Abstract
The importance of the individual concepts of customer service and information technology (IT) in the 1990s is undisputed. Although essentially discrete concepts, increasing intertwining is apparent. Within the travel industry, this is exemplified in travel agency. By focusing on this sector, the paper examines the impact of information technology (IT) on customer service. From identifying the problems associated with defining customer service, a qualitative Impact assessment follows which highlights a range of factors distinguished according to functional and technical features. It is found that IT is having both a positive and negative impact on customer service. Significantly, there is considerable untapped potential for the travel agent to use IT to improve service to enhance its advisory role and ultimately secure its position within the chain of distribution.
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