Outline the principles of managing customer relations in tourism and hospitality businesses

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Customer Relations Management in Tourism and Hospitality (OTHM/05/03-L5DTHM)

Qualification Number:  601/5661/2 

Credit Value: 20

Unit Reference Number : Y/507/0025

Unit Aims :

This unit provides learners with an understanding of the importance of customer relations in the tourism and hospitality industry. Learners will develop the ability to analyse the factors influencing excellence in customer service, including communication and teamwork, sales and promotion, consumer decision marking and the legal aspects of customer service. Learners will apply this knowledge in developing an understanding of the effective management of customer relations.

Learning Outcomes

Outline the principles of managing customer relations in tourism and hospitality businesses

Assessment Criteria: Customer Relations Management in Tourism and Hospitality (OTHM/05/03-L5DTHM)

1. Outline the principles of managing customer relations in tourism and hospitality businesses

• Describe the importance of customer relations in the tourism and hospitality industry
• Define the different functions within tourism and hospitality businesses that are linked to customer relations
• Discuss the factors that influence the management of customer relations in the tourism and hospitality industry

2. Describe the nature of purchasing decisions, and be able to discuss the principles of effective customer relationship management in this context.

• Identify approaches to consumer decision making
• Assess the factors that influence consumer purchase decisions
• Explain how to manage customer relations services

3. Discuss the importance of teamwork in the context of managing customer relations.

• Describe the characteristics of effective teams
• Explain the importance of team working in the tourism and hospitality industry
• Explain how managers can promote effective team working in the tourism and hospitality industry

4. Identify legislation governing the customer interface.

• Explain the principles of legislation governing the sale of goods and services
• Identify areas of legislation governing the licensing of hotels, restaurants, travel agents, tour guides and carriers.

Study contents 

• Understanding the customer experience
• Consumer behaviour in tourism and hospitality
• Customer services functions in tourism and hospitality businesses
• Developing and maintaining a service culture
• Customer-focused organisations
• Challenging customers and conflict resolution
• Complaint management
• Customer satisfaction measurement
• Technology and customer services
• Managing quality in customer relations
• Defining team roles
• Characteristics of effective teams
• Effective communication strategies for teamwork
• Managing and leading teams
• Licensing of tourism and hospitality businesses
• Legislation regarding sales and the provision of services

Indicative Reading List

• Bagdan, P. (2012) Guest Service in the Hospitality Industry,
• Buttle, F., Maklan, S. (2015) Customer Relationship Management: Concepts and Technologies 3rd ed., London: Routledge
• Gronroos, C. (2007) Service Management and Marketing: Customer Management in Service, Oxford: John Wiley & Sons
• Harris, E. (2013) Customer Service: A Practical Approach, London: Pearson
• Hudson, S & Hudson, L. (2012). Customer Services in Tourism and Hospitality, London: Goodfellow
• Outline the principles of managing customer relations in tourism and hospitality businesses
• Customer Relations Management in Tourism and Hospitality (OTHM/05/03-L5DTHM)