旅行社服务补救中心理授权对游客公平感知与满意的影响研究

发布时间：2018-05-22 14:48

本文选题：心理授权 + 服务补救　；参考：《广西大学》2014年硕士论文

【摘要】：随着居民收入的快速增长,居民出游的意愿不断提高,巨大的旅游需求推动了我国旅行社业的快速发展。然而,旅行社在迎来发展的好环境的同时,也面临巨大的难题：游客每年的投诉居高不下,并且呈现逐年增长的态势。旅行社产品具有无形性、产消同步性、异质性、易逝性等特点,导致服务失误无可避免。对旅行社服务补救进行研究,不仅拓展了消费者行为学、服务营销管理方面的理论研究,而且在旅行社应对服务失误或失败过程中起到指导作用,为旅行社的经营管理提出建设性意见。基于满意度相关模型的公平模型,本文将顾客心理授权引入旅行社服务补救过程中,结合旅行社的特点定义了游客心理授权。模型由“公平—满意”变为“心理授权—公平—满意”。主要运用结构方程模型法构建模型并进行验证。为了了解心理授权在服务补救满意中的作用,本文还建立了心理授权与游客满意的模型。此外,还验证了游客公平感知对游客满意的影响,游客感知公平在心理授权与游客满意的中介作用。实证研究结果如下：(1)游客心理授权对服务补救公平感知有显著影响,但心理授权三个维度对公平感知维度的影响各不相同,其中知情权对过程公平、结果公平和交互公平有显著正向影响,控制权对公平过程和交互公平有显著正向影响,自我效能对过程公平有显著正向影响。(2)心理授权三个维度对游客满意的影响各不相同,其中知情权对游客满意有显著的正向影响,控制权对游客满意有微弱的正向影响,自我效能对游客满意有显著的正向影响。(3)游客公平感知对游客满意起到显著正向作用。过程公平、交互公平对游客满意有显著正向影响,结果公平对游客满意有微弱正向影响。(4)游客公平感知在心理授权与游客满意中起到显著的中介作用。关于服务补救的研究,现有的文献主要集中在酒店、航空、餐饮或在线服务行业,本文将心理授权与旅行社的服务补救相结合,是研究视角上的创新。同时,通过心理授权对游客公平感知影响的探讨,有助于丰富服务补救中游客公平感知前因的研究,拓宽了顾客心理授权的应用范围,这是在研究领域方面的创新。未来的研究可在前因变量上进行拓展,寻找更多助益旅行社应对服务补救的方法,也可在行业的选择上做进一步的拓展。
[Abstract]:With the rapid growth of residents' income, residents' willingness to travel has been improved, and the huge demand for tourism has promoted the rapid development of travel agency industry in China. However, travel agencies are facing a huge problem: the annual complaints of tourists remain high, and the situation is increasing year by year. Travel agency products have the characteristics of invisibility, synchronism, heterogeneity, perishable and so on, which lead to unavoidable service errors. The research on service remedy of travel agency not only expands the theoretical research of consumer behavior and service marketing management, but also plays a guiding role in the process of service failure or failure. Provide constructive advice for the operation and management of travel agency. Based on the fair model of satisfaction degree related model, this paper introduces customer psychological authorization into the process of service remedy of travel agency, and defines the psychological authorization of tourist combined with the characteristics of travel agency. The model changed from "Fairness-satisfaction" to "Psychological Authorization-Fairness-satisfaction". The structural equation model method is used to construct the model and verify it. In order to understand the role of psychological empowerment in service remedy satisfaction, the model of psychological authorization and tourist satisfaction is also established. In addition, it also verifies the influence of tourists' fair perception on tourists' satisfaction, and the intermediary role of tourists' perceived fairness in psychological authorization and tourist satisfaction. The empirical results are as follows: 1) the psychological empowerment of tourists has a significant impact on the perception of service remedy fairness, but the three dimensions of psychological empowerment have different effects on the dimension of fair perception, in which the right to know is fair to the process. Results there were significant positive effects on fairness and interactive justice, significant positive effects on fair process and interactive fairness by control rights, and significant positive effects on process fairness by self-efficacy. (2) the influence of psychological empowerment on tourists' satisfaction was different. Among them, the right to know has a significant positive impact on tourist satisfaction, the control right has a weak positive impact on tourist satisfaction, and self-efficacy has a significant positive impact on tourist satisfaction. Process fairness, interactive fairness has a significant positive impact on tourist satisfaction, and result fairness has a weak positive impact on tourist satisfaction. 4) tourists' fair perception plays a significant intermediary role in psychological empowerment and tourist satisfaction. On the research of service remedy, the existing literature mainly focuses on hotel, aviation, catering or online service industry. This paper combines psychological authorization with the service remedy of travel agency, which is an innovation from the perspective of research. At the same time, the discussion on the influence of psychological authorization on tourists' fair perception helps to enrich the research on the antecedents of tourists' fair perception in service remediation, and widen the scope of application of customer psychological authorization, which is an innovation in the research field. The future research can expand on the antecedent variables to find more ways to help travel agencies to deal with service remedies, but also to further expand the choice of industry.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;B844

【参考文献】