1. Service experience/Service concept report
Report Submitted By
Student Name
University

2. Table of Contents
Service Log .............................................................................................................................................. 3
Introduction ............................................................................................................................................ 6
Literature Review .................................................................................................................................... 8
Conclusion ............................................................................................................................................. 11
Recommendations ................................................................................................................................ 12
References ............................................................................................................................................ 13

3. Service Log
Date / Time / Place
Description/ Experience
Management
concept
01-11-2012
In the morning time in the hotel I stayed was good as Customer
07:00 AM
with the time to time the employees of the hotel were Experience
XYZ
Hotel serving well. Every information regarding the hotel Management
Services
and nearby areas were also provided so that there will
not be any issue to the new place. The facilities and
the activities in the hotel were up to date as per the
convenience to the customers. The cleaning in the
room and the outdoor facilities were well and taken
care by the hotel staffs time to time. The overall
experience can be described as excellent because of
the excellent service. The customer engagement and
customer loyalty was the best service that I
experienced there in my life time. The satisfaction
from my side for the facilities and the services by the
hotel is also excellent.
02-18-2012
The experience of the travel services and facilities Service
05:00 PM
made me proud to think again about the travel Culture
ABC Travels Ltd.
services to come back again in future and use the
same travel services. Every staff of the travel
company did the great Job. I didn’t even ask for
anything from the staff as already was on the right
place already and everything was so cool and looking
like familiar that I have used the service there earlier.
The communication skills and greetings by the travel
staffs and helping in any difficulty that may occur
during the travel with them were awesome. The
customer friendly environment was really great and
impressed me a lot. As a customer I can say that the

4. travel experience with them was good.
03-21-2012
I am very fond of shopping on different places so I
10:00 AM
went to one of the best shopping centre of the city to Service
Shopping Centre
buy some clothes. As soon I reached there, I found Recovery
myself very happy because the decoration and
architecture of the shopping mall was really awesome
than I visited earlier. It was automatic system there for
security checking and entering in the centre. Also
there were separate departments for the each kind of
brand of clothes so that the customer can choose
accordingly based on their choice. I bought some
clothes for me and returned to my place then I found
that there is some defect in the cloths and went there
again for returning or exchanging the cloths. The
thing I observed was really good as they helped me to
choose better cloths and the earlier one they took and
refunded my whole money. I felt very good that they
had returning policy too.
04-06-2012
The place where I went to visit was far from my place Self-service
2:00 PM
and I was in need to connect with my family members Technologies
Telecommunication so that I can tell them where I am and what doing
system on a Hill there. For that I went to a telephone centre so that I
Station
could make a call to my family. The thing that I
observed was surprising as there was only one
telephone booth and there were many people who
were standing in the queue for a long time. When my
number came, I found that the phone was also not
working perfectly as I was not able to hear the voice
of my family members clearly. After some time when
I came out they asked me for payment, I found that
they were charging 3 times more than the normal call
even though I could not talk. This was m worst

5. experience there.
05-15-2012
With the transportation system, my experience was Employee
6:00 PM
not good as can say worst ever in my life. I was Attitudes
Transportation
planning to go somewhere and booked a cab for that
System
so that can go timely. At the time I was waiting for the
cab to come so that I can go with time. I waited for a
long time and found that the cab did not reach neither
the owner nor driver called me back to inform that it
is late. When I called to the owner, what the owner
said was unreliable as he is not responsible for
anything as he already sent the can for me. The owner
also didn’t provide me the phone number of the driver
so that I can talk with him. It was getting late to me
and no one was replying nicely. After a long wait I
saw the cab and also when asked with the driver why
he was late, he said what should I will do, he will drop
me before time.
The best service management concept is Customer Experience Management.

6. Introduction
The service in the hotel was very good, as based on my experience in the hotel I found that
every staffs of the hotel was communicating with me nicely and also to the other customers
was very good. The best thing I found there was the service culture because on every hour the
staff member was asking from the customers that did they any issue with the service in the
hotel and also every staff was co-operating to the customers. The information about the hotel
and nearby areas, rules and regulations were introduced by them while discussing the services
available there. No employee was making the service request delay and happily serving the
customers at any time when there is a need. The available facilities for the customer purpose
was good and with the best and easy to use. Either it is room service or the outdoor service
available there, each place the staff of the hotel were presence and helping to the customers. I
have seen there that on staff was taking the old customer to the rest room because he was
unable to move easy so it can be said that service culture was very good and helpful towards
the customers.
The service culture in the hotel was very good and this is more important in the hotel for the
customers. The service experience chosen above is very necessary for the best hotel services
and for better customer services. The service culture impressed me there in the hotel because
every staff in the hotel was serving very good and the planning for the service and facilities
for the customers were amazing. The selected management concept that best suits for the
service is Customer Experience Management because in the hotel management tried their
best to serve the customers better and tried to provide the best amazing customer experience
that stay in the hotel when come to visit the place.
Customer experience management is very important aspect in travel and tourism industry
because it measures the customer satisfaction at each level and helps them to increase their
interest in the travel and tourism industry. There are some steps need to follow in the travel
and tourism industry to ensure the customer experience management such as at every
transaction step that includes pre booking, billing, reservations, and services, other stages like
customer life cycle like selling, cross selling, through to actual travel, and all the touch points
including in-person web, phone, Interactive Voice response, Email, and SMS and other
customer related services and the right information, right people and the right timeframe.
These things are needed to ensure the quality of the service in the hotel for the customers so
that the every customer can be benefited with the hotel services. When I was there in the

7. hotel, I found that all the services as mentioned above were up to the standards. The
transaction process was very fast and easy, and I was informed when my hotel room was
booked and the transaction occurred. The feedback policy in the hotel to inform management
if anything happens unpleasant in the hotel was good and the response was quite better than
the expectation there. Every customer or guest was treated like a member of the hotel and
served very nicely. Thus, it can be described as the best management service concept as
Customer Experience Management in the hotel that I have experienced there. All the theories
of the customer experience management have been applied in the reality to make the better
customer experience in the hotel.

8. Literature Review
Customer Experience Management is the important part of the travel and tourism industry
because it defines the success of the industry and customer satisfaction. In this industry the
competitiveness of the services and facilities mostly depends on the customer satisfaction, if
the customer satisfaction is not fulfilled then the service is of no use in the hotel or travel &
tourism industry. According to Akbaba, A. (2006) the customer’s expectation from the hotel
or tour industry is to have the full satisfaction in terms of services, security, and facilities.
The actual experience with the products and services in the industry is important to analyse
by the customers so that the customers can understand the value of the service provided by
the hotel and tour management. The delivery of the product to the customers should be
through the best way so that the customer wouldn’t feel any issue with the service. According
to research by Brady, M. & J.J. Cronin (2001) in the tourism and customer experience area
states that in tourism destinations, products are service products that generally consist of
multiple service touch points which customers perceive prior, during and after their holidays.
The customer expectations in the tour and travel industry that matches with the crucial
demand for the services in generating the customer satisfaction which are constantly
measured and designed as per the customer demand based on the recent trend. The customer
insights with the various services in the travel industry mainly in the hotel industry are
important because it maps, the expectation in to the reality.
The development of the new technologies, for the ease of the services for the customers
depends on the several touch points that are needed to ensure the service quality for the
customers. The staff or employees of the tour and hotel industry also play the important role
in defining the success of the industry. The strength of the industry lies with the strength of
the availability of the different kind of services offered to the customers. The orientation and
the introduction of the tour industry and the hotel information for the customers are more
necessary and that need to be explain them in a better way. Martín Ruiz et al (2008)
explained in the research that customer experience management is one of the most vital
factors which play an important role in managing the customer satisfaction. The author
describes in better way that if any hotel doesn’t have the proper service plan and the activities
then it might have the issue for both the customer perspective and to the hotel perspective.
The research in leisure and tourist industry explored about the experimental perspectives
because in this theory experimental is more important than the theoretical perspectives.

9. The contributions from the customers are also necessary to make the customer experience
better and helpful based on the need of the customers. The satisfaction of the customers is the
only key of success in the travel and tourism industry. The each form such as sociological,
anthropological and psychological is important in deciding the customer satisfaction and to
improve the customer experience in the tour and travel industry. Tourism is not only because
of one service but there are number of services in the industry which make the activities
better and flexible because for a person who goes to the travel needs lot of things such as
transaction, email, mobile, guidance, insurance, ticket and food etc. which means that the
person need to make all arrangement before going to travel. Out of these the hotel stay is one
of the important factors that can’t be neglect at any point. Therefore, it has been discussed by
the number of authors who have written about the tour industry that the tour industry the
main factor that plays an important role is the human satisfaction with the provided services
in the industry while travelling.
Pine and Gilmore, 1999; Schmitt, 2003, Shaw and Evens, 2002; Hemmington, 2007 all
explains that what customers are currently looking for is experiences. The expectations of the
customers are also changing to the experiences as explained by Pine and Gilmore in year
1999. Every customer just only doesn’t want to live all time with the old traditions but also
want to try something new which is very unique and memorable in the history of their life so
that the customers can tell the story to the family and to the friends. According to Ross et al.
(2008, p.3), the customer are demanding unique experiences in the tour industry and want to
experience the things individually. Shaw et al. (2005, p.13) also suggests that the customer
experience is described as what they are looking for. In this age all the customer wants to buy
the experiences so that their dream can be fulfilled. In year 1970, Tofler a tourism industry
analyser mentioned in his own research that the concept of the best possible tourism industry
experience in future after year 1999 will be on its height. During that time the word as
experience economy introduced in the tourism industry to make aware about both the
experience and economy for the customers.
Customers not only want the experience but also want the experience for the lower economy
so that both can be fulfilled easily. This concept in that time made the new economy based
concept that makes the experience unique and memorable for their life. This is the
expectation that every customer wants while go for travel and also expects from the hotel and
tour industry to provide them as per the requirement. If the customer is willing to visit any
place and also if staying in the hotel then customer expects the all necessary services which
will make his life memorable and unique.

10. According to Orsingher, C. & GL. Marzocchi (2003) for the tourism industry the experience
of the customer matters a lot because if the customer is not satisfied then there is no meaning
of the travel industry to grow more. Therefore, the transformation of the consumer service in
to the managerial action is little bit difficult because every customer has its own demand and
it is not easy to fulfil the requirement of each customer easily. In other words, service quality
measures may be insufficient to assist in our understanding of satisfaction in the tourism
industry but the main aim is to provide the customer satisfaction at any stage in the tourism
industry. The new focus of the tourism industry is must to provide the unique experience to
the customers and making their travel visit memorable for the life time. Therefore the
customer experience management is important in the tour or hotel industry. Therefore, this
differentiation also provokes a competitive advantage in firms against competition, creating
in consequence positive results for companies. Otto, J.E. & J.R. Ritchie (1996) suggests that
travel industry is good but these only happens when the customer is satisfied with the
services and get the new and unique experience from the travel and hotel industry and with
their services.

11. Conclusion
The experience of the customers towards the tourism industry is important because now the
expectations of the customers are going as the experiences. The service culture and the
customer experience management are the two most important factors which allow the full
satisfaction to the customers in the travel and tourism industry. When I visited the hotel found
that the services and the customer management were excellent and my experience of
travelling as because staying in that hotel became awesome and memorable in the life of
mine. There have been lots of researches in the travel and tourism industry by the number of
authors and writers in this area and explored about the different opportunities in this area and
also in the customer experience management. Finally, it can be said that the customer
experience is the most important thing in the travel and tourism industry which defines the
success and growth of the industry and also defines the quality of the services in the travel
and tourism industry.

12. Recommendations
In the travel and tourism industry it is important to first understand the requirement of the
customers and then accordingly need to manage the service industry that will cater the need
of the customers. The hotel and travel industry need to give the full security and satisfaction
by providing the safe and required facilities in the hotel. The outcome can be improved by
providing the unique and memorable experience in the travel or journey or by staying in the
hotel. Every hotel should provide the flexibility to the customers to use all the services
available in the hotel and the communication of the employees of the hotel should be best and
the service request should be respond very quickly and fast. The manager of the hotel or the
tour industry need to first analyse the requirement of the customer and also based on the
economic budget of the customer the plans and offer should provide.

13. References
1. Akbaba, A. (2006): “Measuring service quality in the hotel industry: a study in a
business hotel in Turkey”, International Journal of Hospitality Management, 25, 170192.
2. Brady, M. & J.J. Cronin (2001): “Some new thoughts on conceptualizing perceived
services quality: a hierarchical approach”, Journal of Marketing, 65 (3), 34-49.
3. Martín Ruiz, D., Dwayne D. Gremler, Judith H. Washburn, Gabriel Cepeda Carrión
(2008): “Service Value Revisited: Specifying a Higher-Order, Formative Measure”,
Journal of Business Research, Special Issue on Formative Measurement, vol. 61 (12),
1278-1291.
4. Orsingher, C. & GL. Marzocchi (2003): “Hierarchical representation of satisfactory
consumer service experience”, International Journal of Service Industry Management,
vol.14 (2), 200-216.
5. Otto, J.E. & J.R. Ritchie (1996): “The Service Experience in Tourism”, Tourism
Management, vol.17 (3), 165-174.
6. Seiders, K., Glenn B. Voss, Dhruv Grewal, Andrea L. Godfrey (2007): “SERVCON:
Development and Validation of a Multidimensional Service Convenience Scale,”
Journal of the Academy of Marketing Science, 35 (1), 144-156.
7. Zeithaml, V, Berry, L. y Parasuraman, A. (1996), The behavioral consequences of
service quality”. Journal of Marketing, 60, 31-46.
8. Pine,B.J. and Gilmore, J.H., (1998). Harvard Business Review. July-August, 76 (4),
97-105.
9. Schmitt, B.H., (2003). Customer Experience Management: a revolutionary approach
to connecting with your customers. Hoboken, NJ: John Wiley & Sons.
10. Shaw, C. and Ivens, J., (2002). Building Great Customer Experiences.Basingtoke:
Palgrave Macmillan.
11. Hemmington, N., (2007). The service industries journal. From Service to Experience;
understanding and defining the hospitality business.27 (6), 747-755.
12. Ross, D. F., (2008). The Intimate Supply Chain: Leveraging the Supply Chain to
Manage the Customer Experience. Boca Raton: CRC Press-Taylor & Francis.
13. Toffler, A., (1970). Future Shock. Cologny/Geneva: Orbit Publishing.