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Service Marketing

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1. Executive Summary
This report examines the concept of Customer Service Management based on customer involvement with Hotel-81. Researches in this report include academic journal articles, press release, newspaper report and textbook references dated no later than year 2008. In order to attain value co-creation, examinations of Critical Incidents and Zone of Tolerance behaviour in service encounter were used to study the target audience of Hotel-81. Models such as the SERVQUAL, Servicescape, Service Blueprint and Service Encounter traits were adopted to highlight the variables, limitations and strengths of Hotel-81. By applying the above stated studies and models adoption, the group critically evaluates how hotel-81 manages its customer service strategies of which that shapes the organisation. 2. Introduction

In recent growing years, regardless the discipline of a business organisation, the elements of customer service provision aids the final consumption decision accepted by the customer (Wild 2010). Pragmatically, most organization support customers through the assistance of substantially trained employees. The elements rendered by these inter-organisation supporters include - providing online, telephone support, face-to-face interactions and hands-on demonstrations to guarantee customer satisfaction (Claridy, 2009; Wild 2010). Incomparably to product disciplinary based organisations, service disciplinary based organisations impact customers directly though intangible elements - pertaining to the fact that ‘service’ is the organization ‘product’ (Claridy, 2009). According to Claridy (2009), customer service has been classified into ratings of excellent to poor. With excellent service encounters, customers are usually impacted by good impression attributes and that eventually lead to repeat patronage. However, poor customer service occurs when the organization is incapable of meeting the needs and wants of customers. At the same time, employees that lack...