Customer's satisfaction on travel service at Saigontourist

Abstract

Customer satisfaction is an important strategic objective for retail industries.

In order to survive and achieve profitability, retailers need to have a good level of understanding of their customer’s needs and respond to customer's requirements to satisfy them. Although there are many factors relating to customer satisfaction, but most of previous empirical researches in this field tended to emphasize on only service quality. Hence, this study investigates three important factors including service quality and price fairness which are critical relating to customer satisfaction.

This study aimed to measure the customer’s perceptions toward service quality and price fairness of Saigontourist in Ho Chi Minh City. The main issue that was addressed in this study was whether customers are satisfied with product, service quality and price or not. The findings of this research are most useful to Managers who want to penetrate the travel market. This research also found out how service quality affect customer satisfaction and the relationship between them.

The findings indicate that most of respondents are not really satisfied with the price and service quality of Saigontourist.

Generally, the study implies that Saigontourist should improve their services quality to be more successful in travel market.