Customer Service Management: Chinese and British Tourists Analysis

This report delves into customer service management within the tourism and hospitality sector, using Marriott Hotel as a case study. It begins by analyzing the differing consumer behaviors of Chinese and British tourists, highlighting cultural nuances in travel preferences, motivations, and preparation. The report then identifies necessary changes for hospitality organizations to adapt to these diverse customer profiles, including adjustments to the marketing mix, such as product offerings, pricing, and promotional strategies. The concept of glocalization is introduced to balance global standards with local adaptations. Furthermore, the report explores the benefits of exceeding customer expectations, considering the implications of ethnocentric and polycentric approaches in staffing and management. The report concludes with a discussion of opportunities for organizational success derived from excellent customer service, emphasizing the importance of tailored strategies to meet the needs of diverse tourist groups.

Customer Service
Management for Tourism &
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
a) Differences of consumer behaviour between Chinese and British tourists........................1
b) Changes required in tourism or hospitality sector..............................................................4
TASK 2............................................................................................................................................6
Benefits and opportunities derived from exceeding customer expectation in organisation
success....................................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
In hospitality and tourism sector, entire success or failure of business depends on service
offered to guests. Customer service management can be defined as process of increasing
satisfaction among people by reducing costs, improving agent and field tech productivity,
monitor service patterns and more (Hudson and Hudson, 2012). In this report, a description of
customer service management in context with tourism and hospitality segment is provided.
Marriott Hotel is undertaken in this assignment which deals in hospitality sector. Here,
difference among behaviour of consumers belong to different countries are described . On such
basis of difference, what changes are needed to this organisation also discussed in detail so that
tourism can be enhanced in country. Benefits and different kinds of opportunities which can be
derived from exceeding visitor expectations towards success of company with limitation in
delivering service are also elaborated in further part of this project.
TASK 1
a) Differences of consumer behaviour between Chinese and British tourists
In travel and hospitality sector, customer service management is consider as most
important monetary system. As without consumers, companies working under tourism and
hospitality sector, which will not be able to earn adequate revenue. In order to provide better
service to tourists, in every sector of tourism such as in flight, travel agency, hotels and
restaurants etc. organisations are needed to evaluate their behaviour. It is necessary for keep
customers and clients happy which will create a large impact on profitability of business as well.
Delivering good customer service is considered as essential key factor for attaining success of
business (Jauhari and Bharwani, 2017). In context with tourists, before visiting destination of
other countries, they firstly consider to look out at services of hotels including accommodation.
The main issue behind success of business is how employers managed service quality which
includes level of satisfaction and perceived performance of hospitality sectors.
In context with UK, this nation is counted in top countries which serves best services to
tourists as per their expectation. Government of this region concern more on how to provide best
services to customers so that tourism can be enhanced. Million people of different territorial
regions are come to visit destinations of UK in every year. Consumer behaviour relates with
different activities, ideas or experiences which satisfy needs and demands of clients needs
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(Mok, Sparks and Kadampully, 2013). It intakes entire procedures of obtaining, consuming and
disposing of services and products. In CSM, managers are used to search a single source from
where they can find information about tourists related to their behaviour, expectation, product
availability, shipping dates and more.
Customer behaviour is mainly concerned with all such aspects which includes purchasing
decisions, activities related to consumptions, brand influencers and opinion etc. Characteristics
of individuals can be stated as per demographics, lifestyles, behavioural variables which includes
usage rates, loyalty, willingness to visit a place, brand advocacy and more. Therefore, for
analysing consumer behaviour, CRM (Customer Relationship Management) databases is
considered as an important asset as it helps businesses in managing important relations with the
customers. As CRM helps a Marriott Hotel in exceeding expectation of customer by providing
different kind of activities. It also aid in building effective interpersonal relations. Culture in this
regard is referred as an important key element of tourism which relates with attraction point of
view for visitors and characteristics which influences tourists behaviour as well as interaction
with different destinations of resident place (Crawford, 2013). In this regard, some difference of
behaviour of customers of two different nations that are from British and China can be
elaborated as-
In context with culture Chinese and British are totally different as compared to earlier
times Chinese were orthodox in nature and doesn't allowed any country for trading purpose but
later after implementation of “Open Door” a huge hype in nation's economy can be seen and in
the field of tourism, China is has some most popular places to be explored for example: Great
Wall of Chine (O'Cass and Sok, 2013). Whereas Britain is totally different as for them a phrase
was used “Sun never sets in Britain” this was used because country was ruling in across all the
globe and due to this people started travelling to Britain for knowing their culture moreover
globalisation has helped travellers for getting more information.
In terms of behaviour regarding tourism a difference can be seen for example: a change
in attitude towards places like, Chinese are travelling more readily than before and they are
changing some of the prejudice and misconception. Westerns are now travelling to some quite
places along with the services and facilities that are provided by a travel agency. Therefore, some
of the difference are explained below for having better understanding:
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Travelling Alone or in a group: This is considered as one of the major cultural
difference as there are two kinds of travellers one who love to travel in a group like a group of
close friends or family and other who prefer travelling alone. In context with Chinese their prime
choice is to travel and spend holiday with their close ones so that they can share travelling
experience what they have learned with others. Therefore, Chinese people have a tendency of
easily connecting with who belong to same culture rather than interacting with people who are of
different culture. Whereas Britishers, on the other hand these people happy in travelling solo,
for example: introspective backpacking tour or personal city break.
Motivation behind the trip: It is determined as another major difference between
travellers of Chinese and Britishers. Concept of travelling is totally different for Britishers ones
as they travel with a sense of entitlement and they feel like travelling is what their right and it
should be done for have a change in their busy schedule and also to spent those money which are
earned by hard work (Chathoth and et. al., 2016). Chinese visit to different places for gaining
various experiences they gave enjoyed in foreign lands along with this, their main approach is of
relaxation and experience.
Preparation required: Chinese traveller feel relaxed while planning and doesn't spend
much time reading books and journals and have fun even at airport before taking off for a
destination. Thus, Chinese travellers look forward for the purpose of relaxing and also to gain
cultural expenditure with their close one i.e. family and friends. Whereas Britishers before
travelling go through books and other sources for having appropriate information about
destination so, it can be said look for a deserved holiday so they plan accordingly.
It has analysed that whether domestic or international country, people mostly prefer to
spend 6-8 days for their holidays (Radojevic, Stanisic and Stanic, 2015) . Therefore, as per
survey it has seen that customers who spend a week to visit a short-term travel are increasing at
high rate as compared to long-term who cost for near about 15 days. With the rise of tourism,
Britishers choose expensive place which can cost less time for them. While in case of Chinese
tourists, they would like to spend for long term travels. In UK, development of paid leave is
increasing at high rate therefore, citizens of this country used to travel in paid vacation time. On
the other hand in China, companies working on large sectors only are used to include paid leave
system. Therefore, behaviour of Chinese are different in this term. They are respond to
opportunities and plan customised tours in own way.
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b) Changes required in tourism or hospitality sector
Tourism and hospitality industry represents one of the largest market segments in terms
of economic activities. Organisations in these sectors are built on products in active manner and
set trends frequently which help in developing different kinds of brands as well. As tourists have
different taste and preferences which demand a firm to provide services as per their satisfaction.
Therefore, it is necessary for service industries such as Marriott Hotel to serve clients as per taste
of them. As per glocalisation theory, which is a combination of globalisation and localisation
describes a firm how to make changes in services and distributed to customers. This term can be
described as movements of services, goods, values and ideas around the world. It assist
hospitality sectors to adapt global and international products in business. In addition to this,
glocalisation aids in introducing advance mode in transportation which help people to move
quickly. It includes cruise ships, modern aircraft, trains and more which are relatively provide
cheap costs. In context with UK, there are fast trains, good road systems, red bus and even city
bike which is available on rent, provide benefits to tourists to enjoy their journey more.
Now a days, the most challenging decision face by Marriott of UK is degree of
standardisation or adaption in operational activities. It affects all aspects of operations like
finance, marketing mix, business structure and production etc. Therefore, to opt either adaption
or standardisation, depends on behaviour of tourists (Ryu, Lee and Gon Kim, 2012) . In this
manner, companies of UK use adaption technique for serving Chinese tourists while
standardisation for Britishers.
Marketing Mix Standardisation Adaptation
Product In this process, there is no
need to create modifications in
product or service while
serving customers of
belonging from British
Regions.
While, for serving Chinese
Tourists, organisations of UK
are needed to make
modifications as per cultural
characteristics. In this process,
Marriott Hotel needs to make
different arrangement for such
tourists like spa, snookers,
casino and more which give
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them enjoy and more fun.
Place Uniform channel structures
which is based on business,
brand and product line
objectives.
Adjustable distribution in
which objective of company
can change as per requirement
of business and must be highly
related with gaining
competition to others.
Price It impose fixed price of
products in global market
Price strategy is made as per
competition of marketplace
and economic circumstances of
target segment.
Promotion In standardisation process,
company doesn't need to make
change in their promotional
activities
In context with culture, there is
needed to do specific changes
in promotional techniques
Customers behaviour are categorised as per ethnocentric and polycentric also. In this
regard, ethnocentrism related with socio-psychological dynamic which broadly used in
determining behaviour of tourists belongs to different culture. This concept includes a set of
principles which serves visitors in standardisation manner (Sisson and Adams, 2013). While
polycentric model uses adaptation which depends on culture in which they operate business.
Thus, both model have opposite concept with each other. As it assists hospitality sectors of UK
to operate business as per need of tourists belongs to domestic market. Therefore, it entails them
to develop marketing strategies by focusing on needs of citizens more and give them first
priority. In comparison with this, polycentric approach creates marketing plan on the basis of
foreign market and attempts to fulfil their requirement.
In context with staffing, using ethnocentric approach, a company needs to hire
management which is of same nationality. On the other hand, polycentric approach assist a firm
to give employment of diversified people who belong to country of major prospective customers.
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Ethnocentric staffing gives opportunities to organisation to transfer values in foreign operations
but it can prevent business interest into those areas where company doesn't operate.
TASK 2
Benefits and opportunities derived from exceeding customer expectation in organisation success
In order to exceed customer expectation, it is necessary for organisations to gather
information about them as much as possible. It includes what they are seek in industries,
purchasing behaviour and more. As people can be distinguished as per different perceptions and
purchasing power which ultimately leads to right service delivery (Testa and Sipe, 2012).
Therefore, it is required by companies to offer them services as per choice of them. It provides
different kinds of benefits to organisations which includes getting their loyalty and retention for
longer period through which higher profitability can be earned. In this regard, customer service
management model relates with experiences gained by companies. It entails with level of
interaction among customers and suppliers as well as constitutes on following four pillars:
First Pillar: Fulfil demands of customers as per their expectation
Second Pillar: Expectation of consumers are triggered by their opinion and treat in
quantitative manner
Third Pillar: If customers are able to hire services provided by organisations.
Fourth Pillar: Suppliers must be capable to meet expectation of customers
In context with Marriott Hotel which deals in hospitality sector of UK are provided
services according to different taste and preferences of customers. Management of this firm
concern more on getting loyalty of consumers. By evaluating different behaviour of clients
belongs to national and international area, help hospitality sectors to make improvement in
services. It includes tangibility, reliability, responsiveness, assurance and empathy. With the help
of customer service management, this firm can drive new changes in operations. It helps a
business in identifying new opportunities and cater wants of tourists as well.
While visiting destinations of short-routes and long-routes destinations, tourists are more
concern on accommodation provided by travel agency which includes leisure hotels,
transportations and more. Other than this, they concern more on services provided by hotels
where they stay during whole journey. It includes quality and taste of food having different
varieties, accommodation such as swimming pool, gaming zone, banquet rooms, TV lobbies, spa
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and saloon more. Therefore, these kinds of accommodations are provided by Marriott Hotel
also. Tourists from international countries, they examined service of hotels in terms of purpose
they are coming for visit. In this context, people coming for holidays requires customer service
quality, personal requirement as well as additional value. While business travellers examine
services of hotels as per convenience, basic requirement and traffic facility as well as inside-
room equipments (Verma, Stock and McCarthy, 2012). In this era, Chinese tourists are focused
more on getting high staff service and special arrangements in terms of safety. Therefore,
Marriott Hotel provide all such kind of services for all tourists.
Hospitality industry of UK provides different kinds of training to employees. It provides
consistency among staff and makes them able to provide services as per demand of customers. In
case of danger situations, clients always look at staff members to cope up them from the same.
Therefore, by getting training employees can familiar with such equipments through which they
learn how to perform first aid and help guest to overcome from threats. In case of natural
disasters, terrorist activities and other types of discrepancy, hotel sectors like Marriott develop
plans to protect customers and trained employees to provide security accordingly. In addition to
this, training aids employees how to resolve issues happen with workers. For example- If
mistaken reservation has been given to tourists and such problem is not solved easily then trained
staff will know how to deal with this situations and solve issues in positive manner. The main
purpose behind giving training programmes to workers belong to hospitality sectors is to prepare
them how to make interaction with guests. For this process, teamwork and diversity training are
needed to provide by workers so that they are able to surpass customer expectations.
The main benefits and opportunities gained by Marriott Hotel by exceeding customer
expectation are- it lets management in analysing effectiveness of service levels which makes
guest's happy and achieve high satisfaction of them and ultimately results in repetition of sales
(How To… exceed your guests’ expectations. 2018). It also enables staff members in focusing
more on fulfilling every requirement of tourists which leads to enhanced reputation in the
market. This process will also aid in resolving complaints and issues occur with customers while
taking services. One of the most common strategy used by hotels and organisations of UK is
benchmarking. This policy enables them to learn what strategies are used by others in exceeding
customer expectation. Hence, it able Marriott in borrowing tradition and offer same kind of
services used by rival industries in gaining favouritism of visitors.
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In this regard, Marriott Hotel makes a large investment in training sector so that
employees can prepare themselves how to serve clients. It includes while housekeeping and
luggage maintaining of tourists. If employees provide service well to customers then it will
generate good perception in their minds (Bowie and et. al., 2016). Tourists would like to come
again to acquire services of such hotels.
Due to intense competition in hospitality and tourism sector, it is necessary for
organisations to keep retention of workers for longer period so that expert services are offered. In
hotel industries, high experienced staff members help in providing effective services to
customers. As if workers are working for long time in same organisation, they will get more
familiar with policies. They can understand demands and wants of guests more as compared to
new one. Along with this, they also don't want to take training sessions. Therefore, it is essential
for Marriott Hotel to provide different kinds of benefits to employees which includes high
appraisals, good pay scale and more. Management should organise timely meetings with staff
members in order to evaluate their needs and wants. Employers should fulfil every demand of
them on time so that heavy labour turnover can be minimised. Thus, in this manner availability
of high skilled and trained staff in workplace help in getting success of business as well as it also
build effective brand image of organisation at particular marketplace.
Some factors which may create limitations in delivering effective services to customers
within tourism and hospitality sector are different culture of tourists, communication, employee
engagement, customer relationship management, loyalty programs, increasing threats of
terrorism, lack of infrastructure, safety equipments and more (Ariffin and Maghzi, 2012). In this
regard, Marriott Hotel is required to recruit employees having different culture and possess
knowledge of various languages. It will help in making interaction with tourists in their own
mother tongue so that demands and needs of them can be evaluated easily. In this regard,
employers are also required to include customer relationship management in system so that ideal
interaction with customers is being carried out. It can be defined as set of technologies, practices
and strategies which are needed to be utilised by organisation. This will help in analysing as well
as managing data of buyers. To remove limitations which come in delivering good services to
customers, employers of Marriott Hotel are required to create vision among employees related to
earn loyalty of guests. Staff members should provide reliable and innovative services to tourists.
In addition to this, managers must develop strategies by focusing on some points that are- Giving
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priority to initiatives and develop a framework accordingly, Identifying gaps between actual and
expected outcomes, Benchmarking the real state, Determining level of satisfaction among guests
and global setting of business as well.
CONCLUSION
From this mention assignment, it has concluded that customer service management is an
important function of a company which provides a great success in business. If organisations
provide good services to consumers then they will earn high revenues and gain competitive
advantage as well. In context with travel and tourism sector, to gain attraction of tourists, it is
essential for organisations to evaluate their needs first. This management in tourism sector
requires a real-time system in order to respond inquiries of visitors and facilitate their order
placement on time.
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