基于顾客满意度的旅行社服务质量提升策略研究
发布时间：2019-02-18 08:47
【摘要】：中国旅游业发展异常活跃,国家和政府对旅游业的关注进一步增强了整个旅游业的活力。作为旅游窗口企业的旅行社根据国内外旅游市场的需求变化,其数量在逐年增加,由于缺乏科学引导机制,导致旅游消费市场供大于求。因此,旅行社为争抢旅游消费者,便会通过降低价格,恶意竞争的手段获得企业利润。这种行为使得旅游服务质量大幅度下降,给整个旅游行业造成很大的负面影响。近几年出现的旅行社恶性服务事件已经让旅游者对旅行社服务丧失信心,其服务质量问题成为人们普遍关注的焦点。将提供满意度高的优质服务提升到旅行社战略层面上,融入到旅行社企业文化当中,是旅行社立足旅游市场和获得良好经济效益的关键因素。基于此,本文将研究视角放在如何提高旅行社服务质量以求达到顾客满意。本文共分为五个部分,首先对国内外顾客满意度和服务质量文献进行搜集、研究和梳理,形成本文的理论基础;接着对旅游行业和旅行社现状及问题进行分析,得出旅游行业整体上存在体制与行业发展不协调、“多头”管理、无人过问等问题;法律法规存在滞后性,旅游相关主体旅游法律意识淡薄;旅行社市场竞争混乱、旅行社品牌经营缺乏战略定位以及导游企业意识不强等结论;然后根据理论基础和旅行社服务质量评价体系设计调查问卷,对调查结果进行数理分析,从分析中可以看出,顾客比较关注旅行社服务失败后的补救措施,但在实际服务过程中,旅行社对事后补救工作不加以重视,很难达到顾客的满意;最后根据存在问题、统计结果对旅行社服务质量的提升提供了建议。建议主要包括国家应改革现有体制,完善法律法规;旅行社应寻求市场定位、强化品牌意识、改革导游薪金制度、提升服务补救时效性及保证补救成效几个方面。
[Abstract]:The development of tourism in China is very active, and the attention of the state and government to tourism has further strengthened the vitality of the tourism industry as a whole. As a tourist window enterprise, the number of travel agencies is increasing year by year according to the demand of domestic and foreign tourism market. Because of the lack of scientific guiding mechanism, the supply of tourism consumption market exceeds the demand. Therefore, travel agencies in order to compete for tourism consumers, will reduce prices, malicious competition means to obtain corporate profits. This kind of behavior causes the traveling service quality to drop greatly, causes the very big negative influence to the entire tourism industry. In recent years, the bad service events of travel agencies have made tourists lose confidence in travel agency services, and the quality of their services has become the focus of attention. It is the key factor for the travel agency to base itself on the tourism market and obtain good economic benefits by upgrading the high quality service with high satisfaction to the strategic level of the travel agency and integrating it into the travel agency enterprise culture. Based on this, this paper focuses on how to improve the service quality of travel agencies in order to achieve customer satisfaction. This paper is divided into five parts. Firstly, the literature on customer satisfaction and service quality at home and abroad is collected, researched and combed, forming the theoretical basis of this paper. Then it analyzes the present situation and problems of tourism industry and travel agency, and draws the conclusion that the tourism industry as a whole has some problems, such as system and industry development are not coordinated, "long" management, no one cares. There are some conclusions, such as lag in laws and regulations, weak awareness of tourism law in tourism related subjects, confusion in travel agency market competition, lack of strategic orientation in travel agency brand management, and weak awareness of tour guides. Then, according to the theoretical basis and the evaluation system of travel agency service quality, the questionnaire is designed to analyze the results of the survey. From the analysis, we can see that customers are more concerned about the remedial measures after the service failure of the travel agency. However, in the actual service process, the travel agency does not pay attention to the remedial work after the event, it is difficult to achieve customer satisfaction; Finally, according to the existing problems, the statistical results to improve the service quality of travel agencies provided suggestions. The main suggestions are that the country should reform the existing system, perfect the laws and regulations, and the travel agency should seek the market orientation, strengthen the brand consciousness, reform the tour guide salary system, improve the timeliness of the service remedy and ensure the remedy effect.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.6
本文编号：2425686
[Abstract]:The development of tourism in China is very active, and the attention of the state and government to tourism has further strengthened the vitality of the tourism industry as a whole. As a tourist window enterprise, the number of travel agencies is increasing year by year according to the demand of domestic and foreign tourism market. Because of the lack of scientific guiding mechanism, the supply of tourism consumption market exceeds the demand. Therefore, travel agencies in order to compete for tourism consumers, will reduce prices, malicious competition means to obtain corporate profits. This kind of behavior causes the traveling service quality to drop greatly, causes the very big negative influence to the entire tourism industry. In recent years, the bad service events of travel agencies have made tourists lose confidence in travel agency services, and the quality of their services has become the focus of attention. It is the key factor for the travel agency to base itself on the tourism market and obtain good economic benefits by upgrading the high quality service with high satisfaction to the strategic level of the travel agency and integrating it into the travel agency enterprise culture. Based on this, this paper focuses on how to improve the service quality of travel agencies in order to achieve customer satisfaction. This paper is divided into five parts. Firstly, the literature on customer satisfaction and service quality at home and abroad is collected, researched and combed, forming the theoretical basis of this paper. Then it analyzes the present situation and problems of tourism industry and travel agency, and draws the conclusion that the tourism industry as a whole has some problems, such as system and industry development are not coordinated, "long" management, no one cares. There are some conclusions, such as lag in laws and regulations, weak awareness of tourism law in tourism related subjects, confusion in travel agency market competition, lack of strategic orientation in travel agency brand management, and weak awareness of tour guides. Then, according to the theoretical basis and the evaluation system of travel agency service quality, the questionnaire is designed to analyze the results of the survey. From the analysis, we can see that customers are more concerned about the remedial measures after the service failure of the travel agency. However, in the actual service process, the travel agency does not pay attention to the remedial work after the event, it is difficult to achieve customer satisfaction; Finally, according to the existing problems, the statistical results to improve the service quality of travel agencies provided suggestions. The main suggestions are that the country should reform the existing system, perfect the laws and regulations, and the travel agency should seek the market orientation, strengthen the brand consciousness, reform the tour guide salary system, improve the timeliness of the service remedy and ensure the remedy effect.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.6
【参考文献】
中国期刊全文数据库 前4条
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，本文编号：2425686
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