Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59(2), 257-266 | DOI: 10.11118/actaun201159020257

The marketing tools of quality management in tourism services

Kateřina Ryglová
Ústav marketingu a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

The paper aims to show possible approaches towards managing the quality of services in tourism. With respect to the character of services it is necessary to pay regard to their specifications, such as especially their intangibility, perishability and heterogeneity. So it is rather difficult to measure the quality of a service, but it can be successfully evaluated according to the satisfaction of a customer. The example of a possible utilization of the ECSI model (ECSI: European Customer Satisfaction Index) concerning the analysis of customer satisfaction for the area of tourism is a part of this paper. In the phase of applying and verifying the suggested modification of the ECSI model the technique of electronic questioning have been used. The total satisfaction index measured by the ECSI method reached 54% for Czech Railways/České Dráhy, 79% for Student Agency and 72% for Tourbus. The results of the customer satisfaction analysis by the ECSI method can simplify decision-making not only from the position of a manager or a businessperson but they can also simplify the process of decision-making for a customer when selecting a destination, a firm, or possibly when purchasing a service or a product.

Keywords: quality management, tourism, customer satisfaction, ECSI
Grants and funding:

The results presented in this paper are part of the University research project No. VZ: 62156 48904 "Czech Economy in a Process of Integration and Globalisation…", which is conducted with support of Ministry of Education of the Czech Republic.

Received: December 17, 2010; Published: July 7, 2014  Show citation

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Ryglová, K. (2011). The marketing tools of quality management in tourism services. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 59(2), 257-266. doi: 10.11118/actaun201159020257
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