| With the increasing number of travel agencies and keen competition within the industry, how to form competition advantage and enhance profitability has been an urgent issue. However, the essence of competition among travel agents is the competition of achieving tourists. Therefore, those who would win customer satisfaction and their loyalty will be able to own an invincible position in the fierce market competition.This research approach is as follows:Firstly, based on the prior literature review, a research model and related hypotheses were put forward.Secondly, a survey on customers with travel agency service purchasing experience was conducted by questionnaire approach. After that we collected data from the sample travel agencies.After that, the data was processed by SPSS13.0 to test the prior model and hypotheses.Finally, some corresponding advice was given to travel agencies, in purpose to improve their service.According to the SPSS output, the research model and prior hypotheses had been substantially. The main conclusions the paper drew are as follows:Firstly, the results show that tourists rely assurance, reliability, physical service, responsiveness and empathy on satisfaction evaluation of the travel agency services.Moreover, reliability and personalized attention are the greatest impact on the satisfaction of tourists.However, travel agents have not done enough to meet the demand of tourists'personalized attention, especially on the tourists' some special needs, needing to pay further attention. Secondly, through descriptive statistical analysis, tourists have not yet reached a higher satisfaction. Thirdly, through correlation analysis and regression, our five assumptions are basically in support of.According to the conclusions, a travel agent at the strategic level, a travel agent should implement customer satisfaction strategy, creating customer retention, customer recommended competitive advantage; at the tactical level, the need to ensure that the case at reasonable prices without compromising quality of service. In terms of price strategy:Travel agents can provide consumers with additional value-added and increase price transparency to improve the customer's price perception etc. In addition, if travel agents want to succeed in terms of prices, it is necessary to make effort to product innovation. As to the quality of service:Travel agents should divide the primary and secondary points, and grasp the focus to improve the quality of its services.Compared with the similar prior researches, the contributions of the research can be summarized as the following two points:First, this paper proposes the conceptual framework of price perception, customer satisfaction and customer loyalty. Previous travel satisfaction research is mostly based on the perspective of the quality of service research, and rarely from a price point of view to explore its tourist satisfaction effects. The article will add the price on the basis of previous knowledge, as a measure of tourist satisfaction basis.Adding price perception into customer loyalty theory system is both improvement and breakthrough of theory system, and this has an important practical significance, for it can help travel agencies to enhance their competitive strength and profitability.Second,this paper build and verify the conceptual framework of the quality of the service quality of travel agents and tourist price perception. Most scholars believe that the service quality has a positive effect on tourist price perception. The higher price perception, the higher customer perceived service quality. But the article from the reverse point of view, think that tourists price perception has a positive effect on the overall customer service quality. Thus it opened up a new perspective of price cognitive studies.In addition, due to the limitation of author's knowledge and experience, the article has much to be improved, the author welcomes every expert and scholar to put forward the critical opinions and constructive suggestions cordially. |
PDF Full Text Request