TRANSCRIPTION FOCUS GROUP – 1 “NON USERS OF E-TRAVEL SERVICES”
PLEASE READ: Analyse using NVIVO – write 600 word interpretations
(In this focus group I wanted to find out the characteristics of the NON USERS of E-TRAVEL OR ONLINE TRAVEL SERVICES in INDIA. In the focus group I found out the general level of awareness of online travel services in India, their usual modes of travel, the frequency of their travel, their usual ways of booking tickets (IMPORTANT) and the reasons they gave supporting it (IMPORTANT) and most importantly what are the factors hindering them from adopting e-travel services (IMPORTANT). The session also covered the improvements they would want in e-travel portals (IMPORTANT). The highlighted (red) indicates the important findings that I would like to see in the interpretation you write. And the highlighted (Blue) are questions asked by the interviewer that will help you to form the nodes. Please include a model in the end for this whole focus group session.)
INTERVIEWER: Hello and thank you all for participating in this focus group session. You are all non-users of e-travel services and hence the questions will be pertaining to that. So, let’s just start the session immediately.
Now can you tell me how aware are you of e-travel services or e-services in general being provided in India? Do you know it’s available or present here (in India)? Anybody can talk.
RESPONDENT (7): Yes I am somewhat aware of the e-travel services provided by travel agents. But according to the information I read I understood that it was first started by the CRS and IBO of Europe and America. IBO means internet booking engine and CRS is computer reservation system. As booking travel tickets were not frequent in the past, people has to use these engines to book their tickets two or three months beforehand. Since the internet has grown to a vast area people can not only book their destinations but also book their hotels and other tourist bookings. People book their tickets using e-travel portals mostly in the cities but I also know that many people are well aware of booking online but are not using it.
INTERVIEWER: Ok then, so generally you are aware of the services.
RESPONDENT (1): I am aware of this service. I came to know about it during my college days. Initially I used this service to book tickets for the cinema but later on I came to know about the travel booking and the rest..
INTERVIEWER: Anybody else?
RESONDENT (8): Good afternoon to all and I am aware of the e-services provided.
RESPONDENT (6): Hello and I am pretty aware of the online services provided….and I am comfortable using a few of them.
RESPONDENT (7): yes I am aware of the services but I haven’t used it because I think that the travel websites are pretty complicated .
RESPONDENT (3): I know about the e-ticket booking but I am coming from a rural area, there we are not provided with much internet or computer browsing facilities and hence I can say that the awareness of e-ticket booking is less in our area.. thank you.
RESPONDENT (4): I am not completely aware of the e-ticket or any such services. This is mainly because many people in my area which is a rural place are not computer savvy, most of them do not have network connection in their home, and do not know how to book specific tickets using a single website and also do not know how to register to book a ticket and also to carry out the whole process. Many also do not have any banking card facilities to book online.
INTERVIEWER: Ok that’s good information..
RESPONDENT (2): I am aware of the service..
RESPONDENT (9): Yes I am aware through information collected from Television and newspaper but I am not interested in using it..
INTERVIWER: Ok next is a very basic question. How do you people usually travel? I mean what modes of transport do you use?
RESPONDENT (8): Very often I travel by bus.
RESPONDENT (7): I use my bike to travel.
RESPONDENT (6): I use the train to travel.
RESPONDENT (5): I use the bus to travel to places.
RESPONDENT (4): I use the bus as well.
RESPONDENT (3): I use bus as well.
RESPONDENT (2): I use train to travel.
RESPONDENT (1): I prefer travelling by flights.
INTERVIEWER: Ok then most of you use buses to travel as well as trains and a few of you travel through flights. What about you?
RESPONDENT (9): I prefer flights.
INTERVIEWER: Ok. How often do you travel?
RESPONDENT (1): I travel twice a month.
RESPONDENT (2): I travel at least thrice a month.
RESPONDENT (3): I travel only once in every six months.
RESPONDENT (4): I travel at least thrice a week.
RESPONDENT (5): I travel once a week.
RESPONDENT (6): I travel once a week as well.
RESPONDENT (7): I travel once every month.
RESPONDENT (8): Once a month as well.
RESPONDENT (9): Yearly once.
INTERVIEWER: Ok now each of you’ll use different modes to travel. Now how do you book your tickets? As we know there are several ways to book a ticket and so can you tell me how do you usually book your tickets?
RESPONDENT (8): I usually book my tickets with the help of my friends who do it at the counters. But when I book I usually approach a travel agent.
RESPONDENT (7): I book my tickets at the counter or through a travel agent.
RESPONDENT (6): I book tickets through my mobile. The mobile operator provides services for booking at ease.
RESPONDENT (5): I book tickets through the counter for long distance travels.
RESPONDENT (4): since I am from a rural area there are not any travel agents present for booking. I usually go to the respective counter, for example to the railway station to book my tickets. For long distance travel I need to go to the city to approach travel agents for booking.
RESPONDENT (3): I prefer agents to book tickets.
RESPONDENT (2): Through counter or travel agents.
RESPONDENT (1): I usually call my agent to book my ticket.
RESPONDENT (9): I book through the help of the agencies.
INTERVIEWER: Thank you all. Let’s just take a 30 seconds break and continue the next session.
Ok thank you for your contribution so far. Most of you all have said that you buy your tickets through the counters except for one or two. Well then, when you’re booking tickets through the counter you’re waiting in the queue for hours. Don’t you think its tiring? So can you tell me the reasons for still doing it?
RESPONDENT (2): Honestly, it is tiring standing in the queue and waiting for my turn to book the tickets. But I get a feeling of relief that the work of booking the tickets is done by me. I feel very assured doing it by myself as the whole process of asking, booking, paying and getting the ticket takes place right in front of my eyes. Hence I prefer doing that.
INTERVIEWER: Ok, anybody else?
RESPONDENT (5): Of course it is tiring waiting in the queue but I don’t have any other way because I prefer and want to handle my money by myself and I want to make sure its securely completed unlike online transaction where I doubt the security.
RESPONDENT (7): I prefer doing it by myself as I feel assured that the transaction is completed.
RESPONDENT (4): I think it’s not a big deal as I approach a travel agent I need to inform him beforehand and since I plan my travel then and there, I feel it’s easy doing it at the counter.
INTERVIEWER: Ok most of you’ll have said that you have no trouble waiting in the queue and booking the tickets. But I can see that all of you’ll will have some work or the other in a day, so don’t you think it will be easy to use the online system to book your tickets? I mean in terms of saving time and money, you will be able to get the ticket in your hand by not standing in the queue and waiting for long. Don’t you think it will be better to do online ticketing booking? Can you tell me what are the factors hindering you from adopting online travel services?
RESPONDENT (1): I do agree that I have to take a day off to go and book the tickets but I feel assured if the work is done by me.
INTERVIEWER: So in other words you don’t trust the online service?
RESPONDENT (1): Obviously, I do not trust online booking and paying online.. and I also do not like any other person handling my travel. I need to see with my own eyes that the ticket booking is completed and hence I cannot trust online services.
RESPONDENT (8): I agree with you by saying that it will be faster. But most of my trips are unplanned and hence I cannot run to a PC and book it. I do not have much network access and hence I need to go to a paid computer cluster to book it. Therefore, I prefer doing it through the travel agents or counter.
RESPONDENT (5): yes, I do think it will be comfortable. I will try to consider it in the future.
RESPONDENT (9): I honestly do not trust online transactions. I feel it’s unsafe and insecure.
INTERVIEWER: Ok. Now let’s move on to the central topic. What are the reasons hindering you from using e-ticketing system? I mean you are aware of it but why you do not use it? I’ll give you a minute, try to think about it and let’s continue the session.
RESPONDENT (1): I feel the whole process of booking tickets via an e-travel portal is a very complicated process and is very time-consuming. Hence I prefer going to a service provider to do it.
INTERVIEWER: So can you elaborate on what you said? I mean about the complicated process?
RESPONDENT (1): I feel that there are too many steps and also the pop ups and other adverts are also highly annoying. The pop ups sometimes takes us to a different page or site, which is also not good. Also I don’t trust the online payment systems and I feel very uncomfortable making payment through an online portal. And also too many personal details are asked, so I don’t prefer that.
(…..) and also I feel that there are too many scam or fraudulent sites and so I don’t trust them. (…) I also feel that if the pop ups takes us to a different page then I might land up providing my bank and personal details to someone else which is very undesirable. Also the presence of hackers poses a threat to losing money while making online payment and hence I don’t trust the sites. Hence these are the reasons preventing me from using online ticketing services.
RESPONDENT (6): even though I am aware of it, I cannot book because of the lack of network or internet facilities in my place (city). I come from a rural place and there are no internets or browsing centres available. And moreover my level of education is very low and my English language skills are very weak and so I am not able to do it.
RESPONDENT (4): As I specified earlier I am from a dense rural area and there are no internet facilities and moreover telecommunications are also very limited. (….). And moreover, illiteracy is very high in my village and I feel it’s a complicated process to do it online. I am also not technologically advanced or savvy to do it. (…)
RESPONDENT (5): (….) I am very much concerned about my banking and credit card information. I give a lot of importance towards security and I feel paying online is highly insecure and uncertain because we do not know how much of money is being taken. And I also do not like giving my personal details. And I also feel that the whole process is very complicated as I am not able to understand it properly because I have to maintain an account separately for the bank, then for the service provider and moreover I am not very technologically knowledgeable. Whereas If I go to a counter the whole process is very simple.
INTERVIEWER: Ok… I understand… (….)
RESPONDENT (6): (….) I feel very uncertain using it as double charges or taxes incur when booking online.
RESPONDENT (7): Lack of banking facilities is one of my biggest reasons for not using online portals. I do not have a debit or credit card to do it….
RESPONDENT (8): I am not using this service because of the connectivity issue or network problem. The loading speed is too low and I cannot waste time on it.
RESPONDENT (9): I do not have internet facilities and also I don’t like or feel very uncomfortable providing my banking details online. This is the reason why I am not using it.
INTERVIEWER: thank you for the information. Let’s take a break and then continue.
INTERVIEWER: Can you tell me what kind of improvements do you expect in the e-travel services provided?
RESPONDENT (8): I feel that the process should be simplified because I feel that the present process is too lengthy and is time consuming.
INTERVIWER: Simple in terms of what?
RESPONDENT (8): In terms of language and also the whole process as such. I think it takes more than 30 minutes.
RESPONDENT (7): I feel that the security should be strengthened. Information should be more simple and easy to understand. Initially, it is okay but as we start booking the tickets it’s get more complicated and each step after that is difficult to cross.
RESPONDENT (5): To make us use the e-travel website I think that the website should be simplified in the sense I feel it’s too complicated. Also I feel a 24 hours customer service will be better to answer all my queries. Also I feel more secured if I can call the customer service and confirm the exact amount deducted from my account.
RESPONDENT (3): I would say enhancement of network facilities would make me use it.
RESPONDENT (4): I think awareness programmes in my rural area would be a good start to make the people use it.
RESPONDENT (2): I think if the security is strengthened then I will be able to do it.
RESPONDENT (1): I feel that the websites can be less complicated and also charges can be lowered. Security can be strengthened and network facilitates can be better..
RESPONDENT (9): The internet facilities can be better and security has to be strengthened.
INTERVIEWER: If these changes are brought about will you be willing to use it in the future?
RESPONDENT (9): Yes I will use it.
RESPONDENT (1): I am not very sure as I don’t think I would be able to trust the internet.
RESPONDENT (2): If all the security changes have been made and strengthened, then I will use it.
RESPONDENT (3): I will not use it.
RESPONDENT (4): I will use it if the necessary changes have been made.
RESPONDENT (5): If they improve the parts discussed earlier such as security, simplification of process, customer service, etc. I will use it.
RESPONDENT (6): I will use it if I feel trustful and secure of it.
RESPONDENT (7): I may use it (….)
RESPONDENT (8): I will use the facility (…).
INTERVIEWER: Thank you very much for your contribution. It has been a very interesting and fruitful session. Thank you once again.
TRANSCRIPTION – FOCUS GROUP “USERS OF ONLINE OR E-TRAVEL SERVICES”
PLEASE READ: Analyse using NVIVO – write 600 word interpretations
(I conducted this focus group to find out the characteristics of the USERS OF E-TRAVEL OR ONLINE TRAVEL BOOKING in INDIA. In the focus group, I found out the level of awareness of online travel services in India, the other online services the people have used, some general problems they have encountered while using online services in general, their usual travel modes, the different ways in which they book tickets apart from online booking, the reasons for choosing to book tickets through online travel portals (IMPORTANT) and most importantly whether they are satisfied or not with the services (IMPORTANT) and what are the reasons for such dissatisfaction (IMPORTANT).) The highlighted (red) indicates the important findings that I would like to see in the interpretation you write. And the highlighted (Blue) are questions asked by the interviewer that will help you to form the nodes. Please include a model in the end for this whole focus group session.)
INTERVIEWER: Thank you all for participating in this focus group. You’re all users of e-travel services and hence the questions will be pertaining to that.
Since when did you start using online travel services? When did you get the awareness about it?
RESPONDENT (7): I came to know about a few years back during my college days when my friends and teachers used to tell me that they book tickets using an online portal.
RESPONDENT (6): It was also during education period.
RESPONDENT (5): I started using e-travel services around 4 years back when I used to search for such websites on Google and since then I have been using this facility.
RESPONDENT (1): It was also during my college days.
RESPONDENT (3): I am aware of it for the past two years and I am still using it now.
RESPONDENT (9): I gained knowledge about online travel booking through television, newspaper and through my friends.
RESPONDENT (8): I have been using this facility since 2009 and it’s very helpful.
RESPONDENT (4): (…) I got awareness about the e-travel booking through my brother who stays in the city.
RESPONDENT (2): I am aware of using e-ticketing for the past three years.
INTERVIEWER: Ok I can understand that all of you’ll have used online booking facilities at least once. Can you tell me some of the other purposes you used the online services for? For example it can be for cinema booking or information search. etc.
RESPONDENT (1): Initially, I used it for online shopping where I bought a mobile. But in a way I was not satisfied because I couldn’t see the phone or touch it and test its features.
RESPONDENT (3): I have used it for online shopping as well where I bought a pen drive.
RESPONDENT (2): I have only used it for travelling purposes.
RESPONDENT (4): Mainly to book tickets and at times for shopping purposes.
RESPONDENT (5): Initially I started using this service to book cinema tickets and then I used it for shopping DVD’s, books and also now for e-ticketing.
RESPONDENT (6): I used online shopping for buying pen drives and electrical items but I am not satisfied with the delivery.
RESPONDENT (7): I used online services for booking cinema tickets and to collect some information and also to download applications to send free messages, etc.
RESPONDENT (8): I use online services to transfer bank funs electronically and apart from that for online shopping for other things.
RESPONDENT (9): I use it for information search.
INTERVIEWER: Can you tell what are the general problems you have encountered while doing online shopping in general?
RESPONDENT (1): I think the problem is with the delivery and also that since I am not able to see the product; there are chances for change in the product or its functions during delivery.
RESPONDENT (6): The quality might be different.
RESPONDENT (5): A lot of delays in delivery.
RESPONDENT (9): In case of damage there is no one to complain.
INTERVIEWER: Now the previous question is relating to products that have a physical presence or in other words they are tangibles.
Now in the next session we will be discussing about travel. (…). which are products that are highly intangible in nature. Can you first tell me, what are the general modes of transport you use to travel frequently?
RESPONDENT (9): By bus.
RESPONDENT (1): (…) I travel by flight.
RESPONDENT (3): By bus.
RESPONDENT (2): I often use the train to travel.
RESPONDENT (5): By bus and train.
RESPONDENT (4): I travel by bus.
RESPONDENT (6): I travel by train.
RESPONDENT (7): I travel by flights.
RESPONDENT (8): I travel by air.
INTERVIEWER: Can you tell me, what are the different ways you have used to book your tickets in addition to online booking?
RESPONDENT (9): I always use online booking.
RESPONDENT (1): I use both online ticket booking and also through travel agencies.
RESPONDENT (6): I do it only through online facilities.
RESPONDENT (4): Initially I was using counters but now after understanding the advantages of online booking, I am doing it on a regular basis.
RESPONDENT (5): I use online travel portals often and at times through travel agencies.
RESPONDENT (7): I use online facilities.
RESPONDENT (8): Through travel agents and online.
INTERVIEWER: Let’s just take a 30 seconds break and let’s continue the next session.
Thank you all for your answers so far.
Now, Can you tell what made you choose online travel services? Why do you prefer booking through the e-travel portal?
RESPONDENT (1): I feel it’s pretty easy (…) and also I think it’s highly flexible and also saves a lot of time as I can sit at home and work on it.
RESPONDENT (3): I think it’s very easy and gives me access to a lot of information.
RESPONDENT (2): I think it is highly time-saving and also very flexible.
RESPONDENT (4): I feel it is easy as well and also it saves a lot of time…(…), moreover I also can book tickets for many people say my family in a very quick time . Based on my experience with e-ticketing, I found out that online portals gives an option for group booking which is not present in the counters.
RESPONDENT (5): I think it is highly convenient and also with the help of the information provided I can plan my trip by myself.
RESPONDENT (6): I think it is very reliable.
RESPONDENT (7): I think it’s an easy way of booking tickets and very reliable.
RESPONDENT (8): I use e-travel services because I feel it is very convenient, easy, time saving, comfortable and gives 24*7 accessibility.
INTERVIEWER: Ok now that you have told about the advantages, can you tell me if your completely satisfied or not with the e-travel services? (…)
RESPONDENT (9): I am not completely satisfied.
RESPONDENT (1): To be frank, I am not satisfied completely with the services.
RESPONDENT (3): I am not satisfied as well. There are few flaws.
RESPONDENT (2): I am satisfied.
RESPONDENT (4): I am completely satisfied with the process of e-ticketing.
RESPONDENT (5): No, I am not satisfied completely with the e-travel services.
RESPONDENT (6): Yes, I am satisfied.
RESPONDENT (7): I am not satisfied with it, there are few changes I would expect.
RESPONDENT (8): I am unhappy with a few things about the portals.
INTERVIEWER: Ok…So now I am going to ask individually. Can you tell me a few reasons why you’re not satisfied with the e-travel portals?
RESPONDENT (1): well first of all, at times I never get what I have booked for… so that’s irritating… I feel that the information is not sufficient enough…. And also security is a major concern. Though I find booking through online portals is easy, I am not comfortable providing my bank card details… In addition to that they also ask for too many personal details which once again affect my privacy… I give a lot of importance towards privacy concerns.. especially now when it is very unsafe giving all personal details. (…) I also find that the portals at times take a long time to send the delivery receipt through mail.. (….). Also I prefer buying products that I can touch and see…. And since its not possible through online portals, I feel a little discomforted with that.
RESPONDENT (3): I don’t think the online travel portal or making payments through that is very secure… I cannot trust the travel website and provide all my personal details. That also affects my privacy. Moreover I think the information provided can be more elaborate ..(…)
RESPONDENT (1): Yes I will agree with him by saying that many fraudulent activities are taking place over the internet where hackers can create fake travel websites and collect all the required bank and personal details. So I am pretty much concerned about my security
RESPONDENT (5): I am not satisfied without I am not comfortable sharing my banking information with some other person as well as my personal details. Security is very important for me.(….) we need to provide a lot of details about our accounts. I am not comfortable giving all those details but since I don’t have an option, I am doing it. I was also thinking it would be better if the information was a little more clear or adequate.
INTERVIWER: ok then?
RESPONDENT (5): Yes, once when I booked a bus ticket through an online portal I had a bad experience. On the internet receipt, it was mentioned that the bus was an air conditioned bus and in reality it was not as they described it.(…), the quality was pretty bad. I always like to see and feel (touch) a product before I purchase it and this experience has affected my satisfaction a lot. Because I am a man who believes and trusts things and can buy them only on seeing the product. And one more thing is that, like I said before I think the information is not sufficient enough. If I go to a travel agent he or she clearly explains everything. So I think information can be better. I also have troubles with certain hidden charges that sum up in the end.
RESPONDENT (7): I am not satisfied because I think that the information is not adequate..(…). I am also concerned about my privacy. In an online portal they ask for too many details. Also it can be more secure.(…) and also I am a person who likes to see a product before I buy it…so that also affects my satisfaction. Also certain websites ask for ATM pin numbers which I feel very uncomfortable to provide. Also other details for using bank cards for buying tickets like one time passwords (OTP), six digit code, etc. is also very difficult to obtain.
RESPONDENT (8): I am not satisfied because of the following reasons: I feel that the process is too lengthy and complicated at times and I need to remember the username and password of that travel websites like IRCTC, etc which is time consuming, and so the process is too lengthy or it involves too many steps.
RESPONDENT (9): I feel that the process is too lengthy as well and also I don’t like to pay any extra charges which are not revealed till the end…..which I am not very comfortable. . Moreover, I feel it’s a little difficult making payments for tickets through certain travel portals as I need to obtain a verified by visa code and OTP password, etc. These bank card issues also affect my satisfaction a lot.
RESPONDENT (4): I am satisfied with the service cause of the reasons as given earlier.(….)
INTERVIEWER: Ok that was very informative. But can you tell me that if price of the ticket plays a vital role while booking online? Say for example in India a bus ticket is 300 rupees whereas a flight ticket is 40000 rupees? How comfortable are you with tickets that are pretty expensive?
RESPONDENT (5): I think it does matter. But the problem is that they mention 40000 rupees on the home page and in the end it has too many hidden charges which comes up in the end while we are asked to make the payments… the information is very inadequate.
RESPONDENT (8): I think it matters a lot.
RESPONDENT (6): Yup it plays a very important role because I feel more comfortable booking tickets that are not too expensive through online portals than for tickets that are expensive.
INTERVIEWER: Will rectification or improvement or solutions to the problems make you more satisfied?
RESPONDENT (1): It will definitely increase my satisfaction.
RESPONDENT (9): I think so too.
RESPONDENT (5): yes if all the mentioned problems are corrected, then there will be no issues concerning using online travel portals to book tickets.
RESPONDENT (3): yes it will make me more comfortable.
RESPONDENT (8): Yes, rectification of the problems will help a lot.
RESPONDENT (7): I think as well.
INTERVIEWER: thank you very much for this session. I wish you all good luck in all your endeavours.
