Management Service and Relationship Marketing

Question: Discuss about the Management Service and Relationship Marketing. Answer: Introduction Service encounter can be defined in terms of the service to be provided by the organization to its customers (Chathoth et al. 2013). The organization that is chosen for this study is The Langham Hotel in Australia. It is the most popular five star luxury hotels in Melbourne, which provides memorable experience to the customers (Langhamhotels.com 2016). The study will draw a flowchart of the front stage and back stage service operation of the hotel. Apart from that, the study will also describe the significance of the service encounter of this hotel. On the other hand, managerial implication for this hotel will also be described in this study. Discussion Service encounter is the transactional interaction between organization and customers. It is defined in terms of customer satisfaction organization provides to its customers. Service encounter in The Langham Hotel is extremely popular for its personalized and genuine service provided to its customers (Wong 2013). In order to provide customized and personalized service, the hotel has divided its whole business operation into front stage and back stage service operation. Each of the two stage operations has unique functionality towards serving the customers in an effective way. Service encounter is measured from research and booking through stay and departure from the hotel. I have came to understand from the above figure that in front stage service encounter, the hotel has attractive and customized website through which the customers can get exact overview about the hotel. The price and service criteria have been clearly depicted in the website of this hotel. From here, customers can easily be interested to visit the hotel. After entering the room, customer gets room having a haven of plush and bespoke furnishing with soft paneled walls and high ceiling (Noone, Wirtz and Kimes 2012). Customers also get warm greeting and all level of support for staying in the hotel. The hotel has excellent exterior parking service, which removes the difficulties faced by the customers in parking their own cars. In case of dining service of The Langham Hotel, the customers experience graceful service with high level of sophistication. Customers can experience ambient, candlelight and jazz, while having dinner (Torres, Fu and Lehto 2014). It is extremely pleasing to the customers. Apart from that, all the services of this hotel are provided in timely manner that motivates the customers to repeat their tour in this hotel again. A fully equipped hotel of this hotel attracts the health conscious customers as it provides rejuvenating day spa and indoor pools (Lo, Wu and Tsai 2015). Apart from that, the front stage operation also takes care of entertainment activities of the customers including customized TV program and indoor games. Front stage operation also looks after call room service for the customers. Customers can call the service staff anytime and get instant service at their room itself (Ariffin and Maghzi 2012). Apart from that, front stage operation also takes the responsibility of smo oth check out for the customers. Customers get quite extension in their check out time and therefore, the customers can smoothly leave the hotel ground. The back stage operation of the hotel takes care of the indirect operation of the hotel. Back stage operation does not necessarily have direct interaction with the customers. They are responsible for the registration system of the hotel while taking accommodation order from the customers (ÄŒivre et al. 2013). Apart from that, in this stage, employees of the hotel prepare food for the customers takes care of the system to be provided to them. Back stage operation also takes care of the technologies needed for smooth customer service of the hotel (Gazzoli, Hancer and Kim 2013). Managerial implication defines the recommendation to be provided to the manager for keeping the hotel service up to the satisfaction level of the customers (Nieves and Segarra-Ciprs 2015). Apart from that, it also defines the ways for enhancing the service quality of the hotel. From my point of view, the managers of this hotel should hire effective web designers for designing more attractive and customized website for the customers. In case of reception service, the manager should recruit influential and talented person, who and easily interact with the customers and give them personalized warm while entering into the hotel. I think an effective manager of the hotel should lead the service staffs effectively for giving dedicative and proficient service to the customers. The manager should indentify the unique needs of the customers and accordingly suggest the service staff to provide service. The manager should also provide frequent training to the hotel employees for making them acq uainted with the new service demands (Wang, Chen and Chen 2012). The manager should effectively coordinate each of the department so that no service gap has been found. Apart from that, I also think that, the manager should properly plan and organize the hotel accommodation for provide memorable customer experience. One of most important managerial implications for this organization would be to handle the customer comments and complaints effectively. The managers should listen to customer complaints effectively and try to resolve it immediately for keeping up the hotel reputation. All the information regarding the customer service should updated to the manager for ensuring smooth operation of those services. Often, frequent remit in the customers room are needed to be done from the part of managers for ensuring excellent service (Wong 2013). Moreover, the manager should also plan an effective budget for efficient service operation. Conclusion While concluding the study, it can be said that The Lanham Hotel in Australia is extremely reputed for its personalized and customized service provided to the customers. The whole service encounter process is divided into front stage and back stage operation. The front stage operation of the hotel interacts with the customers directly. While, the back stage operation does not necessarily interact with the customers but are responsible for effective service operation. In the front stage operation, customers get excellent room service and warm welcome in the time of check in and check out. Customers can directly order their food and other requirement in their hotel room itself. On the other hand, in the back stage operation, the employees make food for the customers and take care of the technologies for smooth operation of the hotel service. Managerial implication of this hotel would be to ensure smooth coordination among different hotel departments. Reference List Ariffin, A.A.M. and Maghzi, A., 2012. A preliminary study on customer expectations of hotel hospitality: Influences of personal and hotel factors.International Journal of Hospitality Management,31(1), pp.191-198. Chathoth, P., Altinay, L., Harrington, R.J., Okumus, F. and Chan, E.S., 2013. Co-production versus co-creation: A process based continuum in the hotel service context.International Journal of Hospitality Management,32, pp.11-20. ÄŒivre, Ã…Â ½., KneÃ…Â ¾eviĆ¡, M., Baruca, P.Z. and Fabjan, D., 2013. Facial attractiveness and stereotypes of hotel guests: An experimental research.Tourism Management,36, pp.57-65. Gazzoli, G., Hancer, M. and Kim, B., 2013. Explaining why employee-customer orientation influences customers' perceptions of the service encounter.Journal of Service Management,24(4), pp.382-400. Langhamhotels.com. 2016.Melbourne Luxury Hotel | The Langham, Melbourne. [online] Available at: https://www.langhamhotels.com/en/the-langham/melbourne/ [Accessed 23 Aug. 2016]. Lo, A., Wu, C. and Tsai, H., 2015. The impact of service quality on positive consumption emotions in resort and hotel spa experiences.Journal of Hospitality Marketing Management,24(2), pp.155-179. Nieves, J. and Segarra-Ciprs, M., 2015. Management innovation in the hotel industry.Tourism Management,46, pp.51-58. Noone, B.M., Wirtz, J. and Kimes, S.E., 2012. The Effect of Perceived Control on Consumer Responses to Service Encounter Pace A Revenue Management Perspective.Cornell Hospitality Quarterly,53(4), pp.295-307. Torres, E.N., Fu, X. and Lehto, X., 2014. Examining key drivers of customer delight in a hotel experience: A cross-cultural perspective.International Journal of Hospitality Management,36, pp.255-262. Wang, C.H., Chen, K.Y. and Chen, S.C., 2012. Total quality management, market orientation and hotel performance: The moderating effects of external environmental factors.International Journal of Hospitality Management,31(1), pp.119-129. Wong, I.A., 2013. Exploring customer equity and the role of service experience in the casino service encounter.International Journal of Hospitality Management,32, pp.91-101.