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Training managers to write credible form letters for hospitality and tourism service recovery strategy. Drew Martin and Tom DeWitt University of Hawaii. Are we teaching them anything?.

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Training managers to write credible form letters for hospitality and tourism service recovery strategy

Drew Martin and Tom DeWitt

University of Hawaii

are we teaching them anything
Are we teaching them anything?

“…professors of education must be wrong when they say that they can put knowledge into the soul which was not there before…” because “…the power and capacity of learning exists in the soul already….”

Plato, 352 BC

paradigm shift in training
Paradigm Shift in Training

Pedagogical Learning

(Cognitive)

Andragogical Learning

(Applied)

Source: Knowles, 1973

why is a standard form letter insufficient
Why is a standard form letter insufficient?

Source: Berger and Nasr, 1998

kant s moral idealism credibility
Kant’s Moral Idealism = Credibility

Distributive

Justice

Approach

Interactional

Procedural

research questions
Research Questions
  • Do training exercises improve ability to recognize a fair form letter?
  • Do training exercises improve ability to recognize key elements of a fair form letter?
methodology
Methodology
  • Two scenarios
  • One versus two training exercises
  • n=50
  • Chi-square and Logistic Regression
scenario 1 the pillow fight
Scenario 1: The Pillow Fight
  • Reply six weeks later– two weeks more to investigate– two month turnaround
  • Response does not summarize complaint
  • No direct apology or guarantee of forthcoming policy change
  • Enclosed leaflet “How to voice your concerns”
scenario 2 airplane mechanical problem
Scenario 2- Airplane Mechanical Problem
  • Response within 18 days
  • Response summarizes complaint
  • Apology and explanation of policy regarding full reimbursement
  • Travel certificate
results
Results
  • Training exercises help participants identify a “fair” versus “unfair” responses (X2=10.03, p<.01).
  • Training exercises help participants tell differences between acceptable distributive justice (p<.01)
  • Interactional justice (p<.1) and Procedural justice (p>.05) are more difficult to evaluate.
conclusions
Conclusions
  • Training exercises should improve form letter responses.
  • Applied learning enforces key principles.
  • Larger sample are needed to test the training exercises.
  • Under-spending to keep customers is more detrimental than overspending to ROI (see Reinartz, Thomas, and Kumar, 2005).
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