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Moment of Truth  ---Application in Tourism Industry

真理 ---在旅游业中的应用

Introduction

引言

Moment of Truth can be defined as any occasion the customer interacts with, or is exposed to, any organizational output which leads to the formation of an impression of the organization (Buttle, 2009).

真理，可以被定义为任何场合客户与之交流，或者暴露在任何组织输出导致组织的印象的形成(男仆，2009)。

The term of "moment of truth" was firstly introduced by Richard Norman, a management thinker. However, the person who made the term famous and especially important in service management is Jan Carlzon (1987), the CEO of Scandinavian Airlines (SAS) back then. 

“真理”这个词首先由一个管理思想家理查德•诺曼发明。然而，使这个词闻名的人，特别重要的是服务管理领域的简·卡尔森(1987),北欧航空公司(SAS)的首席执行官。

According to the definition, we can easily deduce the importance of it. For any company or industry, especially the service industry, all the issues lead to the customers, which is the source of customer loyalty, market share and annual profit, any numbers that matter for the company. Jan Carlzon helps SAS to build up a new image of customer driven by applying the moment of truth. Just as he said, “We used to think our biggest assets were aircraft, overhaul stations and technical resources. But we have only one real asset, and that is a satisfied customer prepared to come back to SAS and pay for our costs once more."

What Influence the Moment of Truth?

As we have known, the moment of truth are the moment that customer judge the service they receive by any specific form and form the impression for the service then for the company. The factors that influence the customer to judge include two kinds: the former expectation and the real interaction.

Former Expectation

The former expectation is the impression from the customer before they actually purchase or receive the delivery of the products and service. 

There are four elements to shape up the former expectation: external communication, the personal needs, the former experience to use the similar product or service, the Word-of-Mouth (Zeithaml & Bitner, 2000).

External communication

External communication, in this case, is the virtual impression that customer get from the company before they purchase the products and service. The main modes of external communication are the advertising and the related promotion activity. The advertising transfers the information about the product, service and the company to the customer over and over again by TV commercial, newspaper, radio and post. All those information that customer get help them to form the first impression about the quality, price and other characteristics of the products. For example, the brochure from the tourism company usually has this beautiful couple drinking wine in the glory of the beautiful sunset. It gives the potential customer the expectation for a beautiful and romantic trip, maybe with luxury wine and tasteful food. 

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