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Tourist Satisfaction & Complaining Behavior - Measurement & Management Issues in the Tourism & Hospitality Industry (Hardcover)
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Tourist Satisfaction & Complaining Behavior - Measurement & Management Issues in the Tourism & Hospitality Industry (Hardcover)
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Total price: R2,604
Discovery Miles: 26 040
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Effective Management of customer satisfaction and complaints is
essential for organisations in terms of profitability and
sustainability. This book details this subject. Organisations,
successful in delivering a high level of customer satisfaction,
tend to reap the benefits in the form of repeat patronage among
existing customer and recruitment of new customers. Empirical and
anecdotal evidence suggest that negligence of customer
dissatisfaction and inevitable customer complaints might be costly.
Research has shown that an unhappy customer will tell on average 9
other people about an unsatisfying experience. Ineffective handling
of complaints increases frustration and dissatisfaction, reinforces
negative consumer reactions and harms a company's reputation.
Management of customer satisfaction particularly in service failure
situations hinges largely on an understanding of the formation of
satisfaction judgement, the scrutiny of triggers that cause varied
customer behaviours in failure situations and devising of
customer-driven recovery strategies that would yield preferred
behaviours. In other words, that execution of customer satisfaction
and handling of customer complaints depend heavily on actionable
information (i.e., feedback gathered from valid and continuous
measurement) should not be an overstatement. Thus, departing from
the absence of a comprehensive treatment, this research based book
attempts to fill the gap by addressing seven theoretically and
managerially important issues.
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