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Touchpoint, literally, is the place that the customers get contact with the company's products, services, communications, places, people, processes or technologies, no matter virtually or actually (Buttle, 2009). The moment of truth occurs at touchpoints. In this way, any interaction in any form can be a touchpoint, which mainly includes retail store, service centre, promotion activity, advertising, call and email. However, to utilize the limited resource in the company, every company need to identify the main touchpoint to gain the customer loyalty and market share. The main touchpoint in different industries can be very diverse both in the number and variety (Buttle, 2009). For example, for a restaurant, the most important and impressive touchpoints are related to the taste and cleanness while for a bank, the main touchpoint may can be identified as branch bank and the internet bank. 

However, in this report, it is complicated to decide the main touchpoints of the tourism service. The tourism service usually not only concerns the tourism company or the travel agency; it also concerns the subcontracting organizations (Laws, 2004). For a regular travel package service, it usually includes the transport, accommodation and sometime food. So in this circumstance, the moment of truth is not only decided by the interaction between the customers and the tourism company. It also depends on the interaction between the customers and the transport company, the hotel and the restaurant. A perfect travel plan by the tourism company can be totally destroyed by the delay of the flight or the salty meal. 

How to Creative Positive Moment of Truth?

With the crucial importance of the moment of truth, there is no argument for the company trying their best to create the positive moment of truth. No matter how complicated the service, there are always two parts of the participant to realize the deal, the customer and the company. Therefore, there are two perspectives to work on creating the positive moment of truth. For the customers, they should be provided with specific service they need with the right expectation. For the company, they should improve the service and guarantee that the service is delivered properly. The recommendations are presented specifically as below. 

More Specific Customer Classification

With the development of the service industry, especially in the tourism industry, more and more participants join the competition. The customer has plenty of options to purchase the service. So standing out from other competitors is the key issue for the tourism company to survive in such increasingly intense competitive market. The more specific customer classification provides a clear target for the company to pursue. They can utilize the limited resource into some business area, and be expert on them. The limited business range narrow down the customer. But it also guarantees the quality of the service, to certain extent, which further guarantees the customer satisfaction and loyalty. If a travel agency tries to provide general service, it will end up with disaster. Besides, with the increasing options, the customer becomes picky and sophisticated. They are inclined to choose a service with a specialty 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。