Overview

A fully revised and updated new edition of this bestselling and a unique text that explains not only the theory behind the importance of customer service but also acts as a guidebook for those wishing to put this theory into practice. In essence it is the ‘whys’ and ‘hows’of customer service. Fully updated with current statistics, trends, and examples, it is full of references to all the latest research from both academic and practitioner literature. Chapters cover important topics such as the financial and behavioural consequences of customer service, consumer trends influencing service, developing and maintaining a service culture, managing service encounters, the importance of market research, building and maintaining customer relationships, providing customer service through the servicescape, the impact of technology on customer service, the importance of service recovery, and promoting customer service internally and externally. The third edition of this book – like the first and second - is easy to read, very current, and full of references to all the latest research. Chapters cover important topics such as the financial and behavioral consequences of customer service, consumer trends influencing service, developing and maintaining a service culture, managing service encounters, the importance of market research, building and maintaining customer relationships, providing customer service through the servicescape, the impact of technology on customer service, the importance of service recovery, and promoting customer service internally and externally. The third edition also pays special attention to the COVID-19 pandemic and how it has altered customer service in the tourism and hospitality sector – a sector that was impacted more than any other due to the crisis. In addition to fresh, up-to-date material, the third edition contains 10 new cases from around the world that focus on how individuals or organizations in the hospitality sector have adapted – and even thrived - during the COVID-19 pandemic.

Full Product Details

Author:   Simon Hudson (University of South Carolina) ,  Louise Hudson (freelance journalist specializing in sport and travel writing)
Publisher:   Goodfellow Publishers Limited
Imprint:   Goodfellow Publishers Limited
Edition:   3rd edition
ISBN:  

9781915097149

ISBN 10:   1915097142
Pages:   324
Publication Date:   20 March 2022
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

THIRD EDITION CONTENTS Chapter 1: Introduction to customer service Customer service defined A history of customer service The role of customer service Unique characteristics of services Services marketing triangle The marketing mix for services Customer service in the tourism and hospitality sector Cases: ‘At Your Service’ Spotlight: Walt Disney: A legacy of customer service Service Snapshot: Customer service at the Augusta Masters Case Study: The Lopesan Group, Gran Canaria, Spain Chapter 2: The financial and behavioural consequences of customer service The relative importance of the service economy Impact of service quality on market share growth, prices and profits The behavioural consequences of customer service The service profit chain Offensive and defensive marketing effects of service The financial implications of poor customer service Cases: ‘At Your Service’ Spotlight: Andrew Dunn, Scott Dunn Travel Service Snapshot: Jonathan Tisch, Loews Hotels & Resorts Case Study: Profiting from culinary tourism in Stellenbosch, South Africa Chapter 3: Understanding the consumer Customer expectations The customer experience The importance of emotions in the service experience Understanding cross-cultural differences Global trends in consumer behavior Cases: ‘At Your Service’ Spotlight: The Maldives – pivoting in response to a pandemic Service Snapshot: Cruise industry responding to changing consumer tastes Case Study: Bruce Poon Tip, G Adventures – understanding today’s traveler Chapter 4: Developing and maintaining a service culture Internal marketing Establishment of a service culture The Importance of Empowerment Development of a marketing approach to human resource management Dissemination of marketing information to employees Implementation of a reward and recognition system Cases: ‘At Your Service’ Spotlight: Isadore Sharpe, Four Seasons Hotels & Resorts Service Snapshot: WestJet – fostering a caring culture Case Study: Micato Safaris – simply the best in the world! Chapter 5: Managing service encounters The employee role in delivering service Customer service training The customer role in delivering service Customer-to-customer (C-to-C) interactions Enhancing customer participation Cases: ‘At Your Service’ Spotlight: Marcos Van Aken, Ten Travel, Tenerife Service Snapshot: Steamboat Springs training for service excellence Case study: Hotels getting social to compete with the sharing economy Chapter 6: The importance of market research An introduction to research in tourism & hospitality The ‘gaps model’ of service quality Measuring service quality Importance-Performance Analysis; SERVQUAL; Comment Cards; Mystery shopping; Critical incidents studies; Lost customer research; Online research Common research errors Effective use of market research in decision making Cases: ‘At Your Service’ Spotlight: Developing hospitality leaders of the future at the Hotel ICON, Hong Kong Service Snapshot: Qualtrics going above and beyond to wow conference delegates Case Study: Martinhal in Portugal – staying sensitive to the consumer Chapter 7: Building and maintaining customer relationships Relationship marketing Retention strategies Loyalty programs in tourism & hospitality Benefits of relationship marketing Targeting profitable customers Cases: At Your Service Spotlight: Developing loyal customers post-pandemic at Bucuti & Tara in Aruba Service Snapshot: Spotting a pandemic opportunity Case Study: African-American Travelers an increasingly profitable market Chapter 8: Providing customer service through the servicescape Elements of the servicescape The strategic role of the servicescape in delivering service Developing servicescapes Themed servicescapes The effect of servicescapes on consumer behaviour Waiting line strategies COVID-19 and the servicescape Cases: ‘At Your Service’ Spotlight: Hospitality Starbucks-style Service Snapshot: Incheon Airport: First and last impressions Case Study: Attention to detail at Cavas Wine Lodge, Argentina Chapter 9: The impact of technology on customer service The impact of technological developments on tourism and hospitality Using technology to improve service during the consumer decision journey Delivering service through electronic and robotic channels Cases: ‘At Your Service’ Spotlight: Leveraging social media at Bonnaroo Music Festival Service Snapshot: Employing virtual reality to enhance the customer experience Case Study: Vail Resorts using apps to capture memories on the mountain Chapter 10: The importance of service recovery Service recovery The service recovery paradox The service recovery process The consequences of an effective recovery process Guidelines for soliciting, tracking and handling complaints Service guarantees Cases: ‘At Your Service’ Spotlight: Paul Hudson - solving problems for travelers Service Snapshot: Social media listening aids service recovery Case Study: Adaptability key to pandemic recovery for Australia’s tourism industry Chapter 11: Promoting customer service internally and externally Developing an integrated communications strategy for customer service Managing service promises Ethical issues in communication Cases: At Your Service’ Spotlight: Serving up a dream in Casablanca Service Snapshot: Customer service Kobe-style Case Study: Promoting the spirit of India ndex

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Center of Economic Excellence (CoEE) Endowed Chair in Tourism and Economic Development, College of Hospitality, Retail and Sport Management,

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