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论文编号：	11643
作者编号：	2120183036
上传时间：	2020/6/19 15:09:44
中文题目：	乐友旅行社服务质量与满意度提升策略研究
英文题目：	Research on service quality and satisfaction improvement strategy of Leyou travel agency
指导老师：	杜建刚教授
中文关键字：	乐友旅行社；服务质量差距模型；服务质量和满意度
英文关键字：	Leyou travel agency；Gaps model of service quality；Service quality and satisfaction
中文摘要：	伴随我国经济的快速发展，旅游成为了我国人民娱乐的重要方式，成为了人民的刚需。旅行社行业市场竞争激烈，价格战普遍存在竞争中。旅行社要提高自己的竞争力，就必须能为顾客提供高质量的服务，来增加顾客的满意度。因此，现在服务质量的水平在旅行社行业中所起的作用比以往任何时候都重要。 目前我国旅行社数量众多，利润水平低，企业竞争力差，行业的服务质量水平亟待提升。同时由于旅行社对服务意识比较缺乏，也造成了旅行社服务水平低和产品同质化严重的现状。另一方面旅行社为了获取更多市场份额，降低价格吸引顾客，导致利润水平低，旅行社经营状况恶化。这些原因造成了顾客的满意度和忠诚度低，极大地影响旅行社行业的健康发展。 乐友旅行社是目前国内众多中小型旅行社企业的典型代表。本文以乐友旅行社为研究对象，从乐友旅行社的宏观环境和微观环境要素入手，运用服务质量相关理论对乐友旅行社进行分析，根据实地调查和问卷调查的结果得出乐友旅行社服务质量的现状，分析乐友旅行社服务质量中存在的问题，运用服务质量差距模型理论提出乐友旅行社服务质量问题的解决对策和提高企业服务质量的办法，为提升消费者服务满意度和忠诚度提出意见。最后，为保证以上对策的实施提出保障措施。 服务质量水平的研究是服务行业不能忽视的，也是以后研究的热点。以后要针对服务质量的提升，进行更全面的信息调研，用更多的理论进行研究，来得出更科学的结论。
英文摘要：	Amid the fast-moving economy in China, traveling is seen as an important form of entertainment by our people and serves as a kind of our rigid demand. There is now intense market competition between travel agencies with price wars generally existing. As travel agencies seek to make them more competitive, it’s essential to provide customers with high-quality service as a way to enhance the customer satisfaction. Consequently, how well travel agencies serve today plays a more prominent role in the travel service industry than ever before. With a multitude of travel agencies, low profit levels and poor corporate competitiveness, to get the service quality of the industry improved is now at the top of the agenda. In the meantime, the lack of service consciousness for travel agencies has resulted in the poor service and extremely homogeneous products. Apart from these, travel agencies also reduce prices in an attempt to attract more customers and then grab more market share, which causes low profits and worsening operation condition. All these adverse aspects lead to the low customer satisfaction and loyalty, significantly impairing the sound development of the travel agency industry. Leyou Travel Agency is emblematic of so many small and medium-sized enterprises in China currently. Based on Leyou Travel Agency as the research object, this paper starts from its macro and micro environmental factors and applies the service quality gap model to analyze Leyou Travel Agency. According to the results of field survey and questionnaire survey, we can get the status quo of service quality of Leyou travel agency and the problems existing in the service quality of Leyou travel agency. Furthermore, through the service quality gap model, this paper does a theoretical analysis about how to improve the service quality of Leyou Travel Agency, proposing corresponding measures. Some suggestions making consumers more satisfied with the service and more loyal are also raised. Ultimately, this paper puts forward some safeguards as it works to ensure that measures above can be fully implemented. The research in the level of service quality cannot be ignored in the service industry, and it will be a hot issue in the future. I will target on the improvement of service quality, carry out more comprehensive information research, and use more theories in the research to reach more scientific conclusions.
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