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Chapter 11 Promoting Customer Service Internally and Externally

DOI: 10.23912/9781915097132-5072

ISBN: 9781915097132

Published: March 2022

Component type: chapter

Published in: Customer Service for Hospitality and Tourism 3rd edn

Parent DOI: 10.23912/9781915097132-5067



The ‘gaps model’ of service quality, introduced in Chapter 6, showed the importance of external communications in setting customer expectations, given that a major cause of poorly perceived service is the difference between what a firm promises about a service, and what it actually delivers. The opening spotlight is a good example of a restaurant going out of its way to close that gap. To avoid broken promises, companies must manage all communications to customers, just as Issam Chabaa does with Rick’s Café, so that inflated promises do not lead to overly high expectations. This difference between what is promised and what is delivered can cause customer frustration, perhaps driving the customer to the competition. As Jim Knight, Senior Director of Training for Hard Rock International says: “the worst mistake a business can make is to over-promise and under-deliver” (Knight, 2009: 12).


  • Dr. Simon Hudson, University of South Carolina (Author)
  • Louise Hudson, Freelance Journalist (Author)

For the source title:

  • Dr. Simon Hudson, University of South Carolina (Author)
  • Louise Hudson, Freelance Journalist (Author)

Cite as

Hudson & Hudson, 2022

Hudson, D.S. & Hudson, L. (2022) "Chapter 11 Promoting Customer Service Internally and Externally" In: Hudson, D.S. & Hudson, L. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781915097132-5072


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Published in Customer Service for Hospitality and Tourism 3rd edn

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