Research On The Impact Of Service Remediation Of Travel Agencies On Tourists' Repurchase Intention

According to the statistics from the Ministry of Culture and Tourism,the number of Chinese citizens appearing on TV tours reached 14972 million in 2018,which is an increase of 14.7% over the same period last year;the number of domestic tourists reached 5.539 billion,which is aan increase of 10.8% over the same period last year;and the tourism industry is becoming an important growth point of the National economy.The rapid development of tourism has brought tremendous business opportunities to travel agencies.With the continuous improvement of people's living standards,the demand for national tourism consumption is also growing.People prefer to choose travel agencies as intermediaries to provide convenient and heart-saving travel services.All kinds of travel agencies have sprung up rapidly,but their services have caused some problems.For example,the service level of relevant service personnel in travel agencies is not high,the handling speed of unexpected events is not timely and the feedback mechanism is not perfect,etc.In order to better retrieve customers after service failures,service remediation plays a key role in it.Effective service remediation can promote customers' re-purchase behavior.This paper takes the travel agency industry as the research object and completes the questionnaire design based on the combing of literature and theory.A total of 407 formal questionnaires were collected from tourists who had experience of travel agency consumption and service failure.After screening and eliminating the questionnaires,372 qualified questionnaires were obtained.The results were analyzed by SPSS21.0 and AMOS20.0 data statistical analysis software.This paper validates the direct relationship between travel agency service recovery and tourists' re-purchase intention,and further verifies the effect of perceived fairness of intermediary variables.Through the analysis of the results of the questionnaire survey,the following conclusions are drawn: The four dimensions of travel agency service remedy are positively correlated with tourists' re-purchase intention,and active remedy has the most significant impact on tourists' repurchase intention.The four dimensions of travel agency service remedy have partial support for the positive impact of perceived fairness.However,the impact of emotional expression on interactive fairness has not been supported.The four dimensions of perceived fairness have a positive impact on tourists' re-purchase intention,and the mediating role of perceived fairness in the relationship between travel agency service recovery and tourists' re-purchase intention is also partly supported.The mediating effect of interactive fairness on tourists' re-purchase intention is not supported.Finally,according to the experimental conclusions in this paper,reasonable suggestions are put forward for the healthy development of travel agencies and the improvement of customers' re-purchase intention:(1)Increase tangible compensation;(2)Increase the speed of service recovery;(3)Improve the service personnel's business ability;(4)Take active remedial measures.Hope through the above suggestions to minimize customer losses and promote customers' re-purchase intention.