RELATIONSHIP BETWEEN THE SERVQUAL DIMENSIONS AND CUSTOMER SATISFACTION OF TRAVEL AGENCIES IN CHINA

Abstract

China's tourism industry has experienced vigorous development in the fierce competition, and the tourism consumption market is extremely hot. In this consumer market, travel agencies are not the main force to stimulate tourists' consumption. The quality of travel agency services is directly related to the quality of tourism and the image of the entire tourism industry in China. As a travel agency of the industry window, its service level has become the focus of widespread concern. The degree of satisfaction of tourists following a travel agency depends on the perceived quality of travel agency services. Therefore, the evaluation of tourist satisfaction is an important method for the evaluation of travel agency service quality.

Through investigation and practice, this paper interviews with travel agency managers, tour guides, tourists, etc., and combines the research on travel agency service products, service quality, customer satisfaction theory and other literatures to construct a set of indicators for tourists to evaluate the service quality of travel agencies. Through the indicator system, the questionnaire of tourist satisfaction questionnaire and the questionnaire of each indicator weight are designed. The author conducted a survey of tourists who had traveled with the travel agencies of Xiamen City, and used statistical software to process the survey data, analyze the travel agency service attribute factors that affect the tourists' satisfaction, and the overall satisfaction level of the tourists' services to the travel agency. The satisfaction level of each service project, the key service factors affecting the satisfaction of tourists and the impact of tourist satisfaction on the loyalty of travel agencies.

The research results show that tourists evaluate the attitude of travel agency service satisfaction through five service attributes: assurance, reliability, perceptibility, responsiveness and empathy. Among them, the guarantee and reliability have the greatest impact on the satisfaction of tourists. Among the key indicators that affect the satisfaction of tourists, tour guide business services, tour arrangement services and tour guide support services are the key factors affecting the satisfaction of tourists. Through empirical analysis, the higher the satisfaction of tourists with the travel agency service, the more willing to follow the travel agency to travel and recommend to friends and relatives.