In H&T organizations, customers need to be present and participate in the service delivery process. This is certainly not common in manufacturing industries. This means that the separation of the production and marketing functions, which are important characteristics of the traditional manufacturing industry, is not possible in the service delivery process that is found in H&T organizations. Therefore, H&T organizations must communicate with and motivate their customers to actively participate in the service delivery process.
Attracting and bringing customers to H&T organizations requires careful attention to their location, brand image, and ongoing marketing and promotional activities. In addition, the presence of customers and the requirement for them to play an active role in the service delivery process necessitates ongoing careful attention to behavior, the physical appearance of employees, the interior design and decoration of facilities, furnishings, layout, and noise. This means that like Fitzsimmons and Fitzsimmons’s (2004) comments on managing service organizations, operations, marketing and HRM functions in H&T, organizations need to be very closely integrated. Compared to manufacturing firms, this certainly requires that a different managerial approach, organizational structure, and culture must be developed and maintained in H&T organizations