Importance Of Customer Service Marketing Essay

1500 words (6 pages) Essay

1st Jan 1970 Marketing Reference this

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The service industry is the face of any organisation,be it the technical support division of a computer company or the staff of a restaurant.If a customer’s queries are not answered

by a friendly representative,he might think twice,before calling them back again.The Tech.Support representative(TSR) represents the company far more than

the CEO himself.Atleast for the customer,he is far more important.If the TSR provides efficient service,he virtually doubles up the chances of the company

acquiring future customers and retaining the exisiting ones.

One’s expectations vary largely based on his environment.Familiar environment equals comfort for most of us

and tourists are normal people in an unfamliar environment.They don’t know what will greet them in the new place,but its only human nature to hope for only the best.

For example :- A friendly salesperson smiling at a cranky child can instantly calm a hassled mom and child,making them linger longer instead of just dashing out.

Similarly a friendly server in a restaurant can make the guests feel at home.A little attention to detail,a casual suggestion from the menu,asking after

their travel plans and answering their queries about local attractions may be a good way to start.Good ambience and presentation,friendly servers,

make even regular fare taste grand.Its small things like these that make an ever-lasting impression.When a customer walks away happy,not only is likely to remember an establishment

but he is also likely to recomend it,when asked.

now a days every manager’s are concentrating in building a positive customer relationship.many organisations have proposed

that satisfying the customer is not enough and firms should aim to delight their customers.

Customer satisfaction is defined as”the individual’s perception of the performance of the product or service in relation

to his or her expectations”(schiffman and kanuk,2004).however it is noteworthy to state that the perceptions of service

quality might differ among service recipients and service provider(nightingale,1985).

Studies have identified atmosphere as a critical variable for explaining customer satisfaction among hotel guests, regardless of geographical area, nationality of guests, and type of hotel.

(Troye and Heide 1987).

Bitner quite rightly points out that atmosphere is more important for service organizations than it is for producers of tangible goods.

(Bitner 1995).

it is important to understand the customer expectations and deliver accordingly in order to satisfy customers.

now a days many organisations are moving from satisfaction to delight in an efffort to obtain loyal customers and profitable


according to patterson(1997)”customer delight involves going beyond satisfaction to delivering what can be best described

as a pleasure experience for the client”.altough joy remains an important element of delight,the study suggests that

a greater number of people are exhilarated,thrilled and to a lesser extent exuberant(kumar et al.,2001).

customer satisfaction aims in delivering according to the customer expectations but customer delight requires exceeding the

customer expectations.

people dont talk about adequate service,instead they tell anyone who will listen about really bad or delightful services.

seven deadly sins of service are:-

apathy,brush-off,coldness,condescension,robotics,rule book,runaround(karl albrecht,at america’s service)

it is difficult with services to give the customer an error free experience because of the human factor involved in service are not mass produced on a factory line but are delivered.

the first impression is the last it is the duty of all staff to give the guests a good experience.if the guest

experiences a good srevice he is satisfied he spreads the same experience to 10 more people by word of mouth.

since guest is staying at the hotel he is home awy from home so a good service should be provided to him so that

the guest feels comfortable and he is satisfied and it a good service makes him feel that he is taken care off.

(alastair.m.morrison,hospitality and travel marketing,fourth edition).

tourism comprices the activities ofpersi=ons traveling to and staying in places outside their usual environment for

not more than one consecutive year for leisure,business and other purposes.

there are many reasons why people travel,but the two main reasons are for pleasure and business.

from a social and cultural perspective,tuorism can have both positive and negative impact on communities.

physical needs,the desire to experience other cultures and an interest in meeting new people are some of the motives of travelers.

service is important to meet the guest’s expectations and to satisfy his needs and wants.proper training should be given to all staff about services.

if all staff members perform the services properly,the guest are pleased and the hotel gets repeat business.instead of advertising and spending lot of money,

if services are given properly to the guests,the guests advertises by word of mouth.

(john.r.walker,2008,introduction to hospitality,fifth edition).

Among all customer demands, service quality has been increasingly recognized as a critical factor in the success of any business

(Gr�nroos, 1990; Parasuraman etal., 1988).

customer satisfaction and service quality have become important aspects for the researchers.Both concepts have strong impact on business performance

and customer behaviour. Service quality leads to higher profitability (Gundersen et al., 1996).

Customer satisfaction has been a popular topic in marketing practice and academic research since initial study of customer effort, expectations and satisfaction.


a customer is satisfied if the services experienced by him exceeds his expectations on the other hand he is dissatisfied if he experiences a poor service

or the services experienced by him do not meet to his expectations.

Studies show that customer satisfaction may have direct and indirect impact on business results.

Anderson et al. (1994), Yeung et al. (2002), and Luo and Homburg (2007) concludes that customer satisfaction positively affects business profitability.

According to the world travel n tourism council(2003)(wtc),travel n tourism is the biggest industry in the world on virtually any economic measure,including gross output,value added,capital investment,employment and tax contributions.

Meis(1992) points outs that the tourism industry involves concepts that have remained amorphous to both analysts and decision makers.

over the past few years,studies have been written on how to improve global tourism behaviour.

the research embraces work associated with the handling and management of culture and cultural differences including the nature and role of organisational cultures within a services environment.

(Hoecklin, 1996; Joynt and Warner (Eds), 1996; Cushner and Brislin (Eds), 1997; Usunier, 1993; Samli, 1995; Harris and Moran, 1979; Wilson, 1996)

the important vein of cultural analysis is found in international marketing literature , where culture and cultural differences are attributed to having an important influence in explaining customer behaviour and in helping to design effective marketing strategies and tools.

( Usinier, 1993; Keegan, 1984).

hall(1976) concludes culture as the �pattern of taken-for-granted assumptions about how a given collection of people think, act and feel as they go about their daily affairs�

customers purchases and consumes a wide range of services and based on their experiences they judge the quality and satisfaction of the services.

customers in new environments with different cultures may lack the social support system and networks which mediate service environments within their own culture so

the customers get dissatisfied and it often forms the basis for disappointment,fear and loneliness which can result in culture conflict.

(Cushner and Brislin, 1997, p. 11).

when the tourist visits a hotel it is the responsibility of the hotel staff to make him feel comfortable.

when the customer goes to other country he does’nt know the social and cultural values of that country and he even faces language barrier,so it

becomes difficult for him to communicate with the people.the staff should help the customers with transition being patient in helping them understand there local language.

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