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About the topic:
Customer satisfaction is a key issue for every company wishing to increase the
value of customer assets and create a better business performance. To increase the
value of customer assets, customer satisfaction should be measured and managed.
Customer satisfaction refers to the extent to which customers are happy with the
products and services provided by a business. Customer satisfaction levels can be
measured using survey techniques and questionnaires. Customer satisfaction, on
the other hand, is how the customer feels about the service they receive and the
company that provided it. This is your customer's perception and emotional
response, and you have no direct control over it. It is harder to measure and even
harder to improve.
Gaining high levels of customer satisfaction is very important to a business
because satisfied customers are most likely to be loyal and to make repeat orders
and to use a wide range of services offered by a business.
About tour and travel industry:
Travel and tourism is the largest service industry globally in terms of gross
revenue and foreign exchange earnings. It is also one of the largest employment
generators in the world. It has been a major social phenomenon and is driven by
social, religious, recreational, knowledge seeking and business interests and
motivated by the human urge for new experience, adventure, education, and
entertainment. Tourism is both cause and consequence of economic development.
It has the potential to stimulate other sectors in the economy owing to cross-
synergistic benefits and its backward and forward linkages.
Global scenario
Travel and tourism is one of the fastest-growing industries and a leader in many
countries. It is expected to have generated around 9.4% of world GDP and 8.2%
of total employment in 2009. The contribution of the industry to the global
economy remains high despite a 4.38% decline in 2009. During the year, travel
and tourism investment too declined by more than 12%.

International tourist arrivals rose from 682 million in 2001 to 920 million in
2008. The global travel and tourism industry experienced a downturn in 2009 due
to the global economic and financial meltdown. The industry was affected by low
business volumes and consumer confidence, given the uncertainty about factors
such as availability of credit, exchange rates, employment, and the H1N1 virus.
Consequently, tourist arrivals fell 4% worldwide in 2009. Nevertheless, tourist
arrivals increased 2% in the last quarter of 2009, led by recovery in the Asia
Pacific and the Middle East.
The industry is expected to improve in 2010, as most of the leading economies
are exiting the recession since end-2009. However, it is expected to be gradual as
corporations, households and governments slowly recover. Given the
improvement in global economic conditions, the UNWTO forecasts a 3-4%
increase in international tourist arrivals during 2010. Asia is expected to continue
showing the strongest rebound, while Europe and Americas are likely to recover
at a more moderate pace.

The expected rebound in tourism materialised in the first four months of 2010.
This is reflected in the 7% increase in international tourist arrivals during
January-April 2010. Tourist arrivals grew at a faster pace of 8% in emerging
markets, while advanced economies reported a 5% increase.


In 2009, following the trend in tourist arrivals, international tourism receipts also
recorded a decline. It is estimated to have declined by 5.7% to US$ 852 bn. The
decline in earnings is sharper than in arrivals, as during periods of slowdown,
tourists tend to stay closer to home and prefer to travel for a shorter duration of
The travel and tourism industry can be divided into inbound and outbound
tourism; inbound refers to countries attracting the largest number of tourists and
outbound refers to countries from where the largest number of tourists originate.
Indian travel and tourism industry
Indian tourism offers most diverse products globally. The countrys rich history,
cultural heritage, beauty, diversity of religion and medicine fascinate budget and
luxury travellers. Tourism in India has registered significant growth over the
years. This has been led by growth in both leisure and business tourism. Rising
incomes, increasing affordability, growing aspirations, increasing globalisation,
and a growing airline industry along with improvement in travel-related
infrastructure have supported industry growth. Tourism holds immense potential
for the Indian economy. It can provide impetus to other industries through
backward and forward linkages and can contribute significantly to GDP.


Indias travel and tourism industry is expected to generate revenue of Rs. 1,970
bn (US$ 42 bn) in 2010, according to the World Travel & Tourism Council
(WTTC). This would be around 3.1% of total GDP. However, since travel and
tourism touches all sectors of the economy, its real impact is greater and the
travel and tourism economy directly and indirectly accounts for ` 5,533 bn (US$
118 bn), equivalent to 8.6% of total GDP.

Personal travel and tourism is the most significant contributor, accounting for
55% of the total market, while business travel forms only 9%. Capital investment
is also significant with a share of 24%. Hotels, air transport, surface transport,
basic infrastructure, and facilitation systems environment are some of the related
The share of the Indian travel and tourism industry globally is very less. However
the industry holds immense potential. In fact, India has been ranked among the
leaders by the WTTC for long-term (10-year) growth prospects. Further, a

globally renowned travel magazine, Conde Nast Traveler, ranked India among the
top 10 tourist destinations of the world. JBIC has also ranked India as the fifth
most attractive investment destination. India is probably the only country that
offers various categories of tourism with its geographical diversity and rich
cultural heritage.
Structure of the tourism industry
Tourism comprises activities of people travelling to and staying in places outside
their usual environment for not more than one consecutive year for leisure,
business and social, recreational, and knowledge seeking purposes.
The tourism industry is primarily service and people oriented; it is made up of
businesses and organisations belonging to various other industries and sectors. It
is interplay among these businesses and organisations/persons which offer travel
experience to tourists. The tourism industry comprises hospitality (related to
accommodation and dining), travel (transportation services through different
modes), and various other businesses which offer services and products to
tourists. The components of the tourism industry are shown below--

Most of the players in the tourism industry are SMEs. The unorganised sector
dominates the industry in India. Hotels, airline companies, and tour operators
form the organised sector.

Specialist travel service providers assist tourists with travel arrangements. These
providers include travel agencies who are involved in retailing of travel products
directly to the tourists (individuals or groups). They provide information on
different travel destinations and advise customers on travel plans. They also sell
associated products such as insurance, car hire, and currency exchange.
Business travel agencies specialise in making travel and accommodation
arrangements for business travellers and promoting conference trades. The tour
operators provide packages for individuals while the principals provide basic
travel and tourism related services.
Tour operators offer holiday packages which comprise travel (road, rail, sea, air
as well as to and from the destination airport, car hire, excursions, etc) and
accommodation (hotels, guesthouses, apartments, etc) services.
Transport service providers could be airlines, cruise lines, car rentals, and rail
companies. A tourists choice of transport would depend on the travel budget,
destination, time, purpose of the tour, and convenience to the point of destination.
Accommodation could be hotels and motels, apartments, camps, guest houses,
lodge, bed and breakfast establishments, house boats, resorts, cabins, and hostels.
In addition, tourists also require catering facilities, which a variety of outlets for
food and refreshments offer. These include hotels, local restaurants, roadside
joints, cafeterias, and retail outlets serving food and beverages.
Another major component of the travel and tourism industry is attractions such
as theme parks and natural attractions including scenic locations, cultural and
educational attractions, monuments, events, and medical, social or professional
The tourist information and guidance providers include a number of service
providers such as those offering insurance, recreational, communication, and
banking services; government agencies; tour guides; industry associations;
packaging agents; ticketing agents; and holiday sellers.
About Travel Agency:
A travel agency is a private retailer or public service that provides travel and
tourism related services to the public on behalf of suppliers such as airlines, car

rentals, cruise lines, hotels, railways, and package tours. In addition to dealing
with ordinary tourists most travel agencies have a separate department devoted to
making travel arrangements for business travellers and some travel agencies
specialize in commercial and business travel only. There are also travel agencies
that serve as general sales agents for foreign travel companies, allowing them to
have offices in countries other than where their headquarters are located.
The modern travel agency first appeared in the second half of the 19th century.
Thomas Cook, in addition to developing the package tour, established a chain of
agencies in the last quarter of the 19th century, in association with the Midland
Railway. The first ever tour organized was from Loughborough to Leicester
carrying 500 passengers 12 miles journey for 1 shilling. They not only sold
their own tours to the public, but in addition, represented other tour companies.
Other British pioneer travel agencies were Dean & Dawson the Polytechnic
Touring Association, and the Co-operative Wholesale Society. The oldest travel
agency in the United States is Brownell Travel; on July 4, 1887, Walter T.
Brownell led ten travelers on a European tour, setting sail from New York on the
SS Devonia.
Travel agencies became more commonplace with the development of commercial
aviation, starting in the 1920s. Originally, travel agencies largely catered to
middle and upper class customers, but the post-war boom in mass-market
package holidays resulted in the proliferation of travel agencies on the main
streets of most British towns, catering to a working class clientele looking for a
convenient way to book overseas beach holidays.
A travel agency's main function is to act as an agent, selling travel products and
services on behalf of a supplier. Consequently, unlike other retail businesses, they
do not keep a stock in hand. A package holiday or a ticket is not purchased from a
supplier unless a customer requests that purchase. The holiday or ticket is
supplied to the agency at a discount. The profit is therefore the difference
between the advertised price which the customer pays and the discounted price at
which it is supplied to the agent. This is known as the commission. In many
countries, all individuals or companies that sell tickets are required to be licensed
as a travel agent.

In some countries, airlines have stopped giving commissions to travel agencies.
Therefore, travel agencies are now forced to charge a percentage premium or a
standard flat fee, per sale. However, some companies pay travel agencies a set
percentage for selling their product. Major tour companies can afford to do this,
because if they were to sell a thousand trips at a cheaper rate, they would still
come out better than if they sold a hundred trips at a higher rate. This process
benefits both parties. It is also cheaper to offer commissions to travel agents
rather than engage in advertising and distribution campaigns without using
Other commercial operations are undertaken, especially by the larger chains.
These can include the sale of in-house insurance, travel guide books, and public
transport timetables, car rentals, and the services of an on-site bureau de change,
dealing in the most popular holiday currencies.
A travel agent is supposed to offer impartial travel advice to the customer.
However, this function almost disappeared with the mass market package
holiday, and some agency chains seemed to develop a "holiday supermarket"
concept, in which customers choose their holiday from brochures on racks and
then book it from a counter. Again, a variety of social and economic changes
have now contrived to bring this aspect to the fore once more, particularly with
the advent of multiple, no-frills, low-cost airlines.
Agency income
Traditionally, travel agencies' principal source of income was, and continues to
be, commissions paid for bookings of car rentals, cruise lines, hotels, railways,
sightseeing tours, tour operators, etc. A fixed percentage of the main element of
the price is paid to the agent as a commission. Commissions may vary depending
on the type of product and the supplier. Commissions are not paid on the tax
component of the price. Travel agencies also receive a large variety of bonuses,
benefits, and other incentives from travel and tourism related companies as
inducements for travel agents to promote their products. The customer is
normally not made aware of how much the travel agent is earning in commissions
and other benefits. Other sources of income may include the sale of insurance,
travel guide books, public transport timetables and money exchange.

Since 1995, many airlines around the world and most airlines in the United States
now do not pay any commission to travel agencies. In this case, an agency adds a
service fee to the net price. Reduced commissions started in 1995 in the United
States, with the introduction of a cap of $50 on return trips and $25 on one way.
In 1999, European airlines began eliminating or reducing commissions, while
Singapore Airlines did so in parts of Asia.
In 2002, Delta Air Lines announced
a zero-commission base for the U.S. and Canada; after a few months United
Airlines, American Airlines, Continental Airlines, Northwest Airlines,
US Airways and American Trans Air all followed suit.
The majority of travel agents have felt the need to protect themselves and their
clients against the possibilities of commercial failure, either their own or a
supplier's. They will advertise the fact that they are surety bonded, meaning in the
case of a failure, the customers are guaranteed either an equivalent holiday to that
which they have lost or if they prefer, a refund. Many British and American
agencies and tour operators are bonded with the International Air Transport
Association (IATA), for those who issue air tickets, Air Travel Organizers
Licensing (ATOL) for those who order tickets in, and the Association of British
Travel Agents (ABTA) or the American Society of Travel Agents (ASTA), for
those who sell package holidays on behalf of a tour company.

Types of agencies
There are three different types of agencies in the UK: multiples, miniples and
independent agencies. Multiples comprises a number of national chains, often
owned by international conglomerates, like Thomson Holidays, now a subsidiary
of TUI AG, the German multinational. It is now common for the large mass
market tour companies to purchase a controlling interest in a chain of travel
agencies, in order to control the distribution of their product. (This is an example
of vertical integration.) The smaller chains are often based in particular regions or
Four different types of agencies exist in the United States: independent,
consortium, regional, and mega agencies. American Express and the American
Automobile Association (AAA) are examples of mega travel agencies.

Independent agencies usually cater to a special or niche market, such as the needs
of residents in an upmarket commuter town or suburb, or a particular group
interested in a similar activity, such as sporting events, like football, golf, or
Travel agencies choose between two approaches. One is the traditional, multi-
destination, outbound travel agency, based in the traveler's originating location;
the other is the destination focused, inbound travel agency, that is based in the
destination and delivers an expertise on that location. At present, the former is
usually a larger operator while the latter is often a smaller, independent operator.
Travel agencies in the 21st century
With general public access to the Internet, many airlines and other travel
companies began to sell directly to passengers. As a consequence, airlines no
longer needed to pay the commissions to travel agents on each ticket sold. Since
1997, travel agencies have gradually been disintermediated, by the reduction in
costs caused by removing layers from the package holiday distribution network.
However, travel agents remain dominant in some areas such as cruise vacations
where they represent 77% of bookings and 73% of packaged travel. In 2009, the
market size for travel agencies experienced a sharp decline, dropping from $17
billion the previous year to $14.5 billion.
In response, travel agencies have developed an internet presence of their own by
creating travel websites, with detailed information and online booking
capabilities. Major online travel agencies include: Cheap Oair, Cheap Tickets,
Expedia,, Orbitz, Priceline, Travelocity,, and
Webjet. Travel agencies also use the services of the major computer reservations
systems companies, also known as Global Distribution Systems (GDS),
including: Amadeus CRS, Galileo CRS, SABRE, and Worldspan, which is a
subsidiary of Travelport, allowing them to book and sell airline tickets, car
rentals, hotels, and other travel related services. Some online travel websites
allow visitors to compare hotel and flight rates with multiple companies for free;
they often allow visitors to sort the travel packages by amenities, price, and
proximity to a city or landmark.

Travel agents have applied dynamic packaging tools to provide fully bonded (full
financial protection) travel at prices equal to or lower than a member of the public
can book online. As such, the agencies' financial assets are protected in addition
to professional travel agency advice.
All travel sites that sell hotels online work together with GDS, suppliers, and
hotels directly to search for room inventory. Once the travel site sells a hotel, the
site will try to get a confirmation for this hotel. Once confirmed or not, the
customer is contacted with the result. This means that booking a hotel on a travel
website will not necessarily result in an instant confirmation. Only some hotels on
a travel website can be confirmed instantly (which is normally marked as such on
each site). As different travel websites work with different suppliers, each site has
different hotels that it can confirm instantly. Some examples of such online travel
websites that sell hotel rooms are Expedia, Orbitz, and World Hotel-Link.
The comparison sites, such as, Side Step, and Trip Advisor, search
the resellers sites all at once to save time searching. None of these sites actually
sells hotel rooms.
Often tour operators have hotel contracts, allotments, and free sell agreements
which allow for the immediate confirmation of hotel rooms for vacation bookings
Mainline service providers are those that actually produce the direct service, like
various hotels chains or airlines that have a website for online bookings.
Portals serve as a consolidator of various airlines and hotels on the internet. They
work on a commission from these hotels and airlines. Often, they provide cheaper
rates than the mainline service providers, as these sites get bulk deals from the
service providers.
Role of Travel Agencies:
The main task of travel agents is to supply the public with travel services. They
do it on behalf of their suppliers, also called principals. Basically we can say that
a travel agency operates as a broker, bringing buyer and seller together, for the
other suppliers of travel such as hotels, car rentals, ground operators and tour
companies. A travel agency may offer every possible service or specializes in a
certain type of business. In that sense travel agencies can be divided into different
types according to the services they offer. Here are some examples:

Full-service travel agency
offering all services and products related to international and domestic travel
is equipped to handle all types of travel such as holiday and business travel on
individual or group based
smaller agencies situated in residential areas tend to concentrate on leisure
larger agencies serving commercial areas will concentrate on business travel
Corporate/ Business travel agency
specialize solely in servicing the travel needs of the business or corporate
clients, in that sense they deal with work-related and incentive travel
In-house travel agency
differs from the corporate travel agency in the sense that they work with only
one corporate account doing mainly business travel but also handling the leisure
side for corporate clients
Speciality agencies
result of specific market needs, serving the needs of market segments such as
senior citizens, incentive groups or adventure travellers
Importance of the study:
Now a days customers are the king. Consumer satisfaction studies how
individuals, groups and organizations select, buy, use, and dispose of goods,
services, ideas, or experiences to satisfy their needs and desires. Understanding
consumer behaviour and knowing customers are never simple. Customers may
say one thing but do another. They may not buy in touch with their deeper
motivations. They may respond to influences that change their mind at the last
minute. So it is very important for the companies to understand how and why
their customers buy. In my study, I am trying to find out the satisfaction level of
the customers of Cox & Kings, travel agency in Jorhat. The study investigates the
strength and weakness of the agency in their customer service.

Objectives of the study:
1. To know the service provided by travel agencies in Jorhat.
2. To know the satisfaction level of the customer.
3. To find out the areas to where improvement can be made.
Methodology of the study:
The way in which the data are collected for the research project for all techniques,
methods and procedures adopted in terminology work to carry out terminology
research is known as Research Methodology.
The sample size taken is 20.
Types of data collection:
Here are two types of data has been collected to complete the study.
(1) Primary data (2) Secondary data
Primary Data: Primary data has been collected through distributing questionnaire
to the respondent. In the questionnaire, close handed questions are put. During
interview, all efforts were made to clarify the question to respondents so as to
elicit the most specific and relevant information from them.
Secondary Data:
Secondary data used in this report were collected from internet.
Mode of Data collection:
The data is collected through structured, close ended questionnaire in case of
primary data collection, whereas, hand books and internet are used for collection
of secondary data.
The data has been presented with the help of graphical methods and percentage
for convenience in understanding the results and their interpretations.
Layout of the project:
The project has been divided into four chapters.
Chapter 1 of study is introductory in nature. It highlights the introduction of the
topic, about the tour and travel industry, about travel agency, role of travel

agency, importance of the study, objectives of the study, methodology of the
study, layout of the project and limitation of the study.
Chapter 2 highlights about the company.
Chapter 3 highlights data analysis and interpretation and findings of the study.
Chapter 4 highlights the suggestion and conclusion of the study.
Limitation of the study:
All efforts were made to collect the relevant information for study yet there were
always some limitations. The prime difficulties which were faced during
collection of information are discussed below:
1. The result would be varying according to the individuals as well as time.
2. Small number of respondent: Only a sample of the travel agency has been
taken, so the findings of the study cant be generalised.
3. The findings and conclusion are based on knowledge and experience of the
respondents sometime may subject to bias.
4. The time period for carrying out the research was short as results of which
many facts were left unexplored.



About Cox & Kings:
Cox & Kings is the longest established travel company in the world. Its
distinguished history began in 1758 when it was appointed as general agents to
the regiment of Foot Guards in India under the command of Lord Ligonier.
By 1878, C&K were agents for most British regiments posted overseas, including
the Royal Cavalry, Artillery and Infantry, as well as the Royal Wagon Train and
the Household Brigade. The Royal Navy was next and in 1912, The Royal Air
Force came under its wings.
Between 1750's and 1950's, Cox & Kings was witness to an exciting era in Indian
history, and, in its own way, helped to shape it. In 1947, the British
administration departed, but bound by strong ties to India, Cox & Kings stayed on
and flourished. Today, Cox & Kings is a premium brand in all travel related
services in the Indian subcontinent, employing over 5000 trained professionals.
Their India operations are headquartered in Mumbai and have the status of a
limited company. It has over 12 fully owned offices in India across key cities
such as New Delhi, Chennai, Bangalore, Kolkata, Ahmadabad, Kochi,
Hyderabad, Pune, Goa, Nagpur and Jaipur.
The worldwide offices are located in UK, USA, Japan, Russia, Singapore and
Dubai. It has associate offices in Germany, Italy, Spain, South Africa, Sweden
and Australia.
About Cox & Kings, Jorhat Branch:
Cox & Kings branch office is a premium, one stop shop for all our
travel needs in the heart of Jorhat. It has been providing its service
since 5
Aug, 2009 in Jorhat. It serves 15 to 20 customers daily in
Jorhat. The booking office is located at a convenient place in Jorhat. It
is located at Gar Ali, opposite of Central Bank. Generally, more than
15 branch of other agency has been serving in Jorhat. Out of them, I
have taken Cox & Kings. I found the service provided by the agency
is not worthy of selecting as my topic. Even most of the people prefer

Cox & Kings as one of the best travel agency. Majority of the people
are more likely to book with the agency.
The C&K Advantage
Best Brand for over 250 years and been operational non-stop since 1758.
One Stop Travel Fulfilment Centre (Online as well as Offline Fulfilment) for
all Travel Related Services including a range of third party products.
Integrated Information Technology Platform to offer centralized reservation
systems for all business units Excellent Supplier Contracting Terms &
Strong online Presence.
Timely & Accurate MIS.
Knowledgeable Staff.
Support via BPO & Call Centres.
Innovative Products Design and Creative Marketing.
Global Shareholder of Radius.
Destination Management
COX & KINGS is India's market leader in destination management, with
substantial competitive advantage in this business segment. Cox & Kings
operates a range of group and individual tours to destinations throughout the
Indian subcontinent for clients from all over the world. Cox & Kings overseas is a
renowned travel brand and an Indian subcontinent tour specialist and been quoted
as one of the top 5 premium tour operators by 'Conde' Nast Traveller'. This
division also provides specialist services to foreign participants visiting India for
international meetings, conferences, ad hoc incentives and exhibitions and also
caters for domestic conferences and corporate incentives. Ground related services
to international cruise companies touching Indian shore with a provision of shore
excursions are other leading activities of this division.

Outbound Tourism
India is one of the largest potential outbound tour markets in Asia. In 1995, Cox
& Kings began a full-fledged in house tour operating activity by designing its
own brochure product under exclusive arrangements with direct suppliers and
local agents across the globe. Cox & Kings has been undertaking path-breaking
initiatives to reach out to the travellers through innovative products.
These include:
'Duniya Dekho' Holidays to Europe, USA, Far East, South Africa, Mauritius,
Australia and New Zealand. For the "value for money" traveller
'FlexiHols' is a concept in holidaying where the traveller enjoys all the comforts
and convenience of a planned holiday but at a pace & price that is set by him.
This is targeted at the more discerning Free Individual Traveller
'Luxury Escapes' It takes a travel company that has been round for two hundred
years, to know everything about royal treatment. Cox & Kings rolls out a whole
new concept in Holidays - Luxury Escapes. Spoil yourself. Get pampered rotten.
Holiday like a king. Join us as we unveil country after country laced with sinful
indulgence and fine living. The finest luxury hotels in the world to the most
exclusive entertainment experiences await you.
Cox & Kings also represents and retails many international third party products
including Cosmos, Rail Europe, Silversea Cruises, Star Cruise, and Escorted
Tours to USA etc.
NRI - The NRI Division of Cox & Kings caters to the Non Resident Indians who
would like to travel around the world with Indian families. Cox & Kings
organises special tours for these families where the NRI community would like to
travel with like-minded families across the world. Duniya Dekho & FIT Packages
are specifically designed for this Market Segment by this division.
Business Travel
Cox & Kings are one of the market leaders in business travel services in India,
offering a full range of business travel services to over 200 corporate clients,
including major multinational companies. C&K's strength in this business area is
evident when one of the world's largest conglomerate in business travel - Radius
the First truly global travel management partnership/consortium with merger of

Travel Trust International and Woodside Travel Management Corporation in
1992 selected Cox & Kings as their Indian partner.
Domestic Tourism
India with its large domestic consumer offers Cox & Kings a unique opportunity
to launch its portfolio of 'domestic holidays' for people resident in India.
Launched in 2000, 'Bharat Dekho' (see India) is today's leading 'branded' product
in the country with a wide range of 'Indian Holidays' from cultural holidays,
pilgrim holidays, wildlife holidays, honeymoon tours, weekend getaways,
customized FIT Tours to nature trails, Bharat Dekho has captured over 50% of
the domestic market.
The growing importance of MICE - Meetings, Incentives, Conferences and
Exhibitions led to the launch of this division. The division has existing tie ups
with various Chambers of Commerce and National Tourist Offices.
Currency Exchange
Cox & Kings has a full-fledged money changing division in Cox & Kings Offices
servicing the needs of the corporate traveller and the leisure travel clients. A
strong distributor of American Express Travellers' Cheques, Cox & Kings has
been awarded 'Top Performer' for several years.
Travel Insurance
Policies for Leisure Domestic as well as International Travel and special
Corporate Deals on Insurance covering an array of specialized travel areas, some
of which are:
Loss of baggage (checked)
Bounced Hotel / Airline Bookings
Missed connections
Personal Accident
Trip Cancellation due to hospitalisation, death or curfew.
Emergency Hospitalisation Death

High Technology Platform
Cox & Kings today deploys highest information technology platform in the
Indian Travel Industry. It has developed totally integrated front, mid and back
office solutions. This has brought about huge cost savings for the organisation,
thus managing to offer 'quality' service to its customers at a great cost savings.




Data analysis and interpretation:
Table 3:1. Showing the rating of knowledge of staffs in travel agencies:

Particular Respondent Percentage%
Poor 2 10%
Average 5 25%
Good 9 45%
Excellent 4 20%
Total 20 100%
Source: Based on primary data

Fig. 3:1. Showing the rating of knowledge of staffs in travel agencies:

Source: Based on Table 3:1

Interpretation: In the above figure shows 10% people said poor and 25%
people said average and 45% people said good and 20% people said excellent.

Table 3:2. Showing the helpfulness of staffs in travel agencies:

Particular Respondent Percentage%
Poor 0 0%
Average 2 10%
Good 5 25%
Excellent 13 65%
Total 20 100%
Source: Based on primary data.

Fig. 3:2. Showing the helpfulness of staffs in travel agencies:

Source: Based on Table 3:2

Interpretation: In the above figure shows 10% people said average and 25%
people said good and 65% people said excellent.

Table 3:3. Showing if the respondents will book with previous travel agent

Particular Respondent Percentage%
Very unlikely 0 0%
likely 0 0%
Average 15 75%
Very likely 5 25%
Total 20 100%
Source: Based on primary data.

Fig. 3:3. Showing if the respondents will book with previous travel agent

Source: Based on Table 3:3

Interpretation: In the above figure shows 75% people said average and 25%
people said very likely.

Table 3:4. Showing the number of times that the respondents booked their
Particular Respondent Percentage%
12 times 15 75%
3 -5 times 4 20%
5 7 times 1 5%
More then 7 0 0%
Total 20 100%
Source: Based on primary data.

Fig. 3:4. Showing the number of times that the respondents booked their

Source: Based on Table 3:4

Interpretation: In the above figure shows 75% people booked 1 2 times and
20% people said 3 5 times and only 5% people said 5 7 times

Table 3:5. Showing if the respondents will recommend the agencies to

Particular Respondent Percentage%
Yes 15 75%
No 5 25%
Total 20 100%
Source: Based on primary data.

Fig 3:5. Showing if the respondents will recommend the agencies to

Source: Based on table 3:5.

Interpretation: In the above figure shows 75% people said yes and 25% people
said no.


Table 3:6. Showing how the respondents came to know about the travel

Particular Respondent Percentage%
(Family / friend )
5 25%
Posters 3 15%
Advertisement 12 60%
Others 0 0%
Total 20 100%
Source: Based on primary data.

Fig. 3:6. Showing how the respondents came to know about the travel

Source: Based on table 3:6.

Interpretation: In the above figure shows 25% people said reference, 15% said
about posters and 60% said about advertisement.

Table 3:7. Showing how many travel agencies are known by the respondents
in Jorhat:

Particular Respondent Percentage%
1 - 3 5 25%
4 - 6 6 30%
7 - 9 9 45%
Total 20 100%
Source: Based on primary data.

Fig. 3:7. Showing how many travel agencies are known by the respondents in

Source: Based on table 3:7.

Interpretation: In the figure shows 25% people know 1-3 travel agencies, 30%
people said 4-6 travel agencies and 45% people said 7 9 agencies.

Table 3:8. Showing the number of vacations that availed in a year by the

Particular Respondent Percentage%
Dont take each year 0 0%
1 vacation 15 75%
2 vacation 5 25%
More than 3 vacations 0 0%
Total 20 100%
Source: Based on primary data

Fig. 3:8. Showing the number of vacations that availed in a year by the

Source: Based on table 3:8
Interpretation: In the above figure shows 75% people takes one vacation in a
year and 25% people said two vacation in a year.

Table 3:9. Showing if the agencies fulfil their promises:

Particular Respondent Percentage%
Yes 15 75%
No 5 25%
Total 20 100%
Source: Based on primary data.

Fig. 3:9. Showing if the agencies fulfil their promises:

Source: Based on table 3:9.

Interpretation: In the above figure 75% people said Yes and 25% people said

Table 3:10. Showing if the respondents think that the travel agencies
should take some steps for better Service:

Particular Respondent Percentage%
Yes 20 100%
No 0 0%
Total 20 100%
Source: Based on primary data

Fig. 3:10. Showing if the respondents think that the travel agencies should
take some steps for better Service:

Source: Based on table 3:10.

Interpretation: Above figure shows 100% people said yes according to them
the travel agencies should take some steps for better Service.

Table 3:11. Showing the overall level of satisfaction with travel agency:

Particular Respondent Percentage%
Satisfied 9 45%
Dissatisfied 6 30%
Neutral 5 25%
Total 20 100%
Source: Based on primary data.

Fig. 3:11. Showing the overall level of satisfaction with travel agency:

Source: Based on table 3:11.

Interpretation: In the above figure shows 45% people are satisfied and 30%
people are dissatisfied and 25% people are neutral in this matter.

Findings of the study:
1. About asking the knowledge of the staff 10% people said poor, 25%
people said average, 45% people said good and 20% people said excellent.
2. About asking the helpfulness of the staff 10% people said average, 25%
people said good and 65% people said excellent.
3. Only 25% people said they are very likely to book with previous travel
agency again and 75% people said average.
4. From the study it has been find out that 75% people have booked their
travel up to 1 3 times, 20% said 3 5 times and only 5% people said 5- 7
5. From the study it has been find out that 75% people said they were
recommend their friend about this agency and only 25% people said no.
6. Asking about Cox & Kings travel agency in Jorhat 60% people said from
advertisement they know it, 25% people said from reference group they
know about it and 15% people said about posters.
7. From the study it has been find out that 25% people know 1-3 travel
agencies, 30% people know 4-6 travel agencies and 45% know 7-6 travel
agencies in Jorhat.
8. It has been find out that maximum people takes one vacation in a year.
9. It has been find out that 75% people said the agency fulfill their promises.
But 25% people are not satisfied.
10. From the study it has been find out that 100% people are agree that the
travel agency should take some steps for better service in Jorhat.
11. From the study it has been find out that 45% people are satisfied with the
travel agency, 30% people are dissatisfied and 25% people are neutral in
this matter.



Suggestion of the study
1. Agency should give more concerted in advertising in the Jorhat town.
2. Agency should recruit some smart and intelligent employees for customer
3. Agency should organized training program for the employees to update their
knowledge time by time.
4. Agency should also used phone calls and SMS to inform the customers about
their attractive packages.

For any organization their success depend on their customer service. From this
study, it has been found that the company has already developed a good image in
the market. The people are satisfied with service of the agency.
As I have tried my level best to develop the project to its best but it too has some
limitations. Due to lack of time many things has not been highlighted. This is
ongoing process in marketing sector now a days customer wants service at his
door step with smile. The entity which is competing in this sector must have more
patience and motivating capability. Time to time canalizations of market trend
and peoples thought changes accordingly the improvement step may be taken.
Then only one can leap great heights. So, agency should require to emphasis on
customer demand. From my study it has been find out that people are not so
happy with the service of the stuff. So that is a big problem for the agency in
Jorhat market. Though there are some problem, agency is success to maintain a
good image in the market.





i. Kaur Ramneek, Singh Parampal, Service marketing, Kalyani
Publishers (2013)
ii. Kotler Philip, Marketing Management, Prentice Hall/Pearson
Education International Publisher (2003)
iii. Singh L.K. Management Of Travel Agency Gyan Publishing House,
iv. Stenholm Anne, Travel Agency: A How-to-Do-It Manual for Starting
One of Your Own, Freelance Publication (1979)
v. Syratt Gwenda, Manual of Travel Agency Practice, Butterworth-
Heinemann (1995)

Web site:

i. (at 10.30 a.m. on 2
March, 2014)
(at 1 p.m. on 2
March, 2014)
(at 5 p.m. on 2
March, 2014)
(at 7 p.m. on 14
March, 2014)


Dear Sir/ Madam
I am a student of B.Com 6
semester of CKB Commerce College. As an
integral part of our curriculum I am conducting a study on the topic entitled A
study on role of travel agency in customer satisfaction Jorhat. You are requested
to kindly extend your co-operation in filling this questionnaire which would
enable me to attain the objective of my study.

Sri ShityaranjanGogoi
B. Com 6
CKB Commerce College

Male/ Female:

1. Please rate the knowledge of staff in travel agencies.
(a) Poor (b) Average
(c) Good (d) Excellent
2. Please rate the helpfulness of staff in travel agencies.
(a) Poor (b) Average
(c) Good (d) Excellent
3. How likely are you to book with previous travel agent again?
(a) Very unlikely (b) likely
(c) Average (d) Very likely.

4. About how many times have you booked your travel ?
(a) 1 2 times (b) 3 -5 times
(c) 5 7 times (d) More then 7
5. Do you recommend the agencies to your friend or colleague?
(a) Yes (b) No
6. How did you find out about the travel agency?
(a) Reference (Family/friend) (b) Posters
(c) Advertisement (d) others
7. Do you know how many travel agencies in Jorhat?
(a) 3 4 (b) 5 7 (c) 8 -10
8. How many vacations do you take in a year?
(a) Dont take each year (b) 1 vacation
(c) 2 vacation (d) More than 3 vacations

9. Does the agencies fulfil their promises?
(a) Yes (b) No

10. Do you think that the travel agencies should take some steps for better
(a) Yes (b) No

11.How would you rate overall level of satisfaction with travel agency?
(a) Satisfied (b) Dissatisfied (c) Neutral

--Thank You--


1. Cox & Kings
2. Shri Ramdev Travels
3. Allied Global Services
4. Kundaliya Tours & Travels
5. Bina Travels
6. Sneha Travels
7. Tarang Tavels Agency
8. Pragati Tours & Travel
9. Vinayaka Commercials
10. Dollys Tours & Travels
11. Oriental Communication
12. Aranya Tours & Travels
13. JAI Mata DI Tours & Travels
14. Assam Pushpak Agency
15. Assam On Wheels