游客视角下服务质量对关系质量的影响研究

A Study on the Impact of Service Quality on Relationship Quality under Tourists perspective

从游客的视角探讨了游客感知到的旅游企业服务质量对旅游客企关系质量的影响,发现服务质量中的交互质量维度能够显著提高游客的满意和承诺水平(BH1=0.630,T=13.246;BH3=0.455,T=8.328)高交互质量更易于使游客产生满意。环境质量维度能够显著提高游客的满意度、信任度和承诺状况(BH4=0.623,T=13.000;BH5=0.280,T=4.766;BH6=0.376,T=6.609),高环境质量也易于使游客产生高满意度。就关系质量的三个维度而言,游客满意更易于提高游客的承诺水平(BH7=0.217,T=3.625;BH8=0.503,T=9.482),游客信任并不能直接激发游客的承诺(BH9=0.200,T=1.325)。

The paper studies the impactions of service quality on relationship quality . It was found that the coefficients of standardization between the interaction quality and tourist satisfaction and commitment are higher and significant （BH1 = 0.630 ,T = 13.246 ;BH3 = 0.455 , T = 8.328） , and the coefficient of standardization between the interaction quality and tourist satisfaction is slightly larger than that of the interaction quality and tourist commitment .But the coefficient of standardization between the interaction quality and tourist trust is very low and not significant （BH2 = 0.058 ,T = 1.112） .the coefficients of standardization between Environmental quality and tourist satisfaction and trust and commitment are all higher and significant （BH4 = 0.623 , T = 13.000 ; BH5 = 0.280 , T = 4.766 ; BH6 = 0.376 ,T = 6.609） , the degree of size sorting of its direct impaction as follows ： satisfaction 〉 commitment 〉 trust . the coefficients of standardization between Satisfaction and commitment and trust are higher and significant （BH7 = 0.217 ,T = 3.625 ; BH8 = 0.503 , T = 9.482） , and the direct impaction on commitment is stronger .the coefficients of standardization between tourist trust and commitment is very low and not significant （BH9 = 0.200 ,T = 1.325） .