Module Directory

This module will introduce you to the concept and importance of the centrality of the customer experience as fundamental to all activity within events and hospitality businesses.

You will understand the different types of Customer and factors that will influence their behavior and expectations. The module will identify the components of effective customer relationships enabling you to develop the knowledge required to effectively deliver customer excellence.

The aims of this module are to enable students to:

• Identify and recognise different types of customers and the markets they represent. - Influences on Customer expectations including; - Advertising, brochures, websites, previous experiences; - Understand the recognition, management, and delivery of customer expectations and their impact on customers the market; - A quality value relationship based on the external image created.


• Analyse the significance of customer feedback and interpret the data collected. - Expectations created through word-of-mouth, website intermediaries, direct advertising, and customer relationships already established; - How to determine Customer expectations – listening skills, non-verbal communication. What is important to the Customer and why? - Apply the MARCOMMS (marketing communications) to successfully promote a hospitality business; - Use targeting and positioning as a tool to pinpoint a Customer perception of a hotel and how the expectations are created for them.


• Understand the recognition, management, and delivery of customer expectations and their impact on customer loyalty. - Delivering the Customer experience - factors in determining the quality of the Customer Experience; - Distinguish the expectation of service quality using models such as the zone of tolerance; - Examine new trends that impact the Customer Experience in particular the environmental impact on hospitality and apply an environmental procedure to the industry; - Demonstrate how and why the value of loyalty can affect many elements of an organisation.


• Demonstrate knowledge of sales techniques appropriate to the events and hospitality industry. - The sales cycle and techniques to create incremental revenue.

By the end of this module, students will be expected to be able to:

1. Identify and recognise different types of customers and the markets they represent.


2. Analyse the significance of customer feedback and interpret the data collected.


3. Understand the recognition, management, and delivery of customer expectations and their impact on customer loyalty.


4. Demonstrate knowledge of sales techniques appropriate to the events and hospitality industry.

Learning and teaching will take the shape of classroom-based lectures and seminars where Wivenhoe House will be used to contextualize theory and illustrate practice. Self-managed learning will supplement seminars where you will be provided with guidance on required reading and online learning resources.