A Study On Service Quality And Customer On In Bangladesh Tourism:a Paradigm Relationship Marketing

Tourism, world’s largest industry, which is booming with continuous growth, innovative activities, new destinations, new markets, new technology, and swift changes, has a socioeconomic impact that cannot be overlooked. Bangladesh, one of the biggest countries in terms of population and one of the smallest countries in terms of size, is a lucrative market for inbound and outbound tourism that emphasizes the importance of tourism industry in this emerging country.From the initial investigation, it was revealed that organizations in tourism sector especially in developing countries are suffering from the lack of ability to develop long-term customer relationship due to the complex and often misunderstood nature of this industry. The initial focus of this study is to find out the current economic contribution by tourism. As substantial contribution and high prospect is found, the central focus has been to investigate and measure the current service quality so that it can be helpful to satisfy the customers and thereby build customer relationship in tourism industry.Though service quality is one of the most important factors to make the consumers satisfied there is a big confusion regarding how this service quality can be measured so that it can be improved to ensure customer satisfaction. This document explains and demonstrates how the latent variables of service quality can be identified and how these factors affect customer satisfaction. These variables have been identified empirically through factor analysis. To find the gap between customer expectation and perception SERVQUAL model has been applied from a different dimension. Finally I have measured to what extent these latent factors affect customer satisfaction. The empirical findings offer the evidence of a significant relationship between service quality and customer satisfaction.Considerable number of studies has attempted to analyze the dynamic relationship between customer relationship and service quality but there are few researches in Bangladesh that tries to find this relationship in tourism industry due to its different service nature.Unlike many other service sectors tourism has many service segments. It was virtually impossible to cover all the segments here due to its vast nature.1have tried to cover hotel, travel agency, airport and tourist center in my research. As in these segments clients’ perceptions seem to be largely ignored by the authority concerned, this study has been customer-centered one and focuses on examining service quality indicated by differences of clients’expectations and perceptions. It also examines the link between clients’ perception and their overall satisfaction on service. Respondents were interviewed using a modified SERVQUAL (Service quality) questionnaire proposed by Parasuraman. But some variables were deleted and modified to match with the particular segment. SERVQUAL and service quality dimensions were taken into consideration under the inspiration of previous studies. We have only taken those variables that are mostly suited for this sector. Along with SERVQUAL, factor analysis, regression analysis and structural equation model (SEM) have been used to examine significant elements influencing customer satisfaction. The empirical findings offer the evidence of a significant relationship between service quality and customer satisfaction. This research has explored the current situation of the service quality offered to the inbound and outbound tourists that has subsequently found out the gap that needs to be addressed for correction. It will facilitate relationship marketing by finding out the gap that is prevalent in this sector.The significance of this research is increased as the tourism product/service differs from other products due to the wide range it covers. This study will also give insights to the researchers who are interested to investigate the customer satisfaction with service quality. Although, the research is based on tourism industry it is believed that the methodology used in this research have general applicability. Service organizations across the world irrespective of industry can pursue methodology as these are flexible and subject to modification as per the merit of the situation.