Research On The Influence Of Customer Participation On Customer Loyalty In OTA Service

With the development of the Internet and mobile Internet,the scale of the online tourism market in China is expanding continuously.In 2017,OTA(online travel agent)market transaction scale reached 40 billion yuan,rising by 34% compared with the year of 2016.The strong development trend of OTA has attracted extensive attention from the tourism industry.In order to find more market share,each company is improving its product from the "money burning war" in the beginning to pursue a higher customer loyalty change at present.On the theoretical basis of experience economic theory,customer relationship management theory communication theory and taking OTA as the target enterprise,the paper mainly study the influence of customer participation on customer loyalty.From the macro perspective,the study is helpful to the optimization of tourism chain and benefits the healthy development of tourism industry.From the micro point of view,it can be used to solve the low conversion rate of visitors in the current online travel agent,and help the online travel agent maintain loyalty from the perspective of customer participation.The online travel agent can improve the core competitiveness of the enterprise through the study.This paper first describes the background,Theoretical and practical significance,main content and innovation of the research,which lays the foundation for the follow-up research.Secondly,we make a review of online tourism,customer participation,customer loyalty,the relationship between customer participation and customer loyalty from two perspectives: home and abroad.Combined with the literature review and the characteristics of the research object,the concept of OTA,customer participation,customer satisfaction and customer loyalty are defined.According to the theoretical analysis,the research hypothesis and research model are put forward.In order to verify the hypothesis proposed in this paper,the questionnaire method and the empirical analysis method are used to collect and analyze the data.Before carrying out the formal investigation,pre-survey was conducted,and some items were corrected according to the feedback,and a formal questionnaire was obtained.In the formal investigation,227 valid questionnaires were collected through the network platform,SPSS data analysis software to was used to test the accuracy and reliability of the collected data,that is to test the reliability and validity of the questionnaires,in order to verify the hypothesis,the paper mainly carry out factor analysis,correlation analysis and regression analysis to the data.the following conclusions were drawn: first,Customer participation in OTA services has a significant positive impact on customer satisfaction.That is,the greater the participation of customers on the OTA tourism website,the higher the satisfaction degree is,the different dimensions of customer participation(excluding the perceived effort)also have a significant positive impact on customer satisfaction.Secondly,the customer satisfaction in the OTA service has a significant effect on customer loyalty;thirdly,customer participation in OTA services has a significant positive impact on customer loyalty,and the four aspects of customer participation(excluding the perceived effort)have a positive effect on customer loyalty.Loyalty also has a significant positive impact.Finally,the influence of customer participation on customer loyalty in OTA services is mediated through the mediating effect of customer satisfaction.According to the results of quantitative and qualitative analysis and the paper puts forward countermeasures according to the hypothesis and the feedback from the investigators in the process of investigation.