The existing customer comment card (CCC) used by major travel agencies involve several drawbacks, such as clarity and precision, tour guide interference in the return delivery, appearance design, data analysis, etc. Hence this study intends to design a new CCC in light of reliability, validity, content and format.
The data collection was divided into two stages. In the first stage, samples of 400 students were used to evaluate 8 out of 20 selected CCC. In the second stage, 246 experienced group package tourists were used to further compare the existing CCCs used by major travel agencies with the new CCC which was designed by this present study.
By way of independent-samples T test and one-way ANOVA analysis, the results indicated that the new designed CCC was superior to the existing 8 CCCs in View of the content and format. Finally, practical information can be gained from the study's results and implications of this new CCC for practitioners as well as for future research are discussed.
