本文關(guān)鍵詞： 在線旅游 服務(wù)質(zhì)量 顧客參與 滿意度 忠誠度　出處：《山東大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著信息技術(shù)的快速發(fā)展,互聯(lián)網(wǎng)和各類移動終端在人們生活的方方面面扮演了越來越重要的角色,消費者習(xí)慣使用網(wǎng)絡(luò)來搜尋需要的信息和產(chǎn)品,并通過網(wǎng)絡(luò)進(jìn)行消費。人們的消費水平不斷提高,消費觀念不斷改變,帶來了旅游市場的蓬勃發(fā)展。各類在線旅游網(wǎng)站應(yīng)運而生,成為旅游者最常用的獲取旅游信息、預(yù)訂旅游產(chǎn)品、并進(jìn)行服務(wù)評價的媒介。在線旅游預(yù)訂作為一種新興的旅游消費方式,正逐漸被廣大旅游者認(rèn)可、接受和喜愛。在線旅游模式使消費者不用與旅行社接觸便可以預(yù)定到旅游產(chǎn)品,節(jié)省了用戶的時間和經(jīng)濟(jì)成本,提升了用戶的消費體驗。但網(wǎng)站本身存在的諸多問題也影響了消費者的滿意度。對于這類服務(wù)性企業(yè)來說,服務(wù)質(zhì)量管理是其核心內(nèi)容。顧客的滿意度和忠誠度的高低決定了服務(wù)型企業(yè)的核心競爭力。要做好服務(wù)營銷,必須為顧客提供優(yōu)質(zhì)服務(wù),來提高顧客的滿意程度,增強(qiáng)顧客的忠誠感。本文根據(jù)旅游服務(wù)質(zhì)量發(fā)展的現(xiàn)狀,對前人的研究模型進(jìn)行修訂和完善。根據(jù)顧客感知、顧客參與、忠誠度、滿意度之間的關(guān)系提出研究假設(shè),構(gòu)建在線旅游服務(wù)質(zhì)量對顧客忠誠度、滿意度的影響模型,并提出相應(yīng)的假設(shè)。再對相關(guān)服務(wù)質(zhì)量研究的量表進(jìn)行整理,設(shè)計問卷并進(jìn)行數(shù)據(jù)收集,然后進(jìn)行實證分析,通過相關(guān)性分析和回歸分析對模型和假設(shè)進(jìn)行驗證。最終得出結(jié)論：在線旅游網(wǎng)站的用戶界面、易用性、提供的信息質(zhì)量、產(chǎn)品的經(jīng)濟(jì)性、服務(wù)的及時性會對顧客感知的服務(wù)質(zhì)量產(chǎn)生顯著正向影響,在線旅游網(wǎng)站的服務(wù)的安全性不會對顧客感知的服務(wù)質(zhì)量產(chǎn)生顯著正向影響；另外,服務(wù)質(zhì)量和顧客參與都會對顧客滿意度產(chǎn)生顯著正向影響,服務(wù)質(zhì)量和顧客參與也會對顧客忠誠度產(chǎn)生顯著正向影響,服務(wù)質(zhì)量、顧客參與和顧客滿意度都會對顧客忠誠度產(chǎn)生顯著正向影響。最后,根據(jù)研究結(jié)果為在線旅游網(wǎng)站的服務(wù)質(zhì)量建設(shè)提出相應(yīng)建議,包括：提供多元化、人性化的服務(wù)來吸引更多的顧客,構(gòu)建值得信賴的安全環(huán)境來保障顧客的隱私和權(quán)益,開發(fā)優(yōu)質(zhì)、高效的產(chǎn)品和服務(wù)來滿足顧客的需求。本論文的研究結(jié)果不僅可以幫助在線旅游網(wǎng)站評價和提高本企業(yè)的在線旅游服務(wù)質(zhì)量,提高市場占有率,而且可以健全在線旅游行業(yè)管理標(biāo)準(zhǔn)和提高行業(yè)服務(wù)水平,同時為旅游電子商務(wù)的發(fā)展提供科學(xué)的依據(jù)。
[Abstract]:With the rapid development of information technology, the Internet and all kinds of mobile terminals play a more and more important role in all aspects of people's lives. Consumers are accustomed to using the Internet to search for needed information and products. People's consumption level is rising and consumption concept is changing, which brings the booming development of tourism market. All kinds of online tourism websites emerge as the times require, and become the most commonly used tourist information. Booking tourism products and performing service evaluation. As a new tourism consumption mode, online travel booking is gradually recognized by the vast number of tourists. Accept and love. Online travel mode allows consumers to book travel products without contact with travel agencies, saving users time and economic costs. It improves the consumer experience. But the problems of the website also affect the satisfaction of the consumers. For such service enterprises, Service quality management is its core content. Customer satisfaction and loyalty determine the core competitiveness of service-oriented enterprises. In order to do a good job of service marketing, we must provide high quality service to improve customer satisfaction. According to the current situation of tourism service quality development, this paper revises and perfects the previous research model. According to the relationship among customer perception, customer participation, loyalty, satisfaction, the research hypothesis is put forward. This paper constructs a model of the influence of online tourism service quality on customer loyalty and satisfaction, and puts forward the corresponding assumptions. Then the scale of related service quality research is sorted out, the questionnaire is designed and the data is collected, and then the empirical analysis is carried out. The model and hypothesis are verified by correlation analysis and regression analysis. The conclusion is: user interface, ease of use, quality of information provided, economy of product, etc. The timeliness of service will have a significant positive impact on the quality of service perceived by the customer, while the security of the service of the online travel website will not have a significant positive impact on the quality of service perceived by the customer; in addition, Both service quality and customer participation will have a significant positive impact on customer satisfaction, and service quality and customer participation will also have a significant positive impact on customer loyalty. Both customer participation and customer satisfaction have a significant positive impact on customer loyalty. Finally, based on the results of the research, some suggestions are made for the construction of online tourism website, including: providing diversification, Humanized service to attract more customers, build a reliable security environment to protect the privacy and rights of customers, develop quality, The research results of this paper can not only help the online tourism website evaluate and improve the quality of the online tourism service, but also increase the market share. Moreover, it can improve the management standard and service level of online tourism industry, and provide scientific basis for the development of tourism electronic commerce.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F592.6

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本文編號：1510798