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Analysis On The Structure Of Travel Agencies' Service Image And Investigation On The Status Quo Of The Travel Agencies' Service Image In Chongqing

Posted on:2006-04-03Degree:MasterType:Thesis
Country:ChinaCandidate:K ZhangFull Text:PDF
GTID:2166360155455412Subject:Applied Psychology
Abstract/Summary:PDF Full Text Request
Service image refers to customers' cognitions and evaluations about a corporation's service, which are formed during the process when staff members resort to visible equipment to provide service to customer. Travel agency's service is spiritual product, characterized with less search quality and more experience quality. Moreover, it is out of joint for time and space between tourists' purchase and consumption. All of these would bring more difficulties in customers' choices for travel agencies. The more difficulties tourists have in choosing a travel agency, the more dependant they would be on the travel agency' service image. Hence, it is important for travel agency to set up favorable service image.Based on the existing researches, this paper puts forward theoretical hypothesis in the structure of travel agency's service image. Beside, at the basis of expert-counseling questionnaire and theoretical hypothesis, this paper works out the predictive questionnaire about service image of travel agency, and gets formal questionnaire by adopting the factor analysis. Then, we basically get command of the status quo of travel agency's service image in Chongqing by spotting-check investigation carried out in this city. With the help of the investigation's result and the structural factors of the service image, this paper puts forward some advices to improve the travel agencies' service image in Chongqing.The history of this kind of research is still young. The paper tries to give theoretical gist and practical guidance to establish favorable service images for travel agencies. The results are as follows:...
Keywords/Search Tags:travel agency, service image, service strategy
PDF Full Text Request
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