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Management of Customer Care and Service

Code: 101223 ECTS Credits: 6
Degree Type Year Semester
2500894 Tourism OT 4 0
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.


Laura Lizbeth Martínez Almuina

Use of Languages

Principal working language:
english (eng)
Some groups entirely in English:
Some groups entirely in Catalan:
Some groups entirely in Spanish:


There are no requirements

Objectives and Contextualisation

After taking the course students will be able to know:

1. Distinguish between the concepts of production and servuction and its implications for tourism businesses.

2. Know how to manage customer participation in the creation of services

3. Know the main generators of conflict in the management of services

4.Know how to model systems able to avoid conflict

5. Know the main functions of the management systems of the customer relationship: Customer Relationship Management (CRM)

6. Model integration of CRM with the business model of the company.

7. Assess how the new technologies and multiculturalism can affect service management and customer care.

8. Modeling an organizational system capable of collecting customer information and personalize the services offered in a multicultural and technological world.

9. Apply methodological instruments, reflective and critical analysis of a tourist company in relation to their performances service management and customer service.

10. Prove that has acquired communication skills verbal and written.

11. Correctly apply the computer program Power Point for exhibition discourse and argumentation.

12. Apply the basic functionality of tools related to the management and customer service.


  • Apply the concepts related to tourism products and businesses (economy and finance, human resources, commercial policy, markets, operations and strategy) in the different parts of the sector.
  • Behave ethically and adapt to different intercultural contexts.
  • Develop a capacity for independent learning.
  • Propose creative alternative solutions to problems arising in the field of tourism management, planning, businesses and products.
  • Use communication techniques at all levels.
  • Work in a team.

Learning Outcomes

  1. Apply the business concepts company related to tourism products and organisations in the different parts and activities of the sector.
  2. Behave ethically and adapt to different intercultural contexts.
  3. Develop a capacity for independent learning.
  4. Propose creative alternative solutions to planning and management problems in departments, activities or services in new areas of the tourism sector and in special tourism entities and products.
  5. Use communication techniques at all levels.
  6. Work in a team.


1) Main differences between production and servuction

1-1) Enterprises customer orientated

1-2) How to integrate the customer in the service?

1-3) Maslow for Touristologyst: Successful Study Cases


2) Organizational Structures Customers Orientated

2-1) Jobs, companies and chain of value: A sharing pattern

2-2) Organizational mental states

2-3) Replicable and autonomous Organizations

2-4) Study Cases related to Restaurants and the lodging industry


3) Control tools for Services Management

3-1) CRM: Customer Relationships Management and CJM: Customer Journey Map

3-2) Loyalty programs: Myths & Realities

3-3) Quality Management and control for Services

3-4) Service Recovery. How to handle it.


4) Globalization and new Technologies: Effects on Service Management

4-1) Multiculturalism: Effects on service perception

4-2) Web 2.0 and Service Management

4-3) Smartphones and LBS (Location Base Services)


The methodology of the course is based not only on master class methodology, but also in parallel activities (text commentaries, extension work, speeches, analysis of simple daily decisions ...), with the goal to engage and provoke emotional and intellectual concerns in the students. In particular, these activities will be conducted in both team groups and individually, have a weight of 50% and the final exam means the remaining 50%. For the implementation and evaluation of these activities will work in groups doing mentoring by the teacher. In chronological terms adequate monitoring of the progress of a student implies, in general, the following stages:

1.         Attendance at master classes.

2.         Personal work: Complement with reading the basic literature and presentations and exercises available on campus

3.         Personal work: Reading and text analysis, conducting exercises and graphics.

4.         Discussion in working groups: Commentary and discussion of the work. Generate questions to the teacher.

5.         Session working group with the teacher: Questions and discussion of the main objectives.

6.         Preparing report and presentation workgroups

7.         Oral presentation before teaching and, if appropriate, other group.

Once the teaching weeks have finished:

8.         Personal study for the preparation of the written exam

9.         Conducting the written examination


Title Hours ECTS Learning Outcomes
Type: Directed      
Case study resolution 14 0.56 1, 2, 3, 5, 4, 6
Lectures 14 0.56 1, 2, 5, 4, 6
Public presentation of assigments 14 0.56 1, 2, 3, 5, 4, 6
Type: Supervised      
Tutories 5 0.2 1, 2, 3, 5, 4, 6
Type: Autonomous      
Case study resolution 32 1.28 1, 2, 3, 5, 4, 6
Homework elaboration 36 1.44 1, 2, 3, 5, 4, 6
Study 32 1.28 1, 2, 3, 5, 4, 6



The evaluation of this course consists of the following system:

a)     The realization of all presentations which will be worth a 40% of the final grade.

b)    Attendance and exercises and activities proposed by the teacher, visits to companies, etc. which will be worth 50% and 5% respectively of the final note

c)    The realization of a final exam, which will be worth 5% of the final grade

To make the final average should get at least 5 out of 10 in each part evaluated.


B) EVALUATION: Final exam.

Date and time established by the academic calendar.

There will be one final exam, having no difference between the students who have not successfully completed the evaluation continues and those who have not followed.



Date and time established by the Official Programming of EUTDH according to the academic calendar. Only addressed to students obtaining a grade between 3,5 and 5 in Single Assessment. The maximum possible grade to be obtained will not exceed 5. Nature of the evaluation to be defined.


Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Attendance and participation 50% 0 0 1, 2, 5, 4, 6
Exercises 5% 0 0 1, 2, 3, 5, 4, 6
Final exam / Case study 5% 3 0.12 1, 2, 3, 5, 4
Presentations 40% 0 0 1, 2, 3, 5, 4, 6


Baixas Calafell, M. (2020). El gran libro de los negocios online: Todo lo que necesitas saber y hacer para idear, desarrollar y comercializar tu negocio online. Deusto.

Cadotte, E.R., Turgeon, N. (1988). "Key Factors in Guest Satisfaction". Cornell Hotel and Restaurant Administration Quarterly, 28(4): 45-51.

Ching Yick Tse, E., Ho, S-C. (2009). "Service Quality in the Hotel Industry: When Cultural Contexts Matter". Cornell Hospitality Quarterly, 50(4): 460-474.

Clinehens, J. (2019). Creating a CX That Sings: An Introduction to Customer Journey Mapping for Marketers. Independently published.

Griffin, J. (2002). Customer Loyalty: How to Earn It, How to Keep It. John Wiley & Sons Inc.

Hartline, M.D., Wooldridge, B.R., Jones, K.C. (2003). "Guest Perceptions of Hotel Quality: Determining Which Employee Groups Count Most". Cornell Hotel and Restaurant Administration Quarterly, 24(1):43-52.

Johnson, S. (2016). ¿Quién se ha llevado mi queso?: Cómo adaptarnos en un mundo en constante cambio. Empresa Activa; 3ª Edición.

Kim, W.C. (2017). Las claves de la Estrategia del Océano Azul. Profit Editorial.

Laloux, F. (2016). Reinventar las organizaciones. Barcelona: Arpa editores.

Leadbeater, C. (2009). We think. Profile Books.

Lewrick, M., Link, L., Leifer, L. (2018). The Design Thinking Playbook: Mindful Digital Transformation of Teams, Products, Services, Businesses and Ecosystems. Wiley.

Masters, B., Thiel, P. (2014). Zero to One: Notes on Start Ups, or How to Build the Future. Virgin Digital.

McCall, M., Voorhees, C. (2010). “The Drivers of Loyalty Program Success: An Organizing Framework and Research Agenda”. Cornell Hospitality Quarterly, 51(1): 35-52.

Mcguire, K.A., Kimes, S.E. (2006). "The Perceived Fairness of Waitlist-management Techniques forRestaurants". Cornell Hotel and Restaurant Administration Quarterly, 47(2): 121-134.

Michelli, J.A. (2007). Experiencia Starbucks. Ediciones Granica, S.A.

Osterwalder, A., Pigneur Y. (2011). Generación de modelos de negocio. Deusto.

Osterwalder, A., Bernarda, G., Pigneur, Y., Smith ,A. (2015). Diseñando la propuesta de valor: Cómo crear los productos y servicios que tus clientes están esperando. Deusto.

Ries, E. (2012). El método Lean Startup: Cómo crear empresas de éxito utilizando la innovación continua. Deusto.

Thiel, P. (2015). De cero a uno: Cómo inventar el futuro. Gestión 2000.

Webb, N.J. (2016). What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint. Amacom.