Problem 1:

Assume that you are the manager of front-line customer-service employees in a tourism/hospitality organisation. From this perspective, elaborate on the strategies that you would use to maximise the performance of the front-line employees during the service encounter.

Problem 2:

a) Describe how the personal characteristics of the buyer influence the consumer decision-making process.

b) Show the marketing implications resulting from the lack of physical evidence experienced by customers when choosing between competing services.