旅行社在线服务质量对顾客忠诚的影响——基于顾客契合中介作用

Influence of Online Service Quality of Travel Agencieson Customer Loyalty Based on the Intermediary Role of Customer Engagement

在消费升级与B2C、C2C等电子商务迅猛发展的今天,传统营销方式已不适合旅游业发展现状。基于自我调节态度理论,引入顾客契合作为中介变量,探讨旅行社在线服务质量对顾客忠诚的影响机制。借助“问卷星”进行样本搜集,采用实证研究的方式对本文假设及模型进行检验。数据分析结果表明:旅行社在线服务质量对顾客契合及顾客忠诚具有显著的正向影响,顾客契合对顾客忠诚具有显著的正向影响,顾客契合在旅行社在线服务质量与顾客忠诚关系之间起部分中介作用。根据研究结论,从增强隐私保护、提升运行效率、及时处理投诉、健全服务种类等方面提出若干建议,推动旅行社在线服务的转型升级。

Today,with the consumption upgrading and the rapid development of B2C,C2C and other e-commerce,the traditional marketing methods are no longer suitable for the current status of tourism development.Based on the self-regulation attitude theory,this paper introduces customer engagement as an intermediary variable to explore the influence mechanism of online service quality of travel agencies on customer loyalty.With the help of“questionnaire star”to collect samples,this paper uses empirical research to test the hypothesis and model.The results show that online service quality of travel agencies has a significant positive effect on customer engagement and customer loyalty,and customer engagement has a significant positive effect on customer loyalty.According to the conclusion of the research,this paper puts forward some suggestions from the aspects of enhancing privacy protection,improving the efficiency of operation,handling complaints in time,and improving the types of services,so as to promote the transformation and upgrading of online service of travel agencies.