Case Study

ABC Travel Agency

1. Specify ABC Travel agency’s perception/s of their consumer expectation.

Answer:

The consumer perception and expectation. They expect the better service from the travel company.
They expect the convenient service and hassle free because they used an online transaction for easier to
book a ticket and they already aware of this company because they have been operating for a long time,
and they also known their standards. But the company did not met the costumer satisfaction and
expectation because they have lots of failures.

2. State the establish service standards of ABC Travel agency.

Answer :

Inhalt

1. Conclusion and Terms of the Contract

2. General Contractual Obligations as a Travel Agent

3. Intermediation Specifics of Air Travel Contracts

4. Reimbursement of Expenses, Collection, Payment

5. Alterations in Service or Prices

6. Change of Reservation, Withdrawal, Cancellation

7. Disclosure of Entry Regulations, Visa and Insurances

8. Deficits

9. Liability as travel intermediary (travel agent)

10. Lien / Offset

11. Privacy Protection, Website Utilization

12. Choice of Law and Jurisdiction

13. Final clause Online dispute resolution

3. state Mr. Harrington’s perception towards the service of ABC Travel Agency.

Answer:

Mr. Harrington perception is the company will give him a better service, costumer service and he expect
they will assist him properly, Mr. Harrington aware already to their standards that’s why he booked a
ticket for his flight to Canada.

4. specify Mr. Harrington’s requirements in each of the five service quality dimensions of ABC Travel
Agency. Be certain the requirements.

 Reliability: Mr. Harrington wants

 Assurance: lack of employee
 Tangible: they must have a paper form to filled-up before booking the flight to make it sure
everything is correct and to make it easy to book a flight.
 Empathy: he felt confused of their customer service
 Responsiveness: employee must responsive and competitive to their services, they must have
an alternative ways of service error or failures.

5. state Mr. Harrington expected services

Answer:

Mr. Harrington expect the reliable service, fast and efficient and responsiveness service from the
company based on their standards.

6. identify and enumerate the gap/s of Mr. Harrington expected service and ABC travel Agency
perception of their consumer expectation.

Answer:

 They want you to understand their needs

 They expect to have multiple options when contacting you
 They are a personalized experience
 They need you to respond quickly
 They want you to solve their problems
 They wish you would listen to them
 They like you to be proactive
 They love to be surprised
 They prefer saving time our money
 They want you to give them consistent answer
7. Summarize the service failures with this experience

Answer:

intended to have a flight reservation to Canada with the ABC Travel Services. He called ABC services and
expected to be attended to but he was disappointed because of the delay he encountered. During the
first call, the telephone rang five times, but there was no employee to pick the call rather an answering
machine answered the call and ask a series of questions. Some of the questions the business man was
asked were if his trip was related to company business, personal business or group travel, within the
United States, international, schedule training or related to a conference, etc. After he answered these
questions they gave him some instructions and made him wait. He was told that an international
operator will momentarily be available to attend to him. So he remained on the line while music played.
After a while, a voice from the customer service desk asked his customer service number and the last
four digits of social security number. Couple of minutes later, he was finally attended to, but
embarrassingly for the business man, the operator asked his information, again, even though these
numbers had already been recorded, and when the operator learn that James destination was Canada,
he told him that he was only but a domestic operator and transferred the call to the appropriate
operator; making the customer wait and waste more time. Apparently, the ABC Travel Services provided a
lackluster and inefficient service; they asked numerous questions and would not use the collected
information. They made the customer wait for a long time to put him with an operator that could not
help him. This case study summarizes a lack of proper customer service management in many
organizations The five main stakeholders and their involvement in this experience.

8. assumed you were the manager set criteria to be used in assessing company performance (survey
questionnaire for the costumer feedback)

Answer:

1. how do you often use the services you purchased?

2. what do you like most about our services?

3. what do you like least about our services?

4. how could we improve our services?

5. on scale of 1-10, how satisfied are you with your purchased?

6. on a scale of 1-10, how likely are you to recommend our services to a friend, family members, or
colleague?

7. why did you choose our services? Over a competitors?

8. compared to similar services you purchased, is our services better, worse, or the same?

9. do you have any questions for us?

10. if needed, can we contact you? To follow up on your reponses?

9. if you were Mr. Harrington, what possibly be your responses to the survey questionnaire especially
for the service failure based on your experience.

Answer:

If I were Mr. Harrington, I can’t say this company is great because based on my experience of this
company they have a lot of costumer failures. So all I can say is that the costumer service is very poor
especially on the I.T department Because they don’t perform it well and also maybe they are lack of
company’s employee’s.

10. What might the travel agency have done to guarantee a better service experience for Mr.
Harrington?

Answer:

The travel agency should guarantee a better service to their customer. They should guarantee the
accuracy of the Information Technology or I.T. and as you can see, the one who answers the phone call
seems he doesn’t know what he’s doing, he don’t even show the right way to Mr. Harrington. This is
wrong due to that their job should be a customer friendly, and they are the one who will guide the
customer not vice versa.

To improve the service experience the agency might have:

• Answered the call in less than 5 rings, preferably 2.
• Collected more meaningful information up front and actually used it to properly route the call.
• Perhaps used a shorter customer ID number or had a look up function by name and/or telephone
number.
• Made sure that the customer number was transferred through to the operator.
• Had more operators so that the wait wasn’t so long.
• Routed the call properly to the international operator.
• Corrected the recording to indicate that the international operators were at a different number if it
could not be automatically transferred.
• Offered the emergency option at the very beginning of the call.

11. what service recovery strategies you are going to apply. Justify.

Answer:

 Apologize. Go beyond an apology, and ask for forgiveness, a genuine one, that is
 Review. Before solving the problem, you should make a collaborative review of it with the help
of the complainant
 Fix and follow up. This crucial step is where the action really starts to take place
 Document
 Anticipating customer needs
 Acknowledging their feelings
 Apologizing and owning the responsibility
  Offering alternatives
 Making amends

12. how are you going to improve the service follow the new service? Follow the new service

Answer:
 Ask, Listen, Act and Sympathize
 Send an Update Email
 Create an FAQ Guide
 Implement Feedback Surveys
 Conduct Usability Testing
 Identify Software to Improve Customer Service Processes
 Analyze Customer Service Processes Regularly