Evaluation of Service Quality of Tourism Industry Based on Customer Satisfaction and Expectation - A Case Study in Mysore

This paper deals with the concept of service quality and has demonstrated the model of service quality gaps; it aims to measure tourists' gap between satisfaction levels of interpretation of services and their preferences of the interpretive service in Mysore. The research questions are utilized to measure the gap between expectation and satisfaction levels of tourists about Mysore. For this purpose a questionnaire with five-point Likert scale is applied to measure customer satisfaction. Data was obtained from 100 respondents and analyzed using SPSS software by employing factor analysis and multiple regressions. Results indicate that there are significant differences between overall expectations and satisfaction levels of tourists. For practitioners, it is worth noting that International tourists are exclusively concerned with the value for money services, while Indian tourists regard security and safety, as important factors for them to stay or revisit Mysore. The paper contains material relevant to the tourism industry, and implementable solutions are sufficiently suggested.