The marketing tools of quality management in tourism services

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The paper aims to show possible approaches towards managing the quality of services in tourism. With respect to the character of services it is necessary to pay regard to their specifications, such as especially their intangibility, perishability and heterogeneity. So it is rather difficult to measure the quality of a service, but it can be successfully evaluated according to the satisfaction of a customer. The example of a possible utilization of the ECSI model (ECSI: European Customer Satisfaction Index) concerning the analysis of customer satisfaction for the area of tourism is a part of this paper. In the phase of applying and verifying the suggested modification of the ECSI model the technique of electronic questioning have been used. The total satisfaction index measured by the ECSI method reached 54% for Czech Railways/České Dráhy, 79% for Student Agency and 72% for Tourbus. The results of the customer satisfaction analysis by the ECSI method can simplify decision-making not only from the position of a manager or a businessperson but they can also simplify the process of decision-making for a customer when selecting a destination, a firm, or possibly when purchasing a service or a product. … full description

Bibliographic Details

Main Author

Kateřina Ryglová

Document Type

Articles

Physical Description

5 il.

Published in

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. -- ISSN 1211-8516. -- Roč. 59, č. 2 (2011), s. 257-266

Subjects

České dráhy (firma)

Student Agency (Praha, Česko)

Tourbus

CZECH REPUBLIC

TOURISM

SERVICES

MANAGEMENT

QUALITY

EVALUATION

METHODS

CONSUMERS

TRANSPORT

ENTERPRISES

turistika

služby

řízení

jakost

evaluace

metody

spotřebitelé

doprava

podniky

Česko

spokojenost zákazníka > ECSI > European Customer Satisfaction Index

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Item Description

2 grafy, 3 schémata

Bibliography

Literatura na s. 265