在线旅游服务提供者顾客需求知识的探索性研究——基于在线旅游服务提供者和顾客的调查

An Exploratory Study of Customer Need Knowledge(CNK) of E-Travel Service Providers: Based on a Survey of E-Travel Service Providers and Customers

在线旅游的快速发展对在线旅游服务提供商提出了新的要求。与实体环境下的旅游服务提供者类似,在线旅游服务提供者也需要准确识别顾客需求,尤其是个体消费者的需求,进而进行精准营销。现有关于顾客需求知识的研究主要针对员工-顾客服务界面,在线旅游服务发生于人-机交互界面,服务提供者顾客需求知识的内涵和构成有待进一步深入探讨。本文通过对在线旅游服务企业的员工和使用在线旅游服务的顾客进行深入访谈,归纳了在线旅游服务提供者顾客需求知识的内涵、获取顾客需求知识的方式以及在这一过程中顾客扮演的角色,并提出了管理建议。

With extensive use of information technology, online tourism develops rapidly and puts new demands on the E-travel service providers. Just as offline travel service providers, E-travel service providers should also accurately identify＂ customer needs, especially individual demand in order to do precise marketing. The existing researches of Customer Need Knowledge （CNK） focus on the employee-customer interface but not people-machine interactive interface, and it needs more researches to explore the content and composition of CNK. Based on an in-depth interview of employee of E-travel service enterprises and customers, this study summarizes the content of CNK of E-travel service providers, patterns of gaining CNK, and the role of customers in the process of acquiring knowledge. It ends with managerial implications and recommendations based on the findings.