基于服务承诺的旅游业客户满意度测评研究

发布时间：2018-01-17 23:23

本文关键词：基于服务承诺的旅游业客户满意度测评研究　出处：《南昌航空大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着我国经济的快速增长,旅游业的发展也在急速前行中。国民收入与日俱增,我国旅游业的市场不断扩大。旅游业在高速发展的同时,出现了服务质量参差不齐,服务不规范,总体较差的问题。近几年旅游业的投诉率居高不下,说明游客满意度极低,获得的服务与预期存在差距。服务承诺作为影响客户预期的一个重要因子,在客户的满意度评价中发挥着重要的作用。通过对相关文献整理发现,学者们大多关注基于旅游业外部环境的客户满意度研究,但将服务承诺与客户满意度放入一个框架中进行的实证研究还很欠缺。故本文从一个新的视角,基于服务承诺相关理论,探讨旅游业客户满意度。寄希望通过本文的研究理清服务承诺与客户满意度的内在联系,填补理论上的空白,为提高旅游业客户满意度提供指导意见。本文以收回的789份有效问卷为样本,首先对这些样本进行描述性统计分析,对样本的基本情况做下统计,其次运用SPSS20.0对问卷的信度效度以及各分量表进行探索性因子分析,结合结构方程方法,运用AMOSS21.0建立结构方程模型,通过修正得到潜在变量之间、潜在变量与观测变量之间的关系,最后对提出的假设进行验证。基于理论模型与实证研究的结果,本文有针对性的从游客预期、景区环境、旅游价格、从业人员、旅游管理五个方面提出建议,希望对提高旅游业客户满意度做出贡献。本文以服务承诺的视角研究我国旅游业客户满意度,有一定的创新性,但也存在不足,希望在后续的研究中能够有所突破。
[Abstract]:With the rapid economic growth of our country, the development of tourism is also in rapid progress. With the increasing national income, the market of tourism in China is expanding. At the same time, the tourism industry is developing at a high speed. The quality of service is uneven, service is not standard, the overall poor problem. In recent years, the high rate of complaints in the tourism industry, indicating that the tourist satisfaction is very low. As an important factor affecting customer expectations, service commitment plays an important role in customer satisfaction evaluation. Most scholars pay attention to the customer satisfaction research based on the external environment of tourism, but the empirical research on the service commitment and customer satisfaction into a framework is still lacking. Therefore, this paper from a new perspective. Based on the theory of service commitment, this paper discusses tourism customer satisfaction, hoping to clarify the relationship between service commitment and customer satisfaction through the research in this paper, to fill the theoretical gap. In order to improve tourism customer satisfaction to provide guidance. This paper takes 789 valid questionnaires as samples, carries on descriptive statistical analysis to these samples, and makes statistics on the basic situation of the samples. Secondly, we use SPSS20.0 to analyze the reliability and validity of the questionnaire and each sub-scale, combining with the structural equation method, using AMOSS21.0 to establish the structural equation model. Through the correction of the relationship between the potential variables, potential variables and observation variables, finally the hypothesis is verified. Based on the theoretical model and the results of empirical research, this paper is targeted from tourists' expectations. In order to contribute to the improvement of tourism customer satisfaction, this paper studies the tourism customer satisfaction in China from the perspective of service commitment. There are some innovation, but also there are shortcomings, hope to be able to break through in the follow-up study.
【学位授予单位】：南昌航空大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F274

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