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Customer Service for Hospitality and Tourism 3rd edn

Simon Hudson, Louise Hudson

ISBN: 9781915097132 hbk; 9781915097149 pbk; 9781915097156 eBook
DOI: 10.23912/9781915097132-5067


About this book | Table of contents | About the authors | Online Resources | Buy now
  • Fully revised and updated new edition;
  • 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.
  • Provides the ‘whys’ and ‘hows’ of customer service;
  • Easy to read with thorough pedagogic structure, very current, and full of references to all the latest research;
  • Contains new international case studies that focus on how individuals or organizations in the sector have adapted - and even thrived - during the COVID-19 pandemic.

A fully revised and updated new edition of this bestselling and 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. . 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 new case studies 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.

Table of 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

Index

Table of 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

Index

About the authors

Dr. Simon Hudson is an Endowed Chair in Tourism at the University of South Carolina, USA.
Louise Hudson is a freelance journalist living in South Carolina, USA (www.tourismgurus.com).

Table of 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

Index

About the authors

Dr. Simon Hudson is an Endowed Chair in Tourism at the University of South Carolina, USA.
Louise Hudson is a freelance journalist living in South Carolina, USA (www.tourismgurus.com).

Online Resources



Teaching PowerPoints to accompany each chapter

Chapter 1 Introduction to Customer Service

Chapter 2 The Financial and Behavioral Impacts of Customer Service

Chapter 3 Understanding the Consumer

Chapter 4 Developing and Maintaining a Service Culture

Chapter 5 Managing Service Encounters

Chapter 6 The Importance of Market Research

Chapter 7 Building and Maintaining Customer Relationships

Chapter 8 Providing Customer Service through the Servicescape

Chapter 9 The Impact of Technology on Customer Service

Chapter 10 The Importance of Service Recovery

Chapter 11 Promoting Customer Service Internally and Externally

TestBank
Multiple choice test questions for each chapter

CHAPTER 1 test questions

CHAPTER 2 test questions

CHAPTER 3 test questions

CHAPTER 4 test questions

CHAPTER 5 test questions

CHAPTER 6 test questions

CHAPTER 7 test questions

CHAPTER 8 test questions

CHAPTER 9 test questions

CHAPTER 10 test questions

CHAPTER 11 test questions

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Chapter 1 Introduction to Customer Service [Details]Price: €6.99*Licences / Downloadable file
Chapter 3 Understanding the Consumer [Details]Price: €6.99*Licences / Downloadable file
Chapter 4 Developing and Maintaining a Service Culture [Details]Price: €6.99*Licences / Downloadable file
Chapter 5 Managing Service Encounters [Details]Price: €6.99*Licences / Downloadable file
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