Analyzing and Improving the Service Quality of Travel Agencies: A Case Study of Sri Lankan Travel Agencies

Customer satisfaction is an important aspect to be managed in any organization. In order to improve the quality of service rendered to a particular customer, the company should be aware of exact customer needs and their perception from the customers point of view. In recent years the Sri Lankan travel industry (both local and foreign tours) has been facing ferocious competition (ICRA Lanka, 2011). The aim of this qualitative research is to study service quality levels offered to customers in travel agencies to gain an idea to set efficient measures. Hence, the service can be improved which will lead to improved profits. The sampling method chosen for this study is Simple Random Sampling where every passenger from the frame has an equal chance of being selected. The customer experience analysis is conducted by a total number of 178 respondents. The sample represents 51 % of participated customers. The questionnaire contains statements on five SERVQUAL dimensions presented by Parasuraman et al. (1985) tailored to specific service quality requirements of the travel agency. Based on that model the service quality been measured by considering the five variables as reliability, responsiveness, empathy, assurance and tangibles.