Strategic Customer Service in the Travel and Tourism Industry

This report provides an analysis of customer service strategies within the travel and tourism industry, focusing on enhancing customer satisfaction and improving overall service quality. It uses feedback forms, surveys, and data analysis to measure customer satisfaction levels and identify areas for improvement. The report explores various techniques for gathering customer feedback, including questionnaires and secondary data sources, and discusses the advantages and disadvantages of each method. The research methodology includes a post-positivism philosophy, a deductive approach, and a descriptive design, utilizing probability sampling to collect data from hotel visitors. The findings highlight key factors influencing customer preferences, such as the importance of brand value, room quality, and facilities, providing valuable insights for hotel management to optimize their services and increase customer loyalty. Desklib is a great platform to find similar solved assignments and past papers.

Running head: CUSTOMER SERVICE IN TRAVEL AND TOURISM
Customer service in travel and tourism
Name of the Student
Name of the University
Author note

1CUSTOMER SERVICE IN TRAVEL AND TOURISM
Table of Contents
Task 3...............................................................................................................................................2
Part 1................................................................................................................................................2
Part 2................................................................................................................................................7
Data analysis................................................................................................................................7
Analysis.......................................................................................................................................8
Analysis.......................................................................................................................................9
Analysis.....................................................................................................................................11
Analysis.....................................................................................................................................14
Analysis.....................................................................................................................................15
Analysis.....................................................................................................................................17
Analysis.....................................................................................................................................18
Analysis.....................................................................................................................................19
Analysis.....................................................................................................................................20
References......................................................................................................................................21

2CUSTOMER SERVICE IN TRAVEL AND TOURISM
Task 3
Part 1
It is seen that the relevant information regarding the satisfaction level of the customers can be
accessed from utilizing various tools that are important for ensuring the quality of the services
provided to the customers of the hotel. It can be said that feed back forms, surveys and face to
face interviews can be strategic tools for evaluating the effectiveness of implementation of
various customer service policies within the workplace. The challenge that the management of
the organization have been facing is lack of service was being provided to the customers of the
hotel and the customers’ level of satisfaction was almost nil. It is a matter of fact that the success
of any business organization operating under the travel and tourism industry significantly
depends on the customer satisfaction as the motto of the organizations operating in service
industry should be to be able to provide appropriate and adequate services to the visitors of the
hotel. It can be said that for all the hotels and specifically for the hotel mentioned in the case
study, the importance of the repeat customers is immense as when a customer or visitor gets
adequate and quality service from the employees of a hotel business, it would definitely satisfy
their requirements and they will give good reviews about the hotel. In this regard, it should be
mentioned that these satisfied customers will give good reviews of the hotel to prospectus other
clients of the hotel and this passive word of mouth publicity will help the organization to
experience more flow of visitors that will immensely contribute to the profitability of the
organization. The management of the hotel thus should stress on increasing the satisfaction of the
customers in the first place in order to experience greater productivity and profitability. It has
been seen that the employees of the organization accepted the fact that increased communication

3CUSTOMER SERVICE IN TRAVEL AND TOURISM
within the workplace effectively negated the issues related to the confusion among the workers
and that has effectively improved the efficiency of the existing workforce of the company.
Increased communication within the workplace can enhance the sharing of knowledge and that
contributes to the overall performance of the employees and that is directly related to the
increase in the customer satisfaction.
To measure the satisfaction level of the visitors of the hotel, the management of the
organization can choose various techniques like getting information directly from conducting
surveys where the visitors will be participants, the management of the organization can compare
and contrast the profit charts and the records of the company to measure how effective was the
implementation of the customer service policies within the organization. It can be said that
measuring the satisfaction level of the visitors is important for sustaining the regular customer
flow in the organization and also to sustain the reputation of the organization in the market of
operation. It can be said that for a business organization that operates in the service industry, if
they lose reputation once, the management will have to put in significant effort in order to regain
the past good will as nowadays in the market the competition has become immense and that
makes it problematic for the management of a particular hotel to reestablish the organization
with better reputation.
In order to measure the satisfaction of the visitors of the hotel the management will take various
techniques that include feedback forms, surveys and information collected from various
secondary sources of data like various newspapers journals articles books and many more.
To address the advantages and disadvantages of getting the responses of the target customers of
the hotel it can be said that it is a very important things to do in order to evaluate the

4CUSTOMER SERVICE IN TRAVEL AND TOURISM
effectiveness of the employees and the effectiveness of the general procedure of the company’s
business operation. It is a matter of fact that as the company operates under the service industry
customer satisfaction is one of the most integral aspect that determines the profitability and the
future success of the hotel business but if the members of the workforce somehow failed to
satisfy the requirements of the customers that would potentially harm the profitability of the
business organization and not only that it would definitely affect the reputation of the
organization. To address the advantages it can be said that by the feedback forms and serving
among the target customers who have been visitors of the hotel the management will get an
overall idea of the areas of improvement and what is their expertise. This is a very good way to
effectively continuously improve the capability of the workforce as the better the organizational
performance will be the better the management will get the chances to experience profitability in
their market of operation. Not by just providing services the company can be able to satisfy all
the needs of the customers as for that the relationship with the customer matters significantly.
The management of the hotel should stress on improving the relationship with the customers in
order to make them comfortable in the Institution and to ensure that by their word of mouth the
reputation of the hotel gets increased effectively so that those satisfied customers become repeat
customers for the hotel which would immensely generate more revenues and not only that by the
word of mouth publicity of the satisfied customers the flow of visitors will effectively increase
and that would significantly contributed to the profitability of the Institution.
Methodology for the research
In this section of this report the methodology of the research is provided that discloses the
techniques chosen by the management of the hotel to get to know the mindset of the customers
who have already visited their Organisation in order to access the word forces effectiveness.

5CUSTOMER SERVICE IN TRAVEL AND TOURISM
Philosophy
For this particular research work the philosophy of the research would be post positivism as it
would allow the researchers to cross check the particular database of the relevant field and this
philosophy would provide adequate knowledge of the findings of the data which has been
previously analysed (Mackey & Gass, 2015). Apart from that post positivism philosophy of the
research would enable the researchers to sustain the clarity of the research work and thus this
philosophy will be chosen by the management of the hotel.
Approach
For conducting a research regarding the satisfaction level of the customers the management of
the hotels should choose deductive approach as that would help them to conduct the whole
research work with effective utilization of the previous models and theories on which the
management can depend on (Panneerselvam, 2014).
Design
The Research Design for this particular case will be descriptive as it would help the management
of the company to conduct the whole research with more exploration as well as explanation by
incorporating more detailed data gathered from the relevant field and also it would enable the
management to describe and explain the whole research with additional other information
gathered from the secondary sources (Smith, 2015).
Strategy

6CUSTOMER SERVICE IN TRAVEL AND TOURISM
The strategy for this particular research work should be collecting data from surveying and
feedback forms and also from various secondary sources and then the data will be analysed for
investigating and for finding the results.
Process of Data Collection
For this particular research work the management of the hotel should gather relevant data from
various secondary sources like books journals internet websites and many more and along with
that they will be serving some visitors of their Hotel regarding the satisfaction level and will give
them feedback forms to feel so that they can effectively assess the effectiveness of the general
workforce.
Sampling technique
For this particular research conducted by the management of the hotel, the technique will be
probability sampling method as it would allow the researcher to choose some specific visitors of
the hotel.
Sample size
The management of the hotel will choose 50 visitors of the hotel for collecting primary data
regarding their satisfaction with the services they receive from the employees of the business
organization (Bauer, 2014). A survey will be conducted by the management of the hotel and
feedback will be received from those chosen visitors of the hotel.

7CUSTOMER SERVICE IN TRAVEL AND TOURISM
Part 2
Data analysis
Questionnaire
1. How frequently you visit hotel in a year?
a. Once
b. Thrice
c. Very frequently
d. Not so often
Options No of
respondents
Total
respondents
Response %
Once 20 50 40%
Thrice 0 50 0%
Very frequently 25 50 50%
Not so often 5 50 10%

8CUSTOMER SERVICE IN TRAVEL AND TOURISM
Once Thrice Very
frequently Not so often
0
5
10
15
20
25
30
35
40
45
50
50 50 50 50
No of respondents
Total respondents
Response %
Analysis
From the graphs and the charts above it can be said that 50% of the visitors of this particular
hotel are very frequent and 20% of the visitors visit hotels at least once a year. This is not at all a
bad record and it can be said that the repetitive customers of the hotel generates major revenue
for the hotel.
2. Specific reasons behind your stay in this particular hotel?
a. Business trips
b. The ambience and the service is great
c. Fine dining, lounge, gym and other facilities
d. Recreational facilities

9CUSTOMER SERVICE IN TRAVEL AND TOURISM
Options No of
respondents
Total
respondents
Response %
Business trips 20 50 40%
The ambience and the
service is great 10
50 20%
Fine dining, lounge, gym and
other facilities 20
50 40%
Recreational facilities 0 50 0%
0
10
20
30
40
50
50 50 50 50
No of respondents
Total respondents
Response %
Analysis
According to above provided charts and graphs it is seen that the 80% visitors of this hotel are
interested to visit this particular hotel for business trips and fine dining and other facilities. 20%
of the visitors like the hotel because of the great ambience it offers to the customers or visitors.

10CUSTOMER SERVICE IN TRAVEL AND TOURISM
3. When you book a hotel what specific demands or expectations you have?
a. good food and bar
b. Spacious rooms, hygiene, privacy
c. Location of the hotel
d. Brand value and reputation
Options No of
respondents
Total
respondents
Response %
good food and bar 10 50 20%
Spacious rooms, hygiene,
privacy 10
50 20%
Location of the hotel 10 50 20%
Brand value and reputation 20 50 40%

11CUSTOMER SERVICE IN TRAVEL AND TOURISM
good food and
bar Spacious rooms,
hygiene, privacy Location of the
hotel Brand value and
reputation
0
5
10
15
20
25
30
35
40
45
50
50 50 50 50
No of respondents
Total respondents
Response %
Analysis
From the graphs it can be said that total 60% of the visitors like the hotel for good food and
bar, Spacious rooms, hygiene, privacy, and the Location of the hotel. On the other hand, 40% of
the visitors prefer visiting this hotel as this hotel has a huge brand value and reputation in the
market of operation by providing excellent service to the visitors. Thus, it can be said that brand
value matters a lot in terms of generating revenue.
4. What type of facilities you prefer while booking a hotel?
a. 2 star
b. 4 star