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THE ROLE OF CUSTOMER SERVICE IN TOURISM HOSPITALITY
AND ITS INFLUENCE ON TOURIST SATISFACTION
S.M.Rakhimova – PhD of Mamun university,Uzbekistan
M. Boronova -student of Mamun university, Uzbekistan
Abstract: This paper discusses the role of customer service in the development
of tourism industry, the quality of interactions between service providers and
customers which directly influences tourists satisfaction has been analyzed and the
results reveal that tourists feedback is very important for further development.
Key words: Tourism, Hospitality, Customer Service, Satisfaction, Business
Sustainability.
TURISTIK SOHASIDA MIJOZLARGA XIZMAT KO'RSATISHNING
O'RNI VA UNING TURISTLARNING TURISTIK XIZMATLARDAN
QONIQISHIGA TA'SIRI
Annotatsiya: Ushbu maqolada turizm industriyasini rivojlantirishda
mijozlarga xizmat ko'rsatishning o'rni ko'rib chiqilgan, xizmat ko'rsatuvchi
provayderlar va mijozlar o'rtasidagi turistlarning qoniqishiga bevosita ta'sir
ko'rsatadigan o'zaro munosabatlarning sifati tahlil qilindi va natijalar turistlarning
fikr-mulohazalarini yanada rivojlantirish uchun juda muhimligini ko'rsatdi.
Kalit so'zlar: Turizm, mehmondo'stlik, mijozlarga xizmat ko'rsatish, qoniqish,
biznes barqarorligi.
РОЛЬ ОБСЛУЖИВАНИЯ КЛИЕНТОВ В СФЕРЕ
ГОСТЕПРИИМСТВА В СФЕРЕ ТУРИЗМА И ЕГО ВЛИЯНИЕ НА
УДОВЛЕТВОРЕННОСТЬ ТУРИСТОВ
MODERN EDUCATION AND DEVELOPMENT
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Аннотация: В данной статье обсуждается роль обслуживания клиентов
в развитии туристической отрасли, анализируется качество взаимодействия
между поставщиками услуг и клиентами, которое напрямую влияет на
удовлетворенность туристов, и результаты показывают, что обратная связь
с туристами очень важна для дальнейшего развития.
Ключевые слова: Туризм, Гостеприимство, Обслуживание клиентов,
Удовлетворенность, Устойчивость бизнеса.
In recent years, the importance of customer service in the hospitality industry
has increased significantly. The developing tourism and travel industry has increased
customer requirements for service quality, which has become an important factor in
increasing the competitiveness of hotels, restaurants and other service enterprises.
Service in the field of hospitality is not only limited to the provision of tourist services,
but also closely related to meeting the individual needs of customers, increasing their
satisfaction and loyalty.
The role of customer service in the tourism sector is of critical importance, as
it directly impacts the overall experience of tourists. Good customer service is essential
for increasing tourist satisfaction, ensuring their loyalty, and obtaining positive
recommendations.
Tourist services
The tourism sector has an important social and economic importance
is determined by the influence of the following factors:
1.
Increases local income.
2.
2. Creates new jobs.
3.
It is related to the production of tourist services
develops all areas.
4.
Social and production in tourist centers
develops its infrastructure.
5.
Activities of folk craft centers
accelerates development.
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6.
The local population ensures an increase in the standard of living.
7.
It helps to increase the amount of foreign exchange earnings.
Tourist services meeting the needs of tourists and excursionists and
aimed at providing, focused on one goal in the service sector is a set of actions, which
are related to tourism goals, character and tourism response to how the service is
directed and universal should not be against the principles. According to the definition
of the state standard, it is touristic services with the activity of meeting the needs of
tourists is a product of the activities of tourism organizations.
Tourist services are provided on the basis of a contract. In the contract the scope
and quality of the provided services, the rights of the parties and obligations, payment
and settlement procedure, contract validity period and failure to fulfill it or not properly
liability for non-performance, as well as the agreement of the parties determines other
conditions.
Tourist services are divided into two types:
1.
The main services (transportation, accommodation, meals) are included in
the tour package.
2.
The main tourist services are purchased in advance (before starting the
trip), that is, the payment is made in advance. Payment for additional tourist services
is made by the tourist as an additional payment during the use of the service.
The role of customer service in hospitality and its impact on the tourist
experience is one of the most important aspects of tourism. Hospitality aims to improve
the overall experience of tourists by providing high quality service. Tourists
satisfaction and their travel experience depend on many factors, one of the most
important of which is hospitality.[HospitalityNet].
Hospitality is the principle in the service industry of treating customers with
sincerity and courtesy, welcoming them warmly, and meeting their needs. Hospitality
makes guests comfortable and makes their travel experience more enjoyable.
First of all, customer service is very important in hospitality because this
industry is directly based on the needs and expectations of customers. Here are some
key points about the role of customer service in hospitality:
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1.
Customer Experience: Providing superior customer service improves their
overall experience. Hotels, restaurants, and other service establishments can make a
positive impression on customers by meeting and exceeding their expectations.
2.
Increase Loyalty: Providing friendly, kind, and attentive customer service
increases the likelihood that customers will return. Loyal customers bring more
revenue to the business and attract other customers through word of mouth advertising.
3.
Reputation and Brand Building: Superior customer service builds a good
reputation for a business. Customers often share positive experiences on social media
and other platforms, which helps the brand become popular.
4.
Problem Solving: Customer service enables quick and efficient resolution
of customer complaints and issues. Proper problem management helps maintain
customer satisfaction.
5.
Staff training: Staff should learn how to deal with customers and how to
meet their needs. High levels of customer service often depend on skilled and
motivated employees.
In the hospitality industry, customer service plays an important role in the
success of a business, as this industry is based on complete customer satisfaction.
Customer service is all about helping customers before, during, and after they
make a purchase. This makes it an essential part of the power chain. Every industry has
different production service requirements, but ultimately the idea of good service is to
increase revenue and profit.
In the hospitality sector, the quality of customer service plays a crucial role in
shaping tourist experiences and overall satisfaction. The following table provides an
overview of key indicators used to measure service quality and its impact on customer
satisfaction. These indicators help to assess various aspects of service delivery,
including customer satisfaction rates, service speed, staff qualifications, and business
success. Understanding these indicators allows organizations to identify areas for
improvement and enhance their service offerings to better meet the needs of their
guests.
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The table below outlines several critical indicators, their descriptions, and
average statistical values that reflect the effectiveness of customer service in the
hospitality industry:
Table 1
Key Performance Indicators of Customer Service in Hospitality and
Their Influence on Tourism
1
Indicators
Description
Statistical
Indicators
(Average)
Customer
Satisfaction Rate
Overall customer satisfaction with the
service provided, satisfaction index
85-90%
Service Speed
The speed of customer service (waiting
time, service delivery time)
5-10 minutes
Likelihood
to
Recommend
Probability that customers would
recommend the service to friends or
family
70%
Staff Qualification
and Experience
The qualification and experience level
of staff working in customer service
2-5 years
Service Quality
Ability to meet customer needs and
resolve issues effectively
90%
Reviews
and
Ratings
Customer ratings and reviews on online
platforms
4.5-5 stars
Customer
Return
Rate
Willingness of customers to revisit the
establishment (loyalty rate)
75%
This table shows hospitality industry indicators of customer service in English
and their impact on the tourist experience. Hospitality is the art and culture of receiving
and serving guests. It plays an important role in the field of tourism, because the level
of hospitality directly shapes the experience of tourists. A high level of hospitality
1
Author’s development
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improves the overall experience of tourists and increases their satisfaction with the
service. Hospitality helps to adapt to the needs and desires of tourists. Service providers
personalize the experience by providing tailored service to tourists based on their
personal preferences. This helps tourists feel valued and special, which increases
overall satisfaction.
A high level of hospitality increases the satisfaction of tourists. The hospitality
of service providers delights tourists through warm hospitality, prompt and efficient
service, and personalized approaches. This, in turn, improves the overall experience of
tourists, increases the likelihood of them returning and ensures positive word-of-mouth
recommendations. Hospitality increases the loyalty of tourists. Good hospitality
improves the tourist experience and makes them more likely to return. And customer
loyalty affects the long-term success of the organization, because loyal customers can
be a source of constant revenue.
A high level of hospitality helps to ensure stability and growth of business.
Good hospitality increases tourist satisfaction, which strengthens the reputation of the
service network and attracts new customers. And sustainable service practices ensure
long-term business success. Hospitality helps to establish good social relations with
tourists. Good service staff warmly welcomes tourists and develops social relations
with them. Hospitality increases tourists spending on services. Good service makes
tourists spend more money, which brings economic benefits to businesses.
Over the past 10 years, Uzbekistan has witnessed an ever-increasing number of
tourists, indicating an increasing interest in tourism offers.According to the World
Tourism Organization (UNWTO), Uzbekistan welcomed approximately 6.7 million
international tourists in 2023, which is an increase of 15% compared to the previous
year.however, compared to neighboring countries in Central Asia, the number of
tourists in Uzbekistan remains relatively.
In Conclusion, customer service in the hospitality industry is a key factor that
directly influences tourists satisfaction, loyalty, and likelihood to recommend the
experience. In Uzbekistan, developing this sector by providing high-quality service
plays a crucial role in enhancing the country’s tourism potential. Superior service not
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only improves the overall tourist experience but also contributes to the long-term
sustainable growth of national tourism. It maybe to develop cooperation with
international tourism organizations of Uzbekistan and neighboring countries, facilitate
the flow of transgeographic tourism and develop regional cooperation.
LIST OF USED LITERATURE:
1.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013).
Services Marketing:
Integrating Customer Focus Across the Firm
. New York: McGraw-Hill.
2.
Grönroos, C. (1990). Service management and marketing: Managing the
moments of truth in service competition.[
Journal of Marketing
].
3.
HospitalityNet. (2022). The Role of Customer Service in the Tourism Industry.
4.
World Tourism Organization (UNWTO). (2023). Uzbekistan Tourism Statistics:
International Tourist Arrivals 2023. Take it:
5.
Lovelock, C., & Wirtz, J. (2011).
Services Marketing: People, Technology,
Strategy
. Upper Saddle River, NJ: Pearson Prentice Hall.
6.
Aliyeva,M.T(2007). Economy of tourist countries. T:.tDIU
7.
Article 12 of the Law “On Tourism” of the Republic of Uzbekistan.
