The document discusses service marketing in the Indian travel and tourism industry. It provides an overview of the large and growing industry in India, as well as details about Make My Trip, a leading online travel company. It then discusses trends, problems faced by the industry, key customer touchpoints, the marketing mix, and opportunities for improvement based on a SERVQUAL analysis. The recommendations focus on improving the digital experience, empowering employees, enhancing tangibility and accuracy to increase reliability.

1. Service Marketing
Presented by:
Ayushi Jain -PGFA1635
Ayushi Pathak -PGFA1636
Diksha -PGFA1645
Divyanshi Dayalani -PGFA1646
Nandini Goswami -PGFA1657
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2. Industry Overview
 Travel and tourism is the largest serviceindustry in India
 This industry provides heritage,cultural,medical,business and spot tourism.
 Tourism sectors contributes to the country’sgross domestic product will with growth rate of 7.8% yearly.
 Betterlodging facility has been a factor which has contributedto increaseforeign tourist arrival
 The policies implementedby the government of India has boosted to the Indian tourism and hospitality industry
 India’s traveland tourism industry is set to grow by about 7.3%
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3. About the Company
 Make My Trip is India’s leading an online travel company
 It was founded in the year 2000 by Mr. Deep Kalra
 They are offering various services like airline tickets booking, hotel reservations, car rentals, travel
packages and holidays in India
 Make my trip is 24X7 on line portal
 In Dec. 2007, Make My Trip won the “best Online Travel Agency in India” award
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4. Major Player in the Industry
Thomas cook India Private limited
Cox and king India Private limited
Kuoni Global Travel services
Clear trip
Expedia.co.in
Yatra.com
The Leela Palaces
Goibibo
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5. LATEST TRENDS IN TOURISM SECTOR
 Growing options for low budget travelers
 Visa on arrival boosting tourism
 Rise of boutique hotels
 Exploring new destinations
 Travel tradeshows promoting tourism
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6. PROBLEMS FACED BY THIS SECTOR
 Business hurdles
 Attacks on women
 Security concern
 Concerns about industry growth
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7. Moments of Truth
 Flight check ins as per the information floated
 Service at the arrival
 Car service at every pick up point
 Hotel room allotted as per the requirement and instructions
 Timely execution of the itinerary
 Professional and empathetic employees
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8. Service Blueprint of8

9. 7P’s- Marketing Mix
 PRODUCTS
 PLACE
 PRICE
 PROMOTION
 PEOPLE
 PHYSICAL EVIDENCE
 PROCESS
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10. AVERAGE WEIGHTED SERVQUAL SCORE
FACTORS SCORE IMPORTANCE
WEIGHT
WEIGHTED
SCORE
RESPONSIVENESS 3 10 30
ASSURANCE 1 30 30
TANGIBILITY 1 10 10
EMPATHY -2 20 -40
RELIABILITY -3 30 -90
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Average Weighted Servqual Score (Total/5) = -12

11. Recommendations
 At their website they should avail the services of 3d view of hotels and other
services being offered
 Some amount of decision making must be delegated to the employees so
that they can confidently respond to the customer’s uninvited queries
 The tangibility should be more as we are more reliable on others for our
services
 They should focus more upon the accuracy factor to increase their reliability
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