SERVICE QUALITY MEASURES: HOW IT IMPACTS CUSTOMER SATISFACTION AND LOYALTY

Tourism is a sector which invites lot of opportunities for increase in revenue generation and development and upgradation of the local economy. The change in information technology has facilitated the proliferation of information which has benefited the tourism industry at large. It has facilitated the ease to know about any tourist location, compare and make travel plans. Any shortcoming of a location is easily identified and can be spread out within minutes through the social media. The popularity of a tourist location is dependent on the level of satisfaction a customer gets from visiting the location. The level of satisfaction comes from the exposure to various touchpoints associated with the location and the service provider. The service quality associated with the delivery of services plays a great role in developing competitive edge of the service provider and in defining the factors of differentiation.Since popularity of any service provider depends on the ecosystem on which it operates, it is important to understand the dimensions of service quality which leads to customer satisfaction and customer loyalty. The researcher tries to find out the factors which influence customer satisfaction and also tries to check the relationship between customer satisfaction and customer loyalty. A primary research was conducted to collect the responses of the customers who like travelling