TOUR06036 2016 Innovative Tourism Customer Service

General Details

Full Title
Innovative Tourism Customer Service
Transcript Title
Innovative Tourism Cust Serv
90 %
Subject Area
TOUR - Tourism
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Mary O'Keeffe
Programme Membership
SG_BTOUR_C06 201600 Higher Certificate in Business in Tourism SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 202100 Bachelor of Business in Business in Tourism with Event Management

Providing high quality customer service should be at the top of every tourism provider’s agenda. Globally, the service sector has come to dominate the activity of most developed economies and customer service is therefore more important than ever before. Despite the exhaustive literature which connects service excellence, satisfaction and loyalty to profits, many organisations still do not understand the significance of customer service. This module aims to progress the learner's capacity and confidence to deliver superior customer service in a tourism setting.


Learning Outcomes

On completion of this module the learner will/should be able to;


Recognise the critical role of customer service in meeting customer expectations and delivering exceptional customer experiences.


Comprehend why and how a tourism organisation should develop an integrated approach to developing and maintaining a service culture.


Understand and appreciate the service encounter as primarily a social encounter, to deliver emotional service experiences.


Identify the expanded role of the tourist / customer as a partial employee, co-creator and influencer of other customer experiences.



Examine the key elements of the servicescape and recognise how this holistic approach to service design is used to position tourism firms and manage tourist behaviour and flow.


Describe the process of service recovery and assess how service recovery successfully addresses service failure.

Teaching and Learning Strategies

Lecture & Tutorial Materials, Problem/Customer Service Scenario Based Learning

Case Study Examples

Tourism Sector Resource & Podcast Materials

Group Project Practicals

Module Assessment Strategies

Students select a customer care issue / complaint and improvise a scenario to demonstarte management of customer service recovery.

Students assess and analyse a tourism servicescape using Bitner's model.

Repeat Assessments

Repeat examination as per Institute procedure.

Indicative Syllabus

Understanding the Customer & Customer Service

Definition, & Role of Customer Service, Extended Marketing Mix, Importance of the Service Economy, Impact / Implications of Service Quality, Service-Profit Chain, Customer Expectations, The Customer Experience, Service Experience Emotions.


Developing & Maintaining a Service Culture

Integrated Communications & Internal Marketing, Managing Service Promises, Empowerment, Establishing a Marketing Approach to H. R Management, Reward & Recognition Systems. Ethical Issues in Communication


Managing Service Encounters & Relationship Building

Delivering Service / Employee Role, Customer Service Training, Role of the Customer / Co-Construction, Benefits of Relationship Marketing, Retention & Loyalty Strategies,


Customer Service Delivery via the Servicescape

Strategic Role of the Service-scape, Service-scape Elements, Designing & Developing Servicescapes, Effects on Consumer Behaviour, Managing Customer Flow & Queuing Strategies.


Impact of Technology on Customer Service

Communication & Technological Developments, Use of Technology & the Consumer Decision Journey, Service Delivery via Electronic Channels.


Significance of Service Recovery

Service Recovery Paradox, Process of Service Recovery, Consequences of Effective Service Recovery, Soliciting, Tracking, and Handling Complaints, Service Guarantees, Customer Training Handbook



Coursework & Assessment Breakdown

Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Project Assignment 30 % Week 2 5,6

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Examination Final Exam Closed Book Exam 70 % End of Semester 1,2,3,4,5,6

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Tiered Classroom Lecture 3 Weekly 3.00
Practical Flat Classroom Workshop / Tutorial 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 5.00 Hours

Required & Recommended Book List

Recommended Reading
2013 Customer Service for Hospitality :-:- Tourism Goodfellow

Customer Service

Module Resources

Non ISBN Literary Resources

Tourist Customer Service Satisfaction An Encounter Approach (2010) Noe, F, Uysal, M, & Maqnini Routledge

Customer Care and Competitive Advantage (2009) Gilligan, C. Butterworth-Heinemann

Customer Service - A Practical Approach (2007) Harris, E. Pearson Prentice Hall

Quality Assurance and Customer Care in Tourism (2008) Tourism Enterprise Programme South Africa
Customer Care Excellence : How to Create an Effective Customer Care Focus (2008) Cook, S. Kogan Page Ltd

Customer Service for Irish Students (2004) Twomey S. Gill and Macmillan

Other Resources

Wild Atlantic Way Customer Service The Extra Mile - Powerpoint Presentation Failte Ireland

WorldHost Customer Service Training Programme Northern Ireland Tourism Video Clips

Customer Care Standards & Failte Ireland Publications

How to Provide Customer Service Excellence Failte Ireland Publication

Managing Customer Relationships Failte Ireland Publication