ABSTRACT
This chapter addresses how to go about properly positioning the travel provider in the mind of the consumer. The strong linkage between customer and employee satisfaction is used as to anchor this discussion. The quintessentially vital roles of employee empowerment and managing accurate and useful customer information are also explained. In terms of theory, this chapter explicates how justice perceptions, particularly the interactional justice dimension, drive customer sentiment toward a service provider. That is, interactional justice entails perceptions of interpersonal sensitivity and being treated with dignity and respect. The chapter concludes by offering ten recommended actions for service providers that can predictably lead to specific customer reactions. These action-to-reaction causal paths are laden with managerial implications for firms seeking to excel in the area of customer service.
