Customer Service Management in Tourism and Hospitality

Customer Service
Management for
Tourism and
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Identify and explore the significant difference between Chinese and British consumer
behaviour................................................................................................................................1
TASK 2............................................................................................................................................7
Marketing mix of British airways for enhancing service encounter......................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer service management refers to the set of practices, technologies and strategies
that a company uses for managing and analysing customer interaction. This information help in
improving the performance of company and modifying it as per the expectation of its target
market that provide better satisfaction (Amin and et. al., 2013). British airways is one of the
largest airlines which is headquartered in London, United Kingdom. It perform its operation in
more than 400 destination worldwide. This report describes about the significance difference
between the Chinese and British consumer behaviour using a Hofstede’s Model of cultural
dimensions. Apart from this it also describes about marketing mix of British Airways in order to
enhance service encounters.
TASK 1
Identify and explore the significant difference between Chinese and British consumer behaviour
Consumer behaviour refers to the study of how a particular individual, customer, group
and organisation purchase, use or disposes a product in order to satisfy their need. It includes
action taken by a customers within marketplace and underlying reason behind those reaction.
Consumer behaviour plays an essential role within a travel and tourism industry as it affect the
manner in which services provided by a company. Therefore in order to achieving competitive
advantage at marketplace, it is very essential for British Airways(BA) to have a deep
understanding about the factors that may limit its customer services. These factors are explained
below:
Quality:- Being a service provider it is very essential for British airways to satisfy its
customer by providing them with quality services. It must analyse the need of customers in order
to align their services as per requirement and expectation of them. Further British Airways must
provide training to its employees on regular bases. This help in improving the quality of their
services (Boella. and Goss-Turner, 2013). As it help in keeping customer satisfied which in turn
will influence their choice over another tourism companies.
Environment:- Another major factor that affect the consumer behaviour is environment
or surrounding factor that are present at the place of service delivery. British Airways must try to
maintain its environment effectively that attract and influence customers to visit for availing
services. Surroundings must be clean, well managed and peaceful so that customer can have
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