CUSTOMER SATISFACTION IN THOMAS COOK A Project Report Submitted to

MAHATMA GANDHI UNIVERSITY, NALGONDA In partial fulfillment of the Requirement For the award of the degree of MASTER OF BUSINESS ADMINISTRATION By Mr. K KISHORE KUMAR (REG. No. 001010011029) Under the guidance of FACULTY GUIDES : Mrs. PRAVALLIKA ASST PROF, SCHOOL OF MANAGEMENT STUDIES 2010 2012

DECLARATION

I hereby declare that the project report entitled "CUSTOMER SATISFACTION IN THOMAS COOK, is a record of independent research work and has been carried out by me during the period of my study at MAHATMA GANDHI UNIVERSITY, NALGONDA under the guidance of MS. PRAVALLIKA, Associate professor in SCHOOL OF MANAGEMENT STUDIES, and has not been submitted elsewhere for any degree either in part or whole.

Signature (K.KISHORE KUMAR)

MAHATMA GANDHI UNIVERSITY (Approved by A.I.C.T.E, New Delhi ) Nalgonda, Nalgonda Dist, A.P, India. PIN: 508001 ________________________________________________________ Date: ---------CERTIFICATE

This is to certify that the project entitled CUSTOMER SATISFACTION IN THOMAS COOK. Submitted by Mr. K KISHORE KUMAR in partial fulfillment of the work award of the MASTER OF BUSINESS ADMINISTRATION submitted to MAHATMA GANDHI UNIVERSITY has been completed under my supervision and guidance. This project has not been submitted earlier for the award of any degree or diploma of MAHATMA GANDHI UNIVERSITY or any other university.

Dr. M. Venakat Ramana Reddy, Mrs. PRAVALLIKA, MBA.,Mphil, PH.D. M.B.A.

Head of Department Project Guide

EXTERNAL EXAMINER INTRERNAL EXAMINER

ACKNOWLEDGEMENT I express my profound sense of gratitude to MS. PRAVALLIKA, Associate Professor, Department of Management Studies, MAHATMA GANDHI UNIVERSITY under whose guidance I have completed this project. I would like to convey my respectable thanks to Dr. M.VENKAT RAMANA program. It gives me great pleasure to acknowledge my indebtedness to my parents for their moral support and encouragement in my studies. My special thanks to my friends who helped me in completion of this Industry Analysis. REDDY, HOD, DEPARTMENT OF MANAGEMENT STUDIES, for extending his co-operation in the beginning of the training

K.KISHORE KUMAR

CHAPTER NAME

LIST OF TABLES

PAGE NO

CHAPTER-I CHAPTER-II

INTRODUCTION OBJECTIVES AND RESEARCH METHODOLOGY

07-22

23-25

CHAPTER-III PROFILES CHAPTER-IV DATA ANALYSIS AND INTERPRETATION CHAPTER-V FINDINGS CONCLUSION SUGGESTIONS BIBLIOGRAPHY

26-54

55-72

73-78

CONTENTS CHAPTER-I INTRODUCTION 1.1 Theoretical frame work 1.2 Critical analysis of the concepts CHAPTER-II OBJECTIVES & RESEARCH METHODOLOGY 2.1 Objectives of the study 2.2 Need for the Study 2.3 Scope of the study 2.4 Research Design 2.5 Period of the study 2.5 Limitations of the study CHAPTER-III PROFILES 3.1 Industry Profile 3.2 company Profile CHAPTER-IV DATA ANALYSIS & INTERPRETATIONS 4.1 sub topics 4.2 sub topics CHAPTER-V FINDINGS, SUGGESTIONS AND CONCLUSION BIBLIOGRAPHY APPENDICES

CHAPTER-I INTRODUCTION

THEORETICAL FRAMEWORK CUSTOMER SATISFACTION

A true blooded marketer or businessman is likewise concerned with the after sale Satisfaction of the customers on his products. This Satisfaction or customers impression towards the goods that he purchased will dictate a great deal whether that consumer will continue to patronize that product or spread unsatisfactory remarks against it or the company itself. Unsatisfied customers usually dont give a second try on the products or services that displeased him and might even convince others not to purchase the goods. Customers impressions are based on their feelings. If the goods and services that he gets in exchange for the money he spent satisfies him, without a doubt, he will continue buying goods from the company. If otherwise, he might turn to your competitors products. Understanding and studying consumers Satisfaction, therefore, is a vital tool for a company in determining whether or not it satisfies his customers. When studying Customers Satisfaction, the first step that a company should take is to conduct a market research of its own products. Through this, a researcher should determine what goods are the customers buying and their reasons for buying such goods. Second, conducting market survey will disclose useful information on how and what the consumers think and feel of the products and the company. Their Satisfactions, opinions and impressions, whether positive or negative, will serve as a useful tool in improving product qualities and services. When making a survey, make it short and simple and be sure that it includes all the key elements that are needed in the study. Some customers dislike answering surveys especially if it looks too long. Be precise and direct to the point.

After the survey, analyze and study the results but it should be noted that customers opinions are biased or skewed. It differs from person to person, so one specific measure may not be suited for the sample taken. Lastly, assess the survey results. This is done by providing answers to some key questions such as: Do we understand our customers needs? Do we meet their expectations? Do we help them solve their problems by providing quality goods? Then compare results of this survey to the previous results. From there, you can make key decisions on how to really satisfy existing customers, how to hold them there and how to attract more and more potential customers to try and patronize your goods and services. VALUE EVIDENCE The present day customer buys his ultimate Satisfaction, not the product (Kodak claims to sel.) Todays customer is an active seeker of Value-Evidence (Certificate, Policy, Prompt Service/ Ful value.) He dwells more on promise of Satisfaction made by agents/ brokers/ company advertisements/ assertions by Company/Industry/Regulator/ Legislature. The judgment of customer service is mainly on the basis of what was asserted or implied about the policy product. Operational staff delivers this assertion done by marketing personnel at the beginning by issuing documents promptly, their behavior at the time the consumer prefers a claim or seeks assurance of his service in Any other manner. Therefore, any lapse on the part of operating office turns proactive rather than preventive, and it affects the sustainability of relationship between the customer and the insured customer.

10

BUILDING RELATIONSHIP OF CONFIDENCE AND TRUST The Satisfaction of Insured customer requires building relationship of confidence and trust between the buyer and seller. It is essential to build trust so that the intentions of both the parties are clearly understood by each other E.g. If an insured has paid premium against a proposal, mere issue of receipt without any narration (cover note/ Certificate of customer) as to the specifications of the product intended to be sold, would not render Satisfaction, prompt issue of the policy document and quick and adequate settlement of claim, would only create confidence in buyer about the product bought by him.

COMMITMENT The building of confidence also requires that one should build up the reputation, that whatever is once said is not unilaterally withdrawn in the garb of official red-tapism or other unforeseen constrains developing due to change in environment. The rules are always meant for internal consumption until they are not detrimental to the mutual interest of either. The customer must be held fully accountable for his promises made to public, more so when the customer has already given a commitment through Cover note or a public commitment through Citizen Charter or industry commitment given by the Customer Regulator by way of regulation of Protection of Policy Holders Interest & promulgating code of conduct on intermediaries (agents/ brokers) or facilitators like Surveyors & Loss assessors.

11

INTERNAL ACCOUNTABILITY The natural corollary of building confidence to external customer requires that each internal customer (employee) must accept accountability for al the actions done by them or done on their behalf, whether it is improper treatment, breach of mandatory Provisions, non-inclusion of warranties or conditions, charging wrong premium or overstatement by intermediaries at the time of pre sales and post sales both. SENSE OF CARE: Moreover, confidence would be generated only if customer companies are quick to serve. Undue delay is an important reason of losing confidence by the insured in the Words spoken by the customer or his representative. The customer is the most wanted person on the customers premises. Each employee of the customer company from sub-staff to Chairman exists in the company on the simple premise to serve the customer, in whatsoever role has been assigned to any one. Therefore, attending to potential, prospective, insured is the prime duty of each employee. The customer at no cost should go back unattended. We in Customer business proclaim ourselves to be a part of a family, which clearly insists that if one family member is absent, another or whosoever is present, should attend to his best of ability and see that the customer returns with the clear notion that He was adequately cared. The sense of care is a vital tool in achieving customer Satisfaction. An unattended or frustrated visit could bring discord and a feeling of repulsion, which may in turn rupture the thin cord of mutual relations developed due to the customer-insured relationship. The customers role pre-envisages the instinct of
12

sense of care, building of confidence & trust. The claimants morale is already low due to economic or personal los sustained and happening of a fortuitous event. The customer is, therefore, under greater degree of duty to assuage insureds hurt feelings and attend to his needs promptly, efficiently, actively and courteously. Good human relations can be built up when we keep in mind the motives and desire of other people as given here under: a) To be treated courteously: we must respect human dignity whether the customer is Managing Director of a corporate group or merely a cattle owner. b) The customer must get a suitable environment to accomplish the job for which he has come at our doorstep. A sense of care, concern, trust and confidence must be present on the customers premises. There should not be any display of complacency and lack of sensitivity in the employees towards Customers. The customer needs to be served promptly, efficiently and effectively. As a Public Sector Customer we should not lose sight of our goal of social service, spreading of customer to every nook and corner of our vast country and to help distribution of economic wealth to one and al. Our job exists to serve the customer at the right time, to serve him with courtesy, magnanimity and sincerity. In our industry, it is sell, sell, sell. And-oh-yeah give good service, too. But that is as an after thought only. Does this not point to our failure, to properly define and reinforce the service role of employees? The result we see today is, Growth with lot of question marks on service, though moto1 is: SERVICE GATEWAY TOGROWTH.
13

GETTING CLOSER TO CUSTOMERS A common assumption is that the front line personnel understand their customer priorities by virtue of regular customer contact. Our front line contact persons are mainly agents, Brokers, Companies Sales officers, underwriting/claim assistants, cashiers in office, besides sub-staff and other executives etc. This front line staff interacts 90% of time with the customers, mainly interacting outside any direct supervision. These moments of opportunities (the time to perform) for our organization are in reality (Richard Normans high impact interactions at Scandinavian Airlines) moments of truth, for the customer to feel the service. This desires full accountability of the front line staff presents for interaction on behalf of the customer. CORPORATE CULTURE CONCEPT OF 6 C The author feels that an Customer service companys corporate culture should be based on 6 C Communication, Cooperation, Cheerfulness, Credibility, Challenge and Continuity. The Company must welcome the insured to speak on the basis on these 6 C to the employee who has been serving him, if he is not happy with the service provided by him or any of the companys agents or associates or any other matters that they are not satisfied with. Only after availing the response the customer should be directed to use formal mechanism. The customer interactions with a company form a critical part of value of customers perceive.

14

CUSTOMER EXPERIENCE MANAGEMENT Theoretically, Customer Experience Management appears disarmingly similar to Customer Relationship Management, which should be a business strategy to improve long-term loyalty. CRM nevertheless, in practice is an information-driven approach to customer analysis and process automation, while CEM concentrates on the customer\ value proposition and includes al interactions, not just those that can be automated. The focus, therefore, must shift to understanding gap between the experiences customer are receiving vs. those customer companies think they are delivering, if we want to address the roots of customer Satisfaction. With quantitative data from two CRM guru surveys on CEM it has been concluded that managing experiences well can, indeed, boost business performance. Companies that lead in CEM effectiveness as measured by CRM Gurus 25 question assessment generally also achieve double-digit revenue and profit growth. METHODOLOGY FOR IMPLEMENTING CEM The objective of bringing employee and customer together is to build a positive attitude and empathy amongst employees, towards customer and to create effective and prompt response towards customers. The way out for employees to achieve this is by getting closer to customers. The customer companies must give Weight age to following aspects: Listen to customers viewpoint at every stage from end to end. Obtain customer feedback through employees-customers meets. Exposing employees to have first hand experience of client by arranging visits along with

15

field staff. Identify and fulfill unarticulated needs of the customer to provide excellence in service. Understand of psychological needs which cause mismatch between the Satisfaction of the customer and the employee. A concerted action should be initiated to minimize the gaps by increasing tangibilisation of services, in lieu of intangible promises doled out by the customer policy. The customer customer needs: 1. Prompt and accurate issue of document. 2. Prompt and fair settlement of claim. 3. Good listening mechanism 4. Better problem solving approach 5. Reliable manner of service 6. Meet customers requirement on time every time. If each one starts striving for customer Satisfaction, as a step towards competitiveness, we shall soon be identifying ourselves with creating Customer Delight rather than mere customer Satisfaction. Customer Satisfaction is a key factor in the formation of an effective and vibrant organization, with caring, committed and empowered people. This new thrust & innovativeness, is key to competitiveness. PROFIT OPPORTUNITIES IN MANAGING SERVICES Winston Churchill once said, One must always look ahead, but it is difficult to look further than one can see. In the current liberalization era we have little
16

option but to strive for customer Satisfaction and competitiveness for bare survival. Professor M. L. Agarwal of IIM- Lucknow in his studies on Customer Relationship Management has identified five profit opportunities in managing services: 1. Greater intangibilisation 2. Customer co-production 3. Pace based services 4. Cyber services 5. Mass customized services The emerging need of customer customer is ample evidence of changing customer profile and their expectations. The competitive advantage can be achieved through net- based delivery channels. The Customer Regulator has amply demonstrated by implementing the licensing of agents/brokers/companies through web. One PSU has issued an e-sugar Policy to Sugar Stock Exchange, being serviced on Web Technology based competition, with cyber-based services. The interactive response system is an important tool in emerging scenario to achieve competitive advantage in the organizational effort to sustain. The customer mal.com has opened up true competition among customer companies whether private or public, in product quality and price vis-a- vis availability at the doorstep of the consumer.

17

The customer industries business is so enormous that the negative effects of technological competition are considerably nullified, if the Public Sector Customers start relying on the strength of their core competencies viz., a) Existing employees b) Huge network of offices, c) Loyalty of customers and d) Strong bond between customers and employees e) Approach to problem solving as against dispute resolution. The competition has been tougher in the last 5 years and more of the same is expected in the next 5 years. Competitiveness requires special emphasis in two areas while achieving customer Satisfaction. TANGIBILISATION OF SERVICES How to work with customers & attend to queries i.e. tangibilisation & empathy should be given priority. The dress, manner of speaking by employees, writing and issue documents also enhances tangibilisation process. Phone cal attending: It should be done courteously instead of saying that so-andso is on leave or is away from his seat. We must find the reply from the concerned person and it should be complete and ensure calling back by appropriate person. Visit of client: The client needs to be attended like a friend giving him a seat and a glass of water. One must empathize with the client in his moments of distress caused due to his sustaining los. Do we not expect the same treatment for ourselves? We must also ensure that he is not made to visit office for the same reason again & again and that his interest is attended to on top priority. How many
18

clients do we receive every day? With al knowledge and tag of highly paid educated employees cant we attend a visitor adequately? All enquiries need to be attended promptly. Any complaint must be handled with fairness and we should not try to hide behind legality & technicality, which in any case the consumer is not aware of. The customer also needs to be understood by listening him properly. We can create an Appellate mechanism as in Income Tax department to review the decisions of our operating offices. Second step to appeals is to go to legal department for initiating appropriate steps governed by protecting the interest and image of the company. Grievance in itself has a negative connotation and unless extraordinary precaution are taken results in disputes fought in court of law resulting in total alienation of the customer for ever, as he looses trust in the customers ability to protect the interest of the customer. Good service is vital; however, at times other factors tend to be ignores at customers expense. These are things such as the ergonomics of the environment, the hygiene and even the general aesthetics. Physical infrastructure that caters for people for special needs for example is overlooked area. Facilities for customers (external or internal) who have to wait a longer time such as heaters/air conditioning, comfortable seating. In Customer presentation and getup of Cover note, Policy document is important to customer besides the treatment he receives during his visit to office.

INCONSISTENCY IN SERVICE
19

One of the biggest complaints in the area of service is inconsistency. Particularly in Public Sectors like banking & customer, the views of the customers vary significantly because one customers experience differs generally from the next. This inconsistency is usually nothing more than attitude of the service provider, lack of management of their employees moods, discrimination and choosing to favor certain customers over others, and generally, aspects of service that can be managed by demonstrating a positive attitude. Inconsistencies may be a result of different service experiences from the same staff complement. It could also be inconsistency among staff where service by the Field Officers does not match with the service received when one gets to the customers office. No pretentious proportions will lead to bountiful benefits. The reliability in its great people is an organizations greatest asset. Therefore the first and foremost point is to invest in getting the right people for right job and thereby, minimize costs and risks the company entails by sending them on endless training courses that will simply not work. Customer organizations tend to talk wildly about complaints procedure(s) they have and the fact that the door is open for customers to voice their complaints. The reprisal of Public Grievance Rules 1998 permitted the Companies to avail exemption from the applicability of the mechanism, if they can demonstrate to have a viable grievance redresses system. Its disheartening to note that not one PSU has sought the exemption in past 10 years. Often the complaints are of the same type. The Endeavour should be that

20

if a complaint has happened once it should not repeat again. It is desirable to manage the customers experience from the beginning. The vision statement must be more than a wall hanging. It should be visible and a working policy of any company. Whether the Company and its each employee live up to the vision statement? If a company in its performance cant match the vision, there is no reason why the company should display vision as a public document. If a company has a Vision statement or Citizens charter or industry regulation like Protection of policy holders Interest regulations, applicable to insures, each one in the company must make sure that it is delivered by each employee of the company irrespective of the capacity in which one works. Half the battle in the service industry is in ensuring that the staff are informed and are the right fit and are monitored regularly. The other half is what incentives the Customer companies tend to provide to facilitate the service providers, managing the service delivery? Most of al is there a battle at al or are we sitting and waiting for the other side to sort themselves out? Are there any real challenges in customer service management? Tourism industry is one of the major and the largest industry in the world. Tourism has played a major role in increasing productivity across a wide range of Tourism product and services. This study conducted in Thomas cook outlet in Hyderabad (masabtank) . Total sample size of the study is 300. For this reason, study results are more effective and reliable.

INTRODUCTION TO CUSTOMER SATISFACTION

21

Companys primary task is to create customers. But todays customers face a vast array of product and brand choices, prices, and suppliers. We believe that customers estimate which offer will deliver the most value. Customer are value-maximizes, within the bounds of search costs and limited knowledge, mobility, and income. They form an expectation of value and act on it. Then they learn whether the offer lived up to the value expectation and this affects their satisfaction and their repurchase probability. CUSTOMER VALUE Customer delivered value is the difference between total customer value and total customer cost. And total customer value is the bundle of benefits customers expects from a given product or service. CUSTOMER SATISFACTION Satisfaction is the level of a persons felt state resulting from comparing a products perceived performance in relation to the persons expectations. The satisfaction level is a function of the difference between perceived performance and expectations. A customer could experience one of three broad levels of satisfaction. If the performance falls short of expectation, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied, pleased, or delighted. Companies are aiming high because customers who are just satisfied will still find it easy to switch suppliers when a better offer comes along. In one consumer packaged-goods category, 44% of those reporting satisfaction subsequently switched brands. Those who are high satisfied are much less ready to switch. One study showed that 75% of Toyota buyers were highly satisfied and
22

about 75% said they intended to buy a Toyota again. The fact is that high satisfaction or delight creates an emotional affinity with the brand, not just a rational preference, and this creates high customer loyalty. The challenge is to create a company culture such that everyone within the company aims to delight the customer. Unisys, the computer company, recently introduced the term customaries in its ads, and defined it as follows: To make a company more responsive to its customers and better able to attract new ones. Unisys sees this as a matter of extending informations system capabilities to field locations and other points of customer contact and support. But customizing a company calls for more than providing good information to customer contact employees. Ultimately it may require linking staff pay to customer satisfaction. The companys staffs must be converted to practicing a strong customer orientation. Body Shop, wisely observes: Our people (employees) are my first line of customers. Companies seeking to win to todays markets must track their customers expectations, perceived company performance, and customer satisfaction. They need to monitor this for their competitors as well consider the following. For customer-centered companies, customer satisfaction is both a goal and a marketing tool. Companies that achieve high customer satisfaction rating make sure that their target market knows it. Although the customer-centered firm seeks to create high customer satisfaction, it is not out to maximize customer satisfaction. First, the company can increase customer satisfaction by lowering its price or increasing its services, but this may result in lower profits.

23

Second, the company might be able to increase its profitability in other ways, such as by improving its manufacturing or investing more in R&D. Third; the company has many stakeholders including employees, dealers, suppliers, and stockholders. Spending more to increase customer satisfaction would divert funds from increasing the satisfaction of other partners. Ultimately, the company must operate on the philosophy that it is trying to deliver a high level of customer satisfaction subject to delivering at least acceptable levels of satisfaction to the other stakeholders within the constraints of its total resources. 2.1 NEED FOR THE STUDY Marketing today is a dynamic field and its parameters are the entire economic structure. The fundamental strategies of the business are conceived and accomplished on the basis of market needs, forces and opportunities. Now customer has become the kingmaker. If they does not accepts / approves organization absconds from the scene. Every organization is very keen to make a study on consumer awareness and customer satisfaction, towards its products and services. Customer is expecting new things which can be offered by any company. Hence there arises the need for study on customer satisfaction.

2.2 OBJECTIVES OF THE STUDY Primary Objective:

24

 To study the level of customer satisfaction towards THOMAS COOK, Hyderabad. Other Objective: To study the factors that leads to customer satisfaction. To understand the customer Satisfaction regarding various services provided by the Thomas cook. To provide appropriate suggestions for better customer satisfaction.

2.3 SCOPE OF THE STUDY The scope of this research is to identify the customer satisfaction of Thomas cook in Hyderabad. This research is based on primary data and secondary data. Due to time constraint only limited number of persons contacted. This study only focuses on customer behavior and store management in Thomas cook store. The study does not say anything about rural and buying behavior of customer because norms/status/attitude & acceptance of the rural and urban customers differs with urban customers. The scope of research is limited for Hyderabad. It provides help to further the research for organized Tourism sector in . It aims to understand the skill of the company in the area like technological advancement, competition in management. 2.4 METHODOLOGY OF THE STUDY The data related to this study is collected from the following sources.
25

Primary Sources: Majority of primary data is collected by making a sample survey of 300 Respondents. The summary was carried out in THOMAS COOK store. Secondary Sources: A part of the data is collected through the secondary source which includes company websites, magazines, published articles and text books.

2.5 LIMITATIONS
1. Majority of customers shows lack of cooperation and are biased towards

their own opinions. 2. The data and result may not be accurate due to a variety of reasons. 3. The management asked us not to disturb the customers especially during the weekends. 4. We permitted only to get the questionnaires filled by customers outside the Thomas cook during evenings as the rush was bit too much during evenings.

INDIAN TOURISM INDUSTRY

26

Tourism is the basic and the most desirable human activity describing the praise and encouragement of all people and government. Hotel industry is an essential part of tourism. The expansion of tourism is well inevitable bringing out development of the hotel industry. Hotel industry is so closely linked with the tourism industry that it is responsible for about 50% of the foreign exchange earning form tourism trade and enterprises. The rising volume of tourism influx brought into light, the shortage of hotels in important tourists centers. Keeping in view the changing standards in the international hotel keeping. The Indian industry to make a number of improvements. Its not enough to have adequate hotel accommodations, it is equally necessary to have at various levels, low priced, moderately priced, high priced, and a few luxury hotels. Hotels may be categorized depending upon factors such as: Locations Categorization according to plan Categorization according to number of rooms. Categorization by type of clientele. Categorization by the length of stay of guests. Categorization by the facilities that the hotel offers

The devaluation of the Asian currencies, the Kargil issue and the parliamentary elections had affected growth in the tourism industry. The situation is gradually moving back to normal with the tourist arrival figure marginally increasing from 2.3mn in 1997 to2.5mn in FYOO. The industry is growing at a rate
27

of 9%. With the political and economic stability being more clearly visible, both tourists as well as business arrivals are likely together momentum in the remaining part of the year. The Indian hotel business focuses largely on foreign tourists with only 30% of the business coming from the domestic business and the leisure travels. The tourist arrivals in India are seasonal in nature, with the best season being from September to December followed by a steep fall till May. The period June to September gains momentum once the monsoons are over. The slack season is generally used for renovation work and the period is characterized by discounts to attract clients.

High capital expenditure acts as an entry barrier in the industry with the availability of prime land at economically viable rates being a major constraint. The gestation period is long and break even normally takes five to eight years to happen. Due to this the established players like Indian Hotels, E.I.H, etc. have an advantage over foreign majors as they already have well establishments at prime locations. India was late to wake up to the potential of tourism as an industry that is not just an earner of previous foreign exchange but also one that could generate a lot of employment through horizontal and vertical linkages. The importance and significance of tourism could be understood from the observation of UNESCO, which says, "tourism is a traditional instrument, which enables culture to the rehabilitated and made know to the rest of the world". It is said it's a smokeless industry and has become second to the petroleum industry in world trade. This great importance was formally acknowledged when the XXIU.N General assembly designated 1967 as international tourist year with a unanimous resolution recognizing that "tourism is a basic and most desirable activity deserving the praise and encouragement of all peoples of government.
28

When travelling away from home, tourist comes in contact with the places they visit with their inhabitants and social exchange takes place. Their presence and social background affect the social structure and mode of life at the destination. Tourists are in turn affected by the experience and often carry back home with them, new habits and new outlook on life. Tourist has great educational significance. Contact between people of different races and nationalities widen ones outlook. Tourism, whether domestic or international has common economies significance in the sense that money earned in places visited large sums of transferred to the host economies where this money provided a source of income, a means of livelihood and amenities for the resident population. Purchasing power is generated in the receiving areas through the expenditure of visitors. Money received is spent and resent and this multiplier process the host country is a beneficiary. International tourism is of great importance in international trade in the sense that it enters into the balance of payments of accounts of individual countries generating tourist traffic and export for countries receiving tourist traffic. For many countries is a major item in world trade. These countries exhibit faster growth in tourism than in tradeoffs goods.

Domestic and International Tourism Usually, a destination is drawn between domestic or internal and foreign of international tourism. In domestic tourism people travel outside their normal domicile to other areas within the country. Barriers like language, currency and documentation are not in the domestic tourism. But in India, since difference
29

estates have different languages; ones own language may not serve a medium of communication. Domestic tourism has no balance of payment implications. When people travel to a country other that which they normally live in is known as international tourism, the distinction between domestic and international tourism is now diminishing. The reasons being:

Language barriers are reduced by improving language skills Currency and customs unions are developing in many European countries. With globalization the free movement of people is growing.

Considering the greater multiplier effect in domestic tourism, domestic tourism would have received greater emphasis in India. Reliable data on the growth of domestic tourists traffic are not available as not extensive survey has been conducted on a national level by any agency, government or otherwise not given the numerous festivals celebrated throughout out the year, the innumerable tourist's centers in the country, the geographical expands and the resource constraints, estimates of documents tourists' traffic through an executive survey is considered impossible. Domestic tourism if considered separate from the travel for religious and commercial purpose. It is a post-independence phenomenon. Industrial growth, improvement in the standard of living, rise in disposable income and most importantly the improvement of tourist infrastructure search as hotels, air, train and road transport has contributed to the impressive growth in tourist traffic. The definition of a domestic tourist is a person who travels within the country to a place of residence and stays at hotels or other accommodations establishments run on commercial basis or in dharmashalas, sarais, chaultries etc. for duration of not less than 24 hours. The factors that govern the magnitude of domestic tourist traffic are
30

the religious and cultural importance of a place. The extent of manufacturing, business and trading activity, the climatic conditions, the infrastructure facilities available and the geographical location etc. the current rough estimate of domestic tourism in India is ten million a year Tourism Planning in India The outlay for tourism development was Rs.8 cores in the third plan Rs.186.46crores in the sixth plan and Rs.326.16 cores in the seventh plan. It was during the sixth plan that a tourism policy was formulated and presented before the parliament. The sixth plan is an objective envisages optimum use of infrastructure, regionalizing tourist traffic and increase in accommodation and so on. However, the plan turned out to be a very mere blue print for action for tourist development. The seventh plan (1985-1990) set a target of 1.5million tourist arrival by 1990 and 3 million by 2000 AD. It also recommended according industry status to tourism in order to encourage private sector investment in tourism. It was also recommended that public sector would focus on basic infrastructure development, and the private sector would be in encouraged to develop tourism. For the first time domestic tourism was sought to be encouraged for promoting social and cultural cohesion and employment generation. The national committee on tourism presented a comprehensive report in 1988, which provided the basis of a long-term perspective plan for tourism in the country. The committee set a growth rate of 7% per annual for international tourists. Arrivals by 2000 AD.

Recommendations also included the following:

31

1.

Set a tourism finance cooperation to extend financial assistance for tourism project. Developments of select tourist destination and circuits diversification of tourism arrival of cultural destination to the leisure and holiday tourist. Markets, exploration and development of new tourism generating centre. Increase the hotel accommodation by cent percent by stimulation investment through appropriate package of incentives.

2.

3. 4.

The committees major recommendation expects that of setting up a national tourism board wherein accepted. In April 1989, the tourism finance cooperation of India was set up. A working group of the state tourism secretaries in July 1985 identify incentives for the industry. About 14 states and 3 union territories have declared tourism as an industry however, despite the efforts during the seventh plan for diversification of tourists for cultural destinations to the leisure and holiday destination, India still remains as a cultural destination. Budget outlays where diverted towards facilitating trekking development of beach resorts, building shopping plazas, wildlife tourism, facilities for conference is skiing etc. It is reported that the profile of the average overseas and domestic traveler is changing. In the current plan period as well one of the principal thrust areas would be modification of the Indian tourism product by adding the concept of India. As an adventure and leisure tourism destination to the present cultural tag. Trekking, winter and water sports wild life and health tourism will remain as the major thrust areas in the forth-coming area

32

COMPANY PROFILE

33

Thomas Cook (India) Ltd. is the largest integrated Travel and Travel related Financial Services Company in the country offering a broad spectrum of services that include Foreign Exchange, Corporate Travel, Leisure Travel, and Insurance. The Company launched its Indian operations in 1881 and is celebrating its 127 years of world-class service in India. Thomas Cook (India) operates in the following areas of business, namely: Leisure Travel Corporate Travel Management MICE Foreign Exchange SWIFT Network Travel Insurance Credit Cards Pre-Paid Cards Life Insurance and E-Business. Post March 31st 2008, Thomas Cook (India) Limited (TCIL) is a part of Thomas Cook Group plc UK (TCG). On March 7th 2008, TCG announced its decision to acquire TCIL from Dubai Investment Group. Thomas Cook Group plc is one of the largest travel groups in the world with a market capitalization of approximately US$6 Billion. In June 2006, Thomas Cook (India) acquired LKP Forex Limited and Travel Corporation (India) Pvt. Ltd. (TCI).

34

TCIL presently operates in over 61 cities across almost 166 locations in the country. The company has overseas operations in Sri Lanka which is a branch of TCIL and Mauritius which is a subsidiary of Thomas Cook (India). The Company employs over 2,500 resources and is listed on both the Bombay Stock Exchange as well as the National Stock Exchange. Thomas Cook (India), over the years has received several prestigious awards such as the Golden Peacock Award for excellence in Corporate Governance and the Pacific Asia Travel Association (PATA) Golden Award for Best Travel. Recently, the Company won the Best Tour Operator at the CNBC Awaaz Travel Awards 2008 and was also accredited the P1 rating which is the highest financial rating given by Crisil. History of Thomas Cook In 1841, young Thomas Cook arranged an 11-mile train journey for a motley group of passengers from Leicester to Loughborough. And it marked the beginning of a chapter in history. He went on to introduce a railway tour of Europe. But it wasn't until the early 1860s that he began the travel firm, Thomas Cook & Son, which included tours of the USA. The Company also started operations for military transport and postal services for England and Egypt during the 1880s. The world got around and by the early 1900s, the who's who of the era - kings, politicians, bishops and professors - patronised Thomas Cook's travel itinerary. As the years passed by, the Company introduced the world to a whole new concept of leisure and business travel. Driving innovation in the business, it connected continents and presented the people an economic and state mode of travel across them.
35

In 1881, Thomas Cook started its India operations, with its first office being set up in Kolkata. As it expanded its horizons across the subcontinent, the Company came to be known as Thomas Cook Overseas Ltd. And on 21st October 1978, it was christened Thomas Cook (India) Ltd, only to make its first public issue in February 1983. In the year 2000, the Group commenced its operations in Mauritius and also acquired the Sri Lanka business from Thomas Cook Overseas Ltd, UK. Awards

Thomas Cook (India), over the years has received several prestigious awards such as the Golden Peacock Award for excellence in Corporate Governance and the Pacific Asia Travel Association (PATA) Golden Award for Best Travel. Recently, the Company also won the Best MICE Operator Award and was also accredited the P1 rating which is the highest financial rating given by Crisil. Apart from this Thomas Cook has won the following awards:

36

Best Travel Agency Award 2004 given by TTG Asia - Part of Pacific Asia Travel Association (PATA) for the 5th year in succession.

The

Golden

Peacock

Award

for are

Corporate Governance, for the second time in a row. The Criteria for this award transparency, excellence in conducting business, various levels of management, social and environmental responsibility, ethical business practice and Consistent creation of value for all the stakeholders.

The National Tourism Award for 2001-2002 & 2002-2003, winning the second rank in category 1 for the company that achieved the highest foreign exchange Ministry of Tourism. earnings from

National Tourism Award - Best MICE Operator 2006-07 National Tourism Award - 3rd prize Inbound Operator 2006-07

The

Association

of

Business

Communications of India (ABCI) where the company won the first prize for its website - www.thomascook.co.in

37

Awarded "The Best Outbound & Inbound Tour Operator of the Year" award at the Hospitality India Awards 2006 hosted by Hospitality India.

Recipient of the prestigious Government of India Ministry of Tourism award for "Excellence in Conference Tourism"

Best Travel Agency - India for the year 2008 by TTG Asia - Part of Pacific Asia Travel Association (PATA)

Best Tour Operator by CNBC Awaaz in 2008 Best Outbound Tour Operator in the 4th Hospitality India & Explore the world Annual International Awards - 2008

SERVICES Holidays - Inbound Inbound Tourist refers to tourists/ travelers coming to India. Inbound tour operators promote India as a tourist destination. We organize tours for foreign tourist visiting India. We organize Individual tours, group tours and
38

Conferences. Various services offered in inbound business are accommodation, ticketing, roundtrip, excursion, land arrangements, airport transfer etc. These services are procured from providers of these services like hotels, airlines, transporters, guides etc. within India. Customers are typically individuals and are sourced by overseas principals, tour operators or travel agents. TCI, one of the subsidiaries is among the leaders in inbound tourism and works closely with tour operators worldwide. TCI has a widely distributed network of travel agents and tour operators worldwide. It has around 20 offices in India and a total of 11 offices in USA, Canada, UK, France, Germany, Spain, China, Korea, Japan and Australia. We also act as a ground handling agent domestically for Charter flights coming from international destinations. We also offer customized individual holidays, group escorted holidays, MICE (Meeting, Incentive, Conference and Exhibition) arrangements and emergency medical assistance. Inbound travelers handled by our Company are primarily from Europe and USA. Our company enters into business arrangements with the foreign tour operators for servicing their customers when they arrive in India. International Holidays Outbound tourist refers to Indian Nationals traveling out of India. Our Company offers outbound tour packages across approximately 50 Countries. Outbound packages include various services like air tickets, visa, travel insurance, airport transfer, hotel accommodation, sight seeing, etc.

39

International Holidays is further classified into following categories: 1. Group Escorted Holidays: These are ready made packages where a group of travelers is escorted by a Tour Manger. 2. Customized Individual Holidays: Tailor made packages based on individual requirements 3. MICE: Dealers/Employees are sent on tour by Corporates. 4. Sales agency amongst others for Star Cruise, Rail Europe, Globus, Cosmos Tours, Greyhound, Amtrak, Rocky Mountaineer Vacations, Japan Rail and Costa Cruises Domestic Holidays Domestic Travel refers to Indian Nationals (Tourists, Business Travelers, Students, Leisure travelers) traveling within India. Various services offered are accommodation, ticketing, roundtrip, excursions, land arrangements, airport transfer, etc. These services are procured from service providers like hotels, airlines, transporters, guides, etc. TCI, one of our subsidiaries specializes in special interest and incentive tours, conferences and air charter / cruise ship ground operations. It operates its own Taj Mahal Tour and Delhi City Tour and is a General Sales Agent ("GSA") for the Palace on Wheels and the Deccan Odyssey. We are active members of various industry and professional organizations. Air Tickets
40

Book your Air Tickets for your travel with us either offline or online through the site www.thomascook.in. We offer a complete range for flights, right from Low Cost to Full service Airlines, to choose from. From time to time we have great deals to offer you on your flights, Please check out the latest deals and book your flight today on www.thomascook.in

41

Rail Tickets

Book your Rail Tickets for your travel with us either offline or online through the site www.thomascook.in. You can choose either Indian Rail Tickets that are available via IRCTC or International Rail Tickets via Rail Europe. We offer a complete range for Rail Bookings, International or Domestic. From time to time we have great deals to offer you on your Rail Bookings, Please check out the latest deals and book your Rail Ticket with us today on www.thomascook.in. Corporate Travel Corporate Travel forms a dominant share of overall travel business of our Company. We manage the travel budgets of several large national and multinational companies. Our large scale of operations enables us to effectively manage travel budgets of several Multi National Companies, Blue-Chip companies and Multinational banks to their advantage. Our Company provides Integrated Travel Management / Advisory Services to more than 300 Corporates. Our Company provides customers a complete basket of products for all their travel needs:
42

Air Reservations Hotel Reservations Land arrangements which includes sightseeing, car rental, transfers etc.

Passport / Visa Service Conference / Incentive tour arrangements Foreign Exchange Insurance

Our branches specialize in offering tailor-made Travel Policies for each corporate, thereby bringing savings on spend. Based on requirements and volumes of business, corporate are serviced either by having a dedicated relationship team visits client's office regularly or having a dedicated & expert travel consultant with Centralized Reservation System located at the client's site as an 'implant'. Meetings, Incentives, Exhibitions & Conferences

43

One Stop Shop for all your travel needs i.e. air tickets, accommodation, event management, forex, visas, travel insurance etc. Hands on approach of senior management, including travelling along with the group Dedicated team in each hub providing specialized services Most experienced and cooperative Tour Managers in the industry Operations geared up to handle large groups. We have successfully handled several groups of over 300 pax in the year 2012 A specialized quality control department that would ensure smooth delivery of services at every stage. Experience: This refers to the experience of the travelers right from the time they board the airline to the foreign destination till the time they come back. The travel here is a REWARD for the dealers/employees of the company who have done well over a period of time. The company (as well as the employees) expects the trip to be an enjoyable, hassle free and fun filled "experience". We at Thomas Cook understand their concern and provide them this experience through our:

Experienced, dependable and extensively traveled Tour Managers, who are available with the group 24 X 7, provide their personalized services to the group and at times, act as crisis managers. In contrast, the other tour companies often send their ticketing person as the "tour manager".

The requests for special Dietary requirements are taken care of completely. The Indians are very particular about the food they eat (e.g.) Jain food. We make sure that our clients get the same, irrespective of the location they are traveling to.

The sightseeings that we offer are often exotic and different from the rest of the tour operators.

44

Customer Focus/Customer Centric/Exceptional Service: This primarily refers to the experience of the corporate with our sales representatives. There is a huge extent of customization in case of a MICE trip in terms of destinations, hotel requirements, conference needs, sightseeings to be covered, gala dinner venue, team building activities etc. Our prime focus is always to cater to our customers specific needs and the intent is to delight the customer by always delivering more than promised by us/expected by them. Dependable: This comes out of the reputation of the company (TCIL) and the vast experience of handling a large number of MICE movements in the past. The fact that we have got trusted business partners (suppliers) for every destination and that there is always an experienced tour manager with the group ensures that the clients feel secure when they travel with us. Moreover, the reputation of the company ensures that there will be no let up in the service quality and there wont be any trivial financial issues. Reservoir of Knowledge: The experienced employees of the MICE business make sure that they function as a "travel consultant" to the client rather than being a "travel agent" to them. We believe that with our expertise, we are in a position to provide multiple options to our customers. This is especially true in case of clients who have a budget constraint. Once the client is provided with multiple options along with the pros and cons for the same, they are in a much better position to take a decision regarding the destination as well as the services that they expect us to provide them. Value for Money/Cost Effective: We are committed to provide quality service to our clients and we do not believe in any compromise on the same (0% Compromise). We make sure that the experience that our clients get is of a greater
45

value than the cost that they pay for it. If our cost is more than the competition, then there is ALWAYS a very strong reason for the same (which could be better quality of hotels, better airlines, EXTRA inclusions etc.). Our Endeavour is to have our customers delighted by our services so that at all times, they feel that they have got something EXTRA than the worth of the currency that has been spent on it. Product Innovation: Over the last decade or so, the MICE industry has been booming. Since then, some of the companies have been traveling each year (with multiple incentives/conference tours). They are always looking out for new destinations for the incentive trips. Our Endeavour is to be ahead of the competition at all times and product innovation is one way of doing that. We have promoted new destinations at different points of times which have traditionally never been thought of for a MICE trip. E.g. Jordan, Japan, Macau, Canada. Moreover, within the same destinations, we have managed to change the product mix by changing the venues for Gala Dinner (at cruise, Desert Safari etc.) or including some exotic sightseeings or providing some out of the box team building activities or in any other way. Wide Reach: We are confident of providing our customers with the best of the services at any destination that they wish to visit. This is due to the vast resources of the company and due to the number of trusted business partners that we have all over the world. One Stop Shop for MICE needs/Integrated travel services: Its our firm belief that once the customer enters one of our offices, all his travel needs will be catered to. We provide the customer with the forex services, insurance cover and a travel card. Moreover, we can service their visa requirements better than any other tour operator because of our goodwill and the relationships that we have with the
46

various embassies/consulates. We have the ability to provide the customer with a 360 degree experience on a consistent basis. Work with Play: This is particularly true in case of the corporates who have an offsite for a conference/meeting. We ensure that after a hard days work, they have a relaxed and fun filled evening. This can be done by sending them on a night cruise or by treating them to a Gala Dinner with free flow of liquor and a Live DJ. In one of the cases, we had sent a couple of VJs and RJs (RJ Taraana) from India who made sure that everyone from the group was involved in the fun activities. Foreign Exchange Thomas Cook has been granted an authorized dealers' license (category II) by RBI to deal in foreign exchange through its designated branches. Under this license, we have been, inter-alia, granted permission to undertake the following activities: 1. Retail purchases of foreign currencies and travelers cheques. 2. Bulk purchases/sales of foreign currencies from/to authorized dealers, money changers and franchisees. 3. Release / remittance of foreign exchange for the following activities: a. Private Visits b. Remittance by tour operators/travel agents to overseas agents/ principals/ hotels c. Business Travel (including for Central and State Government officials)
47

d. Fee for participation in global conferences and specialized training e. Payment of crew wages f. Film Shooting g. Medical Treatment abroad h. Overseas Education i. Remittance under educational tie up arrangements with universities abroad j. Maintenance of close relatives abroad k. Stall rentals and participation fees in connection with participation in overseas exhibitions / fairs 4. Import and export of foreign currency and export of encashed Traveler's Cheques 5. Maintenance of foreign currency accounts with banks abroad and undertaking forex cover operations in India and abroad. The activities permitted by RBI are carried out only at the specific locations permitted by RBI. As an Authorized Dealer, we are a member of the Foreign Exchange Dealers Association of India.

48

Our Company provides the foreign exchange and payment solutions for:

Individual travelers

Foreign exchange for leisure outbound travelers Foreign Exchange for migration, employment, medical treatment Remittances for students studying abroad, gift remittances etc Encashment services & inward remittances for inbound tourists visiting India, Non Resident / Resident Indians.

Corporates

Travel money and remittances for business travelers. Onsite support for inbound tour conferences. Film production houses traveling for shoots abroad. Remittances of tour proceeds for tour operators.

Institutions

Bulk purchases and sales of foreign currencies from Banks, Non Bank Retailers and Money Changers.

Our business model revolves around leveraging its position as an Authorized Dealer with systems, ability and experience of handling large volumes of forex
49

transactions for both wholesale and retail customers in a highly cost-efficient manner. Foreign Exchange - Products and Services As an Authorized Dealer, our services includes wholesale and retail purchase and sale of currency notes, Purchase and Sale of Traveler Cheques ("TC"), pre paid international cards, inbound and outbound remittances and Money Transfers ("MT"). Some of our products and services are:

Purchase and Sale of currency notes in 26 destination currencies Purchase and Sale of foreign currency denominated travelers cheques Thomas Cook Global Money Card and Citibank World Money Card as prepaid cards, which is a convenient way to carry money overseas

Foreign Currency Drafts Wire transfer of Funds Remittance of money into India through Money Gram Cash Advances against International Credit Card

50

Network Our strong network enables us to attract large wholesale clients such as public and private sector banks, FFMC's and RMC's to use our services. We have a strong network of approximately 160 offices in 55 cities and 100 RMCs & Hotel Franchisee. Our Company has foreign exchange counters at the international airports of Mumbai, New Delhi, Kolkata, Chennai, Cochin and Trivandrum which are open 24 hours and 365 days a year to cater to the needs of the international travelers. Our Company also has a round-the clock Foreign Exchange counter at the New Delhi Railway Station. Thomas Cook Credit Card

Our Company offers Thomas Cook credit card in association with ICICI Bank Limited. Our Company and ICICI Bank are marketing and issuing a co-branded credit card to the customers for using the same at various Master Card retail merchant establishments for availing benefits attached to the said card. The card has been devised as part of loyalty program for the products of the company with benefits attached to spend through the card at Thomas Cook outlets.

51

Salient Features: Thomas Cook Titanium MasterCard features in brief:

The card has been specially designed for frequent travelers. Attractive 6 reward points for each spend of Rs.100 on the card on Thomas Cook - Free Delivery of Foreign Exchange within city limits products

Rs. 5,000 discount on any Thomas Cook GIT product 1 Free Air ticket to a domestic destination on the issuance of new card Complimentary travel inconvenience insurance policy Access to MasterCard travel lounges at Airports across the world Redemption of reward points for Thomas Cook holiday packages, hotel stays, air tickets, airline upgrades, etc

Conversion of Thomas Cook reward points to frequent flyer miles - convert the reward points earned on card to frequent flyer miles on select domestic airlines.

Positioned as a comprehensive travel card Assured gifts for the joining fees - free air ticket / discount voucher Higher reward points for card swipes at Our Company's outlets Redemption of reward points against Thomas Cook products encouraged
52

Travel Insurance Insurance business of being carried out through our 100% subsidiary - Thomas Cook Insurance Services (I) Ltd. ("TCISL"). TCISL is a corporate agent of Tata AIG General Insurance Company Limited. TCISL entered insurance distribution in 2001 and offers the following products and services:
1.

"Travel Care" (Overseas Travel Insurance) - Travel Care offers security for travelers which covers travel insurance, hospitalization, loss of documents, Repatriation of Remains, emergency Cash Advance or any other crises which requires assistance.

2.

"Family Care" - An Overseas travel Insurance cover for entire family of 45 persons with single overall sum insured.

3.

"Scholar Care" (Overseas Student Insurance) - A customized product for all students studying abroad which ensures timely assistance in case of unexpected surprises in a foreign land.

4.

Corporate Care (Overseas Corporate Travel Insurance) - For Companies where employees travel abroad frequently on work, we have customized group policies. All foreign trips undertaken by employees in a year are covered under a single policy.

TCISL provides all insurance products at all our outlets, leveraging on ability to cross sell insurance products to our Travel and Forex customers.

53

1.3 . . . .

PROBLEMS OF THE ORGANISATION Low capital investment by the partners Costly as compared to services provided No discount provided No branches in different states

54

DATA ANALYSIS & INTERPRETATION ANALYSIS OF DATA Analysis refers to the computation of certain measures along with Searching for pattern of relationship that exit among data groups. Analysis of data in a general way involves a number of closely related operations, which are performed with the purpose of summarizing that they answer the research question. INTERPRETATION It refers to the task of drawing inference from the collected facts after an analytical or experimental study in fact it is a search for broader meaning of research findings. The task of interpretation has two major aspects via, the offer of established continuing in research through linking the result of a given study with those of another. The established some explanatory concepts. In one sense interpretation is concerned with relationship with the collected data of the study to include the result of other research, theory and hypothesis. The interpretation is the device through which the factor that seems to explain what been observed by research in the course of the study can be better understood and it also provides the oriental conception, which Can serve as guide forfeiture research.

55

Table 4.1 Responses of the Customers Regarding the Knowledge about Thomas cook. Alternative News Paper TV Word Of Mouth Leaf Lets Total Chart 4.1 No. Of Respondents 53 22 195 30 300 % Of Respondents 17.67 7.33 65 10 100

56

Interpretation: The above table 4.1 and chart 4.1 states that 65 percentages of the customers came to know about Thomas cook through word of mouth. It shows that company is spreading without spending budget on other aspects. Table 4.2 Opinion of the Customers Regarding the Frequency of Visit to Thomas cook Alternative Regularly Often No Visit Total No. Of Respondents 126 144 30 300 % Of Respondent 42 48 10 100

Chart 4.2

57

Interpretation: The above table 4.1 and chart 4.1 states that 90 percentages of the customers visiting Thomas cook frequently. it shows customers are loyal to towards Thomas cook.

Table 4.3 Opinion of the Customers Regarding the Offers Announced In the Thomas cook Outlet Alternative Always Often Never Total No. Of Respondents 178 120 2 300 % Of Respondent 59.33 40 0.67 100

58

Chart 4.3

Interpretation: It is evident from the above table 4.3 and chart 4.3 that majority of the customers are able to understand and follow the offer announcements made inside the Thomas cook Outlet Table 4.4 Opinions of the Customers Regarding the Cleanliness in the Store Alternative Excellent No. Of Respondents 67 % Of Respondent 22.33
59

Good Average Total

145 88 300

48.33 29.33 100

Chart 4.4

Interpretation: It is evident that from the above table 4.4 and chart 4.4 many customers (nearly 71 percentages of customers) felt happy with regard to cleanliness in the store.

Table 4.5 Opinion of the Customers Regarding the Announcements Made inside the Thomas cook Outlet

60

Alternative Understandable Not Understandable Partially Understandable Total

No. Of Respondents 170 90 40 300

% Of Respondent 57 30 13 100

Chart 4.5

Interpretation:

61

It is evident from the above table 4.5 and graph 4.5 that majority of the customers (57 percentages of customers) are able to understand and follow the announcements made inside the Thomas cook Outlet. Table 4.6 Opinion of the Customers Regarding the Inconvenience in the Thomas cook Outlet

Alternative Felt Inconvenient Felt Non Inconvenient No Respondent Total

No. Of Respondents 96 180 24 300

% Of Respondents 32 60 8 100

Chart 4.6

62

Interpretation: It is evident from the above table 4.6 and graph 4.6 that states majority of customers felt less inconvenience during their shopping in biz bazaar.

Table 4.7 Opinion of the Customers Regarding the Guidance of Staff during the Shopping Alternative Fully Satisfied Partially Satisfied Dissatisfied Non Respondent Total No. Of Respondents 62 127 81 30 300 % Of Respondent 20.67 42.33 27 10 100

63

Chart 4.7

Interpretation: It is evident from the above table 4.7 and graph 4.7 that majority of customers partially satisfied with the guidance of staff during their shopping Table 4.8 Opinion of the Customers Regarding the Offers Avail in the Store Alternative Fully Satisfied Partially Satisfied Dissatisfied Non Respondent Total No. Of Respondents 174 90 20 16 300 % Of Respondent 58 30 6.66 5.33 100

Chart 4.8

64

Interpretation: The above table 4.8 and graph 4.8 clearly states that majority of the customers felt happy with the offers avail in the store. Table 4.9 Opinion of the Customers Regarding the Services required to him/her Alternative Always At Times Never Non Respondent Total Chart 4.9
65

No. Of Respondents 167 60 50 23 300

% Of Respondent 55.67 20 16.66 7.66 100

Interpretation: It is evident from the above table 4.9 and graph 4.9 that customers always get the goods required to them during their shopping. Table 4.10 Opinion of the Customers Regarding the Maintenance of Temperature in the Store

Alternative Comfortable Uncomfortable Non Respondent Total

No. Of Respondents 160 115 25 300

% Of Respondent 53.33 38.33 8.33 100

Chart 4.10
66

Interpretation: It is evident from the above table 4.10 and graph 4.10 that customers are satisfied with the overall shopping in Thomas cook. Table 4.11 Opinion of the Customers Regarding the Quality of services at Thomas cook Alternative Fully Satisfied Moderately Satisfied Dissatisfied Non Respondent Total Chart 4.11 No. Of Respondents 147 62 30 61 300 % Of Respondent 49 20.67 10 20.33 100

67

Interpretation: It is evident from the above table 4.11 graph 4.11 that customers are highly satisfied with the quality of products in Thomas cook. Table 4.12 Opinion of the Customers Regarding the Cashier Interaction Process at the Store Alternative Excellent Good Poor Non Respondent Total Chart 4.12
68

No. Of Respondents 31 97 142 30 300

% Of Respondent 10.33 32.33 47.33 10 100

Interpretation: It is evident from the above table 4.12 and graph 4.12 that customers felt poor regarding the cashier interaction during the shopping. Table 4.13 Opinion of the Customers Regarding the Utility of Services Provided By Thomas cook Alternative Home Delivery Exchange Gift Wrapping Baggage Counter Non Respondent Total Chart 4.13 No. Of Respondents 37 82 158 3 20 300 % Of Respondent 12.33 27.33 52.66 1 6.66 100

69

Interpretation:
It is evident from the above table4.13 and graph 4.13 that customers mostly used gift wrapping service of Thomas cook.

Table 4.14 Opinion of the Customers Regarding the Big Day Offers at Thomas cook Alternative Excellent Good Poor Non Respondent Total Chart 4.14 No. Of Respondents 110 75 92 23 300 % Of Respondent 36.66 25 30.67 7.66 100

70

Interpretation: It is evident from the above table 4.14 and graph 4.14 that customers felt excellent with the big day offers of Thomas cook. Table 4.15 Opinion of the Customers Regarding the Overall Shopping Experience in Thomas cook Alternative Delighted Satisfied Dissatisfied Non Respondent Total No. Of Respondents 59 180 45 16 300 % Of Respondent 19.67 60 15 5.33 100
71

Chart 4.1

Interpretation: It is evident from the above table 4.15 and graph 4.15 that customers are satisfied with the overall shopping in Thomas cook.

72

OBSERVATIONS 1. Many customers during survey felt a genuine need for a place of rest just inside the Thomas cook Outlet. 2. Families coming along with infants and old age people complain of inconvenience in this regard. Hence the organization needs to take up address this in top priority.

3. Most of the customers during the survey have expressed frustration with regard to the entrance. Hence it is suggested to the organization to place a sign board on the main road giving them a clear cut direction.

73

4. It has been observed during the survey many customers are not informed of billing counters in each floor.

5. They complained of heavy rush and inconvenience at the billing counters. Hence the organization needs to announce to the customers regarding the presence of billing counters across each floor at regular intervals for a couple of days of months till the customers become aware.

FINDINGS 65% of customers came to know about the Thomas cook through word of mouth. 48% of customers are often visiting the Thomas cook. 59.33% of customers always hear the offers announced in the Thomas cook Outlet.
74

 48.33% of customers felt good regarding the cleanliness in the store. 57% of customers understand the announcements made inside the Thomas cook Outlet. 60% of the customers felt convenience in the retail out let during their shopping. 42.33% of the customers partially satisfied with the guidance of the staff. 57% of the customers are fully satisfied with the offers avail in the store

55.67 % of the customers always get the goods required to them in Thomas cook.

19.67% of the customers delighted with the shopping experience in Thomas cook. 47.33% of the customers felt poor with the cashier interaction process in the store.

SUGGESTIONS 1. Most of the customers during the survey opined that the organization should enhance the quality of store brands or brands. Hence it is suggested to the organization that it should enhance the quality of its products so as to offer a better value for customers money.

75

2. Product range is an important aspect that big retailers should focus sharply on since customers expect them to be one-stop shop. Hence it is suggested to the organization to introduce new brands in footwear and textile categories.

3. The role of salesmen is to make customers shopping experience a pleasant one by helping him. However many customers complained that the sales representatives are not aware of the current offers and discounts. Hence the organization needs to put special focus on these aspects of sales representative training.

CONCLUSION Satisfaction is the level of a persons felt state resulting from comparing a products perceived performance in relation to the persons expectations. Customer satisfaction is the key source for regular and improved revenue in the organization.
76

Since most of the customers are satisfied with the products and services provided by Thomas cook, the organization should continue the same and should adopt the best practices in retail industry.

QUESTIONNAIRE A STUDY ON CUSTOMER SATISFACTION AT THOMAS COOK, HYDERABAD

Name: Address: Contact:

77

1. How did you come to know about Thomas cook? (1) News paper (2) TV (3) Word of mouth (4) Leaf Lets.

2. How often do you visit Thomas cook? (1) Regularly (2) often (3) no visit

3. Do you avail the offers announced in the Thomas cook Outlet? (1) Always (2) Often (3) Never

4. How would you rate the cleanliness in our store? (1) Excellent (2) Good (3) Average

5. Do you feel any inconvenience in the Thomas cook Outlet? (1) Felt convenient (2) Felt Non Convenient (3) non

respondent If yes specify

6. Are you satisfied with the guidance of our staff? (1) Fully Satisfied respondent (2) Partially Satisfied (3) Dissatisfied (4) non

78

7. Are you satisfied with the offers avail in our store? (1) Fully Satisfied respondent (2) Partially Satisfied (3) Dissatisfied (4) non

8. Do you find the products that are required to you? (1) Always (2) At times (3) Never (4) Non respondent

9. How would you rate the temperature maintained in our store? (1) Comfortable (2) Uncomfortable (3) Non Respondent

10.Are you satisfied with the quality of products at Thomas cook? (1) Highly Satisfied (2) Moderately Satisfied (3) Dissatisfied (4) Non Respondent. 11.How would you find the cashier interaction process at our store? (1) Excellent (2) Good (3) Poor (4) Non Respondent

12.How do you feel about the offers at Thomas cook?

(1) Excellent (2) Good (3) Poor (4) Non Respondent

BIBLIOGRAPHY BOOKS

79

NEWS PAPERS The Hindu Business Line Business Standard MAGZINES Business Today Business World Business India WEBSITES Www.thomascook.in Www.thomascook.com

80