互联网旅行预订平台企业的平台特性对顾客关系质量的影响研究

发布时间：2018-03-31 18:24

本文选题：互联网旅行预订平台　切入点：平台特性　出处：《广西大学》2016年硕士论文

【摘要】：本研究试图探讨在当前中国进入移动互联时代的背景下,互联网旅行预订平台企业的平台特性(以下或简称为平台特性)的几个关键问题：互联网旅行预订平台特性的内容结构包括哪些维度?互联网旅行预订平台特性对顾客关系质量有什么影响作用?互联网旅行预订平台特性是否通过顾客体验这个中介对顾客关系质量的产生影响?为了解决互联网旅行预订平台特性内容结构的问题,本研究在梳理相关文献的基础上,结合开放式调查等方法初步归纳出了描述互联网平台特性的关键词；在此基础上,自行研制了互联网旅行预订平台企业的平台特性的测量题项,设计初始问卷并进行小样本预调查。通过统计调查数据,使用SPSS18.0进行可靠性分析和探索性因子分析,检验原有条目的质量,并删除或修改部分条目,形成正式问卷,进行大样本问卷调查。统计调查数据,使用AMOS17.0进行验证性因子分析,并检验问卷的信度和效度。为了验证互联网旅行预订平台特性的构成维度与顾客体验对顾客关系质量的影响,本研究选取了国内外顾客体验与顾客关系质量的成熟量表,进行问卷调查,运用SPSS18.0进行数据分析,通过信度分析、效度分析、相关性分析和回归分析方法,探讨互联网旅行预订平台特性对顾客关系质量的影响,检验顾客体验的中介作用。最终得出如下结论：(1)互联网旅行预订企业的平台特性是多维度的内容结构,包括网络外部性、价格倾斜性和交流互动性三个维度；(2)互联网旅行预订平台特性与顾客关系质量呈显著的正相关关系；(3)互联网旅行预订平台特性与顾客体验呈显著的正相关关系；(4)顾客体验与顾客关系质量呈显著的正相关关系；(5)顾客体验在互联网旅行预订平台特性与顾客关系质量的作用过程中起部分中介作用。本文探索性的将研究结论与实际因素相结合,为互联网旅行预订平台企业提出了一系列管理方面的建议。
[Abstract]:This study attempts to explore the background of China's entering the era of mobile interconnection.Several key questions about the platform characteristics of the Internet Travel booking platform Enterprise (hereinafter referred to as the platform feature): what dimensions does the content structure of the Internet Travel booking platform feature include?What is the impact of Internet travel reservation platform features on customer relationship quality?Does the Internet Travel booking platform feature have an impact on customer relationship quality through customer experience as an intermediary?In order to solve the problem of the characteristic content structure of Internet travel booking platform, based on combing the relevant literature and combining the open survey and other methods, this study preliminarily concluded the keywords describing the characteristics of Internet platform.The measurement items of platform characteristics of Internet travel booking platform were developed, and the initial questionnaire was designed and a small sample pre-survey was carried out.Through statistical investigation data, reliability analysis and exploratory factor analysis using SPSS18.0, the quality of original items is tested, and some items are deleted or modified to form a formal questionnaire, and a large sample questionnaire is conducted.The reliability and validity of the questionnaire were tested by AMOS17.0.In order to verify the characteristics of Internet travel booking platform and the impact of customer experience on customer relationship quality, this study selected the mature scale of customer experience and customer relationship quality at home and abroad, and conducted a questionnaire survey.Through reliability analysis, validity analysis, correlation analysis and regression analysis, this paper discusses the influence of Internet travel booking platform characteristics on customer relationship quality and examines the intermediary role of customer experience.Finally, we draw the following conclusion: 1) the platform feature of Internet travel booking enterprises is a multi-dimensional content structure, including network externalities.(2) the characteristics of Internet travel booking platform have significant positive correlation with customer relationship quality. (3) Internet travel booking platform characteristics have significant positive correlation with customer experience.Customer experience has a significant positive correlation with customer relationship quality. (5) customer experience plays an intermediary role in the process of Internet travel booking platform characteristics and customer relationship quality.This paper combines the research findings with practical factors, and puts forward a series of management suggestions for Internet travel booking platform enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F592.6;F724.6

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