Taylor's FSLM Journals
Book Review: Noe, F.P., Uysal, M. & Magnini, V.P. (2010). Tourist Customer Service Satisfaction: An Encounter Approach New York: Routledge Press

@ Asia-Pacific Journal of Innovation in Hospitality and Tourism

Online ISSN: 2710-6519

John T. Mgonja & Clemson University

Provision of high quality service to customers is the central goal that all service businesses struggle to accomplish from time to time. The ability of a service provider to deliver high quality service is considered an essential strategy for success and survival in today’s competition. Service encounter is considered to be one of the factors influencing customer perceptions of service quality, satisfaction and consequently loyalty. Numerous studies indicate that, in general, the hospitality industry is one of the sectors, with a relatively high level of customer contact. The higher the level of customer contacts, the more numerous and longer the service encounters between customers and frontline service employees. Understanding the encounter theory and its application is therefore considered to be fundamental for service providers.