Fundamental Hospitality Management Case Study 5-Stop Trying to Delight Your Customers

FundamentalHospitality Management Case Study 5-Stop Trying to Delight YourCustomers

FundamentalHospitality Management Case Study 5-Stop Trying to Delight YourCustomers

Managerswithin the hospitality industry face several scenarios that compelthem to apply different roles in management and customer service. Thecase provides a proper revelation of this fact. It provides anexplanation as to why some companies have repeated customers whileothers serve most of their customers once. Dixon, Freeman and Tomanindicate that it results from the relationship between customerloyalty and the quality of services provided (2010).

Thiscase shows that consumers will tend to go back to hospitalityinstitutions where they previous received top of the industryservices. However, according to the authors, these premises are fewsince managers have currently stopped examining the idea of tryingtoo hard to delight their customers. It is because they have realizedthat there are higher chances of consumers punishing companies forpoor services than rewarding them for exemplary services (Cook,2008).

Heindicates that a good service is the key towards attaining customerloyalty. Nonetheless, there are those services that, if provided, increase the chances of customer retention and hence their loyalty.The hospitality industry should make a lot of efforts to improve boththeir phone based and self-interaction services. According to Gitomer(2003), the most important thing for them to understand is thatcustomers come back for more services because of their loyalty to thecompanies as opposed to the dazzling nature of services given. Havingan understanding on this helps managers to make the appropriatedecisions to avoid loss of investments and customers.

Thebad service ripple effect is highlighted. It shows that attempting todelight customers does not result in their loyalty. The mostessential thing is to provide them with efficient and fast problemsolving approaches (Gitomer, 2003).


Cook,S. (2008). Customercare excellence: how to create an effective customer focus.London Philadelphia: Kogan Page.

Dixon,M., Freeman, K., and Toman, N. (2010). Stop Trying to Delight yourCustomers. HarvardBusiness Review.Harvard: Harvard Business School Publishing.

Gitomer,H. J. (2003). Customersatisfaction is worthless, customer loyalty is priceless: how to makecustomers love you, keep them coming back and tell everyone theyknow.Austin, Texas: Bard Press.