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Definition, characteristics and variables of customer service and care. Service quality and its relationship with service and care. Consumer choice and behaviour. Service design and delivery. Customer service and care systems and standards. Special needs provision. Role of front-line staff. The service experience model. Customer service transaction models. Consumer gap theory. Social, listening and communication skills. Organisational culture. Implementation issues and skills. Handling complaints. Customer value and satisfaction. Customer feedback.

LO1: Relate the fundamental characteristics and variables of customer service and care, and their relationship with quality, to the hospitality context.
LO2: Describe how customers make decisions in terms of purchasing products and services.
LO3: Demonstrate an understanding of the nature of service design and delivery, and its significance for service providers and consumers.
LO4: Explain the role of the front-line employee, and the inherent challenges which he or she faces, in delivering customer service and care.
LO5: Examine operational practices designed to maximise customer value and satisfaction.