This document discusses the importance of customer service and satisfaction in the tourism and hospitality industry. It identifies several key sectors in the industry including lodging, food and beverage services, transportation, attractions, and retail. Good customer service is essential for businesses in these sectors to enhance the customer experience, gain customer satisfaction, and ensure their needs are met. This leads to increased sales, lower costs, and greater profitability for businesses. The first impressions created through factors like cleanliness, knowledge, professionalism and confidence of employees are also crucial for customer service.

1. Prepared by:
Mazura bt Stapah@Salleh
Senior Lecturer,
Tourism and Hospitality Department,
Politeknik Merlimau, Melaka
MALAYSIA
(mazura@pmm.edu.my)

2. Customer
Service and
Satisfaction

3. TRAVEL AGENCY
SNORKELING/SCUBA HOTEL
DIVING RETAIL
CAMPING RESORTS
SHOPPING OUTLETS
SWIMMING BED & BREAKFAST
BIRDING & BIRD HOMESTAY
WATCHING
HIKING & TRACKING CAMP GROUND
GOLF TRAVEL LODGING
TRADE CATERING
AIR CULINARY
F&B SERVICES
RECREATION
RIVERS TOURISM KITCHEN
INDUSTRY OPERATIONS
HIGHWAY
SECTORS RESTAURANT &
MICE &
RAIL TRANSPORT BANQUET
EVENTS
BAKERY & PASTRY
TOURISM
PERFORMING VISUAL ATTRACTIONS SERVICES PERFORMANCE ARTS
ART CENTER & ARENA
ENTERTAINMENT HOTEL & RESORTS
INDUSTRY
HISTORICAL SITES GROUP CONVENTION
MUSEUMS & GALLERY CENTRES
GOVERNMENT
THEME-PARKS AGENCY 3 EXPOSITION CENTERS
Source : Competency Standard For Polytechnic Graduates (2010)

4.  Anything we do for the customer that
enhances the customer experience.
 Service provider:
- know the customer
- know the customers’ expectation
- gain the customers’ satisfaction

5. THE ENTRANCE SIGNAGE
WELCOMING THE GUESTS. THE MAIN BUILDING

6. RECEPTIONIST WAITING SOFA BED

7. A LARGE SIZE ROOM THE LIVING ROOM

8. ENJOYING THE COOLING
A FULLY EQUIP ROOM BREEZE

9. SWIMMING POOL ENTERTAIN THE KIDS

10. PLAYING ROOMS JOY RIDE

11. WELCOMING THE TOURIST SHORT BRIEF

12. HEADING TO THE STATION MAP READING

13. ATTRACTION AREA PRE-BRIEFING

14. INFO TICKET PRICE TICKET COUNTER

15. THE ENTRANCE REFRESHMENT

16. DISTRIBUTE THE INFO SHOWING THE WAY

17. MUSLIM PRAYER ROOM LEGO PLAYING ROOMS

18. OTHER SERVICES QUEUE TIME

19. PHOTO TIME PHOTO TIME

20. AGAIN, PHOTO TIME AGAIN THE PHOTO TIME

21. REGISTRATION MASTER OF CEREMONY

22. SEATING ARRANGEMENT THE KIDS

23. THE MENU ENTERTAINMENT

24.  To give the customers complete and right
information
 To make them happy
 To make them satisfy
 Show the service provider’s
professionalism
 To ensure the customer’s safety and
health
 To ensure the customer’s comfortable

25.  To give the customer’s new experience
 To make them feel appreciated by the
service provider
 The will be less question been asked.
 To make the events or program run
smoothly

26.  Increased sales and profitability
 Increased customer satisfaction
 Increased efficiency, accuracy and
attitude
 Reduced advertising cost
 Reduced complaint and handling cost
= TOTAL CUSTOMER EXPERIENCE

27.  The first feelings and thoughts a person
has toward you when he sees you or
listen to you for the first time.
 Within the first few minutes.
 Influenced by the way you look, act,
dress and talk.

28. VISITORS INFORMATION CENTRE

29. Cleanliness
Cleanliness of the office, resort, kitchen, restaurant and etc. It will affect the
customers’ safety and health
Knowledge
A knowledgeable tourism personnel will lead to the service quality that will
be given later on. It also affect the professionalism and credibility of the
personnel.
Professionalism
Involved the personnel dressing and grooming and it will show the
personnel attitude and confidence level.
Confidence
It will lead to the quality service will be given in future. It also shows the
personnel preparedness.

30. Friendliness
Will lead to the quality service that will be given in future.
Helpfulness
Will lead to the quality service that will be given in future.
Courtesy
It will lead to the quality service that will be given in future.
Credibility
It will lead to the quality service will be given in future and also the
personnel professionalism.

32. lose the current dollars
lose jobs
lose of reputation
lose of future business

33. HAPPY WORKERS
HAPPY WORKPLACE
HAPPY CUSTOMERS
HAPPY BANK BALANCE

34. TOURISM AND HOSPITALITY DEPARTMENT, POLITEKNIK MERLIMAU
MRS ROHAILA BINTI ABDUL RAZAK
MISS HANIS ALIAA BINTI RAMLEY
POLITEKNIK MERLIMAU, MELAKA, MALAYSIA
LEGOLAND, MALAYSIA
FACULTY OF FORESTY, UNIVERSITI PUTRA MALAYSIA
AVILLION ADMIRAL COVE, PORT DICKSON, MALAYSIA
SINGAPORE VISITORS INFORMATION CENTRE
SHINE ACADEMY, MALAYSIA
POTO TRAVEL, MALAYSIA

35. Harris, E. K. (2010). 5th ed. Customer Service: A Practical Approach.
Pearson Education.
Lucas, W. Robert (2009). 4th ed. Customer Service: Skills for Success.
Mc Graw Hill