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Service Quality
Service is a type of economic activity that isintangible, is not stored and does
not result in ownership. Measuring quality of service is a very difficult task.
Unlike goods services have many numerous intangibleor qualitative specifications
Also there are consumer expectations associated with aservice which depend on factors such.
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Customer Assessment of Service Quality
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SERVQUAL DIMENSIONS Tangibles - Appearance of facilities, equipment,
personnel etc.
Reliability Perform the promised servicesdependably and accurately.
Responsiveness Provide prompt service and help thecustomers
Empathy - Caring, individualized attention to thecustomer.
Assurance - Knowledge and courtesy of employeesand their ability to convey trust and confidence.
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Gap Model of Service Quality
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Tourism Industry in India
Largest service industry in the country with more than6 % contribution to GDP.
The country welcomes around 6 million internationalvisitors every year and nearly 562 million domestictourists.
The tourism industry generated around $ 100 billion in
revenue in 2008 and is expected to grow to $ 275billion in 2018.
It is the largest sector earning foreign exchange.
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Major Players
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Established in 1949 with just 5 employees in Mumbai, ithas grown to become one of the largest travel companies.
Was acquired by Kuoni travels in 1996.
It is a market leader in all segments namely Escorted tours,Free Individual Travel and Domestic Holidays amongstothers.
SOTC Corporate Tours is a division catering exclusively to
the needs and requirements of various travel segments thatinclude MICE (Meeting, Incentives, Conferences & Events)Trade Fairs and Sports.
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World Famous Tours is the flagship brand of STOCescorting over 3,00,000 travelers across the globe.
SOTC has a wide distribution network of 130 salesoutlets and 3500 travel agents across the country.
It was voted the Best outbound tour operator 5 timesin a row.
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SOTCs Brands
SOTC- World Famous Tours
SOTC- BhramanMandal
SOTC- Do-it-yourself Holidays
SOTC- Holidays of India
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7Ps of SOTC
Product
Price
Place
Promotion
Process
Physical EvidencePeople
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Product Group tours for individuals
Indian tours
Special interest toursWorld Famous Tours
SOTC Sports Abroad
SOTC Trade Fairs
SOTC Corporates
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Price The prices are completely Physiological.
Its a complex process as it includes variouscomponents such as travel, accommodation, food etc.
Prices are decided based on the location and duration
of the tour.
They also depend on seasonality and promtions.
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Place SOTC uses conventional media channels print media
and tie-ups with tourism boards and travel fairs toreach its audience
The companys holiday bazaars the Great SingaporeHoliday Bazaar and the Great Malaysia Holiday Bazaar held across India have drown enthusiastic crowds
SOTC has great internet presence. News letters,regular mailers etc.
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Promotion Selecting the communication channel is the most
important thing to be considered
Best communication channel must be identified toreach the market
SOTC uses World Famous Tours
Internet Communication used by SOTC extensively
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Process
Provision of travel information.
Planning and costing of tours
Liaison with service providers
Ticketing
Provision of foreign currency and insurance
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People Company Initiatives
Unwavering faith in talent of its employees
MDP Program for senior executives Potential Development Centers
Customer Review
Feedback about Tour Mangers behavior
Feedback about Desk staffs knowledge and behavior The service provided at SOTC outlets
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Physical Evidence
SOTC has presence across 130 outlets (company ownedand franchise) and more than 3400 travel agents inIndia where physical evidence becomes an importantfactor to judge the quality of Service.
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Channels usedInternet SOTC does promotion and distribution of its services
using its website.
Boucher, Customer Feedback, latest offers, corporatepackages, trade fairs etc are present in the website
Relevant information on Forex is also present. SOTChas tie up with Weizmann Forex Ltd for Forex
transactions.
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Channels used. SOTC has wide presence across the country through
its offices and travel agents.
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Thank You