| With the rapid development of modern information industry and the arrival of the era of big data, the Internet mobile terminal come into each person’s life and the customers turn into the use of the network platform for services and spending as a habit. The changes of consumption concept and the improvement of living standard have brought the opportunity for the development of tourism market. Online travel websites will take advantage of the opportunity to become a major tourist application media. Online travel websites as a new type of tourism consumption mode has been used by a large number of tourists. Although the development time is not very long in our country, competition pattern has been formed and gradually the scope of the competition has expanded. New tourism website is gradually using the innovation and operating characteristics to occupy some share of the market. Therefore, how to improve the customer satisfaction of the website is very important for online tourism enterprises to be achieve more in competitive market.This paper is based on the theory of customer satisfaction and combined with the online travel websites evaluation system. This paper has revised and improved the previous research model. Online travel website customer satisfaction model is constructed here through expert scoring method for the index weights, and this paper has sorted out the online travel website customer satisfaction evaluation system including 5 first level indexes of site security, information content, using convenience, service ability and trading function, which consists of 18 secondary indicators. Then it makes an empirical analysis, taking the online travel website Elong as an example. It analyses the status of customer satisfaction of Elong, and verifies the evaluation model by issuing the questionnaire. Finally it comes to the conclusion: the overall satisfaction evaluation of Elong travel website is between "general" and "satisfaction". And it still exists room for further improvement. The satisfaction status of index "website security" and "service ability" are good, and their scores are close to 4, which means "satisfied" depending on the evaluation result. The index scores of "information content", "using convenience" and "trading function" are ranged from 3 to 3.5, which means "general " depending on the evaluation result. "Trading transaction " had the lowest score. Finally according to score summary, this paper plots a satisfaction chart combined with the index weight. It put all the index in four district named the priority improvement district, the competitive advantage district, maintaining status district and opportunities waiting district. It divided into four district in order to propose customer satisfaction promotion strategy in view of the present situation of Elong website.This paper’s result is not only proposing the current customer satisfaction situation of Elong website, but also helping online travel enterprises to undertake its own customer satisfaction evaluation. So the online travel enterprises can improve their customer satisfaction focusing on its situation, and help the enterprise occupy space in the booming field of online travel electronic commerce. |
PDF Full Text Request