在线旅游顾客感知服务质量研究

发布时间：2018-02-14 13:22

本文关键词： 在线旅游服务质量顾客参与满意度忠诚度　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着信息技术的快速发展,互联网和各类移动终端在人们生活的方方面面扮演了越来越重要的角色,消费者习惯使用网络来搜寻需要的信息和产品,并通过网络进行消费。人们的消费水平不断提高,消费观念不断改变,带来了旅游市场的蓬勃发展。各类在线旅游网站应运而生,成为旅游者最常用的获取旅游信息、预订旅游产品、并进行服务评价的媒介。在线旅游预订作为一种新兴的旅游消费方式,正逐渐被广大旅游者认可、接受和喜爱。在线旅游模式使消费者不用与旅行社接触便可以预定到旅游产品,节省了用户的时间和经济成本,提升了用户的消费体验。但网站本身存在的诸多问题也影响了消费者的满意度。对于这类服务性企业来说,服务质量管理是其核心内容。顾客的满意度和忠诚度的高低决定了服务型企业的核心竞争力。要做好服务营销,必须为顾客提供优质服务,来提高顾客的满意程度,增强顾客的忠诚感。本文根据旅游服务质量发展的现状,对前人的研究模型进行修订和完善。根据顾客感知、顾客参与、忠诚度、满意度之间的关系提出研究假设,构建在线旅游服务质量对顾客忠诚度、满意度的影响模型,并提出相应的假设。再对相关服务质量研究的量表进行整理,设计问卷并进行数据收集,然后进行实证分析,通过相关性分析和回归分析对模型和假设进行验证。最终得出结论：在线旅游网站的用户界面、易用性、提供的信息质量、产品的经济性、服务的及时性会对顾客感知的服务质量产生显著正向影响,在线旅游网站的服务的安全性不会对顾客感知的服务质量产生显著正向影响；另外,服务质量和顾客参与都会对顾客满意度产生显著正向影响,服务质量和顾客参与也会对顾客忠诚度产生显著正向影响,服务质量、顾客参与和顾客满意度都会对顾客忠诚度产生显著正向影响。最后,根据研究结果为在线旅游网站的服务质量建设提出相应建议,包括：提供多元化、人性化的服务来吸引更多的顾客,构建值得信赖的安全环境来保障顾客的隐私和权益,开发优质、高效的产品和服务来满足顾客的需求。本论文的研究结果不仅可以帮助在线旅游网站评价和提高本企业的在线旅游服务质量,提高市场占有率,而且可以健全在线旅游行业管理标准和提高行业服务水平,同时为旅游电子商务的发展提供科学的依据。
[Abstract]:With the rapid development of information technology, the Internet and all kinds of mobile terminals play a more and more important role in all aspects of people's lives. Consumers are accustomed to using the Internet to search for needed information and products. People's consumption level is rising and consumption concept is changing, which brings the booming development of tourism market. All kinds of online tourism websites emerge as the times require, and become the most commonly used tourist information. Booking tourism products and performing service evaluation. As a new tourism consumption mode, online travel booking is gradually recognized by the vast number of tourists. Accept and love. Online travel mode allows consumers to book travel products without contact with travel agencies, saving users time and economic costs. It improves the consumer experience. But the problems of the website also affect the satisfaction of the consumers. For such service enterprises, Service quality management is its core content. Customer satisfaction and loyalty determine the core competitiveness of service-oriented enterprises. In order to do a good job of service marketing, we must provide high quality service to improve customer satisfaction. According to the current situation of tourism service quality development, this paper revises and perfects the previous research model. According to the relationship among customer perception, customer participation, loyalty, satisfaction, the research hypothesis is put forward. This paper constructs a model of the influence of online tourism service quality on customer loyalty and satisfaction, and puts forward the corresponding assumptions. Then the scale of related service quality research is sorted out, the questionnaire is designed and the data is collected, and then the empirical analysis is carried out. The model and hypothesis are verified by correlation analysis and regression analysis. The conclusion is: user interface, ease of use, quality of information provided, economy of product, etc. The timeliness of service will have a significant positive impact on the quality of service perceived by the customer, while the security of the service of the online travel website will not have a significant positive impact on the quality of service perceived by the customer; in addition, Both service quality and customer participation will have a significant positive impact on customer satisfaction, and service quality and customer participation will also have a significant positive impact on customer loyalty. Both customer participation and customer satisfaction have a significant positive impact on customer loyalty. Finally, based on the results of the research, some suggestions are made for the construction of online tourism website, including: providing diversification, Humanized service to attract more customers, build a reliable security environment to protect the privacy and rights of customers, develop quality, The research results of this paper can not only help the online tourism website evaluate and improve the quality of the online tourism service, but also increase the market share. Moreover, it can improve the management standard and service level of online tourism industry, and provide scientific basis for the development of tourism electronic commerce.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F592.6

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