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(solved)Customer Service Management for Tourism & Hospitality

   

Added on  2020-10-22

12 Pages3634 Words79 Views
Customer ServiceManagement forTourism and Hospitality

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1a. Use of Hofstede's model of cultural dimensions to identify different between Chinese andBritish consumer's behaviour......................................................................................................1b. Evaluations of the considerations that will be taken into account while designing itsmarketing mix.............................................................................................................................6CONCLISION.................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONCustomer service management refers to the strategies, tactics and technologies that areimplemented by various organisations in order to retain existing and attract prospect customers.It helps to maintain good relations with the clients by rendering them good services. For all thecompanies who are executing their business under tourism and hospitality industry it is vital toprovide good services to all the visitors to gain their trust (Ariffin and Maghzi, 2012). This reportis based on the customer relationship management strategy of British Airways which is thelargest airline in UK and it is mainly based in Waterside, London, UK. Various topics have beendiscussed under this report such as use of Hofstede's model of culture dimension, identificationand exploration of significant differences between Chinese and British consumer behaviour,evaluation of the considerations that will be taken into account by British Airways whiledesigning its marketing mix in order to enhance service encounters.TASK 1a. Use of Hofstede's model of cultural dimensions to identify different between Chinese andBritish consumer's behaviourConsumer behaviour: It can be defined as the study of customer's reaction on thebuying, selecting, using, disposing goods and services that are acquired by them in order tosatisfy their needs. For all the organisations whether they are offering products or services to theconsumers to analyse their behaviours so that they can fulfil all the requirements of them. AsBritish Airways is a large organisation who is rendering services all around the world hence it isvery important for the company to manage all of them effectively so that they can be retained.Consumer's behaviour can be analysed with the help of appropriate research in which theirneeds, demands, preferences, taste etc. elements are considered by the marketers (Boella andGoss-Turner, 2013).Hofstede's cultural dimensions: This model was introduced by Dr. Geert Hofstede inthe year 1970s. It helps to determine the effect of a society's culture on the beliefs of communitymembers. There are six different dimensions of this model that can help to determine differentbetween behaviour of Chinese and British consumers of British airways. All the differences areas follows:1

Hofstede'sculturaldimensionsBritishChinesePower distanceindexIt depicts that less powerful membersof an organisation expect to distributethe power unequally. PDI score ishigh in Britain hence it will affect theconsumer behaviour as there is a largedifference in their compensation.Customers in UK are concerned withbrands (Chathoth and et.al., 2014). In China the PDI score if low asthere is not difference incompensations and all the managersand employees treated the same. InChina all the customers are focusedon innovation.Individualism vs.collectivismIt is the strength of ties thatindividuals have to together in theircommunity. IDV score of westernconsumers is high as they respectprivacy of other communitymembers. The consumers of UK havepersuasion behaviour.IDV score of Chinese consumers islow as they believe in building skillsso that they can become master insomething. The consumer of Chinahave trust in their local technology.2

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