Academic Review

Introduction

In today's hospitality industry, communication between customer have been recognized a crucial factor that highly influential customer consumption behavior. Moreover, the communication integrated the whole hospitality industry. Because the hospitality product have its own distictive charteristic which is the customer can not try them before. Therefore, how to build image and deliver good service become more and more changellening in this industry. But the industry did not suffer from this phenomenen, especially through consumer advocacy, positive word of mouth ; the importance of communication for the tourism and hospitality industry is steadily increasing. The chosen article "Legends of service excellence: The Habits Of Seven Highly Effective Hospitality Companies" by David Solnet who is Lecturer Chair, Engagement Committee Director of Industry & Government Partnerships that he comes from school of tourism, University of brisbane, Austrila("The".), and Jay Kandampully who is consumer sciences professor from The Obio State University("collage".) and Anna Kralj who also come from University of Queensland that picks the issue of the importance of positive customer storytelling and examines these firms for common practices. The Companies being analyzed are the Ritz Carlton, Harrah's entertainment, The Walt Disney Company, Four seasons, Club Med, Southwest Airlines and Singapore Airlines. Before presenting the various characteristics of these Companies, it is important to understand what role of storytelling is playing and why marketers have to take notice of their significance. The article states the importance of service excellence, storytelling, customer and employee obsession evidently affecting a wider range of people as it is easily possible to choose the product before they try. Since the hospitality product is an intangible one, future consumers like to rely on other consumer's reviews that actually have experienced the product rather than having a professional assessing a hospitality product, who might as well is only interested in promoting the own business. The tourism industry nowadays is a global one and so are its customers; unfortunately this fact is also a source of setbacks since marketing strategies have to be adjusted for the different Companies. This is where service excellence comes into play and represents a useful tool for marketers to achieve a better understanding of the needs and demands of consumers. For the correct evaluation and meaningfulness of Service other factors have to be taken into consideration. These are the WOM communication, well circulated stories, urban legends of service excellence.

Structure

First of all, I think the structure of this journal is quite clarify to make readers understand what kind of argument and discussion this paper want present to the readers. For example, in the end of the introduction, it present that major purpose of this journal is review storytelling in organization communication and the common traits of the company and how the characteristics instigate the customer storytelling. Moreover, the paper want exams how identified commodities become a guide for any other hospitality organization want develop sustainable competitive advantage through renowned service excellence. Then the journal present the parts which will proof and discussed that is review of communication, research design, findings, list of attributes identified as being prevalent among the seven selected firms, last but not least, according to these findings, the author provide some suggestions for future research and for management implications.

Writing style and Language

Secondly, in some extend, this journal use some typical example such as how WOM communication affect consumer's behavior and the how powerful WOM communication is to testify the academic aspect. Furthermore, the notion of inseparability also present how this influence the quality of service and how Ritz Carlton and Singapore airline did to archive the service excellence through employee orientation and customer orientation. Nevertheless, the author's writing style and the language used also comprehensible.

Argument and Evidence

In this journal there is fulfill with argument, in that case, I want choose two representative arguments to illustrate the major viewpoint that the author want express. As the importance of WOM is exam, the first argue is how WOM communication can affect the consumption behavior of customers? However, the author provide few ideas to proof this fact, first of all, the author mentions that customer advocacy, or positive word of mouth can reduce observe risk of purchasing a hospitality service, however, the result bear out that WOM can be forceful