社会与工程心理学研究室知识库

本研究通过文案调查、访谈、焦点小组座谈和问卷调查等多种方法，从消费者的角度探讨了目前顾客对国内旅行社满意程度评价的因素结构，各因素对顾客消费行为的影响，以及满意度评价要素结构中各个因素所属类别。
研究结果表明:
1、目前国内旅行社顾客满意度的评价要素结构包括以下7个因素:餐饮、导游的业务能力、辅助服务、宾馆住宿、舒适性、交通工具和景点游览。研究结果证明，基于这一评价结构形成的满意度量表具有较高的信度;   
2、影响旅行社顾客总体满意度和行为忠诚度的因素的大小顺序不完全一致。其中，“舒适性”对这两者影响大小顺序是区别最大的一个因素;
3、旅行社顾客满意度要素结构中各个要素分属于三种不同的类别:满意因素、不满意因素和临界因素。

    This research explored the factor structure of customer satisfaction with domestic travel agency from a consumer-oriented perspective, using various methods such as desk research,  interview,  focus group and questionnaire. It also examined the influences of different factors on consumer behavior and the categories to which the factors belong in the satisfaction evaluation structure.
The results indicate:
1 .Currently the evaluation structure of customer satisfaction with domestic travel agency include 7 factors as follow:food and drink,  capability of tourist guide, assistant service, accommodation,    comfort, vehicle, and  sightseeing. It is confirmed that the satisfaction scale based on this evaluation  structure has a high credibility.
2.  The order of the influences of  different factors on general customer satisfaction and behavioral loyalty are not the same. “comfort”is the factor with the most different influence on     those two.
3.  The factors in the customer satisfaction structure belong to three different categories: satisfactory,  dissatisfactory  and  critical.