Good Customer Service Is A Critical Aspect Of A Quality Product

957 Words May 24th, 2016 4 Pages
According to Alan Collier (2011), good customer service is a critical aspect of a quality product. In order to meet the tourism marketing idea of "meeting and exceeding customer expectations", customer service needs to be consistent, continuous, thoughtful and available. Staff who contribute service need to have appropriate skills, knowledge and attributes to perform their jobs to the best of their ability. Alan Collier goes on to identifying listening skills, punctuality, courtesy, integrity and grooming as specific skills and qualities needed to maintain a consistently high level of quality customer service.

In another text I researched, the skills that were outlined by Alan Collier are reflected in a travel text written by Parasuraman, Zeithaml and Berry (1988). They defined the five key components of customer service provided by the SERVQUAL service measuring system. It states in the text that 'Delivering quality customer service is considered an essential strategy for success and survival in todays competitive environment ' (Valarie A. Zeithaml, Leonard L. Berry and A. Parasuraman 1996). This means that during the 1980 's they analysed and determined what service quality meant to customers and how to develop strategies to implement these customer expectations. The five key components they came up with using the SERVQUAL consist of customer service being tangible, reliable, responsive, assuring and empathetic.

The five key components consist of customer service…

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