Abstract
As competition in the leisure sector continues to increase, creating and maintaining customer loyalty becomes paramount for business success. Customer loyalty can be promoted and nurtured via customer service, resulting in added value to the business exchange, reduced costs of doing business, and customer acceptance of less than perfect program delivery. Additionally, customer service is consistent with total quality management initiatives.
This article discusses five customer service strategies that can be applied to any leisure enterprise. These strategies include (1) hiring practices; (2) customer service training; (3) front-line responsiveness; (4) customer response network; and (5) management by walking around.
Customer service does not have to be an allusive or costly business objective. However, management must be proactive in establishing and maintaining these mutually beneficial customer relationships. Lip service to this issue will no longer suffice.
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