Service Encounter Of Tourism


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Service Encounter Of Tourism–

The so-called stage service encounter or moment of truth is the element of interaction between those providing services and the customers. The instances of service encounter in travel and tourism industry are –

  • In the ticket booking process when the customer calls the service provider that is the front line staff in order to book the tickets is the first service encounter incidence. It’s the moment of truth where, there is one to one interaction between the service provider who is booking the ticket and the customer who wants the ticket booked. This interaction takes place on the phone.
  • In the itinerary planning process the service encounter takes place when the customer visits the travel and tourism agency to purchase a holiday package and meets the travel manager.
  • When the customer is experiencing the holiday package there are numerous service encounters that he goes through and one of them is his constant interaction with the tourist guides.

These were some examples of service encounter.

This stage is a very crucial one where in the provider has to perform at the optimum level in order to avoid the customer from having the experience of credence quality.


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