Insights from Servuction Model based Customer Perspectives: A Study in Tourism Enterprises in Kamrup (Metropolitan) and Kamrup (Rural) Districts of Assam (India)

Abstract

Presently, a career in tourism entrepreneurship may be an important alternative among people considering the increasing unemployment situation in India and the state of Assam in particular. However, for success in such a career, there has to be proper focus on marketing of tourism services and particularly in the underlying aspects of consumer behavior. Therefore, this paper has attempted to explore the insights of Servuction Model based customer perspectives in case of hotels and restaurants (tourism enterprises). This model indicates the impact of servicescape, contact personnel, other customers (guests), and invisible organisations and systems on customers’ (or guests’) service experience in any service based firm. Primary data was collected through a survey of 210 respondent guests and 218 respondent customers in hotels and restaurants respectively in Kamrup (Metropolitan) and Kamrup (Rural) Districts of Assam (India). The study revealed that 34 parameters falling under the above four aspects of Servuction Model have impact on guests’ overall service experience (in terms of their satisfaction) in hotels. In case of restaurants, 22 such parameters have impact on customers’ overall service experience (in terms of their satisfaction). These findings may be emphasized in any self employment generation schemes among local people in tourism and hospitality in the near future.