imporatnce of preosnal selling.docx

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Curriculum Support Materials forNew Senior Secondary Tourismand Hospitality Studies (S4-6) Part 4Customer Relations and Services2

Having mastered the knowledge of tourismdevelopment and the functional areas of the coresectors of the industry as well as their influence onsociety, economy and environment, the students willnow move on to learn the effective communicationskills in customer relations and services, and learn

how to deal with various customer-related situations,which are also an integral part of tourism andhospitality studies.This support material consists of three sections:Customer Services, Customer Relations andCommunication Skills. It utilizes a number of casesto link up the text, with the aims to enable students inapplying the concepts and knowledge they havelearnt to practice, discuss and master the skills in

providing quality customer service as well as makinguse of the appropriate etiquette in receivingcustomers of different cultural backgrounds. Activitiesincluding group activities, discussions and scenariosare also integrated into each section. Through thesegroup activities and discussions, the students mayenhance their understanding of the importance ofpersonal attributes to the provision of quality serviceand master the skills of customer communication.Besides, the students may also learn about different

ways to deal with the various needs of customers bywriting conversations for different scenarios, andenhance their expression and organization abilitiesby playing different roles.3

Learning outcomesHaving completed the activities, the students should


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be able to master the following knowledge and skills,and build up the following positive values andattitudes:Knowledge:(1) Describe and explain customer relations andservices;(2) Understand the personality of service staff;(3) Describe how culture may influence customerexpectations;(4) Identify the appropriate etiquette and customsfor receiving customers of different culturalbackgrounds, e.g. appropriate appellations,gestures and eye contact;(5) Describe the importance of company policy in

improving and maintaining quality customerservices;(6) Explain the importance of values and code ofbehavior in customer services;(7) Identify potential problems that may occur duringthe provision of services;(8) Learn about different kinds of difficult customersand describe the ways to deal with them;4

(9) Explain the importance of politeness and

hospitable reception;(10) Identify ways to communicate with customers.Skills:(1) Develop a series of professional yet commonskills that can be applied in various contexts orbeyond the tourism and hospitality industry,including effective communication, customerservices skills, critical thinking, creativity andproblem-solving;

(2) Apply appropriate skills to deal with variouscircumstances in tourism and hospitalitybusiness;(3) Learn about problem-solving skills, includingidentifying problems, analyzing causes andproposing possible solutions.Values and attitudes:


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(1) Understand the importance of integrity andethical behaviour in the tourism and hospitalityindustry, and apply this to daily practice;(2) Understand the personal quality required for thetourism and hospitality industry, includingpoliteness, initiative, adaptability and flexibility;(3) Develop an appreciation of other cultures,customs and beliefs.and5

Table of ContentsA. Customer Services 8Section 1: The nature of customer servicesI. What are customers?II. Introduction to customer servicesIII. The nature of customer servicesSection 2: Personal Attributes of Tourism andHospitality StaffI. Personality of customer service staffII. The importance of personal attributes oftourism and hospitality staff to the provisionof quality service991012

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B. Customer Relations 17Section 1: Customs and etiquette of major touristareasI. Differences between Eastern and WesterntraditionsII. What is etiquette?III. Etiquette and the tourism industryIV. Greeting - Etiquette for meeting peoplefrom different countriesV. Etiquette and taboosVI. Customs, etiquette and taboos of majortourist areasVII. Cases of etiquette and taboos181819


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21232631616

Section 2: Customer Expectations andPerceptions Customer ServicesPoliciesI. Ways to meet customer expectationsII. Gain customer loyalty767678Section 3: Challenges in Providing QualityCustomer ServicesI. Basic requirements for providing qualitycustomer servicesII. Effective handling of potential problemduring service customer dissatisfactionIII. Customer complaintsIV. Principles of dealing with complaintsV. Strategy of service recoveryVI. Cases of customer services83848890

95101114Section 4: Dealing with Difficult CustomersI. Understand various difficult customersII. How to deal with difficult customers141141141

C. Communication Skills 154Section 1: Communication with customersI. What is interpersonal communication?II. What is effective communication?III. The importance of politeness andhospitable reception155155157161


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IV. Vocabulary of politeness and hospitablereceptionV. What communication method?VI. What does non-verbal communicationconsist of?VII. Effective communication - politeness andhospitable reception in the tourism industry1631681681768

Part 4

Customer Relations andServicesA. Customer Services9

Section 1: The Nature of CustomerServicesI. What are customers?Customers are the source of income for a company.

Without customers, a company will not be able toThink about: (write the answer inthe space below)

Why do companieshave to provide qualitycustomer services?Students answers10

maintain its business. Therefore, it is the responsibility ofthe staff of a company to ensure their customerscontinue to choose their products or services.

II. Introduction to customer servicesCustomer services can be defined as a series ofactivities designed to enhance the level of customersatisfaction the feeling that a product or service hasmet customer expectations. In meeting theseexpectations, the following objectives must keep in mind:1. Making the guests feel welcome personally2. Making things work for the guests


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3. Making sure that the operation will continue toprovide service and meet its budget11

Extra-curricular activitiesSearch for information about the tourism andhospitality industry of Hong Kong. Try to findcompanies with quality customer service orcustomer first as their objective or missionand write down the information in the followingtable. (Make use of the world wide web tosearch for more information, such as yahoo.comand google.com, etc.)Name ofCompanyObjective and Mission ofCompanyExample: Hong

Thai TravelServices

MissionTo be a company thatis innovative and receptive tochanges, fulfills our commitmentwith good faith and strives toprovide customers withdiversified quality touristproducts and services.12

III. The nature of customer service

1. IntegratedTourists travel because they want to enjoy newexperiences and the associated feelings which theywont come across in their daily life. Throughcustomer service, tourism and hospitality relatedindustry provides tourists with integrated services,e.g. pre-trip services such as inquiry and booking,and services during the trip such as transport, foodand beverage, accommodation, entertainment andsightseeing, etc. Therefore, customer service in thetourism and hospitality industry is integrated.

2. DirectAll customer services are provided to customers in adirect, timely and immediate manner. For example,travel agencies or tourist information centersprovide inquiry and booking services; hospitalitystaff provide food and beverage andaccommodation services; and tour guides providetour services. Therefore, serving customers directly


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is one of the characteristics of customer service.3. EmotionalIn addition to practical needs such as shopping orfood and beverage, customers have emotionalneeds such as fulfilling the needs for recognition

and respect during their trips. Therefore, the service13attitude and quality of staff are important tocustomers. Customer service staff should pay extraattention to take care of, and satisfy the emotionalneeds of customers.4. TimelyMoment of Truth is about the effects of customerand employee interaction when there is opportunityfor the business to impress or upset the customer.5. ImprovisingCustomers have many different needs, and wantservices that will satisfy them. However, theperception of satisfactory service varies significantlyamong different customers. It is important that atany time, customer service staff should be preparedto satisfy different customers with their differentneeds.Reference:Wu Xiaohuai, Introduction to Tourism, Publishing House ofElectronics Industry, 2008, Page 60-61.14

Section 2: Personal Attributes ofTourism and HospitalityStaffI. Personality of customer service staffAccording to Hong Kong Tourism Board, tourism industrystaff should have the following personal attributes:GroomingYou do not have to be good looking to findwork in the tourism industry. It will besufficient as long as you have a pleasantcharacter. Amicable smiles will also be

beneficial to the job. The staff should keephis/her hair and clothes tidy. Fancy clothesshould be avoided. Most organizationsprovide their staff with uniforms.QualityA tourism industry staff should enjoy meetingpeople and be able to communicate and geton well with all kinds of people. He/she


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should be able to communicate effectivelywith customers either face-to-face or over thetelephone. He/she should be mature,outgoing, humorous, helpful and patient. In15

addition, honesty and politeness are alsocritical.Qualification and skillsProfessional training will be preferred. Somehigher positions would require tertiaryqualifications. Generally, a tourism industrystaff should be fluent in English, and have agood understanding about the current affairsof Hong Kong and Chinese culture. For theposition of tour coordinator or tour escort, itwould be helpful if the worker can speakother languages such as Putonghua,Japanese, French or German.OthersYou can be an outstanding tourism industrystaff if you are physically healthy, quick inthinking, decisive, quick to adapt to differentkinds of working environment, willing to worklong and irregular hours, honest and reliable.II. The importance of personal attributes of tourismand hospitality staff to the provision of qualityserviceThe tourism and hospitality industry is a service

industry which involves numerous interpersonalcontacts, and the service staff is the ones who provide16

customers with services directly. In addition, theprovision and consumption of tourism services aresimultaneously, which means the personal attribute,behavior and attitude of the frontline staff will affectthe customers experience in the consumption ofproducts or services. If a staff is rude and careless,the customers impression and experiences of theproducts or services will be affected. Eventually, the

customers would likely not to buy the product orservice again.Personal grooming is also important in the tourismand hospitality industry because customers oftencomment on the appearance of the staff. Goodpersonal grooming of staff reflects the servicesquality of a company. An outgoing, humorous, patientand honest personality also helps to maintain a good


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customer relationship, which is an important factor inachieving good quality customer service. To a largeextent, the delivery of a quality customer servicedepends on the personal attributes of the tourism andhospitality staff.17

Part 4Customer Relations andServicesB. Customer Relations18

Section 1: Customs and Etiquetteof Major Tourist AreasI. Differences between Eastern and WesterntraditionsNowadays, with the increasing contacts between peopleof different cultural backgrounds, cross-culturalcommunication becomes the worlds growing trend.Etiquette vary in different regions, countries and socialsystems. Among different cultural traditions, there is avast difference between the Eastern traditions andWestern traditions. Eastern etiquette prevails in

countries such as China, Japan, Korea, India andSingapore; while Western etiquette is practiced incountries such as the United States, England, Italy,Germany and France.Characteristics of Eastern traditions1. focus on family love and kinship2. modest and implicit3. accept the reality and satisfy with currentstatus4. emphasize on common features (holistic)5. reciprocity

Characteristics of Western traditions1. simple and practical (practicality)19

2. advocate personal freedom3. cherish time4. free, equal and open-minded

II. What is etiquette?The three fundamental elements that form etiquette


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include language (in writing or verbal form), behaviorand costumes. The basic forms of etiquette varydepending on a number of factors such as livingconditions, historical traditions, cultural mindset andethnic customs. The variation of these factors resulted in

the four common types of etiquette:1. Protocol:It is the code of behavior in showing respect andfriendship to each other in the course ofinterpersonal, social and international contacts.2. Courtesy:It is he usual form in expressing greetings, regards,wishes and sympathy in daily life and sometimes inspecial socializing occasions. The expressions mayvary from countries to countries due to regionaland ethnic differences. Examples include nods and

handshakes which are commonly accepted all overthe world, or putting palms together in India(Namaste), or hugging and kissing in Europe andAmerica.20

3. Manners:It is the behavioral code in expressing modesty,respect and friendship among people by usingwords, facial expression and gestures. The formsof manners include:1) appearance, grooming and deportment;2) language and style of conversation;

3) apparel, clothing, hairstyle;4) facial expression and gestures; and5) ways in dealing with people, attitude, etc.4. Ceremony:Those are the things that are said and done on aformal event or formal occasion. Examples includeinspection of parade and cannon salutes whenwelcoming a head of foreign state or a head ofgovernment, curtain-unveiling, ribbon-cuttingduring exhibitions, or foundation laying for largeprojects.21

III. Etiquette and the tourism industryDuring a visit, there are always interpersonal contactsincluding contacts between tourists, tourists betweentourism staff, and tourists between local residents of thehost country. These contacts are diversified in nature, weneed etiquette to manage our behavior, enhancemutual understanding and friendship.


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Think about:

What are the functions oftourist etiquette in tourismactivities?Suggested answers: the functions of tourism

etiquette can:1. increase the mutual understanding and

communication between tourism staff andtourists

2. help to solve the disputes between the tourists

and the hosts3. improve the behavior of tourism staff

4. improve service quality22

Tourism industry must provide tourists with qualityservice etiquette in addition to the provision of tangible

products and services such as transportation services,accommodation services and recreational facilities.Quality service etiquette aims to help tourism servicesstaff to understand the different types of protocol,courtesy, manners and ceremony. Therefore, qualitycustomer service etiquette is one of the essential factorsfor tourism industry in meeting the customers demandfor service satisfaction.23

IV. Greeting etiquette for meeting people fromdifferent countries

HandshakeHandshake originated in Europe. It

was meant to reassure each other thatneither person held any weapons.

Handshake is commonly accepted in

most countries. Therefore, a decenthandshake is a good way to show

happiness when meeting a foreign

guest. However, never use your lefthand or both hands to shake hands

with an Indian because they never use

their left hand except when using thewashroom.

BowIn some Asian countries such as

South Korea (Republic of Korea) andJapan, people usually bow with their

hands placing flat on their kneeswhen they meet a friend. Bows are


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usually accompanied by verbal

greetings. Graceful motion should be

ensured when making a bow.24

HugBefore hugging, you should first have a

certain understanding about the degree offriendship between both of you, and also

the relevant customs. Otherwise, your hug

could be turned down. In particular, when a

gentleman meets a lady, he should observeif the lady has the intention to hug. It is

advised that the gentleman should wait for

the lady to hint for a hug first.

Cheek kissingCheek kissing is prevailing in many

countries. Generally, only the right side of

the cheek would be kissed. This etiquette isespecially popular in countries such as

Spain and Italy.

In addition, there are other forms ofgreeting etiquettes. For example, salute is

an etiquette generally practiced by soldiers;

putting palms together (Namaste) is areligious etiquette; hand kissing is an

etiquette practiced in the upper class in

Europe and the US. When a gentleman

meets a noble lady and the lady holds outher hand with her palm facing downward,

the gentleman should take the offered hand

and touch it with his lips. Hand kissing willnot be performed unless the lady holds out

her hand.25

We should determine the form of etiquettedepending on the country, religion and

personal background of the person receiving

the greetings. Otherwise, we may probably

offend other people. Certainly, it would be

safer if you express pleasant facialexpressions first and observe the intention of

the other party before determining whichform of etiquette would be appropriate.

Reference:

The website of Civil Aviation Resources of

China,http://news.carnoc.com/list/98/98996.html


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V. Etiquette and TaboosThe differences of cultural traditions and values vary inaccordance to the differences between countries,regions, nationalities and economic development. In

addition, tourists are different in terms of employments,genders, ages and lifestyles, which in turn havedifferences in their consumption patterns. In order toprovide tourists with satisfactory services, tourism staffshould have a good understanding of these differences.Forexample, Westerners treat the number 13 asominous. Japanese also avoid the number 13, but theirreason is not due to the number itself, instead it isrelated to the sum of 1 and 3, which makes 4. InJapanese, the pronunciation of 4 is similarto that ofdeath. If a service staff presents 4 pieces of gifts to a

Japanese customer, it would be regarded as a curse.Some nationalities have taboos about colors. Forexample, black is the color used in funerals in Europeand the US; blue is unlucky in the eyes of Belgians; inBrazil purple is sadness. Therefore, it is important toobserve the customs and taboos of a region beforegoing abroad.AsiaThe complexions of Asian people are more or lesssimilar, but their etiquette and taboos in the aspects ofpolitics, religion and customs may be different. It isnecessary to know them before travelling. When27

travelling to Buddhist countries such as Sri Lanka, youmay chat with monks freely in the street, but you mustbe respectful. For example, you have to bend a bit andlower your head when speaking to them. There is noexception even if you were the president of that country.In India, never jostle about if you see a cow ahead. Anydisrespectful acts before a cow would irritate Indiansbecause cows are considered sacred in Hinduism. As acommon practice in the Southeast Asian region andIndia, passing things to others with the left hand means

disrespect and malice. These are things that touristsshould keep in mind.Middle EastThe Middle East is a vast region made up of a variety ofcountries. Some countries such as Lebanon is one of themost Europeanized countries in the Middle East, butsome Islamic countries such as Saudi Arabia is quiteconservative. In terms of tourism, the Middle East is not


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a very popular tourist area due to complicated politicalissues. Nevertheless, Middle East countries alwayspresent a mysterious ambience that attracts people.When traveling to these countries, tourists should payextra attention to the local religions. For example, in

Saudi Arabia, women would cover their entire bodyexcept their eyes. The Jewish Sabbath begins fromsunset on Friday to sunset of the next day every week.During this period, all government offices, banks andoffices in Jerusalem would be closed. In Afghanistan,28

when people greet each other, they shake hands or hugeach other twice. Tourists should never wear clothes withstar patterns when travelling in the Middle East. It isbecause star is the symbol of the Israeli flag. It will easilyoffend local people.AfricaAfricans have a strong sense about tribes. People inAfrican countries take the concept of nation lightly.Therefore, before communicating with African people, itis important to know what tribe they belong. Touristsshould pay attention to appellations whencommunicating with people in Africa. For example, blackpeople in Africa do not mind being called Black, butnever call them Negro because this term denotes racialdiscrimination. In addition, it is a taboo to discuss skincolor in Africa. Black Africans distinguish themselvesfrom African Americans very clearly. They believe that

black people in the United States are different fromthemselves as those were slaves trafficked from Africa.When travelling in Africa, shake hands firmly andsincerely with local people because they would judgeyour sincerity by the firmness of handshake. Whentravelling in Africa, you need to keep in mind that manylocal people believe that taking a photo of someonewould draw away the spirit of the person beingphotographed. In their eyes, cameras are similar to guns.As a result, it is an improper and unforgivable action totake photos of them. If you want to take a photo of the29local people when you are traveling in Africa, you mustfirst ask for their permission.EuropeThe principle of Lady first is stressed in Europeanetiquette. Sorry and Thank you are the mostfrequently used expressions in interpersonalcommunication and socialized occasions. There are


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certain table manners to observe in European styledining. For example, toothpicks are generally notprovided on tables. If you bring your own toothpicks, donot use them in front of others. It is better to use them inthe washroom if you really need to. Never pickup the

plates to eat, however, silverware and glassware areallowed. Europeans seldom drink water during meals,and they are usually served with alcoholic drinks. Peoplewho do not want alcoholic drinks are usually served withjuices.In Europe, say Excuse me when you pass by others ata narrow space. But instead of jostling, you should turnyour body to face those who are seated and move alongslowly. Similar to the Americans, Europeans addresspeople by names directly once they know each other. Itis impolite to address others by You.

AmericaAmericans and Canadians are outgoing and friendly.They welcome foreign guests. It is considered rude by30

Americans and Canadians if someone wears pajamas orslippers in meeting with other people. Venezuelans hatepeacocks because they believe peacocks are ominous.As a result, no patterns of peacocks or ornaments madeof peacock feathers are welcome. In Chile, it should benoted that local people there would take four meals aday: breakfast, lunch (around 1:00p.m.), tea (around4:00p.m.) and supper (around 9:00p.m.). When

attending social functions in Chile, one should arrive15-30 minutes after the invitation time. Argentineans arepicky about clothes. A man usually has to wear a vest ifthe suit he wears is single-breasted. Pay attention to thecolor of clothes when travelling in Mexico. Mexicansconsider purple as the colour of a coffin. Therefore,when offering a gift to Mexicans, do not wrap it withpurple wrapping paper.31

VI. Customs, etiquette and taboos of majortourist areas

JapanCustoms and etiquette TaboosContact and communicationTake off your hat andbow to expresssincerity when greetingpeople. Exchange


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business cards andbow but do not shakehands when meetingfor the first time. Placeyour hands flat on your

knees and speak outyour greetings whenbowing. Only oldfriends oracquaintances wouldshake hands.Sir is not anappellation to addresseveryone. Onlyeducators and doctorsare called Sir.

A guest should nottake off his/her coatbefore the host does.It is a taboo to point atpeople by holding outfour fingers with thethumb clenchinginside. This gesture isused to indicate thelowest class of peoplein Japanese society.It is a taboo to presentgifts in the number of9. This would causemisunderstandingbecause they wouldthink that you regardthem as bandits.32

JapanCustoms and etiquette TaboosDining and food

When a host or awaiter pours wine, heshould hold the handleof the flagon with theright hand and supportthe bottom with theleft. The mouth offlagon should not


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touch the glass. Theguest should hold theglass with the righthand and support thebottom with the left

when accepting thewine.Making sound whilehaving soup indicatesthat the guests enjoythe food.In Japan, it is a tabooto insert chopsticksvertically into the rice ,it indicates as asacrifice to the

deceased.It is a taboo to put theglass on the table andlet the guests pourtheir own wine. This isregarded asdisrespect.It is a taboo to fill a ricebowl too full whenserving guests. Do notfill-up a guests bowlwith rice simply by onescoop. This act isconsidered asdisrespectful to theguest.OthersJapanese care abouttheir attire. In casualoccasions, the attire isAvoid green colorwhich is deemed asominous.33

JapanCustoms and etiquette Taboosdecent and tidy. Theydress up on formaloccasions.Avoid patterns of lotus


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which is deemed as abewitching flower.34

Republic of KoreaCustoms and etiquette Taboos

Contact and communicationWhen a junior meetsa senior, or asubordinate meetshis superior, he/sheshould bow, greetand then step asideto let the other personwalk first in order toshow respect.When men greet

each other, they bowto each other onlyonce and shakehands only with righthand or both hands.When a man meets awoman, the womanshould bow first andgreet the man.When a group ofpeople get together,

the order of seatingare usuallydetermined on thebasis of theirrespective status andAfter greeting eachother, do not smokebefore obtainingconsent from the otherparty. Do not ask asenior or a superior for

a light.When you meet awoman, do not offeryour hand first forhandshaking to showenthusiasm. Instead,you should nod with asmile.


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It is a taboo to talkloudly at public places.A woman should coverher mouth with ahandkerchief when

laughing to avoidimpoliteness.35

Republic of KoreaCustoms and etiquette Taboosage. When men andwomen sit together,women sit on the leftof men.Dining and foodWhen eating at the

same table with asenior, do not starteating unless thesenior eats first.When proposing atoast, hold the bottlewith the right handand support thebottom with the left.Then bow and makeyour toast before you

pour wine.Keep quiet and neverspeak loudly whendining. Loud speaking isimpolite to others at thetable.OthersWhen the nationalanthem is beingplayed on TV, at thecinema or theater, the

entire audience hasto rise to showrespect to the nationand the people.Koreans have a strongdislike towards thenumber 4. Thenumber 4 is a taboo in


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the numbering of floors,the army and thehospitals etc.36

India

Customs and etiquette TaboosContact and communicationWhen meeting people,put your palmstogether (Namaste)and hold them up tothe face to expressgreetings or blessings.In order to expressreverence to a senior,the junior should bend

down and touch thefeet of the senior whengreeting.When welcoming adistinguished guest,the host will present agarland and put itaround the neck of theguest. The size of thegarland depends onthe status of the guest.

In the course ofconversation, swayyour head to the left toshow approval otherthan nodding. Noddingmeans disagreement.It is a taboo to nodwhen putting palmstogether.It is a taboo to offeryour hand to a woman

for handshaking. Donot talk to a womanalone even if in publicplaces.The cow is a sacredanimal in India. It is ataboo to wear cowhideshoes or use cowhide


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trunk.It is a taboo to useyour left hand to passthings to others. Theybelieve the left hand to

be dirty.37

IndiaCustoms and etiquette TaboosDining and foodIndians use their righthand for eating, gifts orserving tea. They donot use their left handnor both hands.They eat with their

fingers.Indians are not allowedto eat beef.When taking orreceiving food at table,use the right handonly. Do not use theleft hand. This isconsidered offensiveand unclean. Neveruse the left hand

except in thewashroom.OthersWhen visiting a templeor a family, take offyour shoes at theentrance.It is a taboo tobathe children in abasin. Water in abasin is regarded

as dead water.Whistling is anoffensive anduneducated act.38

ThailandCustoms and etiquette TaboosContact and communication


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When meeting friends,put your palmstogether (Namaste) infront of your chest,bow your head slightly

and greet each other.When a junior doesNamaste to a senior,he/she should hold hishands up to theforehead. The seniorshould also doNamaste in return toaccept the greetings ofthe other person.People usually use

their right hand to passobjects to showrespect, or with bothhands on formaloccasions. Passingthings with the lefthand would beregarded as contemptfor others.It is a taboo to touchthe head of a Thai. It isregarded as an insult.People believe that if achilds head is patted,the child will fall ill.Do not pass an objectto a seated personover the personshead.Feet are regarded as alowly bodys part. It isa taboo stretching yourlegs to the front ofothers, kick the doorwith the foot or lift upyour leg when seated.Do not pass anythingto others by kicking.It is a taboo having thesole of a shoe facingothers. This is


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regarded as tramplingothers and it is ahumiliating act39

Thailand

Customs and etiquette TaboosIf there is a senior, ajunior has to sit on thefloor or kneel down toavoid his/her heightexceeding the head ofthe senior. Or he wouldbe regarded asextremely disrespectfulto the senior.When walking past

people who areseated, bend downslightly to showrespect.Take off your shoeswhen entering theliving room of the localpeople.It is a taboo to discusspolitics, corruption, theroyal family or

personal matters suchas asking people howmany wives they have.Dining and foodThai do not drink hottea. They usually putice into tea and makeice tea.Thailand prohibits salesof alcoholic drinks after00:00 am. It would be

equally illegal to askthe waiter for alcoholicdrinks after 00:00 am.40

ThailandCustoms and etiquette TaboosOthersTake off your shoes


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and hat when enteringa Buddhist temple. Becareful not to step onthe doorsill.Never expose the

chest or back whenentering a temple, norwearing only a vest orshorts.It is a taboo to sign inred because only thename of a deceasedwould be written in redon the coffin.When a woman iswalking, her clothes

should not touch themonks clothes.Do not be impolite to amonk, nor sayanything or do anyacts that would offendthe King.41

United StatesCustoms and etiquette TaboosContact and communication

When meeting with anunacquainted personfor the first time, theywould address eachother by the name, orsimply smile and sayHello.When meeting a guest,handshaking is themost commonetiquette.

When parting, peopledo not shake hands.Instead, they just waveto each other or simplysay Goodbye.If you are invited to afriends house, preparea small present for the


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host.Write a letter toexpress your gratitudeafter receiving a gift,attending a party or

receiving help from afriend.A black cat is regardedas an ominous animaland a white elephantas a useless burden.Therefore, do notpresent gifts with suchimages.It is a taboo to askabout ones age or

income.Black Americans donot reject the termBlack, but they wouldbe irritated to hear theword Negro becauseNegro refers to theblacks who weretrafficked to the UnitedStates from Africa asslaves.42

United StatesCustoms and etiquette TaboosDining and foodAmericans rarely drinkteas. They like to drinkice water, mineralwater, Coca-Cola,beers, etc.When having a meal,put the napkin on the

thigh and wipe the lipsgently with the napkinafter eating.Leftovers, fish bonesand other bonesshould be left on theplate. Do not leavethem on the table.


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OthersWhen passing byothers at a narrow gap,turn your back to thoseseated, move along

slowly and sayExcuse me.It is considered rude tomeet up with someonein pajamas or slippers.Do not say I am sorryrecklessly because thisexpression indicatesyou are admitting afault. It is substantiallydifferent from the

meaning of Excuseme or Never mind.Numbers 13, 3 andthe day of Friday aretaboos. They arebelieved to representbad luck.43

United StatesCustoms and etiquette TaboosPattern of the bat is a

taboo. The bat isregarded as a devilishsymbol.44

United KingdomCustoms and etiquette TaboosContact and communicationTitles are used toaddress a senior,superior or anunfamiliar person. Put

an appellation such astitle, rank or Mr.,Ms, Mrs. or Missbefore the name of theperson.People never saygoing to thewashroom but


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Excuse me for a fewminutes or I need towash my hands..Terms such asPlease, Excuse me

and Thank you toshow politeness areused frequently.People advocategentlemanly behavior.For example, when aman and a womanenter a room at thesame time, the manIt is a taboo to use felephants or peacocks

in product design.British peopleconsidered elephant tobe foolish, andpeacock is a bird ofmisfortune.It is a taboo to talkabout ones salary, ageor political preference.45

United Kingdom

Customs and etiquette Taboosshould open the doorfor the woman; and theman should pull thechair for the woman atdinner.Dining and foodHold the cup whendrinking coffee, thecoffee spoon shall beplaced on the saucer.

Avoid making soundwhile eating.Do not leave the spoonyou use in the soupbowl or coffee cup.It is a taboo to makethe glass tinklecarelessly or ignore


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the tinkling withoutstopping it. This isimpolite and isbelieved to incurmishaps.

OthersPeople do not bargainwhen they areshopping. Bargainingis regarded as adisgraceful act.Concern about publichygiene.Similar to theAmericans, the term Iam sorry should not

be spoken recklesslysince it has theindication of admittinga fault. Thisexpression would be46

United KingdomCustoms and etiquette Taboosused as evidenceagainst you. It issubstantially different

from the meaning ofExcuse me or Nevermind.The number 13 is ataboo, which originatedfrom the Last Suppershared by Jesus andhis Twelve Apostles.As a result, 13 isregarded as ominous.47

FranceCustoms and etiquette TaboosContact and communicationPeople shake handswhen meeting guestson socializingoccasions. Youngwomen and ladies


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would give a curtsy.Usually a womanoffers her hand to aman first, a senioroffers his/hers to a

junior, and a superiorto a subordinate.It is a local practicethat men kiss thecheek of one anotherwhen they meet.Never make loudnoises or wild gesturesrecklessly at publicplaces.When men and women

sit together and attendan entertaining event,the women should sitin the middle and menon both sides.It is a taboo to givepresents whenmeeting someone forthe first time. This isregarded as withoutsocial civility and rude.It is a taboo to presentcosmetics such asperfume to a Frenchwoman. This wouldincur a suspicion ofundue intimacy orsinister intention.It is a taboo to call anelderly woman oldlady. They would beunhappy to hear that.French women areused to putting onmakeup. Therefore,they would be unhappyif the service staff offerthem wet towels.It is a taboo to askpeople about their48


30/100

FranceCustoms and etiquette Taboospolitical preference,salary or privatematters.

Dining and foodFrench use knives andforks when dining.People drink wineinstead of water whenhaving a French meal.French advocategentlemanly behaviorand have a respect forwomen. Whenproposing a toast at

table, they would offera toast to women first,even if the status ofthe women is lowerthan the person.Do not pickup theplates or make soundwhile eating pasta.OthersFrench advocategentlemanly behavior.

For example, ladiesalways go first whenclimbing a staircase ortaking an elevator.French have a strongdislike of dark greenbecause Nazi uniformswere dark green duringWorld War II.49

France

Customs and etiquette TaboosThe number 13 andFriday are taboos.It is a taboo to givecarnations to French.French people believethat carnations wouldbring bad luck.


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50

ItalyCustoms and etiquette TaboosContact and communicationLady first is a rule for

all socializingoccasions.Kissing is the way togreet an intimatefriend. The two peopletouch the cheeks ofeach other twice orthrice and makesounds of kissing.Consider somethingthat denotes

happiness whenselecting a gift.It is a taboo to sneezeor cough in the face ofothers. This is veryimpolite.Do not present redroses to a femalefriend because redrose representsaffection.

Do not givechrysanthemums asthey are used infunerals.Dining and foodWhen friends gettogether, they usuallypay for themselvesunless someoneindicate clearly that hewould pay for others.

Ladies start to eat firstat a banquet.Gentlemen would waitDo not leave ketchupin the bowl or plateafter finishing yourpasta.Do not keep your


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hands on your lapduring the meal.51

ItalyCustoms and etiquette Taboos

for ladies to startbefore they do.OthersDo not wear shortskirts, short pants orvests when entering achurch. Wear trousers,long skirts and clothesthat can cover yourshoulders to showrespect.

Italians are used tobeing late. They regardit as a gracefulbehaviour.Never smoke withoutobtaining consent fromother people aroundyou. That is adisrespectful act.It is a taboo to givehandkerchiefs to

others as presentsbecause handkerchiefrepresents separationof family members orfriends.52

GermanyCustoms and etiquette TaboosContact and communicationWhen shaking hands,look at the other

person with sincerity.Shake hands firmlyand keep shaking for amoment.When a man visits afriend, unwrap theflowers in the hallwayand offer the flowers to


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the hostess.It is a taboo to put yourhands in the pocketswhen talking. This isregarded as rude.

Avoid giving choppingknives, swords,scissors, knives andforks as presents.It is a taboo tocelebrate birthday inadvance.Dining and foodIn relation to the orderof seating, seats onthe right are seats of

honor. Therefore,ladies and personswith higher positionsshould sit to the left ofthe host.Crush a potato with theback of a knife or afork before eating.Finish everything onyour plate.Do not drink waterduring a meal. Peoplebelieve only horsesdrink water. Therefore,order beer or wineduring a meal.Nondrinkers maychoose juices.53

GermanyCustoms and etiquette TaboosOthers

Westerners like thenumbers 3 and 7,believing that thesetwo numbers representgood luck.Germans believe thatmeeting a chimneysweeper on the way


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would bring good luckfor that day.Germans never mixedbusiness withpleasure.

Do not use tissuepapers to blow yournose. Use ahandkerchief instead.Do not take off yourshoes in front ofothers. This isconsidered as abarbarian act.54

Spain

Customs and etiquette TaboosContact and communicationWear formal andconservative clothesfor businessappointments. Arriveahead of schedule.Personaltrustworthiness isemphasized.Spaniards do not like

to lose face, so they donot like publiclyadmitting they arewrong.It is a taboo to discussreligion, family oroccupation. Nevercriticize bullfight.The gesture of OK isregarded as a vulgargesture.

It is extremelydisrespectful not togive your businesscard in return whenexchanging cards.Dining and foodSpaniards take lunchas the formal meal of


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the day. The familyusually gets togetherfor lunch.Food made from wheatis the major food in

Spain. Cool soup is thefavorite of Spaniards.It is a taboo to hold upthe plate to eat. This isvery impolite.When a Spaniardinvites you to have ameal at his home, hemay probably bemaking some politeremarks only. Do not

accept the invitation55

SpainCustoms and etiquette Taboosimmediately. Instead,try to find out if hereally means it.OthersLady should wearearrings, and a ladywithout earrings is like

not wearing anyclothing on her body.Women use fans toexpress differentmeanings. Forexample, folding a fanmeans You do notdeserve love.The number 13 andthe day of Friday arebelieved to be

ominous.Chrysanthemum anddahlia are taboos.They are believed tobe symbols of death.56

RussiaCustoms and etiquette Taboos


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Contact and communicationWhen people meet,they shake hands onmost occasions.Remove your gloves

when shaking hands.Do not sway the handof the other person.Women may hug andkiss each other whenthey meet, and menonly hug each other.Respect is shown towomen on socializingoccasions. Forexample, men take off

the overcoats, opendoors and find seatsfor women, anddistribute dishes forwomen at a banquet.Smiling is not regardedas a necessary form ofetiquette. On thecontrary, casual smilesare consideredfactitious (fake).Do not offer your handfirst when greeting anelderly woman. Shakehands with her onlyuntil she offers herhand.Traditionally, the leftside is regarded asunlucky and the rightlucky. People regard itimpolite to shakehands or passingobjects with the lefthand.Respect women.Never ask about theirages or the prices oftheir clothes.Do not talk aboutpolitics. Do not


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address others by theirnicknames beforegetting to know eachother very well.It is a taboo to pat57

RussiaCustoms and etiquette Taboossomeone on theshoulder because thisstands for challengingan opponent for a fight.Dining and foodIt is fine to drink alarge quantity of wine,but do not get drunk.

Leaving a smallamount of food on theplate indicates that thehost has providedample hospitality.Salt is regarded astreasure and a kind ofsacrificial offering. Saltis believed to have theeffect of exorcising andeliminating misfortune.

It is a taboo to overturna salt bottle or splashsalt on the floor whenvisiting a friend ordining at a restaurant.This is regarded asominous.OthersA woman should neverdrink in a bar orrestaurant alone

because a womandrinking alone isusually considered tobe waiting for a man.Mirrors are mysteriousarticles. Breaking amirror meansdestroying a soul.


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Therefore, it is a tabooto break someonesmirror in Russia.58

Russia

Customs and etiquette TaboosMan are expected tobring flowers in a visit.Breaking a cup, a dishor a plate indicateswealth and happiness.Therefore, peoplewould break somedishes and plates onpurpose at a weddingbanquet, a birthday

banquet or otherimportant ceremonies.Do not give yellowflower, it is consideredas ominous.59

AfricaCustoms and etiquette TaboosContact and communicationThe way to greetpeople is to raise the

right hand with thepalm facing them. Thisis to indicate that Ihave no weapons.The gesturesymbolizesfriendliness.In Africa, particularlyAlgeria, when peopleshake hands, thestronger the grip, the

more respectful itrepresents.Use the right hand orboth hands whenpassing an object toothers or receiving anobject from others.It is a taboo to call


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Africans Negro. It isadvisable to addressthem by theirnationality.It is a taboo to shake

hands, passing anobject or receiving anobject with the lefthand. This is believedto be an insult.Sway your palmshorizontally whenasking about the ageof a child. Do not placeyour palms downwardbecause Africans

believed that thisgesture symbolizesdeath.It is a taboo to talkabout skin color.60

AfricaCustoms and etiquette TaboosDining and foodMuslims do not eatpork.

Meat and cheese areunavailable during theperiod of fasting.Leave a small amountof food in the plate,this is a courtesy.OthersMen and women arenot allowed to walktogether hand in hand.Do not take photos of

women wearing facecovers.Africans have a strongsense of tribes.Africans believe thattaking a photo wouldtake away the spiritof a person or an


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object. Therefore, donot take photos ofpeople, houses orlivestock. Touristsshould obtain consent

before taking a photo.61

VII. Cases of etiquette and taboosCase 1: Welcoming CeremonyMiss Koo is assigned with responsibilities for herwarmhearted personality and outstandingperformance. Once, the company sent her to Thailandwith several colleagues for a business trip. Miss Kooand her colleagues were warmly received by the hostwhen they arrived at the destination. To show hisrespect for the guests from Hong Kong, the host held

a special reception dinner for them. When the hostpresented the gift to Miss Koo, she accepted the giftwith her left hand as she is a left-hander. Suddenly,the host pulled a face at Miss. Koo, and he puts thegift heavily on the table and turned his back on MissKoo.Analyze the taboo that Miss Koo has committedin this case.62------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Case 2: Lady FirstSimon, a hotel porter, was looking at an

approaching white limousine. The driver pulledthe limousine skillfully and precisely at the hotel

entrance. Simon saw two gentlemen seated in the

back seat and a Western lady in the front. Hestepped forward immediately, opened the back

door and put his hand over the heads of the

guests while they got out. After that, Simon

stepped quickly to open the limos front door forthe lady. However, the lady looked unhappy and

this made Simon perplexed. As a rule of thumb,

people of higher status usually sit in the back,and serving important guests (VIP) first is also

the hotels priority.

Why was the lady unhappy? What wasSimons mistake?


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What is the proper procedure to open cardoors for guests?64------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Case 3: Customs and TaboosA group of ethnic minority checked in at a hotel.

Each of the girls in the group wore a beautiful

cockscomb. Having got acquainted with the girls,

a male staff of the hotel touched the cockscombof one of the girls out of curiosity. He was then

caught in an embarrassing situation because theleader of the group thought the staff was in lovewith the girl and proposed to her. Later, with the

mediation by the hotel manager, the staff and the

girl were arranged to set their relation as

brother and sister.What was the mistake made by the hotels staff?66

Case 4: Receptions EtiquetteA travel agency in the mainland serves foreign

tourists was going to receive a group of Italian

tourists. Out of sincerity, the travel agencyordered a batch of silk handkerchiefs made inHangzhou as gifts to the tourist. Each

handkerchief was embroidered with patterns of

flowers and grass, and looks beautiful anddecent. Each handkerchief was packed in a

delicate paper box with the logo of the travel

agency on it.The tour guide brought along the well-packed

handkerchiefs and welcomed the Italian tourists

at the airport. His welcoming address was warm

and well-spoken. On the coach, he presented twoboxes of handkerchiefs to every tourist as a gift.

To his surprise, the tourists were upset. A lady

was very unhappy and yelled in anger. The tourguide was confused. He presented the gifts out of

goodwill, but instead of receiving compliments

from the tourists, he received this unexpectedreaction from them.


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Why did the Italian tourists have suchreaction?67-----------------------------------------------------------------------------------------------------------------------------------------------------------------------

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68

Case 5: Thoughtfulness or

ThoughtlessnessMichael worked at a hotel in Tsim Sha Tsui after

graduated from secondary school. He was a

responsible, sharp and efficient receptionist. Oneday, Mr. and Mrs. Smith, guests of the hotel,

returned to the hotel after shopping. After

nodding to them, Michael asked casually, Mr.

Smith, where have you been? Mr. Smith

hesitated for quite some time before stammered,Weve been to Nathan Road. Michael asked,

Which shops have you visited? Mr. Smithreply, Shops along Lady Street Michael

suggested out of goodwill, Why dont you take

a look at Harbour City? You may also find somegood things at iSquare too. However, the Smiths

had left before he finished. Michael lost his job

two days later.

Why did Michael lose his job?69----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Case 6: Cultural Differences Between

the East and the WestAn English lady was traveling in Hong Kong

thought highly of her tour guide. She thought the

girl has good customer services skills, and herlanguage was also excellent. So the lady praisedthe girl, Your English is perfect! Out of

Chinese customs of being modest, the girl

replied, My English is poor. The English lady

was angry upon hearing this. She thought, DontI know how to speak English? English is my

mother tongue. She was furious at the girls


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reply. The next day, she demanded the travel

agency to replace the tour guide.

Why did this problem happen?71-----------------------------------------------------------------------------------------------------------------------------------------------------------------------

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Case 7: Grooming EtiquetteMr. Cheng is the general manager of a luxury

hotel. He learned that the chairman of a Japaneseinternational airline was in the city for a visit and

was seeking business opportunities for a joint

project. Mr. Cheng was lucky to be invited to

meet the chairman and discuss the partnershipplan. On the day of the meeting, Mr. Cheng took

time to dress up. According to his general

understanding of fashion, he wore a leatherjacket, a pair of jeans and a baseball cap.

Undoubtedly, he wished to impress the guest as

smart, capable and stylish. However, contrary to

his expectation, the way he dresses deemedfashionable ruined his business opportunity.

What was Mr. Chengs mistake?72

References:

Lu Yongqing and Cui Xiaolin, Introduction to ModernTourist Etiquette, Qingdao Publishing House, 1998,Page 167-221.

Wang Xiulin, Taboos for Overseas Travel, Tourism EducationPublishing House, 2007.

Zhou Yuxin, Modern Tourist Etiquette, Tongji UniversityPress, 2006, Page 57 and 302-316.Xie Su, Etiquette for Tourism and Socializing, WuhanUniversity Press, 2006.Lin Heyou, Taboos for Travelling in Different Countries, KuoChia Publishing Co., 2005.73

Case study of etiquette taboos[Case 1: Analysis]

It is necessary to know the etiquette and taboos of differentcountries when making interpersonal contacts with guests ofdifferent nationalities. Miss Koo caused unhappiness at thedinner because she did not know the etiquette and taboos inThailand. In some Southeast Asian countries such as Thailand,it is a taboo to pass an object or shake hands with the lefthand. We can learn from this case that we need to know thebasic information, daily life, practices, customs, etiquette and


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taboos of different countries in the world when attendinginternational business trips or traveling abroad. In this way, wewill be able to respect the religions, customs and taboos ofothers and establish a good business partnership.[Case 2: Analysis]

One of the popular protocol in the West is Lady first. Menshould always be considerate of women in socializingoccasions or at public places. For example, a man shouldalways let the woman get on the vehicle first; when getting offthe vehicle, the door should be opened for the woman. It ispolite to open or close the door for the woman. The Westernlady was unhappy because Simon did not open the door forher first according to international practice/protocol.74

[Case 3: Analysis]All the girls of the ethnic minority wear cockscombs. Accordingto their customs, a man touching the cockscomb of a girlindicates a marriage proposal. Therefore, we shouldunderstand and respect the customs of ethnic minorities andavoid committing their taboos. This will facilitate the friendlycontacts between different nationalities.[Case 4: Analysis]According to Italian customs, people would give ahandkerchief as a gift only when they leave after gatheringtogether for a long time. Giving a handkerchief representswiping off tears for the parting. The Italian tourists had juststarted a pleasant journey, and the tour guide gave themhandkerchiefs to wipe off their tears for parting. The tourists

were certainly upset. The lady yelled in anger because thepatterns of chrysanthemum were embroidered on thehandkerchiefs. Chrysanthemum is an elegant flower in China,but in Italy, it is a flower offered to the deceased. The Italianlady was certainly annoyed and angry. Therefore, whenreceiving foreign tourists and during socializing occasions, weshould understand their customs in order to show our respect.[Case 5: Analysis]As a matter of fact, what Michael said to the guests wasentirely out of good intention. However, it is generallyaccepted that there should be a limit for thoughtfulness in75international contacts, which Michael had ignored. To theChinese, Michael demonstrated his thoughtfulness andfriendliness. However, due to cultural differences, it appearedto the Western couple that Michael was interfering with theirprivate life. As a result, Michael was dismissed.[Case 6: Analysis]Apparently, the tour guide did not understand Western culture


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and customs well, which is different from the subtlecharacteristics of the Eastern culture. In the Western society,self-confidence is a persons fundamental quality. Westernersbelieve that you cannot convince others to believe you if youdo not even believe of your own self. Therefore, the most

appropriate answer is Thank you when the tour guide heardthe English ladys compliment. This kind of response is neitherhumble nor arrogant. Therefore, it is necessary for tourismservice staff to understand the culture, customs, etiquette andtaboos of customers of different nationalities.[Case 7: Analysis]According to practice, everyone should pay attention to hisappearance and apparel in social activities. The firstimpression is especially important in meeting people for thefirst time. Mr. Chengs first meeting with the foreign guest wasa formal contact. He should wear suits to show his respect for

others. However, he failed to do so. His stylish clothes gavethe visiting guest the impression of casual, unconventionaland disrespectful.76

Section 2: Customer Expectations andPerceptions CustomerServices PoliciesI. Ways to meet customer expectationsAll customers expect the customer service staff to satisfytheir demands. Demands are refer to as an efficient

service with value for money. In order to meet theirexpectations, organizations nowadays would keepimproving their service quality and management ensureof product enhancement. To satisfy customers,organizations should identify the services most neededby customers, and then try their best to reach or evenexceed their expectations. The following are someapproaches to meet customer expectations:1. RespectSending a thank-you letter or birthday card tocustomers would make them feel that they are

respected. For example, the customer service staffshould take the initiative in providing customerswith information that they need. If you are busywith your work while a customer approaches, youshould smile to him/her or indicate him/her to takea seat and wait for a moment. In this way, thecustomer will understand that you are aware ofhis/her presence.


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77

2. PoliteUse polite expressions such as please and thankyou. Any vulgar language or behavior is prohibited.You have to be polite even if the customer may notbe right. When a customer complains, the servicestaff should listen to his/her requests patiently andcarefully. Ask for help from others if you are unableto solve the problem.3. EfficientThe customer service staff must manage timeefficiently. Do not neglect the customer you areserving nor let them waiting for too long.4. EnthusiasticA smile and warm reception from customer servicestaff and their initiative in helping to solve problemswill promote the message of quality service andcommitment to customers.5. DedicatedTry to look at problems from the perspective ofcustomers and understand their actual needs. Forexample, if a customer from Beijing is not fluent inEnglish, you should arrange a customer servicestaff who can speak Putonghua to serve thiscustomer. If a customer complains, you must listenand explain the reasons to the customer patiently,78

and express your understanding and care, and

apologize when necessary.II. Gain customer loyaltyThe purposes of customer service policy are to:meet customer expectations and needs;achieve the goal of the company; andgain customer loyalty.Customer loyalty is gained by offering extraservices. A company should understand thepersonal needs of customers and decide how toprovide customers with the best services. As WuQingjin (2006) noted by quoting the study of

American scholars John T. Bowen and StoweShoemaker, the profitability of an organizationdepended on the loyalty of consumers. Loyalcustomers of the tourism and hospitality industryhave the following characteristics:(i) rarely ask about the types of room whenmaking a reservation.(ii) more likely to use other services of the hotel,


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e.g. laundry, food and beverage.(iii) recommend the hotel he frequents to 12persons on average.(iv) more likely to reflect their comments to thehotel management.79

In conclusion, loyal consumers not only wouldpurchase the products and services of a companyregularly, but also they pay little attention to prices.They are willing to pay higher prices for qualityproducts and services. Therefore, if a company cangain their customers loyalty, it would be able toreduce promotion and service costs. Ultimately, thebusiness can increase its operating income.80

Activity 1Teaching Objectives:

Develop students understanding of :- meeting customer satisfaction- gaining customer loyalty

Contents:

1. Questions asked by the teacher: (studentsown answers)

What are the objectives for running acompany?

Would you be loyal to a restaurant?Why?

2. The teacher facilities the students to engage

in discussion:

High level of customer satisfaction isimportant to a business. Therefore,

many organizations put their customersin the first place81

3. Group activity:

In the following group discussion,students should make use of the

information in Appendix A. Ifcustomer satisfaction is the primary

objective of an organization(represented in Stage [1]), and

customer loyalty is the ultimate

objective (represented in Stage [6]).Identify the order of the remaining four

stages and number the answers

accordingly in Appendix A.4. Conclusion:


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The service industry emphasizes on theimportance of customer satisfaction.

The success in deliverying of customersatisfaction will ultimately help a

company in gaining customer loyalty.82

Worksheet (Appendix A)

Customer services

( )

Customer expectations

for services

( )

Customer

contacts

( )Customer

satisfaction

( 1 )

Strategies and tactics

( )

Customer

loyalty

( 6 )83

Section 3: Challenges in ProvidingQuality Customer Services

Answer the following questions by circling Agree orDisagree to each statement. You may discuss withclassmates.1. There are always some people youare not able to please. Agree Disagree2. When you have experience in dealing

with customers, you would naturallyknow what they need withoutresearch.Agree Disagree3. Usually, customers would be satisfiedwhen you accomplish a task forthem.Agree Disagree


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. 4. All staff have the right to know if theycan satisfy the customers with theirservices.Agree Disagree5. You could save time and efforts if you

understand the expectations ofcustomers clearly.Agree Disagree. 6. Over the long term, customersfeedbacks and comments are usuallyhelpful to your work.Agree Disagree7. Meeting customer expectations is thekey in maintaining desirablecustomer relations.Agree Disagree84

I. Basic requirements for providing qualitycustomer service:The service staff who are responsible for customersservices should provide quality service in order toestablish good customer relations and thus securebusinesses for an organization. When meetingcustomers, staff should be friendly in greeting thecustomer, trying to give the customer an impressionthat he/she is a valued guest. Greet customers politelyand show your readiness to offer help. Quality service

depends on many factors, but the most importantfactor is sensitivity when dealing with customers. Itcan be reflected from the following aspects:Are we fully aware that we have brought ourpersonal feelings, attitude or belief to our work?How these things affect our relations withcustomers?How much we know about our role in therelationship with customers?.How tactful are our communication skills? It mayaffect our relations with customers.85

Quality customer service has the following basicrequirements besides sensitivity.1. Preparation We must be well preparedwhen expecting customers.2. Presentation Dress properly e.g. wearingcompany uniforms.3. Make customersfeel that they are


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importantWe may meet hundreds ofcustomer everyday, but eachcustomer may meet us onceonly. Therefore, whenever a

customer approaches us, weshould put aside our work athand to greet the customer. It isvery important not letting yourcustomer wait until you finishyour work. If you are busy, tellthe customer honestly as wellas assure the customer thatyou will attend to his/her needsshortly.4. Let customers tell

their own storiesAllow the customers to expresstheir dissatisfaction; however,you should stay calm. Guidethe customer with questionsand at the same time showyour sympathy for thecustomers dissatisfaction: Iunderstand how you feel. It will86

calm the customer down, whichis very important in solving the

customers complaints orproblems.5. Listen carefully Listen carefully when acustomer is speaking. Findways to understand and solvethe customers problems. Letthe customer tells the story anddo not interrupt before the storyends. Listening is a veryimportant skill in customerservice.

6. Understand theperception ofcustomersPut yourself in the position ofthe customers, and care fortheir needs. Sympathized anduse appropriate communicationskills. Identify the customers


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needs or interest, and look forsolutions in m eetingcustomers expectations.7. Speak in thecustomers

languageAvoid using business orindustrys jargons when dealingwith customers. It is a failure fora customer to ask What do youmean by that? It wouldembarrass the customers andmake them feel inferior. Weshould always use termscustomer understands.87

8.Speak respectfully Be polite and respectful tocustomers; speak in a friendlytone; and use meaningfulwords.9. Honesty Be honest when a customerasks for information which wedo not know. Do not brag.Instead, simply tell thecustomer that we would help tofind the relevant information.We certainly appreciate anyrecognition for our efforts as

long as we sincerely providedgood customer service.10. Create along-lastingimpressionGreet customers politely at thebeginning as well as at the endof the service. This will create along-lasting impression in thecustomers minds. It is also agood opportunity for the

organization to create itspositive corporate image.88

II. Effective handling of potential problemduring service customer dissatisfaction1. Reasons for customer dissatisfactionReasons for customer dissatisfaction


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1. Quality ofproducts/serviceSubstandard quality of goodsPoor service of staff

Exaggeratingadvertisements/servicecommitmentBad value for the money2. Lack ofunderstandingLack of relevant informationLack of effective communicationCultural differences andmisunderstanding3. Individual

personalityFailure to meet personalexpectation/needsFailure to fulfill motives/meetspecific objectivesReasons forcustomerdissatisfaction1. Quality ofproducts/service2. Lack ofunderstanding3. Individual

personality89

2. Actions to express dissatisfactionAny of the reasons set out above may result incustomer dissatisfaction. A dissatisfied customermay take various courses of actions to expresshis/her dissatisfaction:Dissatisfied

with productsor servicesTakeactionTake noaction

Complain to theorganization,governmentdepartments or

non-governmental


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organizationsClaimcompensation

from theorganizationdirectlyObtain

compensationthrough a lawsuit

Refuse to buy theproducts orservices from the

organizationDiscourage othersfrom using or

purchasing theservices or

productsDirectly

or thirdparty

90

Only a small number of customers would complain to anorganization directly once they come across an unpleasantservice experience. In fact, most of the customers take noaction. However, this does not mean that these customerstolerate the behavior of the organization. They may havedecided not to patronize the organization in the future.Therefore, the management should fully understand theimportance of handling customer complaints.

III. Customer complaintsEffective communication is the key in establishingcustomer relations. The measures and basic skills

taken by the management of the tourism andhospitality industry in handling customercomplaints are as follows:Measures to handle customer complaints:(i) Encourage and facilitate customers tocomplainProvide customer survey and complainthotlines, or arrange designated staff to handlecustomer complaints.91

(ii) Provide remedial service in a timely manner

in handling customer complaintsThe management of a company shouldhandle the customers complaints anddissatisfaction personally, listen to theircomments, find out the reasons for thecomplaints, as well as apologize or explainfor the problems. The management shouldalso express their serious attention to the


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complaints and follow with actions. It will helpin restoring the customers trust in thecompany as well as encourage them topatronize the company in the future.(iii) Encourage the staff to solve customer

complaints flexibly not rigidlyThe management of the business shouldassist the staff in learning the correct ways ofhandling customers complaints. They shouldeducate the staff that it is undesirable to losean existing customer in exchange for winningan argument. In addition, the managementshould authorize the staff the necessarypower to handle customer complaints flexiblyand effectively.(iv) Take the initiative in seeking for customers

commentsMany dissatisified customers are reluctant to92

spend their time and energy in making acomplaint to the business. Therefore, themanagement should find out the customerscomments through surveys, regularinvitations for opinions as well as listening tothe customers feedbacks.(v) Improve the service and product qualityBased on customer complaints and surveyfindings, the management of the business

should take various measures to improvemanagement policies and prevent similarproblems from happening again. In addition,they should improve the quality of productsand services, and this is the key in reducingcustomer complaints.93

Basic skills of effectively handling customer complaints:

1. Stay calmStay calm even if your customersare impolite.2. Develop

positiveattitude

Do not neglect complaintsDo not put away complaintsDo not overreactDo not take complaints personally3. Listen


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attentivelyCollect information (facts) fromcustomers. Such information willgive organization an opportunityto put things right that they might

not otherwise have had. It is aneffective way to keep eye contactand keep nodding when listening.4. Repeat thefactsThis skill of making conclusionmay help verify the informationrecorded and create apsychological effect that you areon the side of the customer.5. Evaluate

complaintsWe may evaluate whether thecomplaints are justified accordingto the information collected.6. Make adecisionWe should decide on the actionsto be taken after verifying theauthenticity of the complaints.94

7. Makesuggestions

and otheroptionsIf the suggestions we make to thecustomers are not accepted, wemay put forward other optionsand explain our follow-up actions.8. MaintainpolitenessTry your best to be as polite aspossible when dealing withcomplaints. It is effective and

appropriate to address thecustomer by his/her name.95

IV. Principles of dealing with complaintsWhen a customer is dissatisfied with the services orproducts of the company, we should handle thecustomers complaint promptly. The most important stepis to manage complaints with appropriate procedures


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and solve the problems sincerely and quickly. Basically,there are four principles in dealing with the three mostcommon forms of complaint:1. Telephone complaintListen to the complaint attentively. Do not try

to comment or interrupt the complainingcustomer.Ask questions properly and politely. This willhelp you understand the contents of thecomplaint.Make the customer understand that you willprovide a constructive solution or[Questions for discussion]

1. What problems do you think will usually occur in the

course of dealing with customer relations? (Studentsanswers)

2. How would you deal with the situation when acustomer inquires about a specific service which isnot provided by the organization (e.g. the restaurant

does not provide valet parking)? (Students answers)96

compensation within a certain period of time.If you are unable to deal with the complaint,let the customer know who would contacthim/her and follow up the issue. Make allefforts to ensure that the customer is satisfiedwith the result.2. Letter complaintRead complaint letters carefully and identifythe key points of the complaint.If you doubt whether you are authorized toreply the letter, ask your superior forsuggestions and reply as soon as possible.State clearly how you would handle thecomplaint.Provide the customer with the name andcontact number of the person responsible forhandling the complaint and ensure all mattersraised would be addressed through actions.

Call to notify the customer as soon as thecomplaint is solved.3. Face-to-face complaintKeep eye contact with the customer andmake records when receiving complaintsface-to-face.Listen to the complaint carefully andattentively. You may ask meaningful


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questions after obtaining sufficient97

information.Keep pleasant facial expression. Be carefulnot to assume a superior attitude or givepeople the impression that your smile is fakeAssure the customer that his/her complaintwill be treated seriously and a constructivesolution or compensation would be providedin a certain period of time.98

Steps to Follow When Complaints ArisePrinciples Show your care Clarify situation Agree action Follow-up

Telephone complaintListen to thecomplaint

attentively. Donot try tocomment orinterrupt thecomplainingcustomer.Ask questionsproperly andpolitely. Thiswill help youunderstand the

contents of thecomplaint.Make thecustomerunderstandthat you willprovide aconstructivesolution orcompensationwithin acertain periodof time.If you areunable to dealwith thecomplaint, letthe customerknow who


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would contacthim/her andfollow up theissue. Make allefforts to

ensure that99

Principles Show your care Clarify situation Agree action Follow-upthe customeris satisfiedwith the result.

Letter complaintRead compliantletters carefully.State clearlyhow you would

handle thecomplaint.Provide thecustomer withthe name andcontactnumber of thepersonresponsiblefor handlingthe complaint

and ensureall mattersCall to notifythe customeras soon as thecomplaint issolved.100

Principles Show your care Clarify situation Agree action Follow-upraised wouldbe addressedthroughactions.

Face-to-face complaintKeep eyecontact with thecustomer andmake recordswhen receiving


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complaintsface-to-face.You may askmeaningfulquestions after

obtainingsufficientinformation.Assure thecustomer thathis/hercomplaint willbe treatedseriously.A constructivesolution or

compensationwould beprovided in acertain periodof time.101

V. Strategy of service recoveryThe main purpose of service recovery is to restore therelationship between the customer and the service staff.Effective service recovery will not only win back thecustomers trust towards the business, but will also turna dissatisfied customer into a loyal one.An effective strategy of service recovery should target ontwo types of customers: Customers who do complainand those who dont. Complaints provide the servicebusiness with an opportunity to take corrective actionsand recover the service situation. Business have tomake extra effort in facilitating customers who dontcomplain to give their comments about the service, suchas conducting customer survey and setting up complainthotlines.No matter from what channels the complaints arereceived, service recovery should consist of the followingfive stages:Stage Measures1. Apologize,apologize andapologizeagainListenIdentify yourself


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ApologizeMake noexcusesServicerecovery

process2. Take action Provide service102

as soon aspossibleoptionsMake thegreatest effortsSolve problemsactively3. ShowsympathyShow your trustBe devotedBe empathized4. ProvidecompensationProvidecompensationbefore thecustomerrequestsProvide the

customer withcompensationequivalent tohis/her loss5. Follow-upserviceFace-to-faceserviceTelephone callsProvide follow-upservice within

days after theproblems aresolved103

Activity 2

Objectives:

Help students in analyzing the languageused by angry customers and their


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emotions in complaints

Enhance the students skills of handlingcustomers complaints or dissatisfactionthrough the writing conversations for

cases

Enhance the students presentation andorganizational abilities through role playsContents:

1. Questioned by the teacher:

Have you ever encountereddissatisfactory services? What

kind of language would you use in

expressing your anger? Please fill

in the worksheet (Appendix B)with expressions related to anger.

Before the students answer, the

teacher may share with them somepersonal experiences

Example: Background

informationHaving tea withfamily members in Maxim's

Restaurant.104

Teacher: Waiter, why is my Fujian friedrice not yet ready? I have been

waiting for 30 minutes!

Waiter: Well, you know. This is the

lunch period and your orderwould not be ready so soon. So,

do you still want it or not?

Teacher: Ask your manager to comeo

Documents

imporatnce of preosnal selling.docx