本文選題：旅游產(chǎn)業(yè) + 顧客滿意度　； 參考：《鄭州大學(xué)》2014年碩士論文

【摘要】：隨著人們物質(zhì)文化生活水平的提高,以及人們?cè)诂F(xiàn)實(shí)工作生活中承受的壓力增加,人們對(duì)戶外旅游等精神文化的需求日益強(qiáng)烈。同時(shí),國(guó)家和河南省政府對(duì)旅游文化產(chǎn)業(yè)給予了政策方面的支持,促進(jìn)了鄭州市旅游產(chǎn)業(yè)的發(fā)展。 旅行社是旅游產(chǎn)業(yè)的龍頭,它在旅游產(chǎn)業(yè)中,具有有效地配置各種旅游資源,提供滿足人們休閑、度假的旅游消費(fèi)產(chǎn)品及服務(wù)的重要作用。雖然旅游產(chǎn)業(yè)在我國(guó)已經(jīng)有了幾十年的發(fā)展歷史,但是很多旅行社,尤其是中小旅行社,在顧客觀念、創(chuàng)新意識(shí)、服務(wù)質(zhì)量、業(yè)務(wù)流程、管理規(guī)范等方面,仍然存在很多不足,導(dǎo)致服務(wù)質(zhì)量低下、旅游產(chǎn)品陳舊、競(jìng)爭(zhēng)意識(shí)不強(qiáng)、服務(wù)缺乏特色等問(wèn)題,最終造成顧客的滿意度低,影響到旅行社自身的發(fā)展,難以做大做強(qiáng)。 基于此,本文以鄭州XY旅行社為研究對(duì)象,通過(guò)理論分析及實(shí)踐調(diào)查相結(jié)合、定量分析與定性判斷相結(jié)合的方法,著重研究鄭州XY旅行社在顧客滿意度方面存在的問(wèn)題,針對(duì)鄭州XY旅行社存在的問(wèn)題出有效的解決問(wèn)題的辦法。 首先,本文概述了鄭州XY旅行社的基本狀況,并從河南省旅游業(yè)的宏觀環(huán)境和鄭州市旅游業(yè)的競(jìng)爭(zhēng)環(huán)境兩個(gè)角度,分析了鄭州XY旅行社的外部環(huán)境,從宏觀角度上闡述了鄭州XY旅行社提升顧客滿意度的重要性；然后,借助顧客問(wèn)卷調(diào)查,從多個(gè)角度對(duì)鄭州XY旅行社的顧客滿意度進(jìn)行了摸底,采用定量和定性相結(jié)合的方法得出結(jié)論,從微觀角度進(jìn)一步說(shuō)明了提升顧客滿意度的必要性；接著,本文分析了鄭州XY旅行社在提升顧客滿意度方面存在的問(wèn)題及根源,鄭州XY旅行社外部面臨激烈的競(jìng)爭(zhēng)威脅,內(nèi)部面臨旅游產(chǎn)品創(chuàng)新設(shè)計(jì)能力不足、營(yíng)銷推廣手段欠缺、品牌構(gòu)建意識(shí)薄弱、及內(nèi)部執(zhí)行缺乏效率等方面的劣勢(shì)；為提升鄭州XY旅行社的顧客滿意度,最后,本文從加強(qiáng)服務(wù)流程標(biāo)準(zhǔn)化、加強(qiáng)顧客關(guān)系管理、加強(qiáng)網(wǎng)絡(luò)溝通平臺(tái)、加強(qiáng)品牌產(chǎn)品開(kāi)發(fā)、加強(qiáng)企業(yè)內(nèi)部管理等五個(gè)方面,提出了提升鄭州XY旅行社顧客滿意度的有效策略。 通過(guò)本文的研究,有助于鄭州XY旅行社認(rèn)清問(wèn)題所在,通過(guò)實(shí)施相應(yīng)的有效策略,提升自身的顧客滿意度,并由此提升鄭州XY旅行社的核心競(jìng)爭(zhēng)力。
[Abstract]:With the improvement of people's material and cultural life and the increasing pressure on people in real life, the demand for outdoor tourism and other spiritual culture is increasingly strong. At the same time, the government of our country and Henan province give policy support to tourism culture industry, and promote the development of tourism industry in Zhengzhou. Travel agency is the leading tourist industry in tourism industry, it has an important role in effectively allocating all kinds of tourism resources and providing tourist consumer products and services that satisfy people's leisure and vacation. Although the tourism industry has developed for several decades in our country, many travel agencies, especially small and medium-sized travel agencies, still have many shortcomings in terms of customer concept, innovation awareness, service quality, business process, management standards, and so on. The problems such as low service quality, obsolete tourism products, weak competitive consciousness and lack of service characteristics lead to low customer satisfaction, which affects the development of travel agencies and makes it difficult to be bigger and stronger. Based on this, this paper takes Zhengzhou XY Travel Agency as the research object, through the combination of theoretical analysis and practical investigation, quantitative analysis and qualitative judgment, focuses on the problems in customer satisfaction of Zhengzhou XY Travel Agency. Aiming at the problems existing in Zhengzhou XY Travel Agency, an effective solution is put forward. First of all, this paper summarizes the basic situation of Zhengzhou XY travel agency, and analyzes the external environment of Zhengzhou XY travel agency from the macro environment of Henan province tourism and the competition environment of Zhengzhou tourism. This paper expounds the importance of improving customer satisfaction in Zhengzhou XY Travel Agency from a macro perspective, and then, with the help of customer questionnaire, makes a survey of customer satisfaction of Zhengzhou XY Travel Agency from several angles. The paper draws a conclusion by combining quantitative and qualitative methods, and further explains the necessity of improving customer satisfaction from a micro perspective. Then, this paper analyzes the problems and root causes of improving customer satisfaction in Zhengzhou XY Travel Agency. Zhengzhou XY travel agency is facing the fierce competition threat, the interior faces the tourism product innovation design ability insufficiency, the marketing promotion means lacks, the brand construction consciousness is weak, and the internal execution lacks the efficiency and so on the inferiority; In order to improve the customer satisfaction of XY travel agency in Zhengzhou, finally, this paper strengthens the service flow standardization, the customer relationship management, the network communication platform, strengthens the brand product development, strengthens the enterprise internal management, etc. Put forward the effective strategy to improve the customer satisfaction of Zhengzhou XY travel agency. Through the research of this paper, it is helpful for Zhengzhou XY travel agency to recognize the problem, improve its customer satisfaction by implementing relevant effective strategies, and thus enhance the core competitiveness of Zhengzhou XY travel agency.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F592.6

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