旅行社顾客感知服务线索构面实证研究

Empirical Research of Customer Perceived Service Cues Facets in Travel Agencies

以文献研究为基础,使用焦点小组等技术对旅行社顾客感知服务线索进行了定性探查,得到了旅行社顾客感知服务线索影响因素的初始测量题项。并运用因子分析等统计方法获得了顾客服务感知线索的五个构面:人为线索、功能线索、附加线索、营销组合线索和机制线索。

Based on the literature review, this paper has done the qualitative study of customer perceived service cues in travel agencies through focus group, and the initial items of the affecting factors have been extracted. Using factor analysis and other methods, five facets of customer perceived service cues have been obtained： man -made clues, functional clues, added cues, marketing mix cues and mechanics clues.