基于感知公平的景区服务补救对游客行为意向的影响研究

发布时间：2018-05-02 06:17

本文选题：景区 + 服务补救　；参考：《北京交通大学》2017年硕士论文

【摘要】：我国景区之间的竞争日益加剧,为了吸引并留住更多的游客,景区管理者不断探究各种各样的途径和方式。游客在旅游活动中越来越追求自身的体验和价值,满足自己特定的心理体验需求,因此,景区的服务质量影响着游客的感知和对景区的总体评价。然而,由于当前我国旅游市场需求不断增加,景区服务水平不足,服务失败现象屡屡发生,加之网络媒体的兴起,景区发生服务失败事件之后便会得到迅速传播,致使景区在社会上形成不好的口碑和形象,最终失去大量游客。服务失败零出现是不能达到的,为了重新赢得游客忠诚行为,景区更需要重视的是服务补救的重要作用。基于此背景,首先,本文对本文章行文构建的理论基础,国内外学者关于服务补救、顾客感知公平和顾客行为意向关键变量的相关研究文献进行了回顾,然后构建了以感知公平为中介变量,景区服务补救对游客行为意向影响的研究模型,并据此提出了本文的研究假设,设置了相关变量的测量量表。其次,针对研究重点,本文进行了问卷设计和发放,最终回收有效问卷232份,通过采用SPSS19.0进行实证分析,得到如下结论:(1)景区服务补救对感知公平存在显著的正向影响。其中,有形补偿对结果公平,程序公平对响应速度,道歉、补救主动性对交互公平,均呈现出显著的正向影响。(2)感知公平对游客行为意向存在显著的正向影响。从影响程度来看,交互公平对游客重游的正向影响最大,结果公平其次,程序公平最小;交互公平对游客口碑传播的正向影响最大,之后是程序公平、结果公平。(3)感知公平在景区服务补救与游客行为意向的关系中起中介作用。其中,结果公平和程序公平起到了完全中介作用,交互公平起到了部分中介作用。最后,本文根据研究结论提出了景区服务补救的相关管理建议,包括重视有形补偿、提高响应速度、加强游客沟通、增强服务补救的公平性,以期降低游客的损失,吸引并留住更多游客,为景区的长效发展提供参考。
[Abstract]:In order to attract and retain more tourists, the managers of scenic spots are constantly exploring various ways and means to attract and retain more tourists. Tourists increasingly pursue their own experience and value in tourism activities to meet their specific psychological experience needs. Therefore, the service quality of scenic spots affects the perception of tourists and the overall evaluation of scenic spots. However, due to the increasing demand of tourism market in our country, the insufficient service level of scenic spots, the frequent failure of service and the rise of network media, the service failure events in scenic spots will be spread rapidly. As a result, scenic spots in the society to form a bad reputation and image, eventually lost a large number of tourists. It is impossible to achieve zero service failure. In order to win back the loyalty of tourists, the important role of service remedy should be paid more attention to in scenic spots. Based on this background, first of all, this paper reviews the theoretical basis of the construction of this article, domestic and foreign scholars on the service recovery, customer perception fairness and customer behavior intention of the key variables related to the literature review. Then we construct a research model of the influence of service remediation on tourists' behavior intention with perceived fairness as an intermediary variable, and then put forward the research hypothesis of this paper and set up the measurement scale of related variables. Secondly, according to the focus of the study, this paper designs and issues questionnaires, and finally returns 232 valid questionnaires. Through empirical analysis using SPSS19.0, the following conclusions are drawn: 1) Service remediation has a significant positive impact on perceived justice. Among them, tangible compensation is fair to the result, procedural fairness to the response speed, apology, remediation initiative to the mutual fairness, showing a significant positive impact. 2) perceived justice has a significant positive impact on the behavior intention of tourists. From the point of view of influence degree, interactive fairness has the greatest positive impact on tourist revisiting, the result fairness is second, the procedural fairness is the least; the interaction fairness has the greatest positive impact on the tourist word of mouth, and then the procedural fairness. Results Fairness. 3) perceived fairness plays an intermediary role in the relationship between service remedy and tourist behavior intention. Among them, result fairness and procedural fairness play a complete intermediary role, interactive fairness plays a part of intermediary role. Finally, according to the conclusions of the study, this paper puts forward some relevant management suggestions, including paying attention to tangible compensation, improving the response speed, strengthening the communication of tourists, enhancing the fairness of service remediation, in order to reduce the loss of tourists. Attract and retain more tourists to provide a reference for the long-term development of the scenic spot.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592

【参考文献】