在线旅游网顾客忠诚度影响因素研究

发布时间：2018-04-22 03:22

本文选题：在线旅游网 + 顾客忠诚度　；参考：《深圳大学》2017年硕士论文

【摘要】：随着近年来我国民众收入水平的提高及互联网对旅游业产生的深远变革,在线旅游代理无疑已经成为服务业当中最为热门的领域之一。中国的在线旅游产业发展至今,已经走过了行业伊始跑马圈地野蛮生长的阶段,逐步开始在各细分领域出现具有领导力的巨头企业,而今国内OTA之间竞争的日益加剧,又加之上游供应商积极开拓直销渠道挤压在线代理,顾客忠诚度成了大家不得不关注的问题。因为高的顾客忠诚度意味着持续消费的产生以及由口碑传播等带来的新客户流入,所以对在线旅游网顾客忠诚度的影响因素进行研究就显得尤为重要。本文从顾客忠诚度这一有重要研究价值的角度切入对在线旅游网这一领域进行剖析,先对顾客忠诚度这方面的国内外研究既有成果进行了回顾与总结,又结合在线旅游行业本身的独特性,归纳出对在线旅游网顾客忠诚度会产生影响的六个相关因素,研究假设也在这样的归纳分析中基本呈现,研究模型也随之显现。实证分析初期的数据搜集工作本文借助了专业统计平台问卷星,而实证核心阶段则运用了SPSS统计软件以及分析结构方程模型专用的AMOS软件。其中关于数据采集完成后的信度与效度分析是通过SPSS软件来完成的,在数据的信度与效度通过检验后,对结构方程模型的假设检验及模型修正通过AMOS软件来完成,以此探索各个因素对在线旅游网顾客忠诚度的影响程度及作用路径。本文的研究结果显示:服务质量对客户信任的正向影响有直接路径,同时服务质量对顾客满意度也有直接的影响路径;对顾客满意度有直接正向影响路径的还有感知价值;营销体验正向影响的直接路径则作用于感知价值及转移成本;转移成本正向影响的直接路径则作用于顾客满意度还有顾客忠诚度。基于这样的研究结论,本文最后部分从服务质量的提升、营销模式改进等方面对在线旅游行业的发展提出了有针对性的建议。从两个方面可以一窥本文的创新:一方面是研究视角的创新。通过对相关文献的研究发现,针对在线旅游网的盈利模式、营销方法的研究很多,但是对其顾客忠诚度的研究并不太多,这使本文在视角方面有一定的创新性。另一方面是研究指标体系的创新。本文对在线旅游网顾客忠诚度影响因素的选取充分考虑了在线旅游行业的特殊性,这也意味着本文在指标体系的选择上具有一定的创新性和针对性。
[Abstract]:With the improvement of the people's income level and the profound transformation of the Internet to tourism in recent years, the online travel agent has undoubtedly become one of the most popular fields in the service industry. The development of the online tourism industry in China has gone through the stage of barbaric growth of the horse race at the beginning of the industry, and gradually began to be subdivided into various subdivisions. There is a leading enterprise in the field, and the competition between OTA in China is becoming more and more intense, and the upstream suppliers are actively developing direct marketing channels to squeeze online agents. Customer loyalty has become a problem that everyone has to pay attention to. Because the high customer loyalty means the production of continuous consumption and the new product of the word of mouth. It is particularly important to study the influence factors of customer loyalty of the online tourist network. This paper analyzes the field of online tourism network from the perspective of customer loyalty, which is an important research value, and first reviews and summarizes the existing achievements in the research of customer loyalty at home and abroad. According to the uniqueness of the online tourism industry, six factors that affect the customer loyalty of the online tourism network are summed up. The research hypothesis is also presented in this analysis, and the research model appears. The data collection work in the early stage of empirical analysis has been used by the professional statistical platform questionnaire and the empirical core. In the heart stage, the SPSS software and the special AMOS software are used to analyze the structural equation model. The reliability and validity analysis of the data acquisition is completed by the SPSS software. After the reliability and validity of the data are tested, the hypothesis testing and model correction of the structural equation model are completed by the AMOS software. The results show that there is a direct path to the positive impact of service quality on customer trust, and the quality of service has a direct impact on customer satisfaction, and there is a direct positive impact on customer satisfaction and perceived price. The direct path of the positive impact of marketing experience on perceived value and transfer cost; the direct path of the positive transfer cost effect on customer satisfaction and customer loyalty. Based on this research conclusion, the last part of this paper is on the development of online tourism industry from the improvement of service quality and the improvement of marketing mode. From two aspects, we can make a glimpse of the innovation of this article: on the one hand, it is the innovation of the research perspective. Through the study of relevant literature, it is found that there are many studies on the profit model of the online tourism network and the marketing method, but the research on its customer loyalty is not too much. This makes this article a certain point of view. On the other hand, it is the innovation of the research index system. The selection of the factors affecting the customer loyalty of the online tourism network fully considers the particularity of the online tourism industry, which also means that this paper has a certain innovation and pertinence in the selection of the index system.

【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F592.6

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