Measuring Consumer Satisfaction in the Tourism Service Sector of Bangladesh: A Study on Sunshine Travel Air International

Abstract

In spite of the challenges faced by the sector as a whole, travel agencies continue to prosper in the modern market. Travel provides individuals from various walks of life with the chance to understand about and experience the cultures of other countries. Any successful organization will have developed and adhered to a coherent business philosophy. People like to take vacations and holidays because they provide them the opportunity to take it easy and let their minds wander. This need may be satisfied by using a travel agency. Sunshine Travel Air International has made it a top priority to raise the standard for the industry in terms of the quality of the services it provides, which includes Airline Tickets, extra amenities, affordable prices, and Package Tours, amongst other things. During the last seven years, Sunshine Travel Air has established a standard of excellence that has won the acclaim of both customers and industry professionals. Ongoing experimenting, a focus on quality, and an emphasis on service and value have been essential to the growth of the firm into a market leader among travel agencies. The main purpose of preparing this report is to identify and evaluating of the marketing strategy, as well as its general operation and functioning, and the potential influence that may have on customers’ satisfaction, profits as well as brand reputation. For the purpose of compiling this project report, we used a quantitative approach in the form of an online survey to gather in-depth replies from general customers of travel and tourism sectors. As a result, the sample has a size of 15, and the number of female respondents is higher than the number of male respondents. In order to carry out research on the topic, a questionnaire with questions of a consistent degree of difficulty has been designed. The gathering and analysis of the data are carried out in a descriptive manner respectively. After analyzing the data, some key challenges have been found which can be impacted on customers’ satisfaction of Sunshine Air Travel agency. In this report, some suggestions have been provided that can assist to the marketing manager of Sunshine Air Travel Agency to improve their customers’ satisfaction strategies.