RUAHA CATHOLIC UNIVERSITY

This concept paper addresses the role of universities in influencing service behaviour in tourism in the southern region in Tanzania. Specific attention is focused on what universities can do to assist service providers in ensuring customer satisfaction. The paper explores some of service behaviour expected in the tourism sector and the possible ways of influencing appropriate service behaviour. The role of universities in influencing service behaviour includes training, consultancies and research. In doing so it explores programmes in tourism focusing on service behaviour, expectations of tourists, and expected standards of professionalism and levels of customer satisfaction.

University Role, Service Behaviour, Tourism, Customer Satisfaction