| Author: | 陈苑苑 Chen, Yuanyuan |
| Title: | 旅行社门店的服务接触对于旅游消费者购买决策行为的影响 Lü xing she men dian de fu wu jie chu dui yu lü you xiao fei zhe gou mai jue ce xing wei de ying xiang |
| Other Title: | Impact of service contact of travel agency stores on tourism consumers’ purchasing decision behaviors |
| Degree: | M.Sc. |
| Year: | 2011 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Consumer behavior Tourism |
| Department: | School of Hotel and Tourism Management |
| Pages: | xii, 70 leaves ; 30 cm. |
| Language: | Chinese |
| Abstract: | 目前，旅游业已经成为中国经济发展的支柱性产业。随着国民收入的不断增加，国家进一步加大对于旅游业发展的支持力度，中国居民出游比例逐年增加。旅行社作为联接旅游产品生产商和旅游消费者之间的零售渠道，承担着将旅游产品生产商的旅游产品销售给终端消费者的重要任务。于是，旅行社门店首当其冲，其带给消费者的门店服务接触能否使消费者感知到服务质量，进而获得顾客满意，从而影响消费者行为，促进消费者购买决策的形成，成为以旅行社门店为代表的旅游零售商最应关心的话题。 本研究通过对服务质量、顾客满意、服务接触等理论进行梳理，在此基础上，得出影响前往旅行社门店的消费者服务质量体验的服务接触元素包括服务人员、有形展示、服务过程以及这三者的相关要素。并以此为理论架构，对旅 行社门店服务接触的重要性以及其对于旅游消费者决策行为的影响进行研究。 实证研究结果表明：服务接触三因素中服务人员、有形展示、服务过程对于消费者购买决策最为重要的是服务人员。顾客满意度感知对后续旅游消费信心、口碑传播以及再次光顾都有着正向影响，其中对后续旅游消费信心的影响最大。根据研究中发现的问题，本文提出了优化旅行社门店旅游产品零售服务的建议：旅行社应该加强对门店服务人员的专业知识的培养，特别是对于最新的旅游产品知识以及市场上旅游产品的差异；旅行社门店应该尽可能多的提供清晰且详细的旅游信息资料；旅行社门店规划时应该考虑到人流量以及消费者入店时间以提供足够的咨询休息空间；旅行社门店应该设立清晰易懂的服务流程；旅行社门店零售服务中应该关注消费者个性化的产品及服务需求。 |
| Rights: | All rights reserved |
| Access: | restricted access |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| b24574739.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.15 MB | Adobe PDF | View/Open |
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