| Since October 2014,the domestic online travel market is not the "light" situation,so that more and more enterprises want to share a piece of tourism,online travel industry is becoming increasingly hot,how to improve customer satisfaction in online travel business has become a top priority.Relative to foreign mature market over 40% of online travel penetration,the online penetration rate of China's tourism market is only 8.6%,the online travel market in China is still a lot of room for development.China's online travel companies in order to keep the market position and share,have to increase investment in the long-term interests of the expense of the immediate profits,at the same time customer satisfaction and customer satisfaction has not been improved.In the face of such fierce competition,how many competition in the talent showing itself,we need another way.For many online travel companies,how to improve the degree of satisfaction of online travel products is the focus of tourism products.The interaction of line travel website can attract and retain customers,improve customer's experience,and give higher satisfaction.In this paper,the relationship between the theory of literature research,customer experience and customer satisfaction,the research model and research hypotheses are proposed.And according to the characteristics of online travel website,the interaction is divided into response,two-way and control;customer experience is divided into perception experience,emotional experience and trust experience.Using questionnaire survey and expert interview method,and according to the relevant research literature design scale,collect data,and through the data analysis,comprehensive use of structural equation model validation factor analysis and other statistical analysis methods to study the model and research hypotheses are verified,the following conclusions are drawn:1.The relationship between the three dimensions of the Online travel website interactivity and the three dimensions of customer experience is notable,the relationship between the controllability,responsiveness and emotional experience is not particularly evident.The relationship between two way of perception and trust experience is obvious.The relationship between responsiveness and trust is the most significant.2.The correlation between responsiveness and customer satisfaction was theweakest.The main influence of customer satisfaction is two-way and controllable.Among them,the relationship between the two-way and satisfaction of the strongest.3.The correlation coefficient between the three dimensions of customer experience and satisfaction were 0.757,0.576,0.621.There is a significant positive correlation between customer experience and customer satisfaction.4.In terms of customer characteristics,the male has a significant effect on the perceived experience;the purchase frequency and customer satisfaction have a positive effect,the higher the purchase frequency has a higher customer satisfaction.Based on the above conclusions,this study provides a reference value for the special nature of online travel industry,At the same time,the online travel website of the interaction of customer satisfaction to expand the empirical,for the latter part of the research to provide a certain theoretical basis for the development of academic research to do as little as possible. |
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