Service is about people, how they relate to one another, fulfill each other's needs, and ultimately care for each other. Customer service is directly related to tourism because the travel industry is based on money, and without customers, there is no income. Throughout the tourism industry, good customer service is needed in restaurants, hotels and at attractions. Travelers go on vacation to relax and have a good time. Those who experience good customer service are likely to return to the area and even spend more money at other attractions in the area. As a tourism operator your objective must be to provide the highest standard of customer service possible, as it plays an integral role in business. Satisfied customers will do a lot of your advertising for you. Most people consider doing business with a certain company because of recommendations by a friend or acquaintance. This book is unique in its approach by focusing on the specifics of the social exchange and interaction between the service provider and customer. It therefore offers a novel synthesis of knowledge on service satisfaction in the tourism sector which will serve as valuable pedagogical and research reference for students and academics interested in hospitality and tourism.
