E302 Claudia Dabija Business Customer Service Management Report

This report examines customer service management within the tourism and hospitality sector, focusing on the application of Hofstede's cultural dimensions model. It analyzes the impact of cultural differences between the UK and China, particularly in consumer behavior and marketing strategies. The report evaluates the Eden Project's considerations in adapting its marketing mix to the Chinese market, addressing issues of power distance, individualism, femininity, and uncertainty avoidance. It explores the importance of product, price, promotion, place, people, physical environment, and process within the marketing mix. The report highlights the significance of understanding cultural nuances to enhance customer satisfaction and business success, emphasizing the need for long-term planning and relationship building in the Chinese market.

Customer Service Management
for Tourism & Hospitality

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
A. Hofstede’s model of cultural dimensions..........................................................................1
B Evaluate the considerations of Eden Project management................................................4
REFERENCES................................................................................................................................9

INTRODUCTION
Hofstede's culture is a framework in cross cultural communication and In this report describes
the effect of different china culture and UK culture, it also describe the marketing mix to the
Eden Project management made some modification in their marketing mix in order to local
culture china market. This country change their market strategies in seven p's of marketing mix,
therefore its main target to attract the customer, visitor and expanding their business. It includes
how to increasing tour and tourism in this country and its consumer behaviours. The consumer
behaviours of this nations people depend on their demand, want, needs. China focus on
increasing the profitably of the business and promote the business, place also. They build a
relationship with customer as wells as country also.
A. Hofstede’s model of cultural dimensions
The Hofstede's cultural dimensions theory is a framework for cross cultural
communication which was developed by Geert Hofstede, this model helps to identify various
cultural difference among different countries or nations. There are different people having
different cultures in the world trading with each other respectively. Culture plays an important
role on the behaviour of people, such as consumer behaviour(Rallapalli and et.al ,2015).
Consumer behavior is highly affected by culture and values, China is a developing country as
compared to United Kingdom therefore there is a huge difference among their culture as well as
consumer behaviour. People in china focus on developing their skills and knowledge by learning
new things whereas people in UK are already ahead in terms of skills and knowledge due to
advance technology and economy. The culture is UK is much more free and open as compared to
china, the people in united kingdom believes in living with freedom. China is a small country
and people there live together with harmony. Culture has a great influence on the purchasing
decisions of people living in different countries or nations. There are many types of cultural
forces such as history, religion, family, language arts and education that influence consumer
behaviour. Chinese people like to bargain whereas people in UK do not get engage that much in
bargaining. People in china do not believe in online shopping as they think the products will be
damaged or bad in quality, but UK people do online shopping with a high rate. People in United
Kingdom follows western culture but Chinese are still adopting it.
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 According to Hofstede, there are furthermore two sorts of human culture: individualistic
and collectivistic. In individualistic culture, people are narcissistic and search for
fulfillment of their own targets, UK is a country that has slant towards on this sort of
society. Regardless, in a collectivistic culture, people from such society have a get-
together outlook and search for basic accommodation to keep up store up congruity.
China of course, as demonstrated by Hofstede's examination has scored a high assessing
on group(Saleem and et.al, 2017).
 The second part of Hofstede's work on culture is uncertainty avoidance (UAI). Weakness
avoidance is concerned about the number of people in a country support formal measures
and settled case of life, as strategies for updating their security. Likewise, uncertainty
avoidance is about whether people get a kick out of the opportunity to put it all on the
line. In a high uncertainty avoidance society, people are consistently associated with risk
deception. Contrast to this, in the low weakness avoiding social requests, people are all
the more anxious to comprehension and to explore new things. UK in Hofstede's research
has scored a higher defenselessness avoidance record than China however the
qualification isn't huge.
 The third point of view is Power Distance Index(PDI). "Power isolate is how much the
less compelling people from affiliations and foundations (like the family) recognize and
expect that power is scattered unequally." Cultures that grasp low power evacuate expect
and recognize control relations that are more consultative or law based. People relate to
each other more than reciprocals paying little notice to formal positions. Subordinates are
all the more okay with and ask for the benefit to add to and assess the essential authority
of individuals with incredible impact. In high power isolate countries, less viable
recognize control relations that are more oppressive and paternalistic. Subordinates
perceive the vitality of others just in light of where they are situated in certain formal and
different leveled positions. In that limit, the power isolate record Hofstede portrays does
not reflect an objective difference in control scattering, yet rather the way people see
control contrasts. China is high on PDI while Britain is low on PDI.
 The fourth viewpoint is of Masculinity (MAS), versus Femininity: "The scattering of
eager parts between the sexual introductions". Masculine social orders' characteristics are
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forcefulness, insistence, authenticity, want and power, while female social orders put
increasingly a motivation on associations and individual fulfillment. In masculine social
orders, the differentiation between sexual introduction parts are more enthusiastic and
less fluid than in genteel social orders where individuals have comparative characteristics
emphasizing caring and modesty. In light of the illegal on sexuality in various social
orders, particularly masculine ones, and because of the obvious sex generalizations
construed by Hofstede's expressing, this estimation is frequently renamed by customers
of Hofstede's work, e.g. to Quantity of Life versus Personal fulfillment. Both UK and
China both scale almost on same scale in MAS.
 The fifth point of view is of Long term Orientation (LTO), versus Short Term orientation.
In any case called "Confucian dynamism", it delineates social requests' chance horizon.
Whole deal orchestrated social requests join more noteworthiness to what's to
come(Mazanec and et.al, 2015). They urge serious regards arranged towards rewards,
including industriousness, saving and breaking point as for alteration. In at this very
moment organized social requests, values hoisted are related to the past and the present,
including dauntlessness, respect for tradition, shielding of one's face, reaction and
fulfilling social duties. While china is high on LTO, the UK is low on LTO.
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Illustration 1: 5 D Model of Hofstede's Cultural
Dimensions for UK and China
(Source: NATIONAL CULTURE, 2015)
The above mentioned dimensions are major differences between cultures in UK and
China, these differences greatly affect consumer behaviour of people in both countries, UK
people can easily adopt new things or support development in tourist attractions. But people in
china needs to understand the important of development in tourism in order to improve economic
conditions as well as living standards. The Eden project needs to focus on Chinese culture to get
success in developing tourists attraction in china, it is important to consider various elements of
culture such as education level, language etc(Block and et.al, 2017). It will ensure that people in
china will support and accept new tourist attraction in the country.
B Evaluate the considerations of Eden Project management
Eden project is very famous place , located in china and it is unique or complex
organisation. The difference between china and UK hofstede's culture is power distances,
individualism, femininity and uncertainty avoidance. Consumer behaviour are related to different
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people from different culture. Power of distances is refers to inequality of culture means cross
culture communication problems, some culture are accept a higher level of unequally
distributed power do people in different culture (Zhang and et.al 2017). Power of distances create
some issues like lack of communication, understanding and through distances is the major
problem face by people. They are not mix-up easily in different culture and not feel comfortable.
So in this case take some corrective decision how to avoid that problems. The second problems
are individualism is related people have to one another in the community and different culture ,
in this situations corporation of people must , build up a strong relationship with customer. It is
necessary because customer more attract and increase the profitably of these countries.
Femininity is also important for every different people and culture but in china are not
giving the equal rights to the women. But inside UK giving the equal right for women and child.
They people are familiar each other work together and making strong relation with customers.
Uncertainty avoidances are the level of anxiety a member of a specific culture will behave in
terms of uncertainty it is highest different between UK and china culture means people will
avoid indeterminate with culture (Turgan , 2017). Long term orientation and short term
orientation is also create a problem in this culture it refer to the society value and make decision
in long and short term. But people do not do this so it also big issues in china. So long term plan
is very compulsory these people start long term plan and try to fulfil their plan to achieve their
goal. Different people from different cultures have business with each other with the advantage
of consumer behaviours and innovations.
UK and china culture effect their business but they avoid these difference they focus
only how to earn profit and how to make a good relationship with customers. They try to
complete their organisation goal with giving healthy environment to their customer. They try to
promote their business and proving customer satisfactions. They provide product quality to the
customer. Hofstede's culture main purpose to remove these barrier and giving the equality every
customer (Jarquin,and et. al 2017). The consumer behaviours of these countries are very different
their demand, needs, wants and culture also unique. These countries manage their customer they
provide quality of product , especially the behaviours segment of UK and china such as
developing and loyalty they can implement on their target, making market strategies. This
project based on marketing mix in china market it is totally depend on their product, price,
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promotion, place, people, physical environment and process. The main motive to the marketing
mix to is fulfil the need of customer in different culture.
The Eden Project management made some modification in their marketing mix in
order to local culture china market. This project help to this country expanding their business
through identifying, satisfying, and generating customer profitably.
 Product mix
This nations only main focus on product and its divers factions, quality of product,
customer satisfactions means they provide best products to their customer and people are easily
ready to buy. Marketers must also create the right product mix they expand their current product
mix by increasing the depth of their product line. China giving the product in different different
combinations, it is refer to produces their product in time and fulfil the needs and want to the
customer. They main motive to sell their product and develop their strategies and they adding
some feature of the product. It is all about the product mix right product or service to the
customer at the right price , in the right place, at the right time.
 Price
Price is the important component of a china market plan they determine earn profit and
developing customer relationship. China modify their price also. The price of the china product
is very expensive so every customer can not afford easily, so they people change their price at
different different level because every visitor easily consume their products they adjusting the
price of the goods and services has big impact on the whole marketing strategy as well as great
effect entire economic. Pricing always help the perceptions of the consumer and it always
remember that low price usually means indifferent good in the customer eyes. Pricing must also
provide profit it is only element of the marketing mix that increasing revenue, of the China
market. Target customer are always less sensitive about their prices than new customer, it is
good reason for looking after them well.
 Promotions
This country also promote their product through advertising, sales tactics, promotions and direct
marketing. They promote their product effective advertising and public relation. They maintain
their relationship with customer, visitors also. The main purpose their public relationship is that
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it help a build in good public image for this project. Promotion is the ways of China
communicates what they offer to customer. It also includes some important activities such as
branding, sales , giving special offer to the customer. Promotions doesn't just mean communicate
with customer it is related with aware the value and attributes of the product.
 Place
products are not only sold in China shops – they may also door to door, on line. Place is also
affect this project , china prefer best place for the visitor, people more attract and visit at this
place and where product and service are easily available (Sirianni. and et. al 2013). This place
attract to the target customer and help to increasing the tour and tourism at this place. A place
where customer buy a product and services means distributing the product appropriate and
convenient for the customer. So effective place always attract to the customer so that's why
people more prefer like this types of places. It is very help full for china market increasing their
tour and tourism sector and developing their business. China is most easier place where customer
get ready to purchase good and services. Retail and wholesaler are also help to sells good to the
customer (Kotabe , 2014.). They sells their product face to face and through wholesalers.
 People
People refers to the staff and sales people who work in china for expanding their
business, they provide excellent customer service and create a positive experience for the
visitors. It is important to hire and right people to deliver superior service to the visitors. They
include their employees, management, culture, and customer services. People knowing the
customer is the backbone to make successful their market strategies. Positioning is also the part
of marketing mix it is one of the most important 7 ps it refer to a products status in relation to
the China marketer (Applewhite , 2017. ). Packaging is the also the part of this market strategies
it is the wy of product is wrapped means overall presentation of a product. This way is help ful
for physical arrangement is designed to attract the customer.
 Physical evidence
Physical evidence is also the part of marketing mix in china it is related to the customers
interaction and giving a product services, the main motive to this project to increase the customer
interactions and providing a healthy environment to the customer (Applewhite , 2017.)r. People
refer to the represent the china business providing training and knowledge of the product and
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their service. Pychical evidences includes the marketing communications the tourism of China
attractions they providing the parcel and mail services also, large
 Process
It is refer to product delivery in time , they focus save their time and money through
increasing the efficiency of the business. China involved product service to their customer it is
related with system of the business can affect performance of the services. These are the changes
in local china market mix (Porral and Stanton, 2017) . The main motive these change to earn
highly profit and providing the best quality to the customer. They expand their business in
different nation through different culture. It is very important for growth of country and their
product, it helps to maintain their relationship between different people and different culture.
Conclusion
it can be concluded the changes of marketing mix in China they include their services
marketing mix product, price, place, promotions, people, process and physical evidence. China
market provide he service fulfil their customer need, want, to get each of these elements. The
aim of this country to expand their business and development of the economic. Through
marketing mix this country rapidly developed and generate their profit through tour and tourism
sector. They develop their culture through these mix. All these element influence their different
culture and the marketing mix need a lot of understanding , market research and consultation
with different culture people which is use to good and service .
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REFERENCES
Books and Journal
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cultural values: An item-response theoretical approach applying Hofstede's cultural dimensions
in a single nation. Tourism Management, 48, pp.299-304.
Saleem, S. and Larimo, J., 2017. Hofstede cultural framework and advertising research: An
assessment of the literature. In Advances in Advertising Research (Vol. VII) (pp. 247-263).
Springer Gabler, Wiesbaden.
Rallapalli, K.C. and Montgomery, C.D., 2015. Marketing strategies for Asian-Americans:
guidelines based on Hofstede's Cultural Dimensions. In Minority marketing: Research
perspectives for the 1990s (pp. 73-77). Springer, Cham.
Block, J.H. and Walter, S.G., 2017. 2. Hofstede’s cultural dimensions and modes of entry into
entrepreneurship. Exploring the Entrepreneurial Society: Institutions, Behaviors and Outcomes,
p.22.
Zhang, J., Zhu, F., Sun, X., Wang, P. and Song, H., 2017. The Evolution of Intellectual Structure
in Organization Studies between 1990 and 2010: A Research Based on Bibliometric
Analysis. Management, 5, pp.430-449.
Turgan, A.H., 2017. Teenindusstandardite roll hotelli teeninduskultuuri arendamisel Nordic
Hotel Forum näitel(Doctoral dissertation, Tartu Ülikooli Pärnu kolledž).
Jarquin Jarquin, A.M. and Garcia Duarte, K.P., 2017.Comportamiento innovador de la
Cooperativa KAULAPA RL del Municipio de Esquipulas, Departamento de Matagalpa,
2016 (Doctoral dissertation, Universidad Nacional Autónoma de Nicaragua, Managua).
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
Applewhite, P.A., 2017. Examining the Role of Emotional Intelligence in the Work and Life
Balance of Foster Care Workers.
Applewhite, P.S., 2017. Emotional Intelligence in the Work and Life Balance of Foster Care
Workers (Doctoral dissertation, Walden University).
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Sirianni. N.J., Bitner M.J., Brown, S.W. and Mandel, N., 2013. Branded service encounters:
Strategically aligning employee behavior with the brand positioning. Journal of Marketing,77(6),
pp.108-123.
Kotabe. M. and Helsen, K. 2014. Global marketing management.
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