Chapter 11 Promoting Customer Service Internally and Externally
DOI: 10.23912/9781915097132-5072 | ISBN: 9781915097132 |
Published: March 2022 | Component type: chapter |
Published in: Customer Service for Hospitality and Tourism 3rd edn | Parent DOI: 10.23912/9781915097132-5067 |
Abstract
The ‘gaps model’ of service quality, introduced in Chapter 6, showed the importance of external communications in setting customer expectations, given that a major cause of poorly perceived service is the difference between what a firm promises about a service, and what it actually delivers. The opening spotlight is a good example of a restaurant going out of its way to close that gap. To avoid broken promises, companies must manage all communications to customers, just as Issam Chabaa does with Rick’s Café, so that inflated promises do not lead to overly high expectations. This difference between what is promised and what is delivered can cause customer frustration, perhaps driving the customer to the competition. As Jim Knight, Senior Director of Training for Hard Rock International says: “the worst mistake a business can make is to over-promise and under-deliver†(Knight, 2009: 12).
Contributors
- Dr. Simon Hudson, University of South Carolina (Author)
- Louise Hudson, Freelance Journalist (Author)
For the source title:
- Dr. Simon Hudson, University of South Carolina (Author)
- Louise Hudson, Freelance Journalist (Author)
Cite as
Hudson & Hudson, 2022
Hudson, D.S. & Hudson, L. (2022) "Chapter 11 Promoting Customer Service Internally and Externally" In: Hudson, D.S. & Hudson, L. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781915097132-5072
Save, bookmark or recommend
 Save on Mendeley |  Share on Twitter |  Share on LinkedIn |  Share on Facebook |
References
Balasubramanian, S.K. (1994) 'Beyond advertising and publicity: Hybrid messages and public policy issues', Journal of Advertising, 23(4), 29-47.
https://doi.org/10.1080/00913367.1943.10673457
Barwise, P. and Meehan, S. (2010) 'The one thing you must get right when building a brand', Harvard Business Review, 88(12), 80-84.
Campelo, A., Aitken, R. and Gnoth, J. (2011) 'Visual rhetoric and ethics in marketing of destinations', Journal of Travel Research, 50(1), 3-14.
https://doi.org/10.1177/0047287510362777
Drogin, B. (2018) 'Casablanca lives on at Rick's Café', Los Angeles Times, 11 November. Accessed 11/11/2021 from https://www.latimes.com/travel/la-tr-casablanca-ricks- 20181111-story.html
Hudson, S. and Hudson, D. (2006) 'Branded entertainment: A new advertising technique, or product placement in disguise?' Journal of Marketing Management, 22(5-6), 489-504.
https://doi.org/10.1362/026725706777978703
Hudson, S. and Hudson, L.J. (2015) Winter Sport Tourism: Working in Winter Wonderlands. Oxford: Goodfellow Publishers.
https://doi.org/10.23912/978-1-910158-39-5-2755
Hudson, S. and Miller, G. (2005) 'The responsible marketing of tourism: The case of Canadian Mountain Holidays', Tourism Management, 26(2), 133-142.
https://doi.org/10.1016/j.tourman.2003.06.005
IAB (2013) 'The Melbourne remote control tourist,' IAB, 11 December. Accessed 06/12/2017 from https://www.iabaustralia.com.au/creative-awards/case-studies/item/19-case-studies/1537-the-melbourne-remote-control-tourist
Jamal, N. (2021) 'Yoga, Ayurveda and strict protocols: How 3,000 volunteers at Isha ashram fought COVID-19,' India News, 1 June. Accessed 11/25/2021 from https://www.indiatoday.in/india/story/yoga-ayurveda-and-strict-protocols-how-3-000- volunteers-at-isha-ashram-fought-covid-19-1809335-2021-06-01
Johansmeyer, T. (2010) 'Delta says customer service isn't dependent upon costs', Huffington Post Blog, 2 November. Accessed 05/07/2012 from http://www.gadling. com/2010/11/02/delta-says-customer-service-isnt-dependent-upon-costs/
Jullien, J. (2016) 'Shiny happy people', ES Magazine, 22 April, 25-27.
Knight, J. (2009) 'Service that rocks. Hard Rock's strategy for success,' Alberta Hospitality, 10-12.
Lovelock, C. and Wirtz, J. (2007) Services Marketing: People, Technology, Strategy, 6th edition, New Jersey, USA; Prentice Hall International.
Madera, J.M., Taylor, D.C. and Barber, N.A. (2020) 'Customer service evaluations of employees with disabilities: The roles of perceived competence and service failure', Cornell Hospitality Quarterly, 61(1), 5-18.
https://doi.org/10.1177/1938965519882315
Ong, J. (2011) 'Interview with 'Can You Service' winner Jacquelyn Yvonne Chan', Time Out Singapore. Accessed 04/07/2012 from http://www.timeoutsingapore.com/general/feature/interview-with-jacquelyn-yvonne-chan
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985) 'A conceptual model of service quality and its implications for future research', Journal of Marketing, 49(4), 41-50.
https://doi.org/10.1177/002224298504900403
Pérez, A. and Del Bosque, I. R. (2015) 'An integrative framework to understand how CSR affects customer loyalty through identification, emotions and satisfaction', Journal of Business Ethics, 129, 571-584.
https://doi.org/10.1007/s10551-014-2177-9
Schaal, D. (2020) 'How travel brands are approaching TV advertising now', Skift, 27 March. Accessed 04/07/2021 from https://skift.com/2020/03/27/how-travel-brands -are-approaching-tv-advertising-now/
Stoller, G. (2011) 'Some hotels don't live up to online hype, disappointed guests say', USA Today, May 5. Accessed 05/25/2012 from http://www.travel.usatoday.com
Tiwsakul, R., Hackley, C. and Szmigin, I. (2005) 'Explicit, non-integrated product placement in british television programmes', International Journal of Advertising, 24(1), 95-111.
https://doi.org/10.1080/02650487.2005.11072906
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.