ABSTRACT
Hospitality businesses rely, to a large degree, on creating positive customer experiences. A core component of achieving this goal is to gain an understanding of the importance of the times when a customer comes into contact with the business and especially the service personnel. These contact points are frequently called ‘moments of truth’ (Grönroos 1988) and serve as events where customers evaluate whether the business meets their expectations. A key component of these ‘moments of truth’ is made up of what is commonly called a service encounter, and represents the time(s) when customers and staff interact.
