Analyse two ways LT can measure whether tours meet customers' expectations.

Mark scheme

Marking points from the official mark scheme (May/June 2023). The mark or mark type is shown in brackets.

1. [K] Meaning of customer expectations, such as customers receive the service that they anticipate.
2. [K] Meaning of quality and link with customer expectations, such as quality being defined as meeting customer needs.
3. [K] Generic ways to measure quality such as customer feedback questionnaires or reviews on trip advisor or similar.
4. [APP] The guides are taking customers on sightseeing tours, probably a few hours or full days, but possibly longer.
5. [APP] The guides have the responsibility of making all the relevant bookings of transport and other arrangements.
6. [APP] Some of the guides will have very specialist knowledge about places and may take customers to places they would not usually go with standard tours.
7. [APP] LT customers may use the company in a number of worldwide locations, especially business travellers.
8. [APP] LT have had favourable reviews on travel websites.
9. [APP] Customers will be asked by LT to review their experience online after taking a tour. In the case of the group tours from the cruise ships this could be done at the end of the tour.
10. [AN] Online feedback after the tour is taken will be more accurate than if the guides ask for written feedback before they leave the customer, because travellers will not feel under pressure. These comments may then be converted into a number of 'stars' or similar, which can then be used to measure customer satisfaction and quality and make improvements for higher future sales.
11. [AN] Repeat customers will be easy to identify, providing accurate records are kept, indicating that the tours are meeting their individual requirements. Repeat customers will usually mean a high level of satisfaction and increased revenue.
12. [AN] 'Negative' measures such as tracking any customer complaints may also be useful, as customers are more likely to let LT know if they are not satisfied. These can then be used to improve quality and increased future sales.
13. [AN] An increase in the sales/number of bookings of a particular tour, such as market tours, indicates that customers have been satisfied and have told others.