional Services. Hoboken: Taylor and Francis. Lamb, C., Hair, J. and McDaniel, C. (2013).Marketing. Mason, OH: South-Western/Cengage Learning. Pirrie, A. (2006).Services Marketing Management. Taylor Francis. Rama Moahana Rao, K. (2011). Services marketing. New Delhi: Pearson. Sheth, J. (2017). Revitalizing relationship marketing.Journal of Services Marketing, 31(1), pp.6-10. Zboja, J. and Hartline, M. (2010). Using Internal Relationship Marketing Activities to Enhance Cross-Selling Performance in Services.Journal of Relationship Marketing, 9(3), pp.117-131.