CUSTOMER DEMOGRAPHIC CHARACTERISTICS – AN ASSESSMENT REPORT ON TRAVEL AGENTS IN PUNJAB

The purpose of the study is to assess the service quality of the travel agents in Punjab based on the differences in demographical characteristics of the customers. A modified SERVQUAL scale was used to measure the perceptions of the customers towards service provided by travel agents in Punjab. Data were collected from 1000 customers by using self administered questionnaire. Both descriptive and inferential statistics analysis were conducted for interpretation of the results. Hypothesis were formulated and tested by using Kruskal Wallis Test with the help of IBM – SPSS 20 software. The results indicate that tourist perceptions vary across different demographic variables. The finding can be used to improve the service quality of the travel agents in Punjab.