| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b17176748.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 4.58 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/1489