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 services marketing mix
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 on market share growth, prices and profits
The service profit chain
The behavioural consequences of customer service
The implications of poor customer service
Cases:
‘At Your Service’ Spotlight: Andrew Dunn, Scott Dunn Travel
Service Snapshot: Jonathan Tisch, Loews Hotels
Case Study: Profiting from fun in the Canadian Rockies

Chapter 3: Understanding the consumer
Consumer trends influencing service
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: Joe Nevin – understanding needs of the traveling baby boomer
Service Snapshot: Welcoming the world at the London Olympics
Case Study: Bruce Poon Tip, G Adventures – understanding today’s traveler

Chapter 4: Developing and maintaining a service culture
The link between culture and customer service
Empowerment
A marketing approach to human resources management (HRM)
The importance of pride
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: Renaissance Harbour View Hotel Hong Kong
Case Study: WestJet – a focus on employees

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
‘At Your Service’ Spotlight: Marcos Van Aken, Ten Travel, Red Carpet Destination Management Service, Tenerife
Service Snapshot: Calgary International Airport: Connections that Make a Difference
Case study: People Power at Fairmont Hotels & Resorts

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
Using market research to make decisions
‘At Your Service’ Spotlight: Simply the ‘Best’!
Service Snapshot: Checking out the competition
Case Study: Enterprise Car Rentals: Driving complete customer satisfaction

Chapter 7: Building and maintaining customer relationships
Relationship marketing
Retention strategies
Loyalty programs in tourism & hospitality
Benefits of relationship marketing
Targeting profitable customers
At Your Service Spotlight: Wine for dudes: where customer service is king!
Service Snapshot: Legends Golf & Safari Resort, South Africa
Case Study: Service excellence at the Sheraton Suites Calgary Eau Claire

Chapter 8: Providing customer service through the servicescape
Elements of the servicescape
The strategic role of physical evidence in delivering service
Developing servicescapes
Themed servicescapes
The effect of servicescapes on consumer behaviour
Waiting line strategies
‘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 communication
Using technology to improve service during the consumer decision journey
Advantages and disadvantages of delivering service through electronic channels
‘At Your Service’ Spotlight: Simon Bradley, Virgin Atlantic Airways
Service Snapshot: Barbados leveraging social media to attract medical tourists
Case Study: Vail Resorts using apps to enhance the customer experience

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 tracking and handling complaints
Service guarantees
‘At Your Service’ Spotlight: TBA
Service Snapshot: Recovery via social media
Case Study: China’s ‘Hawaii’: Climbing the curve of customer service

Chapter 11: Promoting customer service internally and externally
Developing an integrated communications strategy for service
Managing service promises
Ethical issues pertaining to customer service
At Your Service’ Spotlight: From Russia with love
Service Snapshot: Thailand promoting medical tourism with a personal touch
Case Study: Behind the scenes at the Burj Al Arab courtesy of The Discovery Channel

Chapter 12: Customer service training handbook
The handbook has a number of structured activities and each exercise is accompanied by a facilitator’s guide that a trainer can follow (with an explanation of their purpose and learning outcomes).

About the Author

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