My Service Project

NAME : AMRITA BHAT CLASS: TYBMS /C ROLL NO:144 SUBJECT: SERVICE SECTOR MANAGEMENT SECTOR: TOURISM SECTOR

ACKNOWLEGEMENT I would like to thank my project guide Prof. ARCHANA NAIR for her involvement in my project work and timely assessment that provided me inspiration and valued guidance throughout my study. I am highly indebted to DR. MRS. SHAKUNTALA A. SINGH, Principal K.G. Joshi College of Arts & N.G. Bedekar College of Commerce, for giving me an opportunity to do a project. I would like to thank PROF. MR.D.M. MURDESHWAR, course coordinator, for his friendly guidance and constant encouragement. And thanks and appreciations to all those people who have willingly

helped me out with their abilities.

Index 1. Introduction to service sector 2. Introduction to tourism sector 3. Company profile 4. Characteristics of service 5. Classification of service 6. Service marketing mix 7. Complaint handling system 8. Conclusion

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Service sector “Services are the activities, benefits or satisfactions which are offered for sale or are provided in connection with the sale of goods” -According to American Marketing Association

A services is a act or performance offered by one party to another. Although the process may be tied to a physical product, the performance is essentially intangible and does not normally result in ownership of any of the factors of production. Services are economic activities that create value and provide benefits for customers specific times and places, as a result of bringing about desired change in – or on behalf of – the recipient of the service. Services are those separately identifiable, essentially intangible activities which provide want satisfaction, and they are not necessarily tied to the sale of a product or another service. To product a service may or may not require the use of tangible goods. However when such use is required, there is no transfer of title to these tangible goods. One of the common method of defining a service is to distinguish between the „core‟ and „peripheral‟ elements of that service. The „core‟ service offering is the necessary outputs of an organisational which are intended to provide the tangible benefits customers are looking for‟. Peripheral services are those which are either „indispensable for the execution of the core service or available only to improve the overall quality of the service bundle.

Introduction to Tourism sector Tourism is one of the major engines of economic growth in most parts of the world including India. In 2011, the contribution of tourism to the country‟s GDP, and to total jobs (direct and indirect) in the country was estimated at 8.8 per cent, and 7.5 per cent respectively. In absolute numbers, the total number of tourism jobs in the country increased from 38.6 million in 2002-03to 37,655,000 jobs in 2011.According to the UN World Tourism Organization, tourism provides 6 per cent to 7 per cent of the worlds total jobs directly and millions more indirectly through the multiplier effect in this sector. Tourism also plays an important role in the country‟s foreign exchange earnings, as its share in India‟s export of services accounted for 13 per cent of the total export of services in2009-10.In India, the tourism sector witnessed significant growth in recent years. The tourism industry earns foreign exchange worth 21,828 crore. Previous year the growth rate of the tourism sector of Indian economy was recorded as 17.3% .During the period 2004 to 2009, the CAGRs of foreign tourist arrivals and foreign exchange earnings from tourism in rupee terms were 8.1 percent, and 14.5 per cent respectively. The foreign exchange earnings from tourism in the year2010 witnessed a growth of 18.1 per cent over the previous year in rupee terms compared to the decline of 3.3 per cent in 2009. Domestic tourism also plays an important role in overall tourism development in the country. The number of domestic tourist visits increased to 650 million in 2009 as compared to 562.98 million in 2008, witnessing a growth of 15.5 per cent in spite of various adverse factors during this period. The growth in the tourism industry is due to the rise in the arrival of more and more foreign tourists and the increase in the number of domestic tourists.

Kesari tours and travels Kesari Tours is a premium travel company, which offers worldclass holidays in India and around the world. The motto of organization is „No compromise on quality. At Kesari Tours, they have made a motto that if they make a promise to their customers, they honor it. They believe in honest, transparent deals. No hidden costs and no compromise on sightseeing. They strive for 100% satisfaction of tourists. The company enjoys an immense goodwill. That‟s what they earned out of their beliefs. It offers tour escorts services, pre-departure services, customized packages, and staying and guest services. Kesari Tours operates various destinations in India, including Himachal, Rajasthan, Kerala, Kashmir, and Nainital as well as Europe, South East, Asia, America, Australia, New Zealand, Mauritius, Japan, China, and South Africa. The company markets its products through sales agents. Kesari Tours Pvt., Ltd. was founded in 1984 and is based in Mumbai, India with branch offices in Pune , Bangalore, Ahmedabad, Thane, Nagpur, and Kolhapur. WHY KESARI 

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One Line Tour Price, Always All Inclusive. No Additions - No Confusion, No Hidden Costs. No Advertising Gimmicks. No Optional Sightseeing. No Extra Expenses to be paid On Tour. Driver and Guide Tip Included in the tour price. Guarantee of „Carry Zero Money On Tour‟. As per the tour category, Best Quality Hotels which are appreciated by travelled guests. Comfortable AC Luxury Coaches, Maximum sightseeing included. Delicious Indian Meals, Breakfast, Lunch, Dinner -all Meals Included.

Characteristics of SerVICE  INTANGIBLITY :

The services offered by kesari are intangible in nature because person cannot see, taste, feel, hear before they purchase. The services offered by kesari are VISA facility , Foreign exchange , Indian tour world tour, Special interest tour.  PERISHABILITY:

The service provided is lost forever. The customer who use this service derive satisfaction and service are perished as time is main element of perishability.  INSEPARABILITY: Service and their provider are associated closely and they are not separable. Kesari offer their at the same given time to their customer production and consumption happen simultaneously . The kesari and its client both affect the experience outcome.  HETEROGENITY: Heterogenity is quality of being diverse. Service render are heterogeneous in nature. The facilities offered by each tourism industry is different from each other. This to highly depends on who provides them, when, where, how they are provided.  QUALITY MEASUREMENT: Quality management is important for any service provider. Kesari uses different tools measure service quality. 1) Customer research (eg feedbacks ,cards, survey, forum) 2) Tourism customer review sites ( eg: trip advisor )

CLASSIFICATION OF KESARI  END USER: Customer of kesari are the end user. They are the individual who consume final benefits provided by the kesari.  DEGREE OF INTAGIBLITY: The service offered by kesari are highly intangible in nature as we cannot touch, see, smell or taste the service provided.  HIGH CONTACT: Without the contact between kesari i.e service provider and customer the production cannot take place. They have to meet repeatedly for the proper satisfaction of service.  PROFIT ORIENTED: Kesari works for the profit. They provide proper service so as to satisfy the customer and gain goodwill and hence gain profit.  GEOGRAPHICAL LIMITATIONS : The customer of kesari has to visit various place arranged by kesari in order to use service.

Service marketing mix The marketing mix consist of 4P‟S – PRODUCT, PRICE, PROMOTION, PLACE Recently 3P‟s are added they are PEOPLE, PROCESS, PHYSICAL EVIDENCE

 PRODUCT : The various products offered by kesari are My Fair Lady , Students Special, Chota Break , Prince charming, Honeymoon.  PRICE : Price is a significant element of the marketing mix because it is the only element that produces revenue whereas other element produce cost. The kesari decides its prices by comparing it with other travel and tour companies and upon the number of countries/destination and days chosen by the client. Kesari offers discounted prices during offseason.  PROMOTION : Promotion create awareness among the customers.Kesari tours are advertising in weekend newspaper,weeky and monthly of english as well as regional languages and mouth publicity by satisfied customers. Eg: Kesari gives their clients facilities such as flight bags wallets for tickets, covers of passport through which advertising takes place.

 PLACE : In services, the decision depends upon the location.kesari and its customer cannot be seperated hence in order to get service from kesari customer can visit there headoffice,braches, franchisee office and prefered sales agent office.  PEOPLE: Executive Marketing of kesari should make proper interaction and presentation with the customers in order to satisfy them.Improper information by the executive may lead negative mouth publicity and loss of customer.  PROCESS : Kesari provide the service in a very creative way. They share past tour experince and give knowledgeable information about the world to customers. Service depends on the process. They facilicates deciding package tours dependimg upon the capacity of the customers spending.  PHYCISAL EVEDINCE : Kesari provides services which involves interaction with customer in a service environment which in known as branches. Kesari as got front office vistor seating place , discussion place with marketing executives, neat and clean washroom, provision for water.

COMPLAINT HANDLING SYSTEM of kesari  ACTIVE LISTENER OR READER : Kesari belives in being an active listener or read‟s carefully the customer‟s problem. What is it they are unhappy with and what do they want? Makes notes and record the time and date in a database designed for this purpose. And responds rapidly.  BE RESPECTFUL : Kesari makes sure that all staff are respectful in their dealings with customers at all times, particularly when someone is expressing concern about a product or service.  PUTTING THEMSELF IN THE PLACE OF THE CUSTOMER – When staff of kesari are engaging the customer, they put themself in the place of customer and understand and appreciate their frustration.  SEEKS WAYS OF SOLVING THE PROBLEM – They ask customer what they can do to solve their problem. Make suggestions to resolve the situation. Find all the reasons and ways that they can help rather than the reasons why they can‟t do anything.  MAKES AN OFFER – Makes an offer to help resolve the situation.  SINCERELY APOLOGIZE – Kesari apologize for the lack of service or the poor quality of the product.  CUSTOMER ARE IMPORTANT – Kesari appreciates the patronage and business given by the customer.  FOLLOW-UP – Kesari makes sure the customer is contacted for follow-up and the problem is resolved to the customer‟s satisfaction. They believe that customer recovery strategy must be based on consistency and not heroics!

 SERVICE OPERATION AT KESARI :  The company has 500 dedicated professionals kesarians in offices all over and 400 exclusive tour mangers, to serve the customer.  The packages are designed in a way to ensures there are no hidden costs and the prices are inclusive for sightseeing and meals.  Kesari tours have tie ups with hotels that are located at all the major cities.  SERVICE DELIVERY AT KESARI :  The kesari tours websites has been carefully designed to guide the traveler through the intricacies of travel arrangements, helping them to choose their destinations according to their budget and choice.  The company strives for 100% customer satisfactions which has fetched it immense goodwill.  The team of kesari tours professionals ensures that each tourist is attended personally delivering their promises.  SERVICE GUARANTEE of kesari :  Service guarantees work for companies who are already customerfocused.  kesaris effective guarantees can be BIG deals - they put the company at risk in the eyes of the customer.  Kesari involves customer in the design of service guarantees. The kesari‟s the guarantee is so stunning that it comes as a surprise -- a WOW!! Factor. Kesari says “it‟s the icing on the cake, not the cake”60.

CONCLUSION Kesari has developed more and more innovative products and product differentiation which offers more value to its customer. Kesari is constantly trying to improve its service by providing good customer service and gaining goodwill and hence customer satisfaction.Kesari is passionately committed to Total Quality Travel, with continual delivery of value added services. With the hard work and dedication of its team of employees, Kesari has created new benchmarks in the travel industry.