HOME | CHECKOUT | ABOUT | FAQ | CONTACT US |
 
Welcome Guest [create an account] or log-in:
email
password

Chapter 11 Developing a Service Culture

DOI: 10.23912/978-1-910158-39-5-2737

ISBN: 978-1-910158-39-5

Published: September 2015

Component type: chapter

Published in: Winter Sport Tourism

Parent DOI: 10.23912/978-1-910158-39-5-2687

10.23912/978-1-910158-39-5-2737

Abstract

Service quality has been increasingly identified as a key factor in differentiating service products and building a competitive advantage in tourism. The process by which customers evaluate a purchase, thereby determining satisfaction and likelihood of repurchase, is important to all marketers, but especially to services marketers because, unlike their manufacturing counterparts, they have fewer objective measures of quality by which to judge their production. Service quality can be defined as customers’ perceptions of the service component of a product, and these perceptions are said to be based on five dimensions: reliability, assurance, empathy, responsiveness, and tangibles (Parasuraman et al., 1988). Many researchers believe that an outgrowth of service quality is customer satisfaction, measured as the difference between the service that a customer expects and the perceived quality of what is actually delivered (Reichheld & Sasser, 1990). Satisfying customers has always been a key component of the tourism industry, but never before has it been so critical. In these uncertain times, and with increased competition, knowing how to win and keep customers is the single most important business skill that anyone can learn. Customer satisfaction and loyalty are the keys to long-term profitability, and keeping the customer happy is everybody’s business. Becoming customer-centered and exceeding customer expectations are requirements for business success. Well-publicized research shows that companies can increase profits from 25 to 85 per cent by retaining just five per cent more of their customers (Reichheld & Sasser, 1990), and research indicates that merely ‘satisfying’ customers is no longer enough to ensure loyalty (Heskett et al., 1997). This means that it is not enough just to please customers. Each customer should become so delighted with all elements of their association with an organization that buying from someone else is unthinkable.

Sample content

Click here to download PDF

Contributors

  • Dr. Simon Hudson, University of South Carolina (Author)
  • Louise Hudson, Freelance researcher, and writer (Author)

For the source title:

  • Dr. Simon Hudson, University of South Carolina (Author)
  • Louise Hudson, Freelance researcher, and writer (Author)

Cite as

Hudson & Hudson, 2015

Hudson, D.S. & Hudson, L. (2015) "Chapter 11 Developing a Service Culture" In: Hudson, D.S. & Hudson, L. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-910158-39-5-2737

References

Albrecht, K. and Zemke, R. (1985) Service America, Homewood: Dow Jones-Irwin. AMEX (2011) 'AMEX Global Service Barometer 2011 Press Release', accessed 9/1/2011 from http://www.thetrainingbank.com

Berry L.L., Zeithaml, V.A. and Parasuraman, A. (1990) 'Five imperatives for improving service quality', Sloan Management Review, 31(4), 29-38.

Berry, L. and Parasuraman, A. (1993) 'Marketing de los servicios: La calidad como meta', Paramón ediciones, S.A. Madrid.

Collier, D. A. (1995) 'Modeling the relationships between process quality errors and overall service process performance', Journal of Service Industry Management, 64(4), 4-19.

https://doi.org/10.1108/09564239510096876

Fisk, R.P., Grove, S.J. and John, J. (2000) Interactive Services Marketing, Boston: Houghton Mifflin Company.

Ford, R.C. and Heaton, C.P. (2001) 'Lessons from hospitality that can serve anyone', Organizational Dynamics, 30(1), 30-47.

https://doi.org/10.1016/S0090-2616(01)00039-0

Franz, S. (2014) 'New customer service training in Steamboat aims to help turn summer visitors into raving fans', Steamboat Today, 6 Feb, accessed 2/1/2015 from www.steamboattoday.com/news/2014/feb/06/new-customer-service-training-steamboat-aims-turn-/

Grönroos, C. (1990) Service Management and Marketing, Lexington, Mass: Lexington Books.

Hart, C.W.L. (1990) 'The power of unconditional service guarantees', Harvard Business Review, 68, 54-62.

Hart, C.W.L., Heskett, J.L. and Sasser, Jr., W.E. (1990) 'The profitable art of service recovery', Harvard Business Review, 68(4), 148-156.

Heskett, J., Sasser, W. and Hart, C. (1990) Service Breakthroughs: Changing the Rules of the Game, New York: The Free Press.

Heskett, J. L., Sasser, W. E., Jr. and Schlesinger, L. A. (1997) The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value, New York: Free Press, 83.

Hoffman, K.D., Kelley, S.W. and Rotalsky, H.M. (1995) 'Tracking service failures and employee recovery efforts', Journal of Services Marketing, 9(2), 49-61.

https://doi.org/10.1108/08876049510086017

Hudson, S. and Moreno-Gil, S. (2006) 'The influence of service recovery and loyalty on perceived service quality: A study of hotel customers in Spain', Journal of Hospitality & Leisure Marketing, 14(2), 45-66.

https://doi.org/10.1300/J150v14n02_04

Johnston, R. (2004) 'Towards a better understanding of service excellence', Managing Service Quality, 14(2/3), 129-133.

https://doi.org/10.1108/09604520410528554

Kelley, S. W., Hoffman, K. D. and Davis, M. A. (1993) 'A typology of retail failures and recoveries', Journal of Retailing, 69(4), 429-452.

https://doi.org/10.1016/0022-4359(93)90016-C

Leong, J.K. and Kim, W.G. (2002) 'Service recovery efforts in fast food restaurants to enhance repeat patronage', Journal of Travel & Tourism Marketing, 12(2/3), 65-93.

https://doi.org/10.1300/J073v12n02_05

Leong, J.K., Kim, W.G. and Ham, S. (2002) 'The effects of service recovery on repeat patronage', Journal of Quality Assurance in Hospitality & Tourism, 3(1/2), 69-94.

https://doi.org/10.1300/J162v03n01_05

Lewis, B.R. and McCann, P. (2004) 'Service failure and recovery: Evidence from the hotel industry', International Journal of Contemporary Hospitality Management, 16(1), 6-17.

https://doi.org/10.1108/09596110410516516

Liden, S.B. and Skalen, P. (2003) 'The effect of service guarantees on service recovery', International Journal of Service Industry Management, 14(1), 36-58.

https://doi.org/10.1108/09564230310465985

Lovelock, C. and Wirtz, J. (2007) Services Marketing: People, Technology, Strategy, 6th edition, New Jersey, USA; Prentice Hall International.

McCollough, M.A., Berry, L.L. and Yadav, M.S. (2000) 'An empirical investigation of customer satisfaction after service failure and recovery', Journal of Service Research, 3(2), 121-137.

https://doi.org/10.1177/109467050032002

Mount, I. (2014) 'A Whole Town in Colorado Pushes to Improve Its Customer Service', New York Times, 15 October, accessed 1/2/2015 from: http://www.nytimes. com/2014/10/16/business/smallbusiness/a-whole-town-tries-to-improve-its-customer-service-how-could-we-be-a-70.html?_r=0

O'Neill, J.W. and Mattila, A.S. (2004) 'Towards the development of a lodging service recovery strategy', Journal of Hospitality & Leisure Marketing, 11(1), 51-64.

https://doi.org/10.1300/J150v11n01_04

Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988) 'SERVQUAL: a multiple item scale for measuring consumer perceptions of service quality', Journal of Retailing, 64, 12-20.

Reichheld, F. F. and Sasser, W. S., Jr. (1990) 'Zero defections: Quality comes to services', Harvard Business Review, 68, 105-111.

Silber, I., Israeli, A., Bustin, A. and Zvi, O.B. (2009) 'Recovery strategies for service failures: The case of restaurants', Journal of Hospitality Marketing & Management, 18, 730-740. Simons, K. (2005) 'Exceptional customer service requires training all employees', H&MM, 20 June, 10 & 17.

https://doi.org/10.1080/19368620903170273

Snowsports Industries America (2012) 'Revisiting growing the snowsports industry', accessed 3/12/2014 from http://issuu.com/siasnowsports/docs/growing_the_industry_2011_revisited

Sousa, R. and Voss, C.A. (2009) 'The effects of service failures and recovery on customer loyalty in e-services', International Journals of Operations & Product Management, 29(8), 834-864.

https://doi.org/10.1108/01443570910977715

STELLA Service (2010) The Value of Great Customer Service: The Economic Impact for Online Retail and Other Consumer Categories, accessed 9/7/2011 from http://media.stellaservice.com/public/pdf/Value_of_Great_Customer_Service.pdf

Sundaram, D.S., Jurowski, C. and Webster, C. (1997) 'Service failure recovery efforts in restaurant dining: The role of criticality of service consumption', Hospitality Research Journal, 20(3), 137-149.

Swanson, S.R. and Hsu, M.K. (2009) 'Critical incidents in tourism: Failure, recovery, customer switching, and word-of-mouth behaviors', Journal of Travel & Tourism Marketing, 26, 180-194.

https://doi.org/10.1080/10548400902864800

Tax, S.S. and Brown, S.W. (1998) 'Recovering and learning from service failure', Sloan Management Review, 40(1), 75-80.

Tax, S.S., Brown, S.W. and Chandrashenkaran, M. (1998) 'Consumer evaluation of service complaint experiences: Implications for relationship marketing', Journal of Marketing, 62(2), 60-76.

https://doi.org/10.1177/002224299806200205

Technical Assistance Research Program (TARP) (1979) Consumer Complaint Handling in America: A Final Report. Washington, DC: White House Office of Consumer Affairs.

Timm, P.R. (2008) Customer service. Career Success Through Customer Loyalty, Upper Saddle River, NJ: Pearson Prentice Hall.

Zeithaml, V. A., Bitner, M. J., Gremler, D., Mahaffey, T. and Hiltz, B. (2007) Services Marketing: Integrating Customer Focus Across the Firm, Canadian Edition, New York: McGraw-Hill.

Zemke, R. and Schaaf, D. (1989) The Service Edge, New York: Plume.

Available

Chapter 11 Developing a Service Culture [Details]Price: £4.99*Licences / Downloadable file

Published in Winter Sport Tourism

Chapter 11 Developing a Service Culture [Details]Price: £4.99*Licences / Downloadable file
Hardback format [Details]Price: £105.00Copies / Delivery by post
Terms and conditions of purchase | Privacy policy