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Drew Martin and Tom DeWitt University of Hawaii

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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Drew Martin and Tom DeWitt University of Hawaii

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  1. Training managers to write credible form letters for hospitality and tourism service recovery strategy Drew Martin and Tom DeWitt University of Hawaii

  2. 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

  3. Paradigm Shift in Training Pedagogical Learning (Cognitive) Andragogical Learning (Applied) Source: Knowles, 1973

  4. Why is a standard form letter insufficient? Source: Berger and Nasr, 1998

  5. Kant’s Moral Idealism = Credibility Distributive Justice Approach Interactional Procedural

  6. 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?

  7. Methodology • Two scenarios • One versus two training exercises • n=50 • Chi-square and Logistic Regression

  8. 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”

  9. Scenario 2- Airplane Mechanical Problem • Response within 18 days • Response summarizes complaint • Apology and explanation of policy regarding full reimbursement • Travel certificate

  10. 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.

  11. 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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