Managing the Service Encounter: Consistent High-Quality Delivery Through ‘Internal Marketing’
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Abstract
This chapter is about the management of the service encounter and the issue of consistent high-quality service delivery of tourism products. In an ever-growing market place, the provision of consistent high-quality service is a strategic marketing tool as competition increasingly hinges on the quality of the services provided, not only their provision. The focus of this chapter is deliberately general in order to offer a broad overview of the main issues involved in the service delivery of tourism products, although specific reference is made to examples and cases for illustration. The chapter is structured in four main sections: the aim of each section is to offer a distillation of the main operational problems the service encounter creates for management and their possible solutions.