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Service Marketing Of Marriot Hotel

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Question:

Discuss about the Service Marketing of Marriot Hotel.
 
 

Answer:

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.

 

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

Flowchart

In the following, the flowchart of Marriot Hotel is represented:

Figure 1: Flowchart of Marriot Hotel Operations (Vorina and Veljkovic, 2012)

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.

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 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.

 

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.

 

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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