【摘要】：隨著人類社會進入大眾旅游時代,旅行社數(shù)量的急劇增加,旅行社之間的競爭日趨激烈,旅行社為了保持自身的競爭優(yōu)勢,爭奪有限的市場份額,紛紛削價競爭,致使旅行社的服務(wù)質(zhì)量得不到保證,顧客流失現(xiàn)象十分嚴(yán)重。在這一嚴(yán)峻的現(xiàn)實背景下,圍繞如何提高旅行社的服務(wù)質(zhì)量,保持顧客關(guān)系,提高其對旅行社產(chǎn)品的重復(fù)購買意向,讓旅行社行業(yè)持續(xù)健康地發(fā)展這一問題進行研究意義重大。 為了提高旅游者對旅行社產(chǎn)品的重復(fù)購買意向,旅行社必須從旅游者的角度出發(fā),探求影響其重復(fù)購買意向的主要因素。服務(wù)質(zhì)量作為服務(wù)企業(yè)的生存之本,其對顧客重復(fù)購買意向的影響已經(jīng)得到了廣泛的證實。此外,滿意度的理論也被學(xué)術(shù)界引入到顧客忠誠的研究中,但在相關(guān)的后續(xù)研究中,卻出現(xiàn)了令人迷惑的“顧客滿意悖論”現(xiàn)象,這使得我們有必要從不同的角度,從顧客的情感動機和經(jīng)濟動機的心理動因角度出發(fā)對顧客重復(fù)購買意向等顧客忠誠指標(biāo)的內(nèi)在機制進行闡釋,繼而關(guān)系承諾的概念被引入至本文的研究中。 本文對國內(nèi)外服務(wù)質(zhì)量、關(guān)系承諾和重復(fù)購買意向的研究結(jié)果進行了全面的梳理和回顧,在此基礎(chǔ)上提出了本文的研究框架。通過訪談、問卷調(diào)查的方式收集數(shù)據(jù),運用SPSS17.0軟件對數(shù)據(jù)進行定量分析。研究結(jié)果表明：第一,旅行社服務(wù)質(zhì)量具體包含五個維度：有形性、可靠性、響應(yīng)性、保證性和移情性,旅游者對可靠性質(zhì)量最為重視,服務(wù)質(zhì)量各指標(biāo)的SQ值均為負(fù)值,旅游者對旅行社的服務(wù)質(zhì)量不滿意。第二,關(guān)系承諾包含兩個維度：情感性承諾和算計性承諾,且旅游者的關(guān)系承諾水平偏低。第三,旅游者對旅行社產(chǎn)品有重復(fù)購買的意向,但不是很強烈。不同人口統(tǒng)計學(xué)特征和消費行為特征的旅游者在主要變量上存在顯著差異。第四,旅行社服務(wù)質(zhì)量的移情性、可靠性、響應(yīng)性和有形性與重復(fù)購買意向呈顯著正相關(guān)關(guān)系；旅行社服務(wù)質(zhì)量的移情性、可靠性、保證性與情感性承諾呈顯著正相關(guān)關(guān)系；可靠性和移情性與算計性承諾呈顯著正相關(guān)關(guān)系,關(guān)系承諾的兩個維度與重復(fù)購買意向呈顯著正相關(guān)關(guān)系。第五,關(guān)系承諾在“服務(wù)質(zhì)量→關(guān)系承諾→重復(fù)購買意向“這一路徑中起到了部分或完全中介作用。 基于上述結(jié)論,文章最后對旅行社的經(jīng)營管理實踐提出了相應(yīng)的對策和建議,并對本研究的不足之處和研究展望進行了討論。
[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.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F590.6

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