郑州XY旅行社顾客满意度提升策略研究

发布时间：2018-04-25 07:28

本文选题：旅游产业 + 顾客满意度　；参考：《郑州大学》2014年硕士论文

【摘要】：随着人们物质文化生活水平的提高,以及人们在现实工作生活中承受的压力增加,人们对户外旅游等精神文化的需求日益强烈。同时,国家和河南省政府对旅游文化产业给予了政策方面的支持,促进了郑州市旅游产业的发展。旅行社是旅游产业的龙头,它在旅游产业中,具有有效地配置各种旅游资源,提供满足人们休闲、度假的旅游消费产品及服务的重要作用。虽然旅游产业在我国已经有了几十年的发展历史,但是很多旅行社,尤其是中小旅行社,在顾客观念、创新意识、服务质量、业务流程、管理规范等方面,仍然存在很多不足,导致服务质量低下、旅游产品陈旧、竞争意识不强、服务缺乏特色等问题,最终造成顾客的满意度低,影响到旅行社自身的发展,难以做大做强。基于此,本文以郑州XY旅行社为研究对象,通过理论分析及实践调查相结合、定量分析与定性判断相结合的方法,着重研究郑州XY旅行社在顾客满意度方面存在的问题,针对郑州XY旅行社存在的问题出有效的解决问题的办法。首先,本文概述了郑州XY旅行社的基本状况,并从河南省旅游业的宏观环境和郑州市旅游业的竞争环境两个角度,分析了郑州XY旅行社的外部环境,从宏观角度上阐述了郑州XY旅行社提升顾客满意度的重要性；然后,借助顾客问卷调查,从多个角度对郑州XY旅行社的顾客满意度进行了摸底,采用定量和定性相结合的方法得出结论,从微观角度进一步说明了提升顾客满意度的必要性；接着,本文分析了郑州XY旅行社在提升顾客满意度方面存在的问题及根源,郑州XY旅行社外部面临激烈的竞争威胁,内部面临旅游产品创新设计能力不足、营销推广手段欠缺、品牌构建意识薄弱、及内部执行缺乏效率等方面的劣势；为提升郑州XY旅行社的顾客满意度,最后,本文从加强服务流程标准化、加强顾客关系管理、加强网络沟通平台、加强品牌产品开发、加强企业内部管理等五个方面,提出了提升郑州XY旅行社顾客满意度的有效策略。通过本文的研究,有助于郑州XY旅行社认清问题所在,通过实施相应的有效策略,提升自身的顾客满意度,并由此提升郑州XY旅行社的核心竞争力。
[Abstract]:With the improvement of people's material and cultural life and the increasing pressure on people in real life, the demand for outdoor tourism and other spiritual culture is increasingly strong. At the same time, the government of our country and Henan province give policy support to tourism culture industry, and promote the development of tourism industry in Zhengzhou. Travel agency is the leading tourist industry in tourism industry, it has an important role in effectively allocating all kinds of tourism resources and providing tourist consumer products and services that satisfy people's leisure and vacation. Although the tourism industry has developed for several decades in our country, many travel agencies, especially small and medium-sized travel agencies, still have many shortcomings in terms of customer concept, innovation awareness, service quality, business process, management standards, and so on. The problems such as low service quality, obsolete tourism products, weak competitive consciousness and lack of service characteristics lead to low customer satisfaction, which affects the development of travel agencies and makes it difficult to be bigger and stronger. Based on this, this paper takes Zhengzhou XY Travel Agency as the research object, through the combination of theoretical analysis and practical investigation, quantitative analysis and qualitative judgment, focuses on the problems in customer satisfaction of Zhengzhou XY Travel Agency. Aiming at the problems existing in Zhengzhou XY Travel Agency, an effective solution is put forward. First of all, this paper summarizes the basic situation of Zhengzhou XY travel agency, and analyzes the external environment of Zhengzhou XY travel agency from the macro environment of Henan province tourism and the competition environment of Zhengzhou tourism. This paper expounds the importance of improving customer satisfaction in Zhengzhou XY Travel Agency from a macro perspective, and then, with the help of customer questionnaire, makes a survey of customer satisfaction of Zhengzhou XY Travel Agency from several angles. The paper draws a conclusion by combining quantitative and qualitative methods, and further explains the necessity of improving customer satisfaction from a micro perspective. Then, this paper analyzes the problems and root causes of improving customer satisfaction in Zhengzhou XY Travel Agency. Zhengzhou XY travel agency is facing the fierce competition threat, the interior faces the tourism product innovation design ability insufficiency, the marketing promotion means lacks, the brand construction consciousness is weak, and the internal execution lacks the efficiency and so on the inferiority; In order to improve the customer satisfaction of XY travel agency in Zhengzhou, finally, this paper strengthens the service flow standardization, the customer relationship management, the network communication platform, strengthens the brand product development, strengthens the enterprise internal management, etc. Put forward the effective strategy to improve the customer satisfaction of Zhengzhou XY travel agency. Through the research of this paper, it is helpful for Zhengzhou XY travel agency to recognize the problem, improve its customer satisfaction by implementing relevant effective strategies, and thus enhance the core competitiveness of Zhengzhou XY travel agency.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F592.6

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