Testing of Hypothesis

Transcription

1 Testing of Hypothesis H1: In large-scale service sector there is no quick response to customer s enquiries. The hypothesis is rejected. If travailing agencies give quick response to customers enquiries then customers become happy. In any type of service sector there should be a quick response to the customers enquires. But unfortunately many of the service sectors do not care customers. In India as well as abroad tourism industries are high profitable service sectors. If these industries maintain CRM, it would be profitable not only to them but also to Government Table 1: In large-scale service sector there is no quick response to customers Enquiries. Rows: Code of Trav.Agency Columns: Traveling Package / T.Service Travelling Package/ Travelling Service Travelling Agency Kesari Chaudhari Yatra Girikand Durvankur Prasanna Tour Priya All Less Slow Moderate Faster Affordabl e Very High Less Afforda ble Very high Less Afforda ble Very High All Researcher has classified the travelling packages as 0, 1 and 2 which corresponds to less cost, affordable cost and very high cost respectively. Similarly the 210

2 travelling agencies have been classified from 0 to 6 corresponding to Kesari tours, Chadhari Yatra, Girikand, Durvankur, Prasanna and Priya tours respectively. Graph 1: shows the response to the customers The travelling services offered have been classified as 0 to 2 corresponding to slow, moderate and faster response as per enquiry of customers are considered. Customers pay very high packages to the travel agency. They expect quick response for the enquiry. But the table and it s corresponding above graph shows that customers have got moderate response to their enquiries. Because of that the stated hypothesis is rejected. 211

3 H2: Various schemes are responsible in the development of tourism industries. The hypothesis is accepted As the comfort concern; there are different types of schemes of tours like Holiday tours, Honeymoon tours, religious tours, Forest tours, Nature, Adventure tours, Safari tours and other. Table 1: Various schemes are responsible in the development of tourism industries. Tabulated statistics: Code of Trav.Agency, Schemes of Rows: Code of Trav.Agency Columns: Schemes of Schemes of tours Holiday Forest Adventure Religious Honeymoon Nature Safari Othr All Travelling Agency Kesari Chaudhari Yatra Girikand Durvankur Prasanna Tour Priya All The graph shows that all tourism industries have arranged almost all types of tours to benefit them. Because of providing these various schemes, tourism industry automatically gain different types of customers which are responsible in the development of tourism industry in terms of income, various age customers, their opinions, suggestions for the improvement of business. 212

4 Graph 1: Graph shows the various schemes of the tours Graph shows the schemes of tours 60 Tour Schemes Kesari Chaudhari Girikand Durvankur Prasanna Priya Holiday Forest Tour Adventure Tour Religious Tour Honeymoon Tour Nature Tour Safari Tour Others The graph also shows that for all the tourism industries, most of the customers have preferred religious tour. The percentage of customers who preferred religious tour is near about 50 percent in all the tourism industries. If tourism industries provide more number of schemes such as tour for students, children, senior citizens, women, handicafes and families, there is surely development in the tourism industry. 213

5 H3: No technological and geographical awareness to customers. The hypothesis is neither accepted nor rejected. Geographic CRM (GCRM) is a customer relationship management information system which collaborate geographic information system and traditional CRM. GCRM combines data collected from route of movement, types of residence, ambient trading areas and other customer and marketing information which are matched with relevant road conditions, building formations, and a floating population. Table 1: Shows the Technological and Geographical Awareness Technological and Geographical awareness to customers Yes No Such data is conformed to a map and is regionally analyzed with OLAP (On-Line Analytical Processing) for visualization. This enables a company to examine potential customers and manage existing customers in the region. The technological aspects are very much important to customers. The tourism agencies which are providing assistances to customers through technological supports like , web sites, software, electronic goods, help desk, business card, maintaining of customer databases and data warehousing. 214

6 Graph 1: Shows the technological and geographical awareness to customers 70.00% 60.00% 57.50% 50.00% 40.00% 42.50% 30.00% 20.00% 10.00% 0.00% Yes No The graph shows that, out of 600 respondents, 345 customers have awareness about technical and geographical concepts like map of expected tours, market information and routs; the technological awareness is like technical support, maintaining customer database, ecrm, performance support and provide effective and efficient service to potential and existing customers. 255 customers have no awareness of GCRM. Therefore it can be concluded that nearly same percentage are aware as well as unaware about geographical and technological aspects. Therefore nothing is concluded. 215

7 H4: Customers don t have buying capacity of services because of high Cost of services. The hypothesis is accepted. Tourism services are like Accommodation in Luxury class hotel, Delicious food, Hospitality, Guides in tour, assistances in tour, medical service and insurance coverage. Table 1: Shows the customers don t have buying capacity of services because of high cost N.A. 81 Less Cost of Services Affordable Very High All 600 Graph 1: Shows the customers don t have buying capacity of services because of high cost Cost of services 51.16% 13.50% 17% 18.34% N.A. Less Affordable Very High 216

8 According to above pie chart, 307 customers feel that, services are very high cost, 102 customers feel that service are with affordable price, 110 customers says that the services with less cost and 81 customers are no any awareness about services or they doesn t have capacity to afford the tourism services. There are different services in the tourism i.e. Accommodation in luxury hotel, hospitality, fresh and delicious food, destinations guide to cover maximum destinations. According to above pie chart, 307 customers feel that, services are very high, 102 customers purchased service with affordable price, 110 customers purchased the services with less cost and 81 customers are not purchased or they doesn t have capacity to purchase the tourism services. 217

9 H5: Customer satisfaction depends on services provided by travel agencies. The hypothesis is accepted. The major tourism services considered in hypothesis are, 1) Accommodation 2) Food service 3) Accommodation and Hospitality 4) Destination Guide provided 5) Assistances provided 1) Accommodation service A c c o m m o d a t i o n P r o v i d e d H O : The factors Travel Agency and Accommodation provided are independent. V/s` H 1 : The factors Travel Agency and Accommodation provided are dependent. Kesari Chaudhari Yatra Travel Agency Girikand Durvankur Prasanna Pearson Chi-Square = , DF = 20, P-Value = Likelihood Ratio Chi-square = , DF=20, p-value=0.000 Priya Charitable Rest House Staying With Freinds Economical Budget Hotel Guest House Luxury Class Hotel All Conclusion: The Factor Travel Agency and Accommodations are Dependent All 218

10 Travel Agencies Vs Accommodation Provided 70 Travel Agencies Vs Accommodation Provided Charitable Rest House Staying With Friends Economical Budget Hotel Guest House Luxury Class Hotel 0 Kesari Chaudhari Yatra Girikand Durvankur Prasanna Priya The Graph shows the quantitative data of relation between the accommodation provided and the travelling agency. The accommodation has been classified as 0 to 4 corresponding to Charitable Rest House, Staying with friends, Guest house, Economical Budget hotel and luxury class hotel. Similarly the travelling agencies have been classified from 0 to 6 corresponding to Kesari tours, Chadhari Yatra, Girikand, Durvankur, Prasanna and Priya tours respectively. Findings are listed below:- Kesari being known as a premium class tourist agency provided 43% of its customers with accommodation in Charitable Rest House which is 22.5% of the total Charitable Rest House accommodation experienced. But the Durvankur and Girikand at the same time have provided 58% of its customers each with accommodation in luxury class hotels. But overall, Charitable Rest House and luxury class hotels, which are at two extreme ends of the service facility, are most preferred in tours. This is mainly due to 219

11 Selection of tour either economy or premium. This shows the population distribution. Availability and unavailability of each of such accommodation facility at tourist places covered in the service product. 2) Food service H 0: The factors Travel Agency Offered and Food Quality are independent. V/s H 1: The factors Travel Agency Offered and Food Quality are dependent. Food Q uality Kesari Chaudha ri Yatra Travel Agency Girikand Durvankur Prasanna Priya Quality not according to price Fresh Testy and Delicious Costly but Good Quality All All Cell Contents: Count Pearson Chi-Square = , DF = 15, P-Value = Likelihood Chi-Square =27.380, DF=15, P- Value=0.026 Conclusion: The factor Travel Agency and Food Quality are Dependent. 220

12 Graph shows the Travel Agencies and Food Quality maintained Travelling Agencies Vs Food Quality Quality not according to price Fresh Testy and Delicious Costly but Good Quality Kesari Chaudhari Yatra Girikand Durvankur Prasanna Priya The Graph shows the quantitative data of relation between the food quality and the travelling agency. The food quality has been classified as 0 to 3 corresponding to quality of food not according to price, fresh, Tasty and delicious and costly but of good quality. Similarly the travelling agencies have been classified from 0 to 6 corresponding to Kesari tours, Chadhari Yatra, Girikand, Durvankur, Prasanna and Priya tours respectively. The findings are:- Kesari leads the race for the tasty and delicious food. On the same side 8% are of the opinion that the food is costly but is of good quality. Only 5% of the opinions went against kesari which is least in the available. Priya facing the heat with 58% going for good food i.e. Tasty and delicious food rating but 23% of the tourists who had an experience of journey with Priya said against its food quality. The remedies for such behavior may be some out of the below mentioned alternatives:- Inclusion of local food items. 221

13 Customization of food offered. Inclusion of specialty items from the specific tourist spot. Varying ambience at dining place. 3) Accommodations and Hospitality Rows: Accommodation Columns: Hospitality H O : The factors Hospitality and Accommodations are independent. V/s H 1 : The factors Hospitality and Accommodations are dependent. Hospitality Type No Yes All Charitable Rest House 17% 83% 100% Staying With Freinds 6% 94% 100% Economical Budget Hotel 5% 95% 100% Guest House 10% 90% 100% Luxury Class Hotel 4% 96% 100% All 9% 91% 100% Accommodation Pearson Chi-Square = , DF = 4, P-Value = Likelihood Ratio Chi-Square = , DF = 4, P-Value = Conclusion: The factors category of Hospitality and Accommodation are dependent 222

14 Graph shows the Accommodations and Hospitality 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 17% 83% Charitable Rest House Hospitality Vs Accomodation 6% 5% Staying With Freinds 94% 95% 90% 96% Economical Budget Hotel 10% Guest House 4% Luxury Class Hotel No Yes The Graph shows the quantitative data of relation between the accommodation provided and the hospitality experienced. The accommodation has been classified as 0 to 4 corresponding to Charitable Rest House, Staying with friends, Guest house, Economical Budget hotel and luxury class hotel. Similarly the hospitality experienced has been classified as 0 and 1 corresponding to hospitality not experienced and experienced respectively. Here the difference between the experience of the hospitality at luxury class hotel and at Charitable Rest House [95% and 83% respectively] Another noticeable thing was, with friends the % of hospitality experienced is more than any other accommodation. And that is the key in tourism industry which is required to be identified by service providers to be successful. Due to paradigm shift the transactional approach has vanished & specifically or services where high degree of costumer communication is required CRM and hospitality is too much important. 223

15 4) Destination Guide provided Rows: Guide provided Columns: Code of Trav.Agency H O : The factors Travel Agency and Guide are independent. V/s` H 1 : The factors Travel Agency and Guide are dependent. Guide Provided Kesari Chaudhari Yatra Girikand Travel Agency Durvankur Prasanna Priya Not Provided Partially Provided Provided All All Cell Contents: Count % of Column Pearson Chi-Square = , DF = 10, P-Value = Likelihood Chi-Square =22.341, DF=10, P- Value=0.013 Conclusion: The factor Travel Agency and Guide are Dependent. 60% 50% 55% Travel Agency Vs Guide Provided 56% 53% 49% 48% 40% 30% 20% 13% 32% 28% 25% 23% 23% 21% 22% 34% 35% 31% 32% 28% 40% 28% 24% Not Provided Partially Provided Provided 10% 0% Kesari Chaudhari Yatra Girikand Durvankur Prasanna Priya All 224

16 The Graph shows the quantitative data of relation between the guide provided and the travelling agency. The guide provision has been classified as 0 to 2 corresponding to not provided, partially provided and fully provided. Similarly the travelling agencies have been classified from 0 to 6 corresponding to Kesari tours, Chadhari Yatra, Girikand, Durvankur, Prasanna and Priya tours respectively. The data gives following output:- Kesari tours have provided maximum of its customers or tourists with full time guides and also by Girikand. Prasanna has shown most inconsistent delivery of service in provision of guides. Overall, most of the tourists (48%) are provided with full time guides. So, the reasons for above facts can be appended as, Selection of category of tour according to cost. Adjustment of total cost of tour by the company. Companies are suggested to provide with full time guides to get better CRM done. As the tourism industry involves high customer communication and that too face to face. 225

17 5) Assistances provided H O : The factors Travel Agency and Assistances are Independent. V/s H 1 : The factors Travel Agency and Assistances are Dependent. Shopping Kesari Chaudhari Yatra Travel Agency Girikand Durvankur Prasanna Priya No Yes All All Cell Contents: Count Pearson Chi-Square = , DF = 5, P-Value = Likelihood Ratio Chi-Square = , DF = 5, P-Value = Conclusion: The factor Travel Agency and Assistances are Dependent. Graph shows the Travel Agencies and Assistances provided Travel Agency Vs Assistances provided Kesari Chaudhari Yatra Girikand Durvankur Prasanna Priya All No Yes 226

18 The Graph shows the quantitative data of relation between the travelling agency and assistance provided. The travelling agencies have been classified from 0 to 6 corresponding to Kesari tours, Chadhari Yatra, Girikand, Durvankur, Prasanna and Priya tours respectively. Similarly the assistance provided has been classified as 0 & 1 corresponding to assistance not provided and assistance provided respectively. This is another important feature needed to concentrate on for the travelling and tourist company while on the tour. For customer loyalty their satisfaction is needed. Most of the tourist places offer variety of specialty goods. The assistance regarding the appropriate price, bargaining, most affordable location must be provided. Prasanna and Priya do not provide such assistance to most of the tourists who chose to go with them. The Girikand provide such assistance on largest proportion as far as the data collected is considered. The most affordable method is to provide a booklet containing whole information about the purchasing activity if guide provision is not possible at every location. Researcher has considered five major company services like accommodation, food quality, hospitality with accommodation, guide provided in tour and assistances provided in tour. The Hypothesis Customer satisfaction depends on Company services is accepted because of Travel Agency and Accommodation provided are dependent, Travel Agency and Food Quality are dependent, Hospitality and Accommodation are dependant, Travel Agency and Guide are Dependent as well as Travel Agency and Assistances provides are also Dependent. 227

19 The hypothesis Customer Satisfaction depends on Company Services is accepted. For this main hypothesis H0 and H1 are as below. H0: Company services and Customer satisfaction are independent. V/S H1: Company services and Customer satisfaction are dependent. Table shows Customer Satisfaction Pearson Chi-Square = , DF = 10, P-Value = Likelihood Ratio Chi-Square = , DF = 10, P-Value = Pearson Chi-Square = , DF = 10, P-Value = Likelihood Ratio Chi-Square = , DF = 10, P-Value = Conclusion: Company services and Customer satisfaction are dependent Travelling Agencies Vs Customer Satisfaction Kesari Chaudhari Yatra Girikand Durvankur Prasanna Priya Not Satisfied Partially Satisfied Fully Satisfied 228

20 The Graph shows the quantitative data of relation between the satisfaction and the travelling agency. The satisfaction has been classified as 0 to 2 corresponding to not satisfied, partially satisfied and fully satisfied respectively. Similarly the travelling agencies have been classified from 0 to 6 corresponding to Kesari tours, Chadhari Yatra, Girikand, Durvankur, Prasanna and Priya tours respectively. The findings from the data are as listed below:- 5.7%, 13.7% and 80.6% are not satisfied, partially satisfied and fully satisfied from the sample respectively. Prasanna Travels has exhibited the best ratio of Fully satisfied to not satisfy. On the same hand Girikand, Durvankur and kesari are following the same as Prasanna respectively. Except Chaudhari Yatra and Priya, % of fully satisfied tourists is great. i.e. 85% each for Prasanna and Girikand and 84% each for Kesari tours and Durvankur. Partially satisfied % of Priya and Chaudhari is more than any other travelling agency as the tourists / commuters were aware of the fact they are low cost operator in the industry. So the expected service and perceived service had very little gap. The dissatisfaction may come out of the improper lodging, no fresh foods, and services like tour guides, traveling comfort, and improper relationship management pre or post tour or in transit. 229