Half Title Page
Trade Tales: Decoding Customers’ Stories
Series Page
Advances in Culture, Tourism and Hospitality Research
Series Editor: Arch G. Woodside
Recent Volumes:
| Volume 1: | Advances in Culture, Tourism and Hospitality Research – Edited by Arch G. Woodside |
| Volume 2: | Advances in Culture, Tourism and Hospitality Research – Edited by Arch G. Woodside |
| Volume 3: | Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research – Edited by Arch G. Woodside, Carol M. Megehee and Alfred Ogle |
| Volume 4: | Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites – Edited by Arch G. Woodside |
| Volume 5: | Tourism Sensemaking: Strategies to Give Meaning to Experience – Edited by Arch G. Woodside |
| Volume 6: | Field Guide to Case Study Research in Tourism, Hospitality and Leisure – Edited by Kenneth F. Hyde, Chris Ryan and Arch G. Woodside |
| Volume 7: | Luxury Fashion and Culture – Edited by Eunju Ko and Arch G. Woodside |
| Volume 8: | Tourists’ Perceptions and Assessments – Edited by Arch G. Woodside and Metin Kozak |
| Volume 9: | Tourists’ Behaviors and Evaluations – Edited by Arch G. Woodside and Metin Kozak |
| Volume 10: | Marketing Places and Spaces – Edited by Antónia Correia, Juergen Gnoth, Metin Kozak and Alan Fyall |
| Volume 11: | Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM) – Edited by Arch G. Woodside and Suresh C. Sood |
| Volume 12: | Tourism and Hospitality Management – Edited by Metin Kozak and Nazmi Kozak |
| Volume 13: | Consumer Behavior in Tourism and Hospitality Research – Edited by Alain Decrop and Arch G. Woodside |
Title Page
Advances in Culture, Tourism and Hospitality Research Volume 14
Trade Tales: Decoding Customers’ Stories
by
Arch G. Woodside
Curtin University, Australia
United Kingdom – North America – Japan India – Malaysia – China
Copyright Page
Emerald Publishing Limited
Howard House, Wagon Lane, Bingley BD16 1WA, UK
First edition 2018
Copyright © 2018 Emerald Publishing Limited
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British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-1-78714-279-4 (Print)
ISBN: 978-1-78714-278-7 (Online)
ISBN: 978-1-78714-916-8 (Epub)
ISSN: 1871-3173 (Series)
Contents
| List of Contributors | ix |
| Editorial Board | xi |
| Preface | xv |
| Chapter 1 Customer and Hospitality Service-Provider Dramas: Stories, Experiential Learning Exercises, and Deep Assessment | |
| Arch G. Woodside, Po-Ju Chen, Rouxelle De Villiers and Tzung-Cheng (T.C.) Huan | 1 |
| Chapter 2 It is Not About Compensation: Resolving Customer Complaints in Hospitality Management | |
| Tze-Jen Pan and Tzung-Cheng (T. C.) Huan | 7 |
| Chapter 3 Hot Chocolate Scalds a Child: Resolving Customer Complaints in Hospitality Management | |
| Chin-Fa Tsai and Tzung-Cheng (T. C.) Huan | 15 |
| Chapter 4 The Challenge is to be Customer-Oriented! Resolving Customer Complaints in Hospitality Management | |
| Chris A. Vassiliadis and Tzung-Cheng (T. C.) Huan | 21 |
| Chapter 5 Why Can&t I Just Up and Go? Resolving Customer Complaints in Hospitality Management | |
| Xinhua Guan and Tzung-Cheng (T. C.) Huan | 27 |
| Chapter 6 The Missing Electronic Passenger Ticket: Resolving Customer Complaints in Hospitality Management | |
| Yaoqi Li and Tzung-Cheng (T. C.) Huan | 33 |
| Chapter 7 Decision-Making in Public Hospital During Economic Crisis | |
| Anestis K. Fotiadis and Tzung-Cheng (T. C.) Huan | 39 |
| Chapter 8 The Show Must Go On! Resolving Customer Complaints in Events Management | |
| Nikolaos Stylos and Tzung-Cheng (T. C.) Huan | 45 |
| Chapter 9 Mistake of Roaming Network Service: Resolving Customer Complaints in Hospitality Management | |
| Aunyaporn Nuntapat and Tzung-Cheng (T. C.) Huan | 51 |
| Chapter 10 The Transaction Error: Supplier’s Mistake in the Transaction | |
| Srirung Klinjan and Tzung-Cheng (T. C.) Huan | 57 |
| Chapter 11 Medical Insurance Mayhem: One Woman’s Struggle for Information | |
| Rachael Bish and Rouxelle De Villiers | 63 |
| Chapter 12 If it Ain’t Broke: Resolving Customer Complaints in Hospitality Management | |
| Kiran Dullabh and Rouxelle De Villiers | 71 |
| Chapter 13 The Dreaded Dentist Visit: A Tale of Trauma, Tears, and Poor Treatment | |
| Jarom Murphy and Rouxelle De Villiers | 77 |
| Chapter 14 A Clean, Mean, Broken Machine: Resolving Customer Complaints in Hospitality Management | |
| Tom O’Hara and Rouxelle De Villiers | 85 |
| Chapter 15 The Once and Future Fastfood King. Resolving Customer Complaints in Hospitality Management | |
| Korey Rubenstein and Rouxelle De Villiers | 93 |
| Chapter 16 If a Bonsai Tree Falls in a Danish Forest: When a Copenhagen Front-Desk Agent Meets a Japanese Tour Guide | |
| Berit E. Simonsen and Po-Ju Chen | 103 |
| Chapter 17 To Police or to Please: Boxed Lunch Courtesy at the Breakfast Buffet | |
| Eusebio C. Leou and Po-Ju Chen | 111 |
| Chapter 18 Wowiesatisfy Online Cancelation: Customer Charged After Canceling Membership | |
| Rachel A. Jared and Po-Ju Chen | 119 |
| Chapter 19 Out of Soup: Resolving Customer Complaints in Hospitality Management | |
| Tara Redding and Po-Ju Chen | 127 |
| Chapter 20 Dilemma in a High-Speed Train: Resolving Customer Complaints in Hospitality Management | |
| Rüdiger Niemz and Po-Ju Chen | 133 |
| Chapter 21 Can Concierge Class Offer Concierge Service for Our Cruise Vacation? Resolving Customer Complaints in Hospitality Management | |
| Irini L. F. Tang and Po-Ju Chen | 139 |
| Chapter 22 Front-Desk Agents Versus Flight Attendants — “Can You Just Check Me In?” Resolving Customer Complaints in Hospitality Management | |
| Yang-Su Chen and Po-Ju Chen | 147 |
| Chapter 23 When in Rome – Intercultural Competency and Intercultural Sensitivity in Hospitality Management Education | |
| Anna Hammershød Po-Ju Chen | 155 |
| Chapter 24 Life Vest or Straitjacket? Engaging Customers in the Crisis Management Service Encounter | |
| Cheng Zhang and Po-Ju Chen | 163 |
| Chapter 25 Strike Three. You’re Out! Service Recovery in Retail Banking Services | |
| Jiangeng Yeh and Po-Ju Chen | 171 |
| Chapter 26 Noname Nightmare: Resolving Customer Complaints in Hospitality Management | |
| Gina Ryan and Rouxelle De Villiers | 179 |
| Index | 187 |
List of Contributors
| Rachael Bish | University of Waikato, New Zealand |
| Po-Ju Chen | University of Central Florida, USA |
| Yang-Su Chen | University of Nevada Las Vegas |
| Rouxelle De Villiers | Auckland University of Technology, New Zealand |
| Liangcheng Feng | City University of Macau |
| Anestis K. Fotiadis | Zayed University |
| Xinhua Guan | Guangdong University of Finance and Economics, Guangdong, China |
| Anna Hammersh⊘y | University College of Northern Denmark |
| Tzung-Cheng (T.C.) Huan | National Chiayi University, Taiwan |
| Rachel A. Jared | University of Central Florida |
| Srirung Klinjan | National Chiayi University |
| Eusebio C. Leou | City University of Macau |
| Yaoqi Li | Sun Yat-sen University |
| Jarom Murphy | Hamilton, New Zealand |
| Rüdiger Niemz | FH Salzburg, Austria |
| Aunyaporn Nuntapat | National Chiayi University |
| Tom O’Hara | University of Waikato, New Zealand |
| Tze-Jen Pan | National Penghu University of Science and Technology |
| Tara Redding | University of Central Florida |
| Korey Rubenstein | University of Waikato, New Zealand |
| Gina Ryan | University of Waikato, New Zealand |
| Berit E. Simonsen | University College of Northern Denmark |
| Nikolaos Stylos | University of Bristol, Bristol, UK |
| Irini L. F. Tang | City University of Macau |
| Chin-Fa Tsai | National Chiayi University |
| Chris A. Vassiliadis | University of Macedonia |
| Jiangeng Yeh | City University of Macau |
| Cheng Zhang | City University of Macau |
Editorial Board
Series Editor
Arch Woodside
Boston College
Editorial Board Members
Kenneth Backman
Clemson University
Clemson, SC, USA
Maria Dolores Alvarez Basterra
Gran Vía 49 – 5 Izda
48011 Bilbao, Vizcaya, Spain
Stephen Boot
Jenny Cave
University of Waikato
Hamilton, New Zealand
Giacomo Del Chiappa
Department of Economics and Business, University of Sassari
CRENoS and RCEA, Via Muroni, 25
07100 Sassari (SS), Italy
Monica Chien
The University of Queensland
Queensland, Australia
Antonia Correia
University of Algarve
Portugal
John Crotts
College of Charleston
Charleston, WV, USA
Alain Decrop
University of Namur, Belgium
Joana Dias
Av 5 de Outubro, 66, 10 D, Faro, Algarve, Portugal
Joana Afonso Dias
Lecturer in INUAF, Instituto Superior Dom Afonso III
Research Executive
Gabinete Académico de Investigação e Marketing
Algarve, Portugal
Rachel Dodds
Associate Professor
Ted Rogers School of Hospitality & Tourism Management
Ryerson University, 350 Victoria Street, Toronto, ON M5B 2K3
Eyal Ert
Faculty of Agriculture Food and Environment
Rehovot 76100, Israel
Li-Yia Feng
Teacher Education Center, National Kaohsiung University of Hospitality and Tourism
Kaohsiung, Taiwan
Helena Reis Figeuiredo
School of Management, Hospitality and Tourism
University of Algarve, Faro, Portugal
Anestis K. Fotiadis
Zayed University, College of Communication and Media ScienceAbu Dhabi, UAE
John Goutas
Sandra Goutas
Curtin University
Perth WA 6845, Australia
Kirsten Holmes
Curtin University
Perth WA 6845, Australia
Ute Jamrozy
1025 Opal Street
San Diego, CA 92109, USA
Azilah Kasim
Tourism and Hospitality, Universiti Utara Malaysia
Sintok, Kedah 06010, Malaysia
Metin Kozak
School of Tourism and Hospitality Management
Dokuz Eylul University
Foca, Izmir Turkey
Robert Li
University of South Carolina, 701 Assembly Street, Columbia,
SC 29208, USA
Patrick Liao
17 Annerley Street, Toowong, Queensland 4066, Australia
Cui Lixin
Beijing Institute of Technology
No. 5 Zhongguancun South Street, Haidian District, China
Martin Lohmann
Leuphana University
Lueneburg, Wilschenbrucher Weg 84D-21335 Lüneburg (Germany)
Drew Martin
University of Hawaii at Hilo
HI, USA
Josef Mazanec
MODUL University
Vienna, Austria
Scott McCabe
Nottingham University Business School
Jubilee Campus
Nottingham NG8 1BB, UK
Taketo Naoi
Tokyo Metropolitan University
Japan
Girish Prayag
Department of Management, Marketing and Entrepreneurship
University of Canterbury
Christchurch 8140, New Zealand
Piyush Sharma
Curtin University
Perth WA 6845, Australia
Theodoros A. Stavrinoudis
Department of Business Administration
University of the Aegean, Greece
Rouxelle De Villiers
Faculty of Business & Law
Auckland University of Technology Auckland, New Zealand
Su Yahu
No. 194, Jiouru 2nd Road, Sanmin Chiu
Kaohsiung City 807, Taiwan
Şükrü Yarcan
Fulya Sitesi A Blok A Kapı No. 3 D. 10, Süleyman bey Sokak
Gayrettepe Beşiktaş 34349, İstanbul, Turkey
Endo Yosuke
〒192-0362
東京都 Hachioji-shi, 31-13-104 Matsuki, Japan
Preface
Arch G. Woodside
A drama includes an inciting (usually unexpected) incident that a protagonist reacts to; one or more natural, policy, or human antagonists is identifiable; a psychological and usually a physical journey (process/action) resulting in some outcome; a search for, and the possibility of receiving, help occurs that enables the protagonist to move toward a desirable milestone or outcome; milestones necessary to complete to reach an outcome are observable; world and personal blocks temporarily or permanently prevent the protagonist from reaching an objective or completing milestones; doubt, surprises, and suspenseful moments occur about achieving an objective; sometimes pauses, reflections, insights, and humorous asides by participants occur; an undesirable or desirable ending concludes the drama. A hospitality service drama (HSD) includes all these ingredients as they occur in hospitality service contexts. An HSD is a hospitality service encounter on steroids. HSDs include dialog and behaviors beyond the expectations and programmed routines that customers and service providers expect to experience. Yet, it seems that everyone we know tells stories of HSDs. Experiencing HSDs can have huge impacts on customers’ beliefs, attitudes, and intentions toward a service provider.
Trade Tales, Advances in Culture, Tourism, and Hospitality Research, Volume 14 describes and explains HSDs. Volume 14 includes 26 original first-person customer experience stories of problems/opportunities and outcomes, with most stories including customer and sales/service associate dialogues. The volume includes experiential exercises for the reader to hone her/his skills in managing HSDs – a multiple-choice exercise following each story. The exercises ask the reader to select a solution to the problem/opportunity in the story. Each chapter includes a story, offers a learning exercise, and both surface and deep assessments of plot, climax, and outcome of the story as well as a critical review (an arm’s length independent review by a researcher of the story). This volume describes customers’ reports of the big and little things that happen when customers and sales/service associates talk and co-create a buying and/or consumption and selling–service experience. The volume also offers a general descriptive theory of storytelling narratives of customers’ and sales/service associates’ HSDs. Chapters include stories written by Asian, European, New Zealand/Pacific Rim, and North American customers. With the select-a-solution exercise in each chapter, this volume provides sense-making training in solving moments-of-truth problems. The volume describes the seemingly little as well as big things that cause happy/sad customer assessments as well as unintended consequences. This volume increases the reader’s abilities to detect nuance in multiple international contexts and to create workable solutions for HSDs.
To clarify their own thinking, gain confirmation, and plan, customers tell stories about their interactions with sales and service associates. These stories are told often via blog sites and social media platforms (e.g. TripAdvisor) as well as informally to friends and family members. Read original first person stories of problems, opportunities, and outcomes with a multiple-choice exercise following each story, as well as a critical review by an independent researcher. This volume describes customers’ reports of their experience of interactions with sales and service associates. Chapters also offer a descriptive theory of storytelling narratives of these encounters. Gain an international view with stories by Asian, European, New Zealand/Pacific Rim, and North American customers. The volume highlights small details that have significant impact on customer satisfaction, enhancing the reader’s abilities to detect nuances in multiple international contexts, understand how customers evaluate sales and service reps’ behavior as well as providing opportunities to solve real problems. This is a valuable book in the field of customer relationship management that is also interactive.
