Visitor Satisfaction And Loyalty-based Travel Agency Services Brand Building Research

Branding operation is one of the main strategies to achieve success in the situation of violent competitions for travel agencies in China now. Improving the service quality and service branding are very useful steps to attract customer's attention, build customer's brand preference as well as maintain customer loyalty.On the basis of reviewing literature of brand, service brand, service quality, customer satisfaction and customer loyalty, this thesis brings forward a main factors model of service brand equity. The evaluation system for service quality of travel agency is proposed. This thesis then surveys the customers' satisfaction level of travel agencies' service, examines how service quality influence customer satisfaction and customer loyalty, and analyzes the influence of corporation image cognition in the relationship between service quality and customer satisfaction as well as between service quality and customer loyalty. Finally, suggestions of service branding strategy for travel agencies are proposed.According to the result of investigation and data analysis, several research conclusions are drawn. These conclusions are as follows: The evaluation system for service quality of travel agency is composed of five key factors which are "promise implementation and reliability", "service consciousness and skill", "service efficiency", "service tangibility" and "individual care". All five key factors above have significant influences on customer satisfaction and customer loyalty. The factor of "promise implementation and reliability" has the most obvious influence on customer satisfaction while the factor of "service consciousness and skill" does on customer loyalty. The cognition of travel agency's image in advance also has impact on customer satisfaction and customer loyalty, and the factor of "reputation cognition" has a significant interaction with "service consciousness and skill", "service efficiency" and "individual care" in the process of influencing customer satisfaction. The tourists' evaluation of travel agencies' service quality is in the middle level, getting the average score of 3.3385. And the factor of "service consciousness and skill" gets the highest score of 3.661 while "individual care" gets the lowest of 3.176.