旅行社服务质量对顾客重复购买意向的影响研究

发布时间：2018-11-21 07:01

【摘要】：随着人类社会进入大众旅游时代,旅行社数量的急剧增加,旅行社之间的竞争日趋激烈,旅行社为了保持自身的竞争优势,争夺有限的市场份额,纷纷削价竞争,致使旅行社的服务质量得不到保证,顾客流失现象十分严重。在这一严峻的现实背景下,围绕如何提高旅行社的服务质量,保持顾客关系,提高其对旅行社产品的重复购买意向,让旅行社行业持续健康地发展这一问题进行研究意义重大。为了提高旅游者对旅行社产品的重复购买意向,旅行社必须从旅游者的角度出发,探求影响其重复购买意向的主要因素。服务质量作为服务企业的生存之本,其对顾客重复购买意向的影响已经得到了广泛的证实。此外,满意度的理论也被学术界引入到顾客忠诚的研究中,但在相关的后续研究中,却出现了令人迷惑的“顾客满意悖论”现象,这使得我们有必要从不同的角度,从顾客的情感动机和经济动机的心理动因角度出发对顾客重复购买意向等顾客忠诚指标的内在机制进行阐释,继而关系承诺的概念被引入至本文的研究中。本文对国内外服务质量、关系承诺和重复购买意向的研究结果进行了全面的梳理和回顾,在此基础上提出了本文的研究框架。通过访谈、问卷调查的方式收集数据,运用SPSS17.0软件对数据进行定量分析。研究结果表明：第一,旅行社服务质量具体包含五个维度：有形性、可靠性、响应性、保证性和移情性,旅游者对可靠性质量最为重视,服务质量各指标的SQ值均为负值,旅游者对旅行社的服务质量不满意。第二,关系承诺包含两个维度：情感性承诺和算计性承诺,且旅游者的关系承诺水平偏低。第三,旅游者对旅行社产品有重复购买的意向,但不是很强烈。不同人口统计学特征和消费行为特征的旅游者在主要变量上存在显著差异。第四,旅行社服务质量的移情性、可靠性、响应性和有形性与重复购买意向呈显著正相关关系；旅行社服务质量的移情性、可靠性、保证性与情感性承诺呈显著正相关关系；可靠性和移情性与算计性承诺呈显著正相关关系,关系承诺的两个维度与重复购买意向呈显著正相关关系。第五,关系承诺在“服务质量→关系承诺→重复购买意向“这一路径中起到了部分或完全中介作用。基于上述结论,文章最后对旅行社的经营管理实践提出了相应的对策和建议,并对本研究的不足之处和研究展望进行了讨论。
[Abstract]:With the human society entering the age of mass tourism, the number of travel agencies increases rapidly, and the competition among travel agencies becomes increasingly fierce. In order to maintain their own competitive advantage and compete for limited market share, travel agencies have to cut prices and compete. As a result, the service quality of travel agencies can not be guaranteed, and the phenomenon of customer loss is very serious. Under this severe realistic background, it is of great significance to study how to improve the service quality of travel agencies, maintain customer relations, improve their intention of repeated purchase of travel agency products, and make the travel agency industry develop healthily and continuously. In order to improve the tourists' intention to purchase the products repeatedly, the travel agency must explore the main factors that affect the intention of repeated purchase from the perspective of tourists. Service quality as the survival of service enterprises, its impact on customer repeat purchase intention has been widely confirmed. In addition, the theory of satisfaction is also introduced into the study of customer loyalty in academic circles. However, in the related follow-up studies, there is a confusing phenomenon of "customer satisfaction paradox", which makes it necessary for us to take different perspectives. From the perspective of customers' emotional motivation and economic motivation, this paper explains the internal mechanism of customer loyalty indicators such as customer repeat purchase intention, and then the concept of relationship commitment is introduced into this study. This paper reviews the research results of service quality, relationship commitment and repeated purchase intention at home and abroad, and puts forward the research framework of this paper. Through interviews and questionnaires, we collect data and use SPSS17.0 software to quantitatively analyze the data. The results show that: first, the service quality of travel agency includes five dimensions: tangible, reliability, responsiveness, assurance and empathy, tourists attach the most importance to the quality of reliability, and the SQ value of each index of service quality is negative. Tourists are not satisfied with the quality of the service provided by the travel agency. Secondly, relationship commitment includes two dimensions: affective commitment and calculated commitment, and the level of relationship commitment of tourists is on the low side. Third, tourists have the intention of repeated purchase of travel agency products, but not very strong. There are significant differences in the main variables among the tourists with different demographic characteristics and consumer behavior characteristics. Fourthly, the empathy, reliability, responsiveness and materiality of the service quality of travel agency are positively correlated with the intention of repeated purchase, and the empathy, reliability, assurance and affective commitment of the service quality of travel agency are significantly positive correlation. Reliability and empathy were positively correlated with calculated commitment, and the two dimensions of relational commitment were positively correlated with repeated purchase intention. Fifth, relationship commitment plays a partial or complete intermediary role in the path of "service quality commitment and repeated purchase intention". Based on the above conclusions, the article finally puts forward the corresponding countermeasures and suggestions to the practice of travel agency management, and discusses the deficiencies and research prospects of this study.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F590.6

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