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Level 4 Diploma in Tourism and Hospitality Management

Principles of Excellent Customer Service

THM403 · Services Marketing in Tourism and Hospitality — Week 10 of 16

CourseTHM403
Week10 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Principles of Excellent Customer Service

  1. Dimensions of service quality (SERVQUAL)
  2. Customer touchpoint mapping
  3. Employee service mindset
  4. Linking customer satisfaction to business profitability
  5. How Do You Rate Customer Service Quality? It's a Bit Tough.
  6. Lec 36-Nature of Quality and Evolution of Quality Management-II (Service Quality Dimensions)

What you will be able to do

  • 4.1 Define the characteristics of excellent customer service in the tourism and hospitality industry.
  • 4.2 Assess the relationship between customer service and business performance in the tourism and hospitality industry.

Activity

Start with this week’s 2 videos, then: Seminar, guided reading and a short written task: define the characteristics of excellent customer service in the tourism and hospitality industry.

Study materials

Videos

  • How Do You Rate Customer Service Quality? It's a Bit Tough. · YouTube · Professor Wolters · 6 min · for registered students
  • Customer Satisfaction: Metrics That Matter + How to Improve Them · YouTube · HubSpot Marketing · 10 min · for registered students

Further resources

  • Principles of Marketing, ch. 11.3: The gap model of service quality · PDF · OpenStax, textbook chapter; pp. 386–390 · for registered students
  • Quality of airline service attributes: satisfiers and dissatisfiers · Reading · Reading, article · for registered students
  • Service Quality and Customer Satisfaction in the Post Pandemic World · Reading · Reading, article · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
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Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Fundamentals of Services Marketing
  • Week 2: Services Marketing Approaches and Operational Activities
  • Week 3: Digital Communications and Social Media Strategy
  • Week 4: The Extended Marketing Mix Framework
  • Week 5: The 9P Model and Practical Business Analysis
  • Week 6: Theories of Consumer Behaviour
  • Week 7: Contemporary Trends in Consumer Behaviour
  • Midterm: Midterm evaluation
  • Week 9: Organisational Adaptation to Market Changes
  • Week 10: Principles of Excellent Customer Service
  • Week 11: Complaint Management and Service Recovery
  • Week 12: Applying Services Marketing in Tourism and Hospitality in p…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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