旅行社服务质量顾客满意度研究

发布时间：2018-06-04 15:30

本文选题：旅行社 + 服务质量　；参考：《南京航空航天大学》2012年硕士论文

【摘要】：近年来，随着旅行社行业进入壁垒的降低，旅行社数量急剧增加，各大旅行社之间的竞争达到了白热化的程度。旅行社为吸引游客采取低价竞争策略，将成本转嫁到顾客身上，，影响了顾客的旅游满意度。在面对微利时代的挑战和激烈的市场竞争的时候，旅行社如何才能提升顾客满意度，赢得竞争的优势?这是一个摆在各旅行社面前的重要议题。本文根据旅行社行业特征，通过对旅行社工作人员、导游、游客等进行访谈，并参考相关文献，构建旅行社服务质量顾客满意度评价指标体系。通过这一指标体系，设计调查问卷。笔者对跟随X旅行社组团出游的游客进行调查，采用SPSS软件对调查数据进行处理，分析顾客对旅行社服务质量的综合满意度水平和各服务指标的满意度水平，找出影响顾客满意度的关键服务因素及指标，分析顾客的个体属性对旅行社服务质量顾客满意度评价的影响。研究结果表明，旅游者通过保证性、可靠性、有形性、反应性、移情性、补救性六个服务属性对旅行社服务满意度进行态度的评价。其中保证性、可靠性对顾客满意度影响最大。从旅行社的六大服务要素分析，失败处理服务是旅游者满意度评价最低的一项，而前台服务、有形展示满意度评价较高。在分析影响旅游者满意度的关键指标中，导游业务服务、公平服务是影响旅游者满意度的关键因素。方差分析表明除职业、曾跟团出游次数以外其他个体属性对整体满意度评价均存在显著性差异。
[Abstract]:In recent years, with the reduction of barriers to entry in the travel service industry, the number of travel agencies has increased dramatically, and the competition among the major travel agencies has reached a degree of white hot. The travel agency has taken the low-cost competition strategy to attract tourists, and transferred the cost to the customer, affecting the customer's tourist satisfaction. How can a travel agency enhance customer satisfaction and win the competitive edge when competition is in competition? This is an important issue before the travel agencies.
According to the characteristics of travel agency industry, through interviews with travel agency staff, tour guides, tourists and so on, and referring to relevant literature, the author constructs the evaluation index system of customer satisfaction of service quality of travel agency. Through this index system, the author designs a questionnaire. The author investigates the tourists who travel with X travel agency group and uses SPSS software The survey data are processed to analyze the customer's degree of satisfaction to the service quality of the travel agency and the satisfaction level of each service index, to find out the key service factors and indicators that affect the customer satisfaction, and to analyze the influence of the individual attributes of the customer on the customer satisfaction evaluation of the service quality of the travel agency.
The results show that tourists can evaluate the attitude of the travel service satisfaction through six service attributes that guarantee sex, reliability, tangible, reactivity, empathy, remedial, and remedial service. Among them, the guarantee and reliability have the greatest impact on the customer satisfaction. From the analysis of the six service elements of the travel agency, the failure treatment service is the tourist satisfaction evaluation. One of the lowest prices, and the front desk service, has a high degree of satisfaction evaluation. In the analysis of the key indicators of the tourists' satisfaction, the tour guide service and the fair service are the key factors that affect the satisfaction of the tourists. There is a significant difference.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.6;F274;F224

【参考文献】