This book offers insights into the demands made on staff in service encounters in tourism, events and hospitality roles. It hinges upon storied incidents offered by workers about which the reader can reflect and apply theoretical knowledge. Each chapter includes learning objectives, questions and summaries.

This book offers conceptual discourse, empirical evidence, application of existing and emerging theories, and implication of practical findings. It discusses the perspectives of both providers and recipients of quality services across a wide spectrum of hospitality and tourism sectors.

Provides the 'whys' and 'hows'of customer service. Easy to read, very current, and full of references to all the latest research. Chapters cover financial and behavioural consequences of customer service, consumer trends, developing and maintaining a service culture, managing service encounters, CRM and much more.