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摘要：Every interaction between the customer and company is a moment of truth. Every moment of truth contributes to the final impression and judgment of the customer on the quality of the service and the company. So for the company, it is crucial to introduce the moment of truth to the system, both the management and the frontline. By adjusting the elements that form the moment of truth, internally and externally, the company can develop itself with high customer satisfaction and loyalty. Thus, it can survive in any intense competition.

to match the requirement.

Proper External Communication

The advertising, as a mass communication or direct communication to the customer, has the purpose to inform or persuade the members of a particular audience to purchase the products or form a positive impression of the identified products or organization (Shimp, 2000). However, the external communication has to be proper. It is common that the external communication promote the product or service with beautification. But it cannot be too excessive. The expectation that the company gives to the customer has to be deliverable. In other words, there cannot be too much difference between the expectation transformed by the advertising and the actual service delivered. Otherwise, there is not just the customer dissatisfaction. The company also loses the reputation, which for a service organization is very crucial. For instance, a travel agency promises every customer with a super luxury trip experience in the advertising. However, the customer cannot really experience it because of the budget limit. The opinion that the real experience is nothing like the advertising can exaggerate the disappointment of the customer.

Improvement of Service Provider

No matter how unique and special the service design is and how successful the external communication is, the service that is actually delivered to the customers matter more. So after all, it comes to the staff that interacts with customers. A lot of researchers deduce the same conclusion that identifies the crucial role of people in the organization (Albrecht & Zemck, 1985).

However, with the special features in the tourism industry, the people that relate to the service quality are not just the employee from the tourism company; they also relate to the people who work for the subcontracting organization. In this manner, there are two related groups of people for a tourism company to improve the moment of truth, the employee working for the company and the subcontracting partner.

Reliable subcontracting partner

The tourism company is the client for the subcontracting organization such as the hotel and transport carrier. At the same time, they are also the service provider for the final customer who consumes the service. The double roles of the tourism company require it to think from two different perspectives. In this circumstance, the tourism company needs to think about the cost to keep the budget for the company operation and also need to think about the profit from the customers. So a reliable subcontracting partner is very important for the company. When they choose the subcontracting partner, they need to do an exhaustive research and comparison. And a regular evaluation for the subcontracting partner is a very good way to guarantee the quality of the service.

Employee empowerment

The personal contact of staff that provides the service has the strongest influence on the overall customer satisfaction (Crosby & Stephens, 1987). Jan Carlzon (1987) concludes that the customers form their impression for the service at the first 15 seconds that they interact with the service pro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。