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Prelims

Arch G. Woodside (Curtin University, Australia)

Trade Tales: Decoding Customers' Stories

ISBN: 978-1-78714-279-4, eISBN: 978-1-78714-278-7

ISSN: 1871-3173

Publication date: 28 November 2017

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Citation

Woodside, A.G. (2017), "Prelims", Trade Tales: Decoding Customers' Stories (Advances in Culture, Tourism and Hospitality Research, Vol. 14), Emerald Publishing Limited, Leeds, pp. i-xvi. https://doi.org/10.1108/S1871-317320170000014030

Publisher

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Emerald Publishing Limited

Copyright © 2018 Emerald Publishing Limited

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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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters’ suitability and application and disclaims any warranties, express or implied, to their use.

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.

Prelims
Customer and Hospitality Service-Provider Dramas: Stories, Experiential Learning Exercises, and Deep Assessment
It is Not About Compensation: Resolving Customer Complaints in Hospitality Management
Hot Chocolate Scalds a Child: Resolving Customer Complaints in Hospitality Management
The Challenge is to be Customer-Oriented! Resolving Customer Complaints in Hospitality Management
Why Can&t I Just Up and Go? Resolving Customer Complaints in Hospitality Management
The Missing Electronic Passenger Ticket: Resolving Customer Complaints in Hospitality Management
Decision-Making in Public Hospital During Economic Crisis
The Show Must Go On! Resolving Customer Complaints in Events Management
Mistake of Roaming Network Service: Resolving Customer Complaints in Hospitality Management
The Transaction Error: Supplier’s Mistake in the Transaction
Medical Insurance Mayhem: One Woman’s Struggle for Information
If it Ain’t Broke: Resolving Customer Complaints in Hospitality Management
The Dreaded Dentist Visit: A Tale of Trauma, Tears, and Poor Treatment
A Clean, Mean, Broken Machine: Resolving Customer Complaints in Hospitality Management
The Once and Future Fastfood King. Resolving Customer Complaints in Hospitality Management
If a Bonsai Tree Falls in a Danish Forest: When a Copenhagen Front-Desk Agent Meets a Japanese Tour Guide
To Police or to Please: Boxed Lunch Courtesy at the Breakfast Buffet
Wowiesatisfy Online Cancelation: Customer Charged After Canceling Membership
Out of Soup: Resolving Customer Complaints in Hospitality Management
Dilemma in a High-Speed Train: Resolving Customer Complaints in Hospitality Management
Can Concierge Class Offer Concierge Service for Our Cruise Vacation? Resolving Customer Complaints in Hospitality Management
Front-Desk Agents Versus Flight Attendants — “Can You Just Check Me In?” Resolving Customer Complaints in Hospitality Management
When in Rome – Intercultural Competency and Intercultural Sensitivity in Hospitality Management Education
Life Vest or Straitjacket? Engaging Customers in the Crisis Management Service Encounter
Strike Three. You’re Out! Service Recovery in Retail Banking Services
Noname Nightmare: Resolving Customer Complaints in Hospitality Management
Index
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