奖励旅游顾客参与行为研究

发布时间：2018-03-31 05:32

本文选题：奖励旅游　切入点：顾客参与行为　出处：《上海师范大学》2014年硕士论文

【摘要】：随着我国现代服务业的迅速发展及人本管理思想的普及,我国奖励旅游市场表现出巨大的发展潜力,越来越多的企业将奖励旅游作为管理手段以期达成管理目标。然而,我国奖励旅游在发展中存在以下问题,奖励旅游产品缺乏深度开发、相似程度高；开展奖励旅游的企业对奖励旅游的内涵不够了解、实施目的不明确,导致对奖励旅游效果不满意；企业客户对奖励旅游服务供应商的忠诚度不高,重购率较低。在营销学界,营销管理核心观念的改变,使学者开始重视顾客参与在产品创新中的作用。在服务业中,顾客参与与生俱来,欲达到良好服务质量与令人满意的结果,某些服务中顾客的主动参与是必要的。奖励旅游作为高度定制化的产品,天然的需要顾客参与到产品生产和服务传递的过程中,因此,应用顾客参与相关理论研究奖励旅游顾客参与行为,并结合风险承担理论和服务质量理论探讨顾客参与行为的驱动因素和结果影响因素,对奖励旅游服务供应商有效开展顾客参与管理进而提升顾客对奖励旅游效果的满意度有重要意义。本文在对现有文献进行梳理的基础上,结合对旅行社和奖励旅游企业客户的深度访谈,构建了感知风险、独特性需求和顾客知识作为前因变量,服务质量、行为意向作为结果变量的奖励旅游顾客参与行为研究模型,结合奖励旅游服务的特点,划分了各因素的构成维度,提出了本文的假设,并设计了各维度的测量量表,在此基础上完成了调查问卷的设计,并在研究过程还考虑了顾客参与行为的中介作用。通过问卷调查,笔者获得了上海市107个通过旅行社购买奖励旅游服务的企业客户样本数据,运用SPSS16.0统计软件进行实证分析。研究结果表明,在奖励旅游产品生产和服务传递过程中,感知风险的两个维度,心理风险与顾客参与行为的五个维度,即事前准备、信息参与、合作生产、人际互动和干涉行为均正相关,绩效风险与干涉行为正相关；独特性需求显著正向影响事前准备、合作生产、人际互动和干涉行为：顾客知识对事前准备、信息参与、合作生产和干涉行为的投入有正向影响；顾客参与行为对服务质量三个维度的影响中,信息参与、人际互动和干涉行为正向影响可靠性,事前准备、信息参与、合作生产和干涉行为对保证性和移情性均有正向影响：合作生产和干涉行为与重购、荐客均正相关,信息参与对荐客也有正向影响；顾客参与行为在心理风险和可靠性、保证性之间起到中介作用,即通过事前准备、信息参与、合作生产和干涉行为可以有效降低顾客心理风险,提高对服务质量的感知；顾客参与行为在顾客知识和保证性、移情性之间起到中介作用,即顾客有关奖励旅游服务的知识作为顾客的能力,通过参与行为得以展现,并提高感知服务质量。此外,研究结果显示服务质量与行为意向正相关,与多数学者的相关研究结论相一致。最后,笔者根据研究结论对奖励旅游服务供应商如何通过有效管理顾客参与来增强顾客感知服务质量以及奖励旅游企业客户如何有效投入参与行为以便对奖励旅游实施效果更为满意提出了对策建议,并提出了本文的研究不足及展望。
[Abstract]:With the rapid development of modern service industry of our country and the popularization of humanistic management idea , our country awards tourism market to show great development potential , and more and more enterprises will award tourism as management means with a view to achieving the goal of management . However , there are some problems in the development of our country ' s reward tourism .
There is not enough understanding of the connotation of incentive tour , and the implementation purpose is not clear , which leads to dissatisfaction with the effect of reward tourism ;
Enterprise customers are not highly loyal to the incentive travel service provider , and the re - purchase rate is low .

Based on the analysis of the existing literature , the author has obtained the research model of customer participation and the influence factors of the customer ' s participation in the service industry .
The unique demand significantly affects the pre - emption , cooperative production , interpersonal interaction and interference behavior : the customer knowledge has a positive impact on the input of pre - event preparation , information participation , cooperative production and interference behavior ;
The influence of customer ' s participation behavior on the three dimensions of service quality , information participation , interpersonal interaction and interference behavior positively influence reliability , pre - accident preparation , information participation , cooperative production and interference behavior have positive influence on assurance and empathy .
Customer ' s participation behavior plays an intermediary role between psychological risk and reliability and assurance , that is , through pre - accident preparation , information participation , cooperative production and interference behavior can effectively reduce customer ' s psychological risk and improve the perception of service quality ;
Customer ' s participation behavior plays an intermediary role between customer knowledge and assurance and empathy , that is , customer ' s knowledge of rewarding travel service as customer ' s ability , through participation behavior and improving perceived service quality . In addition , the research results show that the quality of service is positively related to the behavior intention , and is consistent with the relevant research conclusion of most scholars .

Finally , according to the research conclusion , the author puts forward some suggestions on how to reward tourism service provider how to enhance customer perceived service quality by effectively managing customer ' s participation and how to reward the customer how to participate in the behavior effectively so as to more satisfied the effect of reward tourism , and put forward some deficiencies and prospects in this paper .

【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F592

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