Improving service quality by CRM in the service industry : a case study of STA

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Improving service quality by CRM in the service industry : a case study of STA


Author: Wu, Hao
Title: Improving service quality by CRM in the service industry : a case study of STA
Degree: M.Sc.
Year: 2003
Subject: Hong Kong Polytechnic University -- Dissertations
Customer relations -- Case studies
Travel agents -- Case studies
Department: School of Hotel and Tourism Management
Pages: viii, 63, [13] leaves : ill. (some col.) ; 30 cm
Language: English
Abstract: The importance of the service industry is increasing due to its domination of national economies. It is believed that service firms can gain competitive advantage if they increase customer satisfaction. Moreover, it is argued that service quality improvement will lead to an increase in customer satisfaction. Therefore, measuring service quality is a vital task for a company seeking to increase customer satisfaction, based on which, a tactical improving method can be given. The aim of this project is to measure the service quality of STA Travel and then provide recommendations for future improvement to increase customer satisfaction. The primary research selects the personal interview as the survey method. A convenience sample of one hundred respondents was perceived as adequate to offer a fair reflection of retail consumers. The questionnaire was based on the SERVQUAL design and distributed in two STA Travel branches in Leeds. Primary research work was done by author during her study in UK. The results suggest that STA Travel do not meet the respondents' expectations of a world class firm. Therefore STA Travel could improve the services related to all aspects in the five dimensions of the SERVQUAL. However, there were six areas of service that needed to be prioritised for improvement. STA Travel needs to establish more modern-looking equipment, make their physical facilities more visually appealing, and have more convenient business hours. In addition, employees need to look more presentable and smarter. They also need training in order to obtain more knowledge to answer customers' questions and provide the service right the first time. And CRM was suggested as a prorate method to improve its service quality.

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