Services Industry Relationship Marketing †Myassignmenthwelp.Com

Question: Discuss About The Services Industry And Relationship Marketing? Answer: Introducation In the services industry, the organizations have to develop effective communication among employees to manage the business operations and delivery of services to the potential customers. It is essential to categorize the employees in two key departments, i.e. front stage and back stage department. Each and every service organization tries to manage the interaction between back stage and front stage departments. Here is the reflective essay that includes the flow diagrams for front office and back office a service organization, i.e. Amora Hotel, Australia. After creating flow charts, it will discuss about the importance of service encounter in a hospitality organization. In addition, it analyzes the managerial implications of these flow charts and significance of service encounter to attain the predetermined objectives of the service organization. Flow Charts A flow chart is designed as graphical presentation of the organizational stages, which is needed for effective functioning of operations. In a flow chart, each stage and each activity is reflected by a diagram that is connected with the arrows and lines. A flow chart is an important tool for service organization as by implementing creative and innovative approach, it can be able to design the stages in effective manner (Chang et al, 2013). This reflective essay will include the flow charts of the Amora Hotels, Australia, which is one of the most dynamic and luxurious hotel brand in the country. Front Stage Flow Chart In the organization, i.e. Amora Hotels is designing the front stage flow chart for effectively organizing its services and information to satisfy the wants and requirements of the guests or visitors. Once I visited Amora Hotels and stayed there. It was a good experience to use the services of Amora Hotels. As I observed at Amora Hotels, the major activities of front office of this service organization are managing the communication with the guests to gain their information and transfer it to the back office division to provide expected hotel services (Gallan et al, 2013). Additionally, flow chart of front office at Amora includes attending the customers at reception, checking availability of the rooms, making reservation, collect the information of guests, check-in details and managing the waiting area for the customers, who are coming to the hotels. When I reached to the hotel, I experienced all these activities. The front office department was there to conduct all these activities at Amora Hotels. I realized that front office staff at Amora Hotels is performing their roles and responsibilities according to a predetermined process, which is designed by the top management of the organization (Glushko, 2008). They all are working towards achieving the objectives of organization. Customer reaches at hotel reception If No Check availability of rooms Find the details of booking Yes Take details of customers Verify the details Allot the room to customer and Check-in Books the rooms with customer name The flow chart of front stage at Amora Hotels shows, that this organization is taking decisions by collecting the details and information from the front office staff. The information from front office helps the back stage office in developing and delivering the services to customers. The above-plotted flow chart of Amora Hotels is assisting this service organization to maintain the resources and operation as per the expectations and needs of the guests at hotels. Back Stage Flow Chart Back stage flow chart includes different managerial operations that are performed by the management team at Amora Hotels, Australia. These functions include various processes, like; Human Resource services, auditing, developing maintenance of rooms and hotels, like; cleaning and house-keeping services for pushing up and managing the dynamic quality and standard of this hotel brand. From the back stage flow chart, I experienced that this functioning of Amora is essential to carry out for gaining loyalty and satisfaction of customers. It is very important for the welfare of guests and travellers. I observed that Auditing department is engaged in managing the expenses and making strategies to avoid the chance of losses (Grnroos and Gummerus, 2014). This department is ensuring that organization is able to generate revenues by offering effective and quality services to its potential guests. Human resource department of this organization is engaged in managing the people and maintaining the records and documents. As I observed by staying at Amora Hotel that the activities of back stage staff includes housekeeping, cleaning of rooms and waiting area and other post operational processes. The staff believes that these activities play an important role in managing the standard and quality of services and implementation of new strategic plan (Hollensen, 2015). With this, I found that the back stage flow chart can be changed if top management wants to make changes in the processes of organization to achieve the expectation of customers on time. Significance of Service Encounter Service encounter is a significant aspect for a service organization. It ensures the quality and standards of service, which the organization in meeting in the process of delivery of services. For service organization, like; Amora Hotel, which is running its business in International Hospitality industry require maintaining the quality and standard of services to stay competitive in the industry. Top management of organization looks for enhancing the service encounter to gain the competitive advantage in the respective industry (Mok et al, 2013). As I noticed at Amora Hotels, the service encounter consists of satisfying the needs of visitors on the basis of perceived behavior between hotel staff and visitors. I found that Amora hotels are using three types of service encounters, i.e. indirect, direct and remote. By these service encounters, the administration department makes the decisions regarding allocation of resources, planning operations and giving the tasks and responsibilitie s to the employees and enhance the efficiency and effectiveness of the operations to attain the objectives of organization (Osborne et al, 2013). I realized that service encounter at Amora Hotels was worthy in terms of delivering services on time and managing the quality of services in food, gym, spa and rooms. There are some factors, which can impact the service encounter, like; irrational demand of customers and unethical behavior of hotel staff. It creates critical issues in getting the services in effective and professional manner (Modi, 2017). In this scenario, Direct and indirect service encounter have been pursued for the management of service with effective planning of service delivery process. On Service encounter is a significant process for a service organization as a successful service encounter has a positive impact on the brand image and reputation of Amora Hotels. In this process, people and services of organization work together for delivering best quality of services to customers. Managerial Implications The success of service organization can be monitored by a successful service encounter between staff and customers. Effective communication assists in analyzing the expectation of guests the quality management at hotels. According to me, management can play an important role in managing the front stage and back stage of the organization. To establish an effective communication will be beneficial for creating a guideline for human resource department and enhance the performance. I think there are some activities, which have positive impact on managerial process of the organization (Iden and Eikebrokk, 2013). These activities are like; listening to the guests, knowing the needs and demands of the guests and providing them some complimentary services. In Australia, Amora hotels have a good brand value, but if there will lack of service encounter then it can hamper the position and management process of organization. This essay concludes that each and every organization needs to divide its human resources in front stage and back stage departments. It assists in developing effective communication among its people and with the customers also. At the end, it includes that service encounter is an important aspect for the success of a service organization, like; Amora Hotels. References Chang, C.S., Chen, S.Y. and Lan, Y.T., 2013. Service quality, trust, and patient satisfaction in interpersonal-based medical service encounters.BMC health services research, Gallan, A.S., Jarvis, C.B., Brown, S.W. and Bitner, M.J., 2013. Customer positivity and participation in services: an empirical test in a health care context.Journal of the Academy of Marketing Science. Glushko, R.J, 2008, Bridging the "Front Stage" and "Back Stage" in Service System Design, University of California. Grnroos, C. and Gummerus, J., 2014. The service revolution and its marketing implications: service logic vs service-dominant logic.Managing service quality,24(3), pp.206-229. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Iden, J. and Eikebrokk, T.R., 2013. Implementing IT Service Management: A systematic literature review.International Journal of Information Management,33(3), pp.512-523. Modi, A.A, 2017, Essentials of Operations Management, PHI Learning Pvt. Limited. Mok, C., Sparks, B. and Kadampully, J., 2013.Service quality management in hospitality, tourism, and leisure. Routledge. Osborne, S.P., Radnor, Z. and Nasi, G., 2013. A new theory for public service management? Toward a (public) service-dominant approach.The American Review of Public Administration,43(2), pp.135-158.