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Tourism is a service-intensive industry where tourists’ experiences are framed by the quality of service provided. The main aim of this chapter is to offer conceptual guidelines on the service quality expectations and experiences of tourists and how this can be maintained through customer care.

A literature review was conducted where theories relevant to service quality and customer care were explored to design conceptual frameworks and guidelines for small business entrepreneurs/managers.

Psychological aspects related to the delivery of quality service are influenced by an array of characteristics, variables and managerial perspectives. Furthermore, tourists value the same service quality variables in the service quality assessment of their expectations and experiences.

Due to the exploratory nature of this chapter, interpretation of the findings must be done in the context of the discussed literature review with practical examples.

Service quality and customer care are essential elements in meeting tourists’ expectations. The five-step approach to address the service quality gaps in a tourism business provides valuable guidelines in the inter-relationships between the various aspects related to service delivery. The delivery of quality service is maintained by the creation of good relationships through customer care.

The illustration of the inter-relationships between analytical frameworks and models provides a unique opportunity for small business entrepreneurs to create an awareness of the delivery of quality service and customer care.

This paper explores and elaborates on emotions and capability in organizations through the phenomenon of care. Drawing upon multi-disciplinary theory, as well as empirical material from a case study in the hotel industry (involving four organizations), a theoretical framework is offered for understanding the multidimensional, dynamic, social relational nature and role of care in organizations. This is shown through the suggestion of a conceptual framework of four ideal types of practices in frontline work. In the practice of care, emotions are one of the vital parts in a larger whole. Regarding the role of care in organizations, it is suggested that what, and how, one cares for, are continually created, tested, negotiated and/or re-constructed. This paper suggests that the claims regarding care also provide implications for the study and understanding of emotions and capability in organizations.

One of the most challenging aspects in the health care industry is to understand the nuances and strategies of those companies that provide both B2B and B2C services, apart from being supported by their management team, quality officers, the HR Manager, the clinicians, the doctors, and the holistic support of all staff. This case study focusses on analyzing the various indicators of success of The Health Medical Services (THMS), a major service provider in the health care sector, serving both B2B and B2C markets in the UAE and the organizational factors that drove the service provider to success, creating an exceptional experience for both their internal and external customers. The unique success drivers of THMS, as brought out by the current study include Customer Relationship Management, unique leadership style, employee engagement, market orientation, Quality Circles, patient-centric care, and service innovation in health care that supports their sustainability and scalability. Moreover, a literature review on the success drivers brings out the academic implications of the study.

This chapter addresses the grand challenge of an aging society and the subsequent growing demand for in-home care for the elderly – often referred to as homecare. It examines how emergent homecare models in England differ from the “time and task” model and how they are shaping the care market. These models offer new approaches regarding what, how, and when care is delivered at home. Homecare providers face rising demand driven not only by population aging but also by market demand for personalized care, choice, continuity of care, and real-time availability. The landscape presents an opportunity for innovative models to become established, by offering a more inducing service design and value propositions that respond to customers' needs. Using the “business model canvas” to guide data collection, this study presents an ethnographic case analysis of four homecare organizations with distinct emergent homecare models. The study includes 14 months of field observation and 33 in-depth interviews. It finds that providers are becoming increasingly aware of evolving customer needs, establishing models such as the “uberization,” “community-based,” “live-in,” and “preventative” described in the chapter. These models are becoming more pervasive and are mostly market-driven; however, some of their innovations are market shaping. The major innovations are in their value propositions, partnership arrangements, and customer segments. Their value propositions focus on well-being outcomes, including choice and personalization for care users; their workforces are perceived to be a major stakeholder segment, and their networks of partners offer access to complementary services, investments, and specialist knowledge.

Retail clinics in health care have been characterized as a “low-cost disruptive innovation” (Christensen, Anthony, & Roth, 2004). This article examines the retail clinic innovation, how it has grown and evolved over time, and the human resource implications of this phenomenon. The article provides a comprehensive literature review of both academic research and practitioner perspectives. Data regarding how retail clinics have impacted consumer access to health services, cost of health services, clinical outcomes, and customer satisfaction are examined. Even though retail clinics use lower cost staffing patterns than do traditional providers, data indicate positive outcomes and high levels of customer satisfaction with retail clinics. The evolution of retail clinics through multiple models and staffing patterns are discussed. The article concludes with implications for theory, health administration practice, public policy, and future research.

Research in the field of corporate social responsibility (CSR) has become a trending topic in recent years. Research that is often done is related to CSR disclosure, mostly for large companies. Likewise, the current standards and guidelines ignore micro, small, and medium enterprises (MSMEs). On the other hand, the MSME business sector in the world also impacts the economy, social, and environment, so CSR is needed. CSR activities and reporting cannot be separated from the concept of materiality due to a large amount of leeway in management’s discretion regarding topics and aspects. The purpose of this study is to analyze the issue of MSMEs materiality. The samples collected were 33 MSMEs. The research results show that the material issues for both sectors are similar, which are customer care and satisfaction (profit), employee rights, training and development (people), electricity consumption, and waste management (planet). The concept of materiality is expected to play an important role in MSMEs as a CSR strategy so that MSMEs can apply it to their business practices. Thus, MSMEs pay attention to profit, social, and environment, which is interpreted simply. The management of MSMEs can use this result to formulate CSR’s business strategies and apply them to their business practices. Thus, MSMEs can play a role in sustainability, which is expected to improve financial performance.

The purpose of the chapter was to examine the impact of customer care chatbots on customer satisfaction levels in the mobile telephony industry in Zimbabwe, with a special focus on the company Econet Wireless. This chapter shows the conceptual framework used. An online questionnaire was administered to a sample of 100 Econet Wireless subscribers who were selected using probability stratified random sampling from Zimbabwe’s 10 provinces. The research data were collected and analysed for correlation, and a multiple regression analysis was carried out to identify the relationship between customer satisfaction and the three customer service improvements brought in by the introduction of customer service chatbots. The study discovered that there is a positive relationship between customer satisfaction levels and each of the three customer service improvements brought in by customer service chatbots, namely customer service convenience, speed of response, and omnichannel strategies. This study thereby proves that the introduction of customer service chatbots in the mobile telephony industry in Zimbabwe can lead to an improvement in customer satisfaction levels. However, addressing service quality only as a determinant of customer satisfaction in isolation is not sufficient to fully improve customer satisfaction levels. Therefore, organisations that seek to improve their customer satisfaction should consider strategies that address all determinants of customer satisfaction, namely price, product quality, service quality, situational factors, and personal factors. This study contributes to the body of knowledge, particularly regarding the use of artificial intelligence (AI) for customer service in developing economies.

This chapter brings all the key points from each of the earlier chapters together towards a framework for crafting and executing an effective customer experience (CX) strategy. We go back to the ‘how of customer experience management (CEM)’ discussed in the first chapter and connect the dots for the readers through the process and include the common roadblocks and challenges that come in the way to achieve CX results. In this chapter we also link up customer experience to the big ideas of customer centricity and customer engagement. Finally, we discuss the future of customer experience and how CXM/CEM continued to evolve during the COVID-19 pandemic.