导　　师： 汤静

学科专业： 120203

授予学位： 硕士

作　　者： ;

机构地区： 湖南师范大学

摘　　要： 随着人类社会进入大众旅游时代,旅行社数量的急剧增加,旅行社之间的竞争日趋激烈,旅行社为了保持自身的竞争优势,争夺有限的市场份额,纷纷削价竞争,致使旅行社的服务质量得不到保证,顾客流失现象十分严重。在这一严峻的现实背景下,围绕如何提高旅行社的服务质量,保持顾客关系,提高其对旅行社产品的重复购买意向,让旅行社行业持续健康地发展这一问题进行研究意义重大。 为了提高旅游者对旅行社产品的重复购买意向,旅行社必须从旅游者的角度出发,探求影响其重复购买意向的主要因素。服务质量作为服务企业的生存之本,其对顾客重复购买意向的影响已经得到了广泛的证实。此外,满意度的理论也被学术界引入到顾客忠诚的研究中,但在相关的后续研究中,却出现了令人迷惑的“顾客满意悖论”现象,这使得我们有必要从不同的角度,从顾客的情感动机和经济动机的心理动因角度出发对顾客重复购买意向等顾客忠诚指标的内在机制进行阐释,继而关系承诺的概念被引入至本文的研究中。 本文对国内外服务质量、关系承诺和重复购买意向的研究结果进行了全面的梳理和回顾,在此基础上提出了本文的研究框架。通过访谈、问卷调查的方式收集数据,运用SPSS17.0软件对数据进行定量分析。研究结果表明：第一,旅行社服务质量具体包含五个维度：有形性、可靠性、响应性、保证性和移情性,旅游者对可靠性质量最为重视,服务质量各指标的SQ值均为负值,旅游者对旅行社的服务质量不满意。第二,关系承诺包含两个维度：情感性承诺和算计性承诺,且旅游者的关系承诺水平偏低。第三,旅游者对旅行社产品有重复购买的意向,但不是很强烈。不同人口统计学特征和消费行为特征的旅游者在主要变量上存在显著差异。第四,旅行社服务质量的移情性、可靠性、响应性和有形性与重复购买意向呈显著正相关关系；旅行社服务质量的移情性、可靠性、保证性与情感性承诺呈显著正相关关系；可靠性和移情性与算计性承诺呈显著正相关关系,关系承诺的两个维度与重复购买意向呈显著正相关关系。第五,关系承诺在“服务质量→关系承诺→重复购买意向“这一路径中起到了部分或完全中介作用。 基于上述结论,文章最后对旅行社的经营管理实践提出了相应的对策和建议,并对本研究的不足之处和研究展望进行了讨论。 As human society entered the era of mass tourism, the number of travel agencies increases sharply, the competition between travel agencies becomes fiercer and fiercer, in order to maintain competitive advantage and compete for the limited market share, travel agencies apply the strategy of price competition which result in poor service quality and serious loss of customers. In the severe reality background, it is of great significance to do the research which focuses on how to improve the service quality of travel agency, maintain customer relationship, enhance customers'repurchase intention, let the development of travel agency industry keep healthy. In order to improve tourists'repurchase intention, travel agency must be from the point of view of tourists, and to find out the main factors which influence repurchase intention.The quality of service is vital to service enterprises, and its great influence on customer's repurchase intention has been widely confirmed. In addition, the theory of satisfaction is also introduced into the academic study of customer loyalty, but in the follow-up study, there was confusing "customer satisfaction paradox" phenomenon, which makes it necessary for us to interpret the inner mechanism of index of customer loyalty such as customer's repurchase intention from different angles, from the customer's emotional motivation and psychological motivation, then the concept of relationship commitment is introduced into this study. This paper comprehensively review the study of quality of service, relationship commitment and repurchase intention at home and abroad, and puts forward the research framework of this paper on the basis of paper review. This paper collects data through the interview, questionnaire survey and uses SPSS17.0software to analynize the data. Results show that: first, the service quality of travel agencies contains five dimensions:tangibles, reliability, responsiveness, assurance and empathy, tourists show the most emphasis on the quality of the reliability, the SQ value of every service quality index is negative which shows that tourists are not satisfied with the travel service quality. Second, relationship commitment contains two dimensions:affective commitment and calculative commitment, and tourist's relationship commitment level is on the low side. Third, tourists have the repurchase intention of travel products but not very strong. Different tourists of different demographic characteristics and consumer behavior characteristics are significantly different in the main variables.Fourth, the empathy, reliability, responsiveness and tangible of service quality of travel agency have significantly positive correlation with repurchase intention;the empathy, reliability, assurance of service quality of travel agency have significantly positive correlation with affective commitment; reliability and empathy have significantly positive correlation with calculative commitment, the two dimensions of relationship commitment have significantly positive correlation with repurchase intention. Fifth, the affective commitment and calculative commitment have part or full mediating effects between service quality and customer's repurchase intention. Based on the above conclusion, corresponding measures and suggestions for the management practice of travel agency are put forward, the shortcomings and research prospects of the study are discussed at the end of this paper.

关 键 词： 旅行社服务质量 关系承诺 重复购买意向

分 类 号： [F590.6]

领　　域： [经济管理] [经济管理]