旅行社顾客资产价值影响因素实证研究

本文基于调查问卷,通过因子分析的方法分析了影响旅行社顾客资产价值大小的若干因素,从中得出影响顾客资产价值大小的八个主要变量,即服务质量、便利性、品牌知名度、品牌道德、常客回报、顾客信任、交叉购买和口碑宣传。通过回归分析,得出顾客资产价值的大小主要受口碑宣传、服务质量、品牌知名度和顾客信任这四个要素的制约。

Based on the questionnaire,this paper analyzes the some factors that affect customer asset value in travel agency by means of factor analysis.Eight main variables which affect the customer asset value are： service quality,convenience,brand awareness,brand ethics,frequent customer return,customer trust,cross purchase and word-of-mouth publicity.Through regression analysis,the authors conclude that customer asset value is mainly conditioned by word-of-mouth publicity,service quality,brand awareness and customer trust.