The impact of customer service on a resort community

Abstract

The level of customer service provided by businesses in the resort community of Estes Park, Colorado, was investigated in this study. The problems and barriers in delivering quality customer service were determined through a collaborative process of data gathering that involved the use of surveys, group interviews and focus groups. The research confirmed that inconsistent customer service is a direct result of the lack of any customer service training programme, non-existent effort among the providers of tourism services, and low awareness of the impact of customer service as a key marketing and management tool in attracting new and repeat visitors. The research produced a model for developing a tourist-centred customer service campaign that incorporated community involvement in the design and execution of the research and resulting programmes.