Improving Customer Satisfaction for Holiday Inn Hotel

This report analyzes the customer service practices, policies and service quality vision of Holiday Inn Hotel. It evaluates the hotel's service guarantees and complaint handling procedures and provides recommendations for developing appropriate customer focused services to improve guest satisfaction. The report also emphasizes the importance of customer satisfaction in the hospitality industry.

Customer service

Table of Contents
Assessment 1....................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analyze and evaluate your selected hotel’s customer service practices, policies and service
quality vision...............................................................................................................................1
Demonstrate your selected hotel’s service guarantees and complaint handling procedures.......3
Recommend on the development for appropriate customer focused services to improve guest
satisfaction for the hotel in which you are the Trainee Guest Relations Manager, and how this
can become part of the hotel’s culture and strategy....................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7
Assessment 2....................................................................................................................................8
INTRODUCTION...........................................................................................................................8
MAIN BODY...................................................................................................................................8
Analyse service quality (SERVQUAL) with specific focus to dimensions and gaps.................8
Demonstrate your knowledge and understanding of the four acid tests of service recovery
within the hospitality organisation.............................................................................................11
Recommendations for better customer service..........................................................................12
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

Assessment 1
INTRODUCTION
Customer services can be describe as the practices conducted by organisation in order to
meet with the needs and requirements of customers. It is essential for the business dealing in
hospitality industry to provide high quality and effective service to customers with the motive of
meeting their needs and demand (Javaid and et.al., 2021). This will lead to have major positive
impact on business as well as its operations. This report is based on Holiday Inn hotel. This is an
American hotel brand that is the subsidiary of Inter continental hotel group. This hotel is
providing high quality products and services with the motive of meeting customers demand and
its head office is located in Denham, Buckinghamshire. This organisation was developed in year
1952 and founder of this organisation is Kemmons Wilson. Holiday Inn organisation is providing
high quality services to customers that includes Food services, lodging, conventions, meetings,
timeshares. This report includes information about customer service practices, policies and
service quality vision. hotel’s service guarantees and complaint handling procedures has been
evaluated in this report. Apart from this customer focused services to improve guest
satisfaction for the hotel has been identified.
MAIN BODY
Analyze and evaluate your selected hotel’s customer service practices, policies and service
quality vision.
It is essential for Holiday Inn hotel to provide high quality and products and services to its
customers with the motive of attracting more and more customers towards business. Customer
are very important part of business and this will lead to have major impact over performance and
productivity of business. Effective and great customer service implies following accepted
procedures like esteeming customers' time, having a wonderful attitude, and giving educated and
ingenious assets, however that you additionally make things a stride further to surpass instead of
simply meet assumptions (Lestari and et.al., 2021). There are different and effective customer
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services practices performed by Holiday Inn company for increasing business activities and
meeting with the demand of customers. Becoming customer centric is the specialty of focusing
on the customer relationship all through your organization. It begins with posing complex
inquiries that illuminate changes to your working procedures. Holiday Inn company is focusing
on needs and requirements of customers with the motive of providing high quality services to
potential customers. Customers comprehend that more complex queries require some investment
to determine. There's a contrast between the time it takes you to react and the speed at which you
settle their concerns (Xie and Sun, 2021). Customers would prefer not to grieve in a ticket line,
yet Holiday Inn invest as much energy as it takes to determine their issue. Customers are the
most crucial part of respective business, and they precede items or benefit. Deal with them like
they are the focal point of your reality on the grounds that they are. Respective company is
focusing on meeting with the requirements of customers of that their needs and demand could be
timely full filled.
In order to improve customer service quality respective organization is focusing on
customer feedback incorporates thinking back over the information, just as listening
continuously. This will assist in developing and enhancing customer relationship with the
business as well as support in improving brand image. Show Holiday Inn customers you hear
them when they set aside the effort to address you. Listening expands the possibilities that you'll
hear your customers' genuine issues and can successfully settle them, bringing about more joyful
customers. Holiday Inn organization is conducting different task and practices with the motive of
identifying customers expectations form the business so that it is able to timely meet with the
demand of customers. Customers frequently expect the world yet encouraging them the world
may not be the best strategy. At the point when customers see that respective business that is
Holiday Inn will exceed everyone's expectations for them, they will remain faithful to company.
It is essential that respective company is developed and creating effective policies for
providing customer services as this will lead to have major impact on overall performance and
productivity of business. A customer service policy is a record that directs the manner in which
respective employees and organization approach customer service. Implicit rules in particular,
yet many organizations distribute their arrangements freely to tell customers what sort of top
notch service they can anticipate (Ali and et.al., 2021). It is crucial for Holiday Inn company to
focus on the different aspects of customer services with the motive of developing right and
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accurate policies regarding customer services. A customer service policy is a document that is
made for the customer service group to be in total agreement. This is significant for providing
proper direction, guidance, and instances of how to guarantee customer achievement. It is a set of
procedures that guide the general customer service approach and attitude. A design of a customer
service policy would be the means by which discounts are taken care of in the organization and
what are the measures for offering discounts.
Customer service vision are a significant record for any customer service group. It is
effective that customers are treated right and appropriable across all customer service delegates
paying little heed to where they dwell. It has been identified that by having a construction set up
guides and assists customer with adjusting reps find a good pace and guarantees customer bliss
and achievement. The customer service vision of Holiday Inn hotel is to provide high quality
services that is significant for meeting customer expectation as well as increase experience level
of customers.
Demonstrate your selected hotel’s service guarantees and complaint handling procedures.
Hotel’s service guarantees can be describe as the promise through which company is able
to perform at a certain level (Rajeswaran, Gali and Soundale, 2021). It is crucial for Holiday
Inn company to meet the level of promise in order to improve their experience with customers. If
respective organization is able to met with the certain level of promise then Holiday Inn Hotel
have to compensate the customers in some way. For example Holiday Inn company has
developed that the objective of providing high quality services that is able to meet with the
satisfaction level of customers. It is crucial that respective organization is conducting different
task and practices with the motive of increasing customers satisfaction level as well as attaining
desired goals. It has been identified that before offering service guarantee it is essential for
company to make sure that high quality level of services quality s developed. It is crucial to
develop a proper plan and procedure according to which different activities and task of business
needs to be performed so that it is able to full fill the promise made to customers. It has been
determined that through the support of service guaranteed respective organization that is Holiday
Inn is able to deal with the unhappy customers in significant manner as well as reduce
dissatisfaction of customers.
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Complaint handling procedures can be describe as the process that is consider by company
to deal with the complaints and overcome with the issues. It is important that Holiday Inn
company is correctly and accurately dealing with the complaints as this will assist in overcome
with the problems as well as enhancing customer satisfaction level. Holiday Inn organization has
develop a proper complaint handing policy that is helpful for reassuring customers that they are
values by the business along with their feedback to business (Caillier, 2021). This company is
highly committed towards the practices of resolving their issues in proper, fair, timely and
effective manner. There is proper procedure developed by the Holiday Inn company to
significantly deal with the complaints and problems of customers. It has been identified that it is
crucial for Holiday Inn company to appropriately listen to the complaints of customers. The staff
of respective company needs to pay proper attention to employees as well as apologies or accept
the mistake. When they accurately listen to the complaint then proper records of the complaint
should be maintained. It is essential for respective hotel to analyze and evaluate the issues or
complaint in proper manner as well as determine all facts so that right decision could be taken.
Holiday Inn company needs to respond quickly to the customers complaint by successfully
resolving them. This will assist in enhancing customers services practices as well as reducing
issues of customers towards business.
Recommend on the development for appropriate customer focused services to improve guest
satisfaction for the hotel in which you are the Trainee Guest Relations Manager, and how
this can become part of the hotel’s culture and strategy
Customer satisfaction can be describe as the level of how well customers like the products
and services offered by the company. it is crucial that Holiday Inn company is conducting
different task and practices with the motive of enhancing customer satisfaction level in order to
deal with their issues or problems. It has been analysed that high customer satisfaction level will
lead to have positive impact on business and it will lead to have major affect over developing
strong relationship with customer (Li and et.al., 2021). It is recommended that Holiday Inn
company use different and creative approaches in order to improve customer satisfaction for the
hotel. Effective and efficient customer focused services needs to become important part of the
hotel’s culture and strategy in order to accomplish desired goal and objective of business.
Different recommendations of respective company is mention below in detail –
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 Use CRM tool – A CRM is refer as the Customer Relationship Management tool is a
significant tool that can assist with evening the smallest hotels see how customers pick
items dependent on the setting of their movement that includes both gathering and
transient, permitting you to proactively broaden designated advancements offers.
Through the support of effective customer relationship management tool respective
organisation will be able to analyse and evaluate the information about customers and
this will help in providing effective customer services. A unique visitor experience could
be to leave a little invite gift in each room, offer free rewards in the entryway, and enable
your staff to offer supreme assistance.
 Respond quickly – It is crucial for Holiday Inn company to set up an association with the
customers quickly with a subsequent email. By responding quickly and fast to the
customer issues and queries (Giao, 2021). it will help in developing better relationship
with them. This will permit you to establish the vibe for the visitor's visit and assist you
with social occasion important data about them before they even advance foot on your
property. It has been analysed that by offering direct smart services like extra pillows or
dinner reservations. This is an extraordinary way of Holiday Inn hotel to building more
complete visitor profiles, show obligation to customer service, and even support your
image guarantee and notoriety.
 Innovative technology – It is recommended to respective company to use new and
advance technology for performing and conducting business practices. It has been
identified that new or innovative technology play significant role in improving customer
services level. The technology being produced for hotels today is really interesting and
game evolving. For instance, hotels are beginning to introduce "smart room keys" that
permit visitors to open their room entryways with a direct swipe of their smart phone.
Innovative technology is significant for meeting customer expectation level as well as
gaining competitive edge over other rival companies.
CONCLUSION
From the above report it could be concluded that customers services needs to be provided in
effective and efficient manner with the motive of increasing business practices. There are
different and effective customer services practices performed which needs to be performed by
company for increasing business activities and meeting with the demand of customers. This will
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lead to have direct and major impact over increasing performance of business as well as
accomplishing desired goals. A customer service policy is a document that is made by the
organization for the customer service group for increasing quality of services. It has been
determined that effective and high customer satisfaction level will lead to have positive impact
on business and it will lead to have major affect over developing strong relationship with
customer.
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REFERENCES
Books and Journals
Javaid, M., and et.al., 2021. Internet of behaviours (IoB) and its role in customer
services. Sensors International, p.100122.
Lestari, D., and et.al., 2021. The concept of work-life balance and practical application for
customer services of bank. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(1), pp.155-174.
Molla, M.S., Customer Services through E-Banking: A Case Study on Eastern Bank Limited
(EBL).
Xie, C. and Sun, Z., 2021. Influence of perceived quality on customer satisfaction in different
stages of services. Nankai Business Review International.
Ali, M., and et.al., 2021. Investigating the situated culture of multi-channel customer
management: A case study in Egypt. Journal of Global Information Management (JGIM), 29(3),
pp.46-74.
Ali, S., and et.al., 2021. Analysis of Transjakarta Bus Rapid Transit Infrastructure Services
on Customer Satisfaction Performance with Large-Scale Social Restrictions in DKI Jakarta. IJTI
International Journal of Transportation and Infrastructure eISSN 2597-4769 pISSN 2597-
4734, 5(01), pp.1-11.
Rajeswaran, S., Gali, S. and Soundale, S., 2021. Factors Influencing Customer Satisfaction of
Wireless Mobile Services During the Covid-19 Pandemic Led Lockdown. In Interdisciplinary
Research in Technology and Management (pp. 106-114). CRC Press.
Caillier, J.G., 2021. Factors That Impact the Reporting of Customer aggression and Agency
decisions to Correct Customer Aggression. Employee Responsibilities and Rights Journal, pp.1-
18.
Li, F., and et.al., 2021. Customer satisfaction with bank services: The role of cloud services,
security, e-learning and service quality. Technology in Society, 64, p.101487.
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Assessment 2
INTRODUCTION
It is crucial for organisation to developed and created effective guest relationship in order
to enhance business practices. In hospitality industry company needs to perform several activities
and that which is essential for significantly performing organisational practices as well as
enhancing relationship of customers with the business (Mohammed and Zebaree, 2021). Chosen
company for this report is Holiday Inn. This organisation was established by Kemmons Wilson
in year 1952. The motive of this organisation is to offer high quality products and services in
order to meet different types of needs and wants of customers. Holiday Inn organisation is
providing high quality services to customers that includes Food services, lodging, conventions,
meetings, timeshares and many more.
MAIN BODY
Analyse service quality (SERVQUAL) with specific focus to dimensions and gaps.
It is very important for company to provide effective and efficient quality services to
customers in order to meet with their needs and demands. It is essential that Holiday Inn
company is performing different practices of activities with the motive of increasing quality of
services provided to potential customers. service quality can be describe as the excellence of the
services provided to customers with the motive of meeting their needs and demand in significant
manner. In order to improve the quality of services Holiday Inn company needs to consider
SERVQUAL model. SERVQUAL model is the model of service quality that is utilized for
estimating service quality and customer fulfilment. This model was developed by an American
marketing masters Valarie Zeithaml, Leonard Berry, and A. Parasuraman recommended this
SERVQUAL model in the year 1988 to break down elements of service quality just as
perceptions of service quality (Piriyabenjawat, 2021). This is consider to be the effective model
as this helps in measure the quality of services offered by the company to its customers. This
complex model aide overcome any issues between customer assumptions and requirements. The
current five elements of the SERVQUAL model are utilized to quantify service quality. The
SERVQUAL model was at first intended for use for service firms and retailers. In actuality,
while most organizations will give some type of customer service, it is truly just service
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businesses that are keen on comprehension and estimating service quality. Along these lines,
SERVQUAL takes a more extensive point of view of service; a long ways past straightforward
customer service. There are five dimensions of the SERVQUAL model which is consider by
using the letters of RATER. The five dimensions of the SERVQUAL model includes reliability,
assurance, tangibles, empathy, responsiveness. All of these dimensions of the SERVQUAL
model is mention below in detail –
1. Reliability – This can be describe as the potential or ability of the organization to perform
well with the motive of keeping promise of services accurately and correctly. It is
essential that Holiday Inn organisation have proper reliability while performing and
conducting business practices significantly and effectively (Bambauer-Sachse and
Helbling, 2021). This is the capacity of the firm to play out the service viably and
precisely. It estimates if the firm satisfied its guarantees. This will lead to attract more
customers as well as develop better and strong relationship with others
2. Assurance – This is refer as the knowledge or courtesy of the staff member of respective
company to gain confidence and trust of customers towards the business and its offerings.
This measurement relies upon the representatives of the firm. It is their expertise to
deliver trust and believability in psyches of the shopper. It requires legitimate information
and commitment. It is crucial that Holiday Inn company is able to increasing assurance of
customers towards it products and services.
3. Tangibles – This consist of physical facilities, appearances of the personnel as well as
equipments. This measurement refers to actual offices, gear, faculty, and correspondence
material. It is essential for Holiday Inn company to consider this aspects of business
while providing high quality products and services to customers.
4. Empathy – This is one of the crucial element or dimension that needs to be consider by
organisation in order to provide high quality services to customers. This measurement
refers to the consideration and need the association provides for the requirements and
solicitations of the customers. It is essential that respective company have empathy
towards the services and offerings of the company.
5. Responsiveness - This measurement is identified with the firm and its capacity and
readiness to help customers and offer well-suited assistance as guaranteed. It is important
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for company to be highly responsive towards the needs and wants of customers in order
to provide effective and efficient products and services to customers.
There are five types of gapes of service quality that lead to affect functioning and performance of
business. It is essential that Holiday Inn company is conducting different and effective services
to customer in order to create better relationship with customers (Abbas and Chowdhury, 2021).
It is important for respective company to correctly overcome with the gaps as this will lead to
affect functioning of business. Different types of service gap is mention below in detail –
 Gap1: Market research gap – This is consider as the knowledge gap and this occurs due
to lack of knowledge and understanding about the needs and requrirments of customers.
It is essential for Holiday Inn company to conduct effective market research as this will
help in gaining right and accurate information and knowledge about the potential
customers of respective company.
 Gap 2: Design gap – This service gap can be describe as the quality specification gap that
will lead to significantly affect performance of business along with the quality services. It
is important that Holiday Inn organisation is meeting with the desired standards of the
customers in order to provide effective customers services.
 Gap 3: Conformance gap – This service gap is also known as the delivery gap. This
occurs when organisation is not able to offer services which is not the same as what
customers has anticipated. Customers experience with the business will be majorly
influenced due to service delivery gap.
 Gap 4: Communication gap – It is essential that there is effective and smooth
communication between customers and organisation (Gilboa, Seger-Guttmann and
Partouche-Sebban, 2022). It has been determined that lack of communication is the
crucial gap for service quality. Due to communication gap Holiday Inn company is not
able to inform its customers about the quality.
 Gap 5: Customer expectations and perceptions gap – It is important for Holiday Inn
organisation to satisfy customers with the products and services of the company. This gap
is consider as the combination of knowledge gap as well as communication gap. It has
been determined that due to lack of knowledge and understanding respective company
will not be able to meet with the expectation of customers.
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Demonstrate your knowledge and understanding of the four acid tests of service recovery within
the hospitality organisation.
There are different acid tests of service recovery with in the hospitality organisation. It is crucial
for Holiday Inn company to consider these aspects while performing and conducting its business
practices in effective and efficient manner.
1. Cost of Quality (Juran) - This refer to the quality of products and services should be
according to the cost charged by respective company. Through this it has been determined that
the products can be returned or exchanged if it is not as per the quality promised by the
company. If it is fault of Holiday Inn company they it is crucial to return or exchange the
products. Prevention cost is majorly associated with the activities that is helpful for keeping
failure form happening and minimizing detection cost. It is essential for respective company to
keep right cost or price of products and services which is according to the quality offered to
customers.
2. Service Process Control - Through this it has been determined that there should be proper
control over the service process as this will lead to affect the quality of services offered to
customers (Ameen and et.al., 2021). The control over the service quality can be consider as the
feedback control system in which outputs needs to be compare with the set standards of the
business. It crucial that there is proper deviation from the standards is effectively communicated
back to the inputs as well as adjustments are made accordingly to the process in order to keep the
outputs within the well defined range.
3. Statistical Process Control - This can be explain as the industry standards method which is
used to measure and controlling the quality during the manufacturing process. It is essential for
Holiday Inn company to consider proper and accurate statistical process control with the motive
of enhancing and increasing services quality.
4. Unconditional Service Guarantee – This can be describe as the service that is guarantee by
organisation to its customers with the motive of meeting needs and demand of customer. There
are different types of services offered by company to its customers that includes unconditional
guarantee for the services offered as this will lead to significantly affect performance of business.
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Recommendations for better customer service
Customer services can be describe as the quality of products and offering to customers in
order to significantly meet with the needs and wants of customers. It is crucial that Holiday Inn
company is effectively conducting its customer services in order to improve its relationship with
customers as well as develop strong image in market area. Hotel customer service is the
consideration given by hotels to guests previously, during, and after their visit. Since hotels
depend intensely on faithful customers and great verbal marketing, hotel customer training is a
fundamental piece of a hotel's customer service strategy (Ameen and et.al., 2021). In order to
determined the views of Holiday Inn customers a proper survey has been conducted. This
includes the questionnaire survey of 30 Holiday Inn customers for identifying the experience and
views regarding respective company.
Questionnaire
1. Do you think Holiday Inn company is provided effective customer services?
 Yes
 No
2. Are you satisfied with the offering of Holiday Inn company to meet your expectation
level?
 Agree
 Disagree
3. According to you what are the strategies that needs to be consider by Holiday Inn hotel
for enhancing its customer service practices
 Training to employees
 Innovative technology
 Personalised services
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1. Do you think Holiday Inn company is
provided effective customer services?
Frequency
 Yes 25
 No 5
Interpretation – Through the above collected data it has been identified that Holiday Inn
company is able to provide effective customer services. as per the views of 30 respondents 25
has responded in positive manner. Whereas only 5 customers has responded in negative manner.
2. Are you satisfied with the offering of
Holiday Inn company to meet your
expectation level?
Frequency
 Agree 24
 Disagree 6
Interpretation – As per the above shown data it has been determined that most of the respondents
that is 24 out of 30 agrees with the statement that the offerings or services of Holiday Inn
company is able to meet with the expectation level of customers.
3. According to you what are the
strategies that needs to be consider by
Holiday Inn hotel for enhancing its
customer service practices
Frequency
 Training to employees 10
 Innovative technology 10
 Personalised services 10
Interpretation – According to the collected information it has been analysed that it is essential for
Holiday Inn company to consider effective and efficient strategies that will assist in enhancing
business practices significantly. As per the views of 30 respondents 10,10 and 10 feels that
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training to employees, innovative technology and personalized services strategy needs to be
consider by Holiday Inn company.
As per the information collected from the above survey there are various recommendations that
needs to be consider by the manager of Holiday Inn company for increasing and enhancing
business practices. This will lead to have positive impact on business practices and help in
attracting more and more customers towards business. Holiday Inn company will be able to
develop strong and effective relationship with its customers. different recommendations are
mention below in detail –
 Training to employees – It is recommended to manager of Holiday Inn company to
provide effective and efficient training to its employees with the motive of meeting
customers needs and wants. Holiday Inn company needs to ensure that customer service
team has the right abilities for your dealing with customers' requirements. There are
different and effective tools that could be used by Holiday Inn company to increasing
customer services. No measure of CRM programming can make up for deficiencies
around here. Customers depend on you for their insight into your product. Stay
sufficiently informed to react to most requests and realize where to go if the inquiries
become excessively itemized or specialized for to reply. Through proper and accurate
training, Holiday Inn company employees will have accurate knowledge and
understanding about the needs and wants of customers (Mohammed and Zebaree, 2021).
 Personalised services and offerings – Effective and great customer experiences are a
critical component of getting individuals to trust your image and purchase from the
company. It is recommended that Holiday Inn organisation is considering personalised
services and offerings in order to significantly meet with the demand of customers.
Computerized on boarding successions are fabulous for assisting clients with getting
comfortable with the product, particularly on the off chance that it has a lofty expectation
to learn and adapt. However, they're a long way from individual, and they do not invite
clients as an individual message can. At the point when a customer buys product, pursues
your free preliminary, or sends a request, connect by and by to ask how company can
help them. Monitoring who stays at the hotel, with devices like sign in structures,
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reviews, and email records can assist hotels with making experiences that address their
customer's issues. Are they in a rush and need speedy look at in and check, or would they
like to take as much time as necessary. These types of personalised services lead to have
positive impact on overall performance level of Holiday Inn company as well as increase
customer services practices
CONCLUSION
From the above report it could be concluded that customer services play significant role in
organisation and it will lead to have major impact on overall relationship of company with its
customers. SERVQUAL model is the model of service quality that is utilized for estimating
service quality and customer expectations. It is important for company to correctly overcome
with the gaps as this will lead to affect functioning of business. It is crucial that company is
effectively conducting its customer services in order to improve its relationship with customers
as well as develop strong image in market area.
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REFERENCES
Books and Journals
Giao, H.N.K., 2021. Customer Satisfaction of Vietnam Airline Domestic Services.
Mohammed, C.M. and Zebaree, S.R., 2021. Sufficient comparison among cloud computing
services: IaaS, PaaS, and SaaS: A review. International Journal of Science and Business, 5(2),
pp.17-30.
Piriyabenjawat, J., 2021. MARKETING MIX FACTORS THAT AFFECT TOWARDS
USING SPA SERVICES OF CUSTOMER IN BANGKOK. Dusit Thani College Journal, 15(2),
pp.98-112.
Bambauer-Sachse, S. and Helbling, T., 2021. Customer satisfaction with business services: is
agile better?. Journal of Business & Industrial Marketing.
Abbas, A.O. and Chowdhury, B.H., 2021. Using customer-side resources for market-based
transmission and distribution level grid services–A review. International Journal of Electrical
Power & Energy Systems, 125, p.106480.
Gilboa, S., Seger-Guttmann, T. and Partouche-Sebban, J., 2022. Increasing customer loyalty
and WOM in an age of terror: Cross-cultural development and validation of the customers’
reactions to terror scale (CRTS). Journal of Retailing and Consumer Services, 64, p.102785.
Ameen, N., and et.al., 2021. Customer experiences in the age of artificial
intelligence. Computers in Human Behavior, 114, p.106548.
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