基于大规模定制的旅游业顾客保留模型研究

Study on Customer Retention Model in Tourism Industry Based on Mass Customization

在对大规模定制理论、顾客保留理论进行文献综述的基础上,分析了基于大规模定制的旅游业顾客保留的内涵及影响因素,包括个性化体验质量、定制服务质量、定制价格水平、转移障碍等,构建了基于大规模定制的旅游业顾客保留模型,设计了共18个测量变量,并以中国国旅(武汉)国际旅行社有限公司为实证对象,对构建的理论模型进行了实证研究.

Based on literature review on the theory of mass customization and customer retention,this paper analysis the concept and the connotation of factors to customer retention based on mass customization,including personalized experience quality,custom service quality,custom-price,the barriers of transfer,and puts forward a creative model of customer retention in tourism industry based on mass customization,design 18variables measured,and take China（Wuhan）International Travel Service Co.,Ltd.for evidence object to the model for empirical research.