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Customer Service Management for Tourism and Hospitality - PDF

   

Added on  2021-01-01

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Customer Service Managementfor Tourism and Hospitality
Customer Service Management for Tourism and Hospitality - PDF_1

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3a) Using HOFSTEDE'S model of cultural dimensions, identify and explore the significant differences between Chinese and British consumer behaviour...................................................3b) Evaluate what considerations British Airways would take into account when designing their marketing mix, in order to enhance service encounters......................................................6CONCLUSION...............................................................................................................................9REFERENCES..............................................................................................................................11
Customer Service Management for Tourism and Hospitality - PDF_2

INTRODUCTION In tourism sector, organisation majorly focuses on providing best services in order to attract maximum customers. It will help both the customers and the company in great way as every person expects to get the best services. In this present report British Airways has been chosen for assessment. British Airways is the largest Airlines in the United Kingdom which was founded in the year 1974. The company is providing services at 400 destinations and it has a slogan “To fly, To serve”. Organisation has its headquarter in Waterside, Harmondsworth, United Kingdom. This present assignment will majorly focus on HOFSTEDE'S model of culturaldimensions which will help in exploring the significant differences between Chinese and British consumer behaviour. In addition to this, considerations British Airways would take into account when designing their marketing mix in order to enhance service will be discussed in brief. Furthermore, Benefits and opportunities that derived from exceeding customer expectations will be explained in detail.TASK 1a) Using HOFSTEDE'S model of cultural dimensions, identify and explore the significant differences between Chinese and British consumer behaviourConsumer behaviour is all about the study of the various stages through which a consumer goes before and while buying any product or services. It is a study in which all those decision are to considered which has a great influence on buying decision of a person. In every nation consumer behaves in different way and they have different aspects regarding everything. Every nation has their own culture which is defined as ideas, customs and social behaviour of people and society in different nations (ÁlvarezMartínandCasielles, 2007). Here Hofstede model is used for knowing the differences between Chinese and British consumer behaviour. HOFSTEDE'S model of cultural dimensionsThis model has been introduced in the year 19710 by Geert Hofstede where he has explained thecross culture by using six different dimensions. This model is developed to understand that in this world people have higher differences of culture and thoughts and the same will be explainedby using this model:
Customer Service Management for Tourism and Hospitality - PDF_3

Individualism and collectivism: Individualism is an aspect where people are not higher concerned about each other, in this culture they think more of their own self and get less connected with other people. Self development and personal growth is there major focus, Hence it is a culture which is adopted by British consumers more than they are less social and work for own self (BowenandChen, 2001). It can be said that people of United states are considered to bethe most individualistic in the world. On the other hand, collectivism is that culture where peoplelike to work more in groups or as a team. They take decisions after considering aspect of other surrounding as well. Like in China every person works together for a common objective. There people have common interests and they live together more. In context to British Airways, the company is facing cultural difference as British people are individualistic and they are more likely to take decisions regarding there travel and tourism. These allows people to explore more and thus, British airways have more business in Britain. Now the organisation is focusing on the Chinese market that and on the culture they have adopted so that it will be easy for the company to understand the market and earn more revenue form china market. In addition to this, it can be said both are different cultures and organisation should focus as per the needs of the consumers and there needs. Masculinity versus Femininity: These are also two cultures where in masculinity the society is completely male oriented. Here the people feel that males are more competitive and they should be more ambitious towards their carrier and goals. In china Masculinity culture is followed where the men goes out for earning and making money (Buhalis, 2003). In this nation females are more likely to take care of the family and is responsible for heritage of the family. Whereas, on the other side in femininity culture womens are considered equally to men and they do the same work and handle all the responsibility that are carried out by men. So it is a complete different culture and British people adopts femininity in order to be more successful. In context to British Airways, the marketing manager of the organisation is focusing on understanding the culture of China so that they can deliver the services to the nation accordingly. In china people like to travel and that is the reason British Airways is planning of expanding its business more in the country. When the nation has a masculinity culture than there the earning of people is from one member of the family and that allows fewer travelling. So British Airways is planning to being nominal with prices of the Airlines so that it can expand more business in the country.
Customer Service Management for Tourism and Hospitality - PDF_4

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