Services Marketing For Dramaturgical Perspective

Discuss about the Services Marketing for Dramaturgical Perspective.

A business is consists of two operations, one operates the business organisation from inside and other operates from the outside. As a part of hotel industry, I have analysed the front and back stage operations of Crown Metropol Perth hotel in Australia. The purpose of the study is to analyse the service encounters of the hotel as well as the managerial implications to understand the front and back stage operations.  

Flow Chart

(Source: created by author)

Front stage operations refer to the activities that an organisation execute to interact with the clients directly (Wilson et al., 2012). Therefore, the activities regarding the marketing, sales and service or product delivery is included in the part of front stage operations. In this hotel of Australia, some specific group of members does these front stage operations. I have analysed the internal operations of the Crown Metropol Perth hotel, which is situated in Perth of Australia and renowned as one of the luxurious hotels of the country.

The entire staff members of the hotel execute the front stage operations of this hotel. The staffs from the reception to the room service provider all are included in this operation. When a guest enters into the hotel from that time, the front stage staffs become active to serve that guest. The Receptionist always serves a guest first, and then the Helpdesk appears to help to solve any problems or queries (Fisk, 2013). The entire staffs of the hotel including the waiters and room service are always ready to help the guest directly with their services. I have gained the practical knowledge of this front stage through analysing this hotel’s internal operations.

In an organisation, the back stage operations refer to the support process of the activities that are followed and undertaken to deliver the front stage operation properly (Lovelock & Patterson, 2015). Therefore, these activities include the administrative operations of the managers and higher authority of any organisation. I have examined the back stage operations of this hotel to analyse the activities of the administrative to run the front stage operations smoothly.

The staffs of the kitchen, who serve the foods of the hotel and serve to the guest rooms, are the main part of this back stage operations. The operations of the kitchen staffs for providing the foods to the guests on time are one of the essential parts of the back stage operation. Along with this, the other activities of the internal such as the waste cleaning staffs, room management staffs, managers of the hotel and the staffs who works from the background of the hotel. These are the back stage operations in a hotel, which I have examined after being a part of this hotel.

Front Stage

The service encounter refers to the interaction procedures that are undertaken between the clients and the service providers. This is the interaction of the service organisations with the customers as well as the contact personnel (Hoque, 2013). The service organisation is here the hotel, which I have taken for the analysis of the culture and empowerment of the organisation. The organisation has a belief about the system that contributes to the core values and mission. Therefore, the relationship of the customers and the management is very essential for any organisational industry.

In this hotel, the relationship between customers and the organisation is maintained properly. Therefore, the hotel organisation tries to maintain a good relationship with the customers to increase their business profitability. The Customer Relationship is the process to maintain the relationship with the consumers. In this hotel, the consumers mainly lead the organisation. Therefore, the hotel management always try to develop a good relationship with the clients by providing good service. According to Grosbois, (2012), healthy relationship with the customers can increase the profitability of the overall business. If the staffs of the hotel can provide a good service to the customers then they will get good review from them that will helps to increase their popularity in the hotel industry.

Good relationship of the organisation and the customers will develop healthy business environments that will bring lasting benefits to the organisation. In this case, the Crown Metropol Perth hotel will increase the competitive advantage of the hotel in the market. This good relation will bring the customers satisfaction, which is very important for any business organisation (Rogers et al., 2016). As the hotel industry is fully dependent on the customers, therefore, the customers should be satisfied. This is the main priority of the hotels to satisfy their customers. Therefore, a proper customer satisfaction will be the main priority of the hotel to gain the business opportunities. This has the opportunity to increase the trust of the customers, which is very essential for retaining the customers and to increase the customers’ numbers (Artto et al., 2016). Moreover, a good customer’s relationship management enhance the ability to target profitable consumers as well as improve the overall marketing of the particular hotel. I have analysed the service encounter in the hotel and experienced how a development of good relationship can help to increase the overall business profitability.

The management is the important part of any business organisation that can increase the profitability and reputation of the organisation, likewise can ruin the reputation of a business if the management take a wrong decision (Trivedi & Tripathi, 2015). Therefore, managerial implications are the very essential part of any organisation that affects on the outcome of the business. In this case, I have analysed the managerial implications on the context of the hotel in which I have participation. Therefore, I can understand the managerial impacts of the higher authority of this Crown Metropol Perth hotel.

Backstage

The important responsibilities of the managers in the hotel industry are to implementing proper strategies to improve the business situation towards positivity, which can be possible with a good group of managerial authority. A manager should have some qualities that will improve the internal procedures of the organisation. One of the main qualities that a manager of a hotel should have is keeping the performance log for every employee in the organisation. The performance of every employee should be analysed properly that the performance of any employee could not affect the overall performance of the organisation (Roth, 2013). The managers always judge the employees about their performance level that they can improve their work performance to improve the overall business potential. Additionally, the most important quality that a manager required to have is marinating the good relation with the employees. I have realised one thing that if the manager cannot understand the problems and opportunities of the employees, then the employees cannot express their views about anything before the higher authority. Therefore, the quality of managing a good relationship with the employees is very essential to get an improved business results. The manager should have the quality of giving feedback to the employees perfectly (Haksever & Render, 2013). They have to know the way of giving feedback in accurate way. The feedback should be accurate, not be moderate or on any casual basic. The feedback always should be on business oriented and consistence. In this case, the hotel has to possess a good managerial support that can improve the back stage operations that will make smoother the front stage operations.

Conclusion

While concluding the study, I have analysed the front stage and back stage operation of Crown Metropol Perth hotel to examine the operations of a hotel industry. This study has made me realised that all the operations is related to each other to improve the overall business of an organisation.

Reference List

Artto, K., Ahola, T., & Vartiainen, V. (2016). From the front end of projects to the back end of operations: Managing projects for value creation throughout the system lifecycle. International Journal of Project Management, 34(2), 258-270.

de Grosbois, D. (2012). Corporate social responsibility reporting by the global hotel industry: Commitment, initiatives and performance. International Journal of Hospitality Management, 31(3), 896-905.

Fisk, R. P. (2013). Lmpression Management 26 In Services Marketing: A Dramaturgical Perspective. Impression management in the organization, 427.

Haksever, C., & Render, B. (2013). Service Management: An Integrated Approach to Supply Chain Management and Operations. FT Press.

Hoque, K. (2013). Human resource management in the hotel industry: Strategy, innovation and performance. Routledge.

Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.

Rogers, H., Shaikh, A., Faraj, O. A., & Hasan, A. (2016, January). Buoyancy Technology Used Effectively in Casing Running Operations: Case History of Record Length Two-Stage Production Casing String. In SPE/IADC Middle East Drilling Technology Conference and Exhibition. Society of Petroleum Engineers.

Roth, S. M. (2013). Stage operations and the mails in new jersey.

Trivedi, P., & Tripathi, R. P. (2015, May). Design & analysis of 16 bit RISC processor using low power pipelining. In Computing, Communication & Automation (ICCCA), 2015 International Conference on (pp. 1294-1297). IEEE.

Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm. McGraw Hill.