ტურისტული სააგენტოების მომსახურებით მომხმარებელთა კმაყოფილების კვლევა

Customer satisfaction in the service sector plays a decisive role in any company's
successful activity. Due to the fact that in the service sector, unsatisfied customers are more
likely to share their negative impression with others than satisfied ones, each company needs to
develop a variety of marketing strategies. Through the latter, organizations can not only
maintain existing loyal costumers, but also increase the number of loyal clients periodically.
Companies must take into account the necessity of reaching the high level of customer
satisfaction, otherwise they will not be able to survive high competitive service sector and
therefore can not survive in the modern business environment.
The purpose of the thesis is to review various definitions of satisfaction, identification of
the factors and components that affects costumer needs. The survey should reveal the
importance of customer satisfaction and outline the difficulties and shortcomings in the daily
functioning process based on the example of Georgian tourism agencies. In accordance with the
problems identified in the field of tourism, I have prepared relevant conclusions and
recommendations that help companies reach the highest level of satisfaction of their customers.
Finally, the research should reveal what kind of relationship the tour operators have with the
consumer market, and on the contrary, how do their immediate costumers assess the activities
of tour agencies.