Reasons for Quality Services a) Tourism industry has become so competitive that customers now have variety of alternatives.

If the customers are lost, it can be extremely difficult to win back the individuals. b) Most customers do not complain when they experience problems, these customers simply opt out and take their business elsewhere. RECOMMENDATIONS The tourism firm must identify the expectations of the customers. The tourism organization has to first identify the expectations of their customers. They should use the feedback forms, market surveys e.t.c. The customer feedback can be used to set performance standards. Depending on the feedback and the expectations, the tourism organization can determine its quality standards. For example, a restaurant that wants to improve its quality should set goals for itself like minimum time to deliver the orders, quality of food, providing good experience to the customers, reducing wastage e.t.c The customer performance should be measured. This current performance can be also compared with target quality standards to find the gap. The tourism organization should find the cause of the gap. The entire workforce should be encouraged to participate in the process so that they can help to find the root cause of customer complaints and dissatisfaction. The various departments of the tourism organization should work proactively to analyze the present situation. Depending upon the gap and the problems, the tourism organization should plan to achieve its set quality goals. Various teams can be formed in order to address different areas identified in the gap. These teams should be given a time target to bridge the gap. Once the organization achieves its set quality goals, the final step should be to maintain it consistently. This can only be possible if the changes made to achieve the target have been made part of the systems and are reviewed periodically.

CONCLUSION Quality customer service experiences are the force behind the forces behind customer retention and customer satisfaction. Maximizing the benefits provided through sound customer service policies ensure that the satisfied consumers, that is, tourists will express their satisfaction to others and assist the tourism organization in continuing to grow their client base through acquisition of customers who are dissatisfied with the level of service they obtain from the organizations competitors. Tapping into the ability of customer service to maximize this continuous opportunity for revenue is the single most important objective for any to Tourism Company looking to gain a competitive advantage in the highly diverse tourism environment of today.

REFERENCES 1) Tor W. Anderssen and Line L. Olsen (2008). Managing Service Quality; The Impact of Customer of Varying Degrees of Customer Service and Perceived Relative Attractiveness. 2) Stephen W.F, Luiz M (1995).Quality of Service and Customer and Customer Care, Tourism Marketing and Management Handbook (2nd Student ed). Prentice Hall Europe, Hertfordshire. Pg 260 261 3) Ahire, S. L., & Dreyfus, P. (2000). The impact of design management and process management on quality: An empirical investigation. Journal of Operations Management, 18, 549-575. 4) Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(July 2001), 34-49.