1. Demonstrate knowledge and understanding of the key concepts of customer service
Knowledge and Understanding
Learning

2. Apply relevant theories and concepts to organisational scenarios
Application
Enquiry
Analysis
Communication

A report (in digital format) on customer service management within an appropriate organisation – 1,500 words - weighted at 100%. (LO1 & LO2)

The main focus of the module is on developing an understanding of leading and emerging issues in customer service management in events and tourism. It will encourage debate from a range of contemporary perspectives and is designed to allow students to consider regional, national and international perspectives.

Following an introduction to customer service, specific issues may be drawn from (but are not limited to) the following:-

- Understanding the consumer
- The financial and behavioural consequences of customer service
- Developing and maintaining a service culture
- Managing service encounters
- The importance of market research
- Building and maintaining customer relationships
- Providing customer service through the servicescape
- The impact of technology, including social media, on customer service
- The importance of service recovery
- Promoting customer service internally and externally
- Crisis and risk management.

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 36 hours of direct contact with a tutor and 114 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks.

Contact will include a mixture of small and larger group activities, much of it based on the principles of practice and problem-based learning. Learning will be organised into a series of sessions where students will be required to participate. Each session will be based around a problem or issue, and students will work towards a range of solutions by specifying objectives, identifying constraints, obtaining background information, applying related theory and knowledge based around the subject matter.

Large group sessions seek to establish an overview framework within which selected theories and rules of the subject matter can be more effectively developed. They will verify and consolidate knowledge and understanding and will engage in more detailed exposition of selected theories, rules and constraints.

The guided learning will incorporate a mixture of activities, some of which will require groupwork and electronic interaction. The learning will be facilitated by use of the VLE platform and discussions/interactions between students and tutors.

Module learning will be assessed formatively, through multiple choice questions and a digital case study scenario.

Students will be expected to be familiar with contemporary discussions in the area of study, and to bring a range of ideas to bear on the discussions. Thus, although there will be a framework of knowledge and understanding, students will be actively, rather than passively, engaged in the process of both learning about, and increasing understanding of, the subject matter.

Hudson, S. and Hudson, L. (2017) Customer Service for Hospitality and Tourism. 2nd Edition. Oxford: Goodfellow Publishers

Noe, F.P., Uysal, M. and Magnini, V.P. (2010) Tourist Customer Service Satisfaction: An Encounter Approach. Oxford: Routledge.

Solomon, M.R., Bamossy, G.J., Askegaard, S.T. and Hogg, M.K. (2016) Consumer Behaviour: A European Perspective. 6th Edition. Harlow: Pearson Education Ltd.

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice-based case examples

Understanding visitors to events, destinations and attractions is key to developing a lasting relationship with those visitors, and maintaining loyal custom. Recognising that the 'visitor experience' is about so much more than just customer service is key to this module. The key areas explored include defining the visitor experience, the importannce of internal and external customers, cultural understanding and managing the 'servicescape'.