Service and Relationship Marketing Strategy-Samples for Students

Question: Discuss about the Service and Relationship Marketing Strategy of Grace Hotel. Answer: Introduction The purpose of this report is to prepare a flowchart for the operational activities in front stage and backstage of The Grace Hotel Sydney. It is important for all hotel service industry to have an organised flow of operations for both the front and back stage. This will help to ensure that the overall operational activities of the hotel are maintained properly and the customers are able to get the best quality of service. The report will also highlight upon significance of each stage activities within the operation of front stage and backstage of the hotel. The managerial implications of the each stage will also be highlighted. Explanation of service It is important for the grace hotel to properly manage all the operational activities within the front stage and backstage of the hotel activities. From the flowchart that is provided in the above section it is clear that all the operational activities in the front stage can be divided into 4 categories. Initially, is the stage of pre-arrival that can help to deal with all the activities of the guest that before their arrival at the hotel (Hahn et al. 2017). Guest will make enquiry about the service available and then make the reservation. After reaching the destination in Sydney airport or railway station, the hotel has arranged for the pickup service. This will ensure that the guests are able to arrive at the hotel without any trouble. After the guests arrive in the hotel, it is the duty of the hotel service personals to carry all heavy luggages for the guests. This can help to properly enter the hotel lounge and complete the next step that is registration. All the detail information of the guests is provided within the registration form. This will help the hotel management to keep a detail record of individual guest information that can be used in future for reference. After that, rooms are being allocated to the guests according to their reservation made. There are different types of rooms available within the hotel and the guest will have the option of making their choice of room according to availability. After the room allocation, keys and welcome kit are being handed to the guests and allow them to settle. During the time of stay in the hotel, the guests can avail the service of Hotel transportation that can help them to visit all the places of tourist attractions in and around of Sydney. The guests can also avail various room and guest services that may include ordering food, laundry service and also make sure of that they do not face any trouble during the time of stay (FitzPatrick et al. 2013). Finally, is the stage for the departure process. The guests have to fill up a survey form where, they provide opinion about the quality of service they received within the hotel. All payments that are due are cleared. The hotel also offers currency exchange service, which is helpful for all the guests arriving from the foreign Nations. The service persons of the hotel will carry out the luggage for the guests. The drop of service is offered, which allows the guest to reach their destination of Sydney airport or railway station. The operational activities of back office are also an important part of the overall functioning of the hotel (Mok et al. 2013). This helps to ensure that all the front stage activities within the hotel can be carried forward and the guests can get experience of the best quality service. The primary function of the backstage office is to identify the target group of customers for the hotel by using various marketing tools. After that the marketing plan for communicating with the customers are prepared. This is an important part of the promotional activities of hotel. It is also important to properly design the website of the hotel, which will allow the customers to get detailed information and also pictures of the hotel and the quality of room that is available. The website with the feature of online reservation system will help the guests to make sure of their room allocation after the time of their arrival. After the guests arrive and they provide the detailed information it is important for them to record that information in the database of the hotel that can be used in the future for further references and also make contact with the guest in future. The choices of each individual guess also need to be noted down that can help them to provide better service quality in future. Finally it is the duty of the backstage office to collect information from the survey as the guest departs from the hotel. With the help of the opinions and suggestions that are provided by the hotel, it is possible for The Grace hotel to provide better quality of service by improving upon their existing service quality. Managerial Implications At each step of the activities of backstage and front stage of the hotel, it is the duty of individual manager at their respective department to ensure not all the operational activities are carried out properly. For example at the backstage it is the duty of the marketing manager, to make proper marketing plan in order to communicate with the customers. It is the duty of the customer care manager to ensure that all the detail information is provided within the website of the hotel. It is also their duty to ensure that all the Services within the hotel are provided to the guest in order to ensure their convenience during the time of visit. Overall it is the duty of the operational manager to ensure that all the activities of front stage and backstage of the hotel are carried out properly in order to provide the best service quality to the customers (Xie et al. 2014). Conclusion Smooth operation of the activities of backstage and front page of the Grace Hotel in Sydney will help to increase the popularity of the organisation and also raise the reputation by providing the best quality service. References FitzPatrick, M., Davey, J., Muller, L. and Davey, H., 2013. Value-creating assets in tourism management: Applying marketing's service-dominant logic in the hotel industry. Tourism Management, 36, pp.86-98. Hahn, S.E., Sparks, B., Wilkins, H. and Jin, X., 2017. E-service Quality Management of a Hotel Website: A Scale and Implications for Management. Journal of Hospitality Marketing Management, (just-accepted). Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality, tourism, and leisure. Routledge. Xie, K.L., Zhang, Z. and Zhang, Z., 2014. The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, pp.1-12.