IMPROVING CUSTOMER SATISFACTION – MONITORING PRE-TOUR SERVICES IN TRAVEL

INDUSTRY.

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ByAthipet Abhijeet14PGGMS002

Goods to service

Travel agency

Tangibility

Continuum of Evaluation from Product to service.

Destination

Ticketing

Hotel confirmations

VISA.

Coach and other services

Services of A Travel Agency:

4 Characteristics & 5 Parameters of evaluation for A Service:

IntangibilityVariabilityPerishabilityInseparability

TangiblesEmpathyAssuranceResponsivenessReliability

About Indian Out Bound Market & COX & KINGS.

Indian out bound market fast growing than in bound ( nearly twice). Far east and Europe are the most often visited by Indians. Old Players- Cox and Kings, Thomas Cook, SOTC etc. Today’s Market leader- Make my trip. (Online service provider concurred the market share

of store based, traditional approached big players.) COX & KINGS- a brand positioned as “make moments memorable”.

Products in the Market: Group tours/ package tours. Flexible tour/ requirement bookings. VISA Consultation/ processing

assistance. FOREX ( Corporate, individual).

Niche products of CNK: Language specific Group Tours

(Ami Traval Kar- Marathi group tours)

Gaurav Yatra- tour for Vegetarian.

Customer Satisfaction In pre tour services

Simplified Interactions

“ Loss of credibility at one store is loss of credibility of all stores of the organization.”Managerial Question: “ What to do to decrease the loss of credibility of the organization”

Research objective: “What are the factors/ reasons for loss of credibility” “ What hat is the frequency of its occurrence”

Research Question: • What are the various interactions (both with client and internal) in pre tour services.• What are the critical interactions in the process?• What are the bottle necks and lapses that may occur in the process?• What is the root cause of the lapse? • What is the frequency of the lapse in that organization?• Store performance and the pattern in which these lapses occur

Research Type: Exploratory Research

Data collection:

• Collection of lapses in the process by observation, Case study and depth interview (Clients, Sr. Mangers).

• To find root cause of customer failure by factorization of lapses.• Usage of 5 point Likert scale for collecting data.• variable to subject ratio of 3:1, so data collected from 200 sourses.• Continent stratified Sampling.

Strata -1: basis on department.Strata -2: basis on designation.

Limitations: due to norms of the organization the data for factor analysis .i.e. for level of dissatisfaction that each laps may cause is could not be collected directly from clients.The rating was taken from Sr. managers, managers and scale 2 officers which was highly correlated with clients opinion.( from literature review).

KMO and Bartlett's TestKaiser-Meyer-Olkin Measure of Sampling Adequacy. .617

Bartlett's Test of SphericityApprox. Chi-Square 12725.598Df 1830Sig. .000

Results of Factor Analysis (PCA)KMO >0.5 data is sufficient/ adequate.Bartlett’s >0.5 the variables are highly co related.

Eigen value >2.5.=> total variance explained is 60%No. Of factors: 7.1st is most contributing of % and rest <10% each

Discrepancy Faced:

NPD/ NDP- Not definitely positive or not positive definite.The error indicates that your correlation matrix is not positive definite (NPD), i.e., that some of the eigenvalues of your correlation matrix are not positive numbers.

A correlation matrix will be NPD if there are linear dependencies among the variables, as reflected by one or more eigenvalues of 0.

If you had more cases in the file than variables in the analysis, list wise deletion could leave you with more variables than retained cases. Pairwise deletion of missing data can also lead to NPD matrices. Negative eigenvalues may be present in these situations.

If there are more variables in the analysis than there are cases, then the correlation matrix will have linear dependencies and be NPD.

Root Cause of Customer Failure:

Providing wrong information.

Lack of follow up

Non responsive staff/non

supporting client.

No transparency.

Not being pro active

Carelessness.

Store Performance Analysis

Mean 2.48Mode 1Count 25

Descriptive statistics:

Number of issues => count= 25 cases out of 162 cases (nearly 30%)All root causes are coded as listed above(1 to 6).Mode=1 => the most occurring issues is due to wrong information.

Stages in the Process Check Points Responsibility of

Planning Understanding the customer requirements properly and suggesting a right alternative of group tour or FIT. To fix clients expectations.

SO’s 

Booking

Clear dollar rate and its changes. Visa and document requirements submission duration (including Buffer

time). Payment time line made according to booking date informed to LO and

client. Also Probability of tour operation is to be touched up on to help clients

make any changes. The file to be handed over to LO’s is to be clearly specified about the

processing to be carried forward mentioning all details of countries of travel, booing form signed, any specifics if any.

SO’s

Payment and Document collection Timeline specified by SO’s to be confirmed/ intimated to clients by LO. Though collection of payment is altered, document collection is to be

done priority.LO

Follow- up

Customers are to be kept informed about any changes made from tentative and taken confirmation.

Visa Submission, Processing timeline is to be intimated to clients. Any delay’s or implications are clearly informed and alternative

suggestions are to be discussed as a stand by plan.

LO’s, VO’s Partly SO’s (since SO’s are to be involved in the entire process)

Hand over

Ensure customer is proactively informed from organizational end about the hand over and is delivered at door step. ( if promised so)If they are called to the store the hand over is to be kept readily packed without making them wait in the store for any confirmations.

LO’s & SO’s

Recommendations made- A check list at every stage of process

Thank You

Open to Questions ??????????