中国旅游业的服务质量对老挝顾客忠诚度的影响研究

发布时间：2018-03-29 19:43

本文选题：中国旅游业　切入点：服务质量　出处：《华南理工大学》2012年硕士论文

【摘要】：随着服务经济时代的到来，顾客追求的产品或服务不再仅仅停留在物美价廉的层次，而是越来越关注服务质量。而企业要想在激烈的市场竞争中取得优势，就必须重视服务营销管理。服务营销的核心理念是让顾客满意和顾客忠诚。国内外的相关研究成果表明，提高服务质量有助于提高顾客的满意水平，从而增加顾客的忠诚度，可以为企业获得长期竞争优势打下了良好的基础。本文的研究工作主要包括两个方面:(l)构建出中国旅游业服务质量的测量量表，探索中国旅游业服务质量的维度;(2)运用结构方程模型研究中国旅游业服务质量的各个维度与顾客满意及顾客忠诚的关系。通过对中国旅游业的一家知名企业——昆明中国国际旅行社进行调查，，本文在借鉴国内外研究成果的基础上，设计了相应的变量测量项目，以随机抽样的方式进行了问卷调查，运用SPSS17.0软件对收集的数据进行统计分析后，主要得出了以下结论:(l)运用探索性因子分析，得出昆明中国国际旅游社的服务质量测量量表包括5个维度，分别为:有形性、响应性、可靠性、保证性和关怀性;(2)昆明中国国际旅行社的有形性、响应性、可靠性、保证性和关怀性维度对顾客满意均有正向的显著性影响;(3)昆明中国国际旅行社中顾客满意对顾客忠诚有正向的显著性影响。最后，昆明中国国际旅行社服务质量的实证研究结论,给中国旅游业的经营与发展带来了一些启示。
[Abstract]:With the arrival of the service economy era, the products or services pursued by customers are no longer merely at the level of good quality and cheap price, but more and more attention is paid to the quality of service, and enterprises want to gain advantages in the fierce market competition. The core idea of service marketing is customer satisfaction and customer loyalty. The research results at home and abroad show that improving service quality can improve customer satisfaction level and thus increase customer loyalty. Can obtain long-term competitive advantage for enterprises to lay a good foundation. The research work of this paper mainly includes two aspects: constructing the measurement scale of the service quality of China's tourism industry. To explore the dimension of service quality of tourism in China, the relationship between each dimension of service quality of tourism in China and customer satisfaction and customer loyalty is studied by using structural equation model. Based on the investigation of Kunming China International Travel Service, a well-known enterprise in China's tourism industry, based on the research results at home and abroad, this paper designs the corresponding variable measurement items and carries out a questionnaire survey by random sampling. After the statistical analysis of the collected data by SPSS17.0 software, the following conclusions are drawn: (1) by using exploratory factor analysis, it is concluded that the service quality measurement scale of Kunming China International Tourism Agency includes five dimensions, namely: materiality. Responsiveness, Reliability, Assurance and solicitude) the tangible, responsive and reliable nature of Kunming China International Travel Service, The dimensions of assurance and solicitude have a positive and significant effect on customer satisfaction. (3) customer satisfaction has a significant positive impact on customer loyalty in Kunming China International Travel Service. Finally, the empirical study on the service quality of Kunming China International Travel Service has brought some enlightenment to the management and development of China's tourism industry.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F203;F593.34;F224

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