The Research On Customer Satisfaction With The Service Quality Of Travel Agency

In recent years, with the slowdown of the entering condition, the number of the travel agenciesincreased so sharply that the competition in this area became higher and higher. The travel agenciescontinued to lower the price for winning the competition, which eventually transferred the cost burdenon the shoulder of the clients, which makes the clients unsatisfactory to the travel agencies. Facing thechallenge of the higher competitive and lower profit market, how to win the competition and how tomake the clients trust the travel agencies and how to make the clients be satisfactory have become avery important issue for the travel agencies.The article based on characteristic of travel agency industry, the author sets up the evaluationindex system of tourist satisfaction by interviewing travel agency’s managers, guides and tourist.According to the index system, the author designs the questionnaires of tourist satisfaction of thesignificance of every index and then distributes the questionnaires to tourists who purchased thefixed-price travel line. Finally，the author uses SPSS to analyze the result of the investigation.Analysis of service quality of travel agencies’ overall satisfaction level, identify key performanceindicators. Finally, analyze the customer’s individual attributes how to impact customer satisfaction oftravel service quality.The researching results are listed as following:1.Tourists tend to evaluate a travel agency’sservice quality by six influence factors, which are Assurance, Reliability, Materiality, Response, andEmpathy. Among them, the most important factors are Assurance and Reliability.2. Among the sixkinds of service factors which travel agency provides, the most unsatisfied one for tourists is thefailure treatment service, while reception service and tangible demonstration are evaluated with highersatisfaction.3. In the key influencing indexes, there are two factors, which are considered more crucialto influence tourists’ satisfaction. They are the tourist guide’s competence and the fair service.4.Analysis of Variance showed that most of the individual attributes have significant differences onoverall satisfaction accept occupation and travel times.