Customer satisfaction and loyalty in the tourism sector is highly dependent upon the behaviours of front-line service providers. Service is about people, how they relate to one another and fulfill each other’s needs. Few, if any, books focus on the detailed specifics of the social exchange and interaction between the service provider and customer.

Tourist Customer Service Satisfaction fully explores this relationship by defining the specific kind of verbal and non-verbal messages needed for successful exchanges, outlining how the service provider ought to behave and cope in a situation as well as detailing positive approaches that enhance a service provider’s performance. Encounter theory is used to examine the customer–provider relationship, and drawing upon current research and theories this book offers important insight into how employee – centric competitive advantage in this sector can be achieved in various markets.