Research On Customer Satisfaction Survey And Evaluation Of Y Travel Agency In Luoyang

Customers are the precondition of travel agencies survival.Understanding customer satisfaction with products and services can help travel agencies capture the tourism market and remain competitive.Based on the theory of customer satisfaction and the current situation of Y travel agency,this paper uses the methods of questionnaire survey,analytic hierarchy process and fuzzy comprehensive evaluation to obtain the comprehensive evaluation results of customer satisfaction.And it puts forward some advices to improve customer satisfaction of Y travel agency.Firstly,this paper expounds the theory related to customer satisfaction from the following four aspects,travel agency,tourism products,customer satisfaction and service quality,and points out that customer satisfaction is a measure of customer satisfaction which can reflect the difference between the products/services expected by customers and the actual perception.Customer satisfaction is easily affected by many factors,such as product price,product quality and so on.It is necessary to measure the level of customer satisfaction,through establishing related models combined with the influencing factors on customer satisfaction.And it also points out the approaches of improving the customer satisfaction under the direction of customer perceived value theory and customer delivered value theory.Actually,travel agencies are the service enterprises,so the service quality of travel agency is the antecedent variable of customer satisfaction.We can evaluate customer satisfaction of Y travel agency through the analysis of service quality.Secondly,7 evaluation dimensions and 29 evaluation indexes are selected for evaluating the customer satisfaction of Y travel agency,according to the SERVQUAL evaluation scale,the customer satisfaction evaluation model established by previous scholars and the guidance of experts in tourism.Then,it uses analytic hierarchy process method to determine the weights of indexes,and constructs evaluation index system of customer satisfaction of Y travel agency.Thirdly,according to the evaluation indexes,this paper designs the customer satisfaction questionnaire of Y travel agency.The questionnaire survey is conducted for customer who participated in Y travel agency online.Based on the statistical analysis of the survey results,the customer satisfaction to the service quality of Y travel agency is obtained by using the fuzzy comprehensive evaluation method.The results of the comprehensive evaluation shows that Y travel agency's customer satisfaction is at“common” level,and the scores of reception service,contract service and electronic commerce are low.Combined with the results of visiting the staffs of reception service,tour guides and customers of Y travel agency,it is concluded that the causes of Y travel agency's low score are as follows: the unclear division of labor,the low level of information construction,and the weak contract service.Finally,according to the comprehensive evaluation results,this paper puts forward following measures to improve the customer satisfaction of Y travel agency.Standardizing internal management and optimizing personnel allocation,improving the construction of e-commerce and promoting the level of information,establishing the concept of contract service and strengthening the management of customer expectation,implementing customer relationship management system and enhancing core competition of enterprises,promoting the customized service and innovating the supply of tourism products.