本文選題：中國(guó)旅游業(yè)　切入點(diǎn)：服務(wù)質(zhì)量　出處：《華南理工大學(xué)》2012年碩士論文

【摘要】：隨著服務(wù)經(jīng)濟(jì)時(shí)代的到來(lái)，顧客追求的產(chǎn)品或服務(wù)不再僅僅停留在物美價(jià)廉的層次，而是越來(lái)越關(guān)注服務(wù)質(zhì)量。而企業(yè)要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得優(yōu)勢(shì)，就必須重視服務(wù)營(yíng)銷(xiāo)管理。服務(wù)營(yíng)銷(xiāo)的核心理念是讓顧客滿(mǎn)意和顧客忠誠(chéng)。國(guó)內(nèi)外的相關(guān)研究成果表明，提高服務(wù)質(zhì)量有助于提高顧客的滿(mǎn)意水平，從而增加顧客的忠誠(chéng)度，可以為企業(yè)獲得長(zhǎng)期競(jìng)爭(zhēng)優(yōu)勢(shì)打下了良好的基礎(chǔ)。 本文的研究工作主要包括兩個(gè)方面:(l)構(gòu)建出中國(guó)旅游業(yè)服務(wù)質(zhì)量的測(cè)量量表，探索中國(guó)旅游業(yè)服務(wù)質(zhì)量的維度;(2)運(yùn)用結(jié)構(gòu)方程模型研究中國(guó)旅游業(yè)服務(wù)質(zhì)量的各個(gè)維度與顧客滿(mǎn)意及顧客忠誠(chéng)的關(guān)系。 通過(guò)對(duì)中國(guó)旅游業(yè)的一家知名企業(yè)——昆明中國(guó)國(guó)際旅行社進(jìn)行調(diào)查，，本文在借鑒國(guó)內(nèi)外研究成果的基礎(chǔ)上，設(shè)計(jì)了相應(yīng)的變量測(cè)量項(xiàng)目，以隨機(jī)抽樣的方式進(jìn)行了問(wèn)卷調(diào)查，運(yùn)用SPSS17.0軟件對(duì)收集的數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析后，主要得出了以下結(jié)論:(l)運(yùn)用探索性因子分析，得出昆明中國(guó)國(guó)際旅游社的服務(wù)質(zhì)量測(cè)量量表包括5個(gè)維度，分別為:有形性、響應(yīng)性、可靠性、保證性和關(guān)懷性;(2)昆明中國(guó)國(guó)際旅行社的有形性、響應(yīng)性、可靠性、保證性和關(guān)懷性維度對(duì)顧客滿(mǎn)意均有正向的顯著性影響;(3)昆明中國(guó)國(guó)際旅行社中顧客滿(mǎn)意對(duì)顧客忠誠(chéng)有正向的顯著性影響。 最后，昆明中國(guó)國(guó)際旅行社服務(wù)質(zhì)量的實(shí)證研究結(jié)論,給中國(guó)旅游業(yè)的經(jīng)營(yíng)與發(fā)展帶來(lái)了一些啟示。
[Abstract]:With the arrival of the service economy era, the products or services pursued by customers are no longer merely at the level of good quality and cheap price, but more and more attention is paid to the quality of service, and enterprises want to gain advantages in the fierce market competition. The core idea of service marketing is customer satisfaction and customer loyalty. The research results at home and abroad show that improving service quality can improve customer satisfaction level and thus increase customer loyalty. Can obtain long-term competitive advantage for enterprises to lay a good foundation. The research work of this paper mainly includes two aspects: constructing the measurement scale of the service quality of China's tourism industry. To explore the dimension of service quality of tourism in China, the relationship between each dimension of service quality of tourism in China and customer satisfaction and customer loyalty is studied by using structural equation model. Based on the investigation of Kunming China International Travel Service, a well-known enterprise in China's tourism industry, based on the research results at home and abroad, this paper designs the corresponding variable measurement items and carries out a questionnaire survey by random sampling. After the statistical analysis of the collected data by SPSS17.0 software, the following conclusions are drawn: (1) by using exploratory factor analysis, it is concluded that the service quality measurement scale of Kunming China International Tourism Agency includes five dimensions, namely: materiality. Responsiveness, Reliability, Assurance and solicitude) the tangible, responsive and reliable nature of Kunming China International Travel Service, The dimensions of assurance and solicitude have a positive and significant effect on customer satisfaction. (3) customer satisfaction has a significant positive impact on customer loyalty in Kunming China International Travel Service. Finally, the empirical study on the service quality of Kunming China International Travel Service has brought some enlightenment to the management and development of China's tourism industry.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F592;F203;F593.34;F224

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