Research On The Influence Of Online Tourism Platform Service Remediation On Customer Loyalty

With the rapid development of mobile Internet technology,the volume of online tourism platform is increasing continuously in China.Compared with the traditional tourism enterprises,online tourism enterprises lack face-to-face communication so that they cannot fully grasp the customers’ needs and emotions.Moreover,when customers can not get timely remediation in the face of service failure,the outbreak of negative emotions on the Internet will cause huge losses to enterprises.In recent years,scholars’ research on service remediation has gradually changed from traditional tourism enterprises to online tourism enterprises;however,there are not many researches on service remediation of online tourism platform in the existing literature.This paper conducts an empirical study on the impact of online tourism platform service remediation on customer loyalty.On the one hand,it can improve the literature of online tourism platform service remediation in China;on the other hand,it has practical guiding value for online tourism platform to carry out better operation.Therefore,this study conducts literature research methods to sort the concepts of service remediation,customer loyalty,relationship quality,and related research at home and abroad,selecting a suitable service remediation model and combining the actual conditions of online tourism platform to divide online tourism service remediation into eight dimensions: apology;compensation;contact;proactive;remediation;responsiveness;efficiency;authorize and system.Through online surveys,286 valid questionnaires have been obtained;the paper uses SPSS21 software to perform descriptive analysis,analysis of variance,correlation analysis and regression analysis on the obtained data.The following conclusions have been reached:(1)Online tourism platform service remediation has a direct impact on relationship quality;(2)Online tourism platform service remediation has a direct impact on customer loyalty;(3)Relationship quality has a direct effect on customer loyalty;(4)Relationship quality plays a full mediating role between online tourism platform service remediation and customer loyalty;(5)The differences in customer characteristics are also different in the study variables.In summary,this study provides a theoretical reference for maintaining long-term and stable relationships between online tourism platform companies and customers,and then makes the following suggestions: First,establish a complete set of service remediation mechanisms;the second is to improve the responsiveness of service remediation and optimize the service remediation process;the third is to give adequate and reasonable financial compensation and sincere apologies;the fourth is to fully authorize the front-line customer service personnel to improve the quality of service remediation.