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SERVICES MARKETING Table of Contents 1. Introduction 2.      Literature Review 2.1 Importance of Customer Loyalty 2.2 Customer Loyalty and Customer Satisfaction 2.3 Customer Satisfaction and Service Quality 2.3.1 Core Service 2.3.2 Service Delivery Quality 3.      Research Methods 3.1 Research Methods 3.2 Research Design 3.2.1 Research Sample 3.2.2 Data Collection Instrument: Multiple Choice Questionnaire (Appendix A)   3.2.3 Data Collection Method: Survey Method 3.2.4 Data Analysis Method 4.


Introduction London Travel Agency is a privately owned company that arranges tours and accommodation for customers across Europe.  The company’s head office is located in London, and it has small branches in various European cities like Berlin, Paris and Bern among others. The main operations of London Travel Agency consist of laisoning with carriers like road, rail and airlines for booking travel and networking with hotels across Europe for accommodation bookings. The company primarily organizes tours from the UK, but it also takes some direct bookings from its smaller branches in other cities. The main problem that the organization is currently facing is of customer retention or customer loyalty. This is partly due to the growing competition and aggressive marketing by other organizations, many of which are funded by large multi-nationals (Edmunds, 2002). However, London Travel Agency has also invested in advertising and in expanding to provide services to a larger number of locations. The company also provides discounts and additional facilities like redeemable points that can be exchanged for products in foreign cities. ...
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