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r or the customer, makes it more complicated. Therefore, it is inevitable to make some mistakes. And because nowadays the customer has more travel experience, they keep updating the requirement for the tourism service. So it is very necessary for the service provider to evaluate and improve the work. And if there is any mistake, it requires a fast response system to recover the mistake. 

Service evaluation

The evaluation can reflect the opinion of the customer about the service. It also can provide the company some advice about the new needs of the customers. The company can modify the service according to those evaluations. And the evaluation system can make the customer feel more respectable and valued by the company, which is also a method to improve the positive moment of truth. The company should support the occasions that the employee try to satisfy or even to surprise the customer with exceptional service, by the service itself and the way the service is delivered. 

Service recovery

According the research, usually the customer can tolerate the service mistake at the first place. However, they are very unhappy if the company denies taking responsibility for the mistake and recovering it effectively and immediately. For the customer, the service mistake is caused by various kinds of expected issues. But if the company cannot modify the mistake, it demonstrates the wrong attitude of the company, which is the real deadly weakness. The failure to recover the mistake loses the customer's positive evaluation. What is worse is that the bad reputation loses the potential market by the word-of-mouth, as it is mentioned before. The service recovery system can help the company to correct the mistake that has already been made and give the customer second chance to form the positive moment of truth. 

Conclusion 

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.  

Reference 

Albrecht, K. & Zemke, R. (1985) Service America: doing business in the new economy. I llinois: Dow Jones-Irwin
Bitner, J.M (1990) Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54: 69-82. 
Buttle, F. (2009) Customer relationship management: concepts and technologies. Oxford (MA): Elsevier Ltd. 
Carlzon, J. (1987) Moment of truth. New York: Harper Collins Publisher
Crosby, L.A. & Stephens, N. (1987) Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, XXIV: 404-11.
Czepiel, A.J., Solomon, R.M., & Surprenant, F.C. (Ed) (1985) The service encounter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。