基于游客满意度的旅行社服务质量影响因素研究

发布时间：2018-08-19 12:58

【摘要】：近年来,随着人们经济水平的提高,国内的旅游行业在火热的市场环境下得到了快速的发展,旅游市场的消费也水涨船高。在这个火热的市场背景下,旅游社在其中的推波助澜不容小觑。它们的服务质量决定了客户的旅游质量,也关系到我国旅游行业的品牌和形象。它是打开旅游行业的窗口,其服务质量的好坏已受到了旅游群众的一致关注。旅行社服务水平的好坏取决于游客在享受其服务过程中的具体满意度。所以游客对旅行社的评价是体现旅行社服务水平的一个重要因素。本文通过对文献资料的研究,包括服务内容、服务质量,客户满意度等,对导游、行业管理者及旅游爱好者进行了实地访谈,作为调查问卷设计的依据之一,结合实际的市场调查成果,发现旅行社服务存在的一些问题,提出建议,利于旅行社服务质量的提升。依据此评价体系,设计出顾客满意度调查表,它包含了导游业务服务、旅游安排服务、导游辅助服务、有形证据服务、前台服务、旅游配套服务这六个重要指标。本文对湖北省部分旅游者进行了现场调查,利用SPSS软件对调查结果进行统计和分析,研究顾客对旅行社整体服务项目的满意水平,以及影响旅行社服务质量的主要因素。根据研究结果,旅客对旅行社服务质量的评价好坏主要通过五种服务属性来体现的,即:保证性、可靠性、可感知性、反应性、移情性,其中保证性和可靠性是影响客户满意度的两个主要属性。从旅行社服务外部刺激这一方面来看,旅游机构的“提前安排服务”在旅行社的六大服务结构中的满意度是最低的。让旅游者相对比较满意的服务则主要体现在前台以及具体配套方面。导游的主体服务、辅助服务以及旅游安排服务是影响旅游者满意程度的关键。
[Abstract]:In recent years, with the improvement of people's economic level, the domestic tourism industry in the hot market environment has been rapid development, tourism market consumption is also rising. In this hot market background, tourism agencies in which the driving force can not be underestimated. Their service quality determines the tourism quality of customers, and also relates to the brand and image of tourism industry in China. It is the window to open the tourism industry, and the quality of its service has been the unanimous concern of the tourist masses. The service level of travel agencies depends on the satisfaction of tourists in the process of enjoying their services. Therefore, tourists' evaluation of travel agencies is an important factor to reflect the service level of travel agencies. Through the research of literature, including service content, service quality, customer satisfaction and so on, this paper conducted field interviews with tour guides, industry managers and tourism enthusiasts, as one of the basis of questionnaire design. Combined with the actual market survey results, some problems existing in travel agency service are found, and suggestions are put forward to improve the service quality of travel agency. According to this evaluation system, a customer satisfaction questionnaire is designed, which includes six important indexes: tour guide service, travel arrangement service, guide assistant service, tangible evidence service, front desk service and tourism supporting service. In this paper, some tourists in Hubei Province have been investigated on the spot, and the results of the investigation have been analyzed by SPSS software, and the satisfaction level of customers to the overall service items of travel agencies and the main factors affecting the service quality of travel agencies have been studied. According to the results of the study, tourists' evaluation of travel agency service quality is mainly reflected by five kinds of service attributes, namely: assurance, reliability, sense of knowledge, reactivity, empathy, etc. Assurance and reliability are the two main attributes that affect customer satisfaction. From the aspect of external stimulation of travel agency service, the satisfaction of travel agency's "pre-arranged service" is the lowest among the six service structures of travel agency. So that tourists relatively satisfied with the service is mainly reflected in the front and specific aspects of supporting. Tour guide's main service, auxiliary service and travel arrangement service are the key to the tourist satisfaction.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.6

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